Business Architect – Customer Relationship Management & Customer Communications

At Allstate, great things happen when our people work together to protect families and their belongings from life’s uncertainties. And for more than 90 years, our innovative drive has kept us a step ahead of our customers’ evolving needs. From advocating for seat belts, air bags and graduated driving laws, to being an industry leader in pricing sophistication, telematics, and, more recently, device and identity protection.  Job Description The Business Architect – Customer Relationship Management & Customer Communications sits within the Customer Experience Transformation organization and is accountable for shaping, governing, and enabling customer communications across both marketing and transactional communications. This includes lifecycle and retention marketing communications as well as operational, event-based, and triggered service communications. This role ensures customer communications are purpose-driven, coordinated, compliant, and measurable, so customers receive clear, timely, and relevant messages that support engagement, reduce friction, and improve enterprise outcomes. This position does not include technology development. The role provides strategic direction, governance, and requirements leadership, partnering closely with business areas, marketing technology, and delivery teams to translate business intent into execution-ready plans and to ensure communications are delivered effectively within enterprise standards. The role brings deep expertise in purpose-driven communications, modern content production, content strategy, and editorial leadership, and leverages Generative AI to responsibly accelerate content creation, variation, personalization, and optimization while maintaining strong governance, quality controls, and brand consistency. Scope of Ownership   Communication strategy and governance across marketing and transactional communications   End-to-end coordination of customer contact across journeys, events, and channels   Editorial consistency, tone, and clarity across all customer-facing communications   Cross-functional alignment to prevent conflicting, duplicative, or mistimed communications   Measurement frameworks tied to engagement, effectiveness, and customer outcomes   Business-led enablement of Generative AI for communications with   appropriate guardrails   Requirements leadership and business readiness for CRM-enabled communications executed by technology partners   Key Responsibilities   Customer Communication Strategy (Marketing & Service)   Partner with business teams to define communication strategies that support both customer engagement and operational outcomes.   Own discovery for communication needs, clarifying intent, audience, timing, channel, and desired customer action.   Translate strategy into journey-based and event-based communication plans, including sequencing, channel mix, personalization approach, and suppression logic.   Transactional & Operational Communications Leadership   Provide strategic oversight for triggered and event-based communications to ensure clarity, timeliness, and customer-centered design.   Ensure operational communications are easy to understand and reduce customer effort and inbound contacts.   Align transactional communications with marketing touchpoints to create a cohesive customer experience, especially at high-impact moments such as renewal or service events.   Communications Governance & Controls   Lead governance for customer contact, ensuring adherence to brand standards, compliance requirements, privacy and consent expectations, accessibility standards, and channel rules.   Drive coordination across teams to reduce customer contact fatigue, message conflicts, and unintended confusion.   Establish and   maintain   intake, prioritization, and approval processes that balance speed, quality, and risk management.   Editorial Leadership & Content Strategy   Provide editorial leadership across all customer communications, ensuring messages are clear, consistent, and aligned   to   purpose and brand voice.   Define content strategy inputs such as messaging frameworks, tone guidance, modular content patterns, and reusable templates.   Enable modern content production practices that support scale while   maintaining   quality and clarity.   CRM Orchestration (Business-Led, Tech-Partnered)   Partner with delivery teams to translate strategy into execution-ready requirements, including business requirements, user stories, acceptance criteria, and testing scenarios.   Support delivery through validation, UAT, and post-launch optimization to ensure outcomes align with intent.   Ensure marketing and transactional communications   operate   as a coordinated system rather than isolated sends.   Measurement, Insights & Optimization   Define and operationalize KPIs for marketing and   transactional   communications, including engagement, conversion, retention, complaint rates, opt-outs, and contact fatigue indicators.   Analyze performance trends and translate insights into actionable improvements.   Lead test-and-learn approaches to continuously refine messaging, sequencing, and customer experience.   Generative AI for Communications   Leverage Generative AI to accelerate content ideation, drafting, versioning, and personalization with   appropriate human   oversight.   Define guardrails for AI-assisted communications, including quality standards, review requirements, and   appropriate use   cases.   Identify   opportunities where AI improves speed, relevance, and effectiveness without increasing risk.   Leadership & Influence   Operate as a n   advisor to business partners, setting direction and raising the bar on communication quality and customer experience.   Influence across teams without direct authority through clarity, structure, and customer-first thinking.   Mentor peers and partners on c