Crestmark announced the appointment of Michelle Belcher as CRM project manager, officer; a newly created position to enhance business practices and data management across the company.

As a certified advanced administrator for Salesforce, a leading customer relationship management (CRM) platform, and with more than 25 years of extensive experience integrating technology and business processes within financial institutions, Belcher will bring her expertise to Crestmark to better streamline sales, service, technology and marketing.

With an MBA in finance, a bachelor’s degree in accounting, and leadership in technology-finance integration, Belcher will draw on her expertise to help Crestmark maximize the Salesforce system. Prior to joining Crestmark, Belcher served in various business systems analyst and process management roles at Flagstar Bank, Huntington Technology Finance, Macquarie Equipment Finance, CIT Systems Leasing, AT&T Systems Leasing Corp., and CIS/CMI Corp. Most recently, Belcher was a lead business analyst at Flagstar Bank, where she was instrumental in implementing the Salesforce CRM system to improve workflow processes.

“Michelle will be leading our Salesforce strategy development and expanding the features and benefits of our investment for more efficient usage and better investment return,” said Executive Vice President and National Sales Director Ray Morandell. “This is the first step in a journey to create our own level of artificial intelligence, which allows us to utilize contact data through Salesforce to align our various internal systems for better business solutions.”

Based in Crestmark’s corporate offices in Troy, Belcher will serve all Crestmark divisions across the country. 

“I am looking forward to working with the Crestmark team in increasing efficiency and usage of their CRM platform,” Belcher said.