Digital Marketing job descriptions and roles-CRM Manager

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:

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.