Digital Marketing job descriptions and roles-CRM Manager

What’s the aim of these 15 templates?

This are practical templates to support managers when recruiting digital marketing specialists to resource digital marketing activities within their team structure.

The job descriptions in this template are intended to help identify the right type of role and the right type of person to improve digital marketing’s contribution within an organisation.

By defining clear competencies required by an organisation, we intend to save you time when creating job descriptions to advertise for new recruits or recruiting into existing digital marketing roles.

The role descriptions may also be useful for updating existing employee job roles. In some companies, HR training plans are created against job skills. These are linked closely to performance objectives, and the focus is to retrain current marketing staff through CPD (continuing professional development), courses, exhibitions or external courses. Where companies are under-resourced in digital marketing or current staff do not have the motivation to upskill, then the company will need to recruit externally and employ those who can literally ‘hit the ground running’!

We have identified 15 of the most important roles based on an analysis of advertised roles across a range of recruitment agencies and direct from employers. The roles are focused on key digital marketing skills, including CRM, Analytics, Search, PPC, Social Media, Social Media Platform Development and the management of digital platforms and tools across agencies and client-side.

Candidate selection criteria covered within the job descriptions

The templates provide the following sections: variation of job titles, junior roles to support this role, location, industry, client/agency-side, summary scope, main duties, person specifications (soft and hard skills), and current average salary.

When companies are aiming to recruit staff in these roles, we believe this is a useful framework to apply in both writing the job specification and to help with scoring key desirable and essential skills during the interview stage. It may also be useful to check if anyone currently in the organization has these skills. If so, and if there is room to up-skill and the structure is right for the new role, pitching it internally to this candidate at the right salary can be a great move.

From a candidate’s perspective, or someone seeking a new role, the detailed criteria will help them highlight key skills on their CV which employers are looking for or even show skills which they are aiming to develop.

Job description for the Content Manager

Customer Relationship Management can be managed differently according to the business model and goals of the organization – whether it is focussed towards systems or customer communications strategy – and this is reflected in the scope of the job description.

Consequently, the role can include any combination or single focus towards CRM systems that integrate departments/activities to support conversion or acquisition campaigns, email marketing planning and execution, improving customer service, improving customer experience, contact strategies and customer journey mapping.

It can be difficult to define generic skills for this role as it’s important to consider the above, the existing skills within the organization, and whether the deployment of systems is in-house or external. This can often lead to either the Systems or Marketing team driving and managing this role, which again can reflect the job description

1. Role: CRM Manager

Variation of job title with similar responsibilities is named as: Digital and CRM Manager, Head of Digital CRM, CRM Specialist, Social CRM Manager, CRM Project Manager, CRM Marketing Officer, CRM Team Manager and CRM Campaign Manager.

Marketing Automation Engineer is another term. It’s common for simplicity for this role to be known as Email Marketing Manager. On the Agency side, the roles include Account Manager and Account Director with a CRM Specialism and email marketing.

2. Junior roles within the team

Email and CRM Executive, CRM Campaign Executive, Junior CRM Manager, CRM Analyst, CRM Planner, CRM (Database) Executive, Customer Experience (Analyst, Executive), Senior CRM Adviser/Executive and Senior Planner (CRM).

3. Location
4. Industry sector
5. Client/agency side
6. Summary/scope of role
7. Main duties/areas of responsibility
  • Responsible for customer data quality including accuracy, relevance, completeness and security of data across the organization.
  • Develop and manage multichannel communication programs and identify added value communication strategies.
  • Plan and manage contact strategies to support cross-lifecycle audience engagement, lead nurturing, conversion, retention, cross-sell, up-sell or to reduce churn rates.
  • Liaise closely with other departments and engage stakeholders to ensure the CRM strategy and tools are fully embedded across all integrated campaigns, and ensure ROI is demonstrated.
  • Take ownership for CRM and contact strategies, including personalized communications using email marketing [and, where relevant, text-based and site-based messaging].
  • Formulate campaign briefs based on a learned knowledge of customer triggers, interests and behavioral patterns.
  • Evaluate, monitor and produce reports including KPIs for CRM (and email marketing) strategies.
  • Plan data selection, segmentation and prepare campaign lists. Ensure the systems can support data selection required.
  • Improve ROI and customer lifetime value across all campaigns.
  • Drive customer insight through the business and manage consumer research programmes.
  • Embed CRM across the brand to improve loyalty and assess opportunities to increase sales.
  • Responsible for all technical aspects of the CRM and email system, to ensure optimization, delivery and service.
  • Some roles include email marketing and/online marketing and the planning, creation and testing of campaigns.
  • Contribute to systems and processes documentation, design and customization, configuration of CRM Systems.
  • Communicate system changes to users and provide training.
  • Management of external agencies, including CRM suppliers and Social Media.
8. Person Spec: Skills and Experience

