Cheryl Tumpkin
Crm Data Strategy & Insights Manager @Ford Credit
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WORK HISTORY
Crm Data Strategy & Insights Manager @Ford Credit
Dearborn, MI, US
I lead CRM data strategy and insights initiatives, overseeing the full lifecycle of marketing campaigns across digital channels. I work with our marketing partners, product teams, and vendors to expand campaign reach, deliver actionable insights, and implement innovative tools that strengthen customer retention and engagement. Deliver retention-focused marketing campaigns using Salesforce Marketing Cloud, SAS, and SQL, supporting Ford’s customer loyalty goals Work cross-functionally to ensure CRM programs deliver measurable results Secured approval for Salesforce Marketing Cloud Einstein AI tools and leading efforts to implement them for advanced personalization in CRM campaigns Collaborating with internal product teams to extend campaign reach to a new customer segment Implementing Power BI dashboards with vendor support to provide clearer visibility into campaign performance metrics
EDUCATION
University of Michigan-Dearborn
Bachelor of Science, Computer Information Systems
University of Michigan - Stephen M. Ross School of Business
Master of Business Administration (MBA)
iPEC Coaching
Life and Personal Development Coaching
ABOUT CHERYL TUMPKIN
I’m a Data & Insights Leader with 15+ years of experience in data analytics, CRM, and data privacy, driving measurable business results while staying hands-on with the tools that make it happen. At the core of my leadership is a genuine passion for people—I strive to connect with my teams, support their growth, and ensure they thrive in both career and well-being.My expertise spans customer data strategy, analytics, and personalized marketing, leveraging platforms and tools such as SQL, BigQuery (GCP), SAS, Alteryx, and Salesforce Marketing Cloud. I thrive at the intersection of data and business impact—designing insights that improve customer engagement, streamline processes, and unlock new growth opportunities.I’ve led teams to success, but I never step away from the work itself. I believe people are the most important part of any organization, and I’m deeply invested in creating an environment where employees feel valued, empowered, and inspired to achieve their best. Whether implementing credit risk models processing 2M+ transactions annually across seven countries, or optimizing CRM campaigns to reach over a million customers monthly, I enjoy both strategic guidance and hands-on execution.I am CISSP, PMP, and Six Sigma certified, with additional professional development in Google Cloud, AI, PowerBI and Salesforce. My passion is enabling organizations to use data effectively, responsibly, and at scale—balancing innovation, compliance, and customer trust, while cultivating a workplace where people and performance thrive together.
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