Management/Softer Skills

  • Proactive and results orientated.
  • Analytical mind.
  • Manage lead and motivate a team.
  • Passion for digital techniques and technologies.
  • Comfortable with stakeholder engagement, working across departments to manage expectations and prioritize work.
  • Experience in implementing customer engagement programmes and activities.
  • Passionate about customer centric communications.
  • Confident and good at all aspects of communication.
  • Organized, practical and influential.
  • A professional and competent consumer focussed marketing expert.
  • Ability work to tight deadline dates, and support staff at all levels and from other teams.
  • Ability to combine technical understanding with creative skills.
  • A problem-solving mindset
  • Excellent project management skills.

Technical/Specific experience

  • Specific email or automation platforms may be required, e.g. HubSpot, Salesforce (Pardot), Click Dimensions.
  • Specific roles ask for experience of CRM systems and tools e.g. Unica, Teradata, Microsoft Dynamics, Siebel, Sage, SAS and CVM.
  • Specific roles request data selection experience in Chordiant, TCRM, ARM, Fast Stats, SQL and SPSS.
  • Experience of CRM platforms and marketing automation.
  • Experience of social media monitoring tools and social media to include SEO, PPC and Display (some roles).
  • Experience of using Web Analytics packages.
  • Experience of database mining, list segmentation and contact targeting.
  • Some roles ask for knowledge of email service providers and HTML.
  • Analytical skills, with the ability to interpret and manipulate data and drive actionable data/insight into campaigns, working with large databases for data segmentation and data mining.
  • Experience of database management.
  • Experience of gathering data requirements from users.
  • Track record of delivery of campaigns, in particular communication and complex campaigns.
  • Experience of working in a Direct Marketing, multi-channel or analytical environment.
  • Good knowledge of data transfer methods (SFTPs, APIs and automated data handling)
  • Track record of delivering multi-audience CRM strategies in a B2C and/B2B environment. Some ask for specific sectors.

The more CRM Analytical roles highlight the additional skills:

  • Experience in configuring systems.
  • Ability to produce workflow diagrams and process requirements.
  • Training, mentoring and workshop delivery.
  • Experience of implementing full-cycle CRM installations.
  • The more junior roles highlight the following:
  • Proficient in Microsoft Office, in particular Excel and Access.
  • Comfortable working with complex data and analytics tools.
  • Experience in email campaign management and systems.
  • Analytical and creative skills.
  • Analyst roles ask for sales tools such as Eloqua, SFDF, Salesforce, SAS, SQL and predictive modelling.
  • Maintain and manage lists for contact strategy.
  • Manage brand, style and content for comms strategy.
9. Core competencies

These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include prior experience interacting with the public sector as being desirable, leadership, communication, creativity, project management, financial and problem-solving.

10. Professional qualifications and associations

Degree educated

· Some roles require at least four to five years’ experience in CRM or for the analytical roles, more specific around systems expertise.

· Junior roles ask for a Degree and two years’ email campaign management experience.

· All roles are asking for degrees for specific systems or software experience rather than professional qualifications.

List of Roles

  1. Analytics Manager
  2. Content Manager/Content Marketing Manager
  3. CRM Manager (Incorporating Email Marketing and Marketing Automation)
  4. Digital Account Manager/Sales Director (Agency Role)
  5. Digital Director/Head of Digital
  6. Digital Copywriter Digital
  7. Marketing Manager or Web Manager
  8. E-commerce Manager
  9. Marketing Director
  10. Marketing Executive
  11. Marketing Manager
  12. PPC (Google Ads) Search Manager (or Digital Acquisition Manager)
  13. Search Manager
  14. Social Media Manager including Community Manager
  15. Web Developer/Designer

How can Emarkable help:

  • Digital Marketing Team Structuring: Emarkable offers expertise in evaluating options for structuring digital marketing teams, including the establishment of a centre of excellence, and defining roles within larger organizations.
  • Employee Development Learning Path: Emarkable provides comprehensive training to help marketers assess their learning requirements, whether they are seasoned professionals or new to their roles. Our resources support annual development or performance reviews between managers and team members, fostering continuous growth throughout the year.
  • Recruitment Support: Emarkable offers assistance in the selection and recruitment process for assembling high-performing digital marketing teams.
  • Onboarding Assistance: Emarkable facilitates a seamless onboarding process for new recruits, ensuring they integrate smoothly into the team and understand their roles and responsibilities.
  • Ongoing Support: Through our Evolve programme, Emarkable collaborates with your company to develop a detailed activity plan aligned with your business strategy. We provide ongoing support to implement the plan, ensuring sustained growth and success.
Natalia