CRM Manager Job Description
Hire a CRM Manager to lead lifecycle marketing, build personalised customer journeys and turn customer data into measurable retention and revenue growth.
What does a CRM Manager professional do?
A CRM Manager plans and runs customer lifecycle and loyalty programmes, manages marketing automation and customer data, and works across product, marketing and analytics to increase retention and lifetime value.
CRM Manager job description template
Use this employer-ready example as a starting point, then replace the placeholders and adjust the content so it accurately reflects your vacancy.
CRM Manager
About the role
We are looking for a CRM Manager to own our customer lifecycle strategy and deliver personalised campaigns across email, in-app and retention channels. You will develop segmentation and automation, analyse behaviour and conversion metrics, and work with product, analytics and agency partners to increase engagement and customer value. [Location] | [Full-time/Part-time] | [Salary range]
Key responsibilities
- Develop and own the CRM strategy and roadmap to improve acquisition conversion, retention and customer lifetime value.
- Design, build and optimise automated lifecycle campaigns (welcome, onboarding, re‑engagement, win‑back and retention).
- Create audience segmentation and personalised content using customer data and behavioural triggers.
- Manage the marketing automation/CRM platform, integrations and campaign QA processes.
- Plan and run A/B and multivariate tests; report results and iterate to improve performance.
- Define and track CRM KPIs and build regular dashboards and reporting for stakeholders.
- Work cross-functionally with product, analytics, growth and customer support to align lifecycle initiatives.
- Ensure CRM activity complies with data protection requirements and best practice deliverability standards.
Essential skills and experience
- Proven experience in a CRM, lifecycle or retention marketing role (typically 3+ years).
- Hands-on experience with CRM or marketing automation platforms and campaign execution.
- Strong analytical ability; comfortable with campaign measurement, segmentation and testing.
- Good knowledge of email deliverability, personalisation and customer data handling (GDPR awareness).
- Clear written and verbal communication skills for cross-functional collaboration.
- Experience creating reports and dashboards to translate data into recommendations.
Desirable
- Experience in e-commerce, subscription services or retail customer marketing.
- Familiarity with SQL or direct data-querying for segmentation and analysis.
- Experience with personalisation engines, CDPs or advanced customer analytics tools.
- Basic HTML/CSS for email template editing and troubleshooting.
- Experience managing small teams or external agencies.
- Knowledge of B2B CRM workflows where relevant.
What we offer
- Competitive base salary (employer to specify)
- Performance bonus or commission scheme (if applicable)
- Pension contribution: [employer details]
- Annual leave: [number of days] plus public holidays
- Flexible / hybrid working options where eligible
- Professional development allowance / training budget
How to apply
Apply with your CV and any additional information requested. Make the interview process, closing date and any assessment stages clear where known.
Use this as a starting point rather than a final advert. The strongest version will reflect the real role, salary, location, systems, responsibilities, benefits and working arrangements.
What is a CRM Manager role?
A CRM Manager designs and executes strategies that increase customer engagement and retention by using customer data to drive personalisation and automated communications. They manage the technology and processes that send targeted email, push and lifecycle messages, measure campaign effectiveness, and coordinate with product, analytics and commercial teams to improve customer experience and commercial outcomes.
Key focus
Lifecycle marketing, segmentation, automation and retention.
Primary goal
Increase retention, engagement and customer lifetime value.
Typical tools
CRM/marketing automation platforms, analytics tools and email builders.
Core channel set
Email, in-app messaging, push notifications and SMS where appropriate.
Typical CRM Manager responsibilities
Responsibilities should reflect the real scope of the vacancy rather than every task someone in this profession might ever complete.
Develop
Develop and own the CRM strategy and roadmap to improve acquisition conversion, retention and customer lifetime value.
Design
Design, build and optimise automated lifecycle campaigns (welcome, onboarding, re‑engagement, win‑back and retention).
Create audience segmentation
Create audience segmentation and personalised content using customer data and behavioural triggers.
Manage the marketing automation/CRM platform
Manage the marketing automation/CRM platform, integrations and campaign QA processes.
Plan and run A/B
Plan and run A/B and multivariate tests; report results and iterate to improve performance.
Define
Define and track CRM KPIs and build regular dashboards and reporting for stakeholders.
Work cross-functionally with product
Work cross-functionally with product, analytics, growth and customer support to align lifecycle initiatives.
Ensure CRM activity complies with
Ensure CRM activity complies with data protection requirements and best practice deliverability standards.
CRM Manager skills and experience to look for
Keep the essential list focused on what the person really needs to perform the role. Move useful-but-trainable experience into desirable criteria.
Usually worth prioritising
- Proven experience in a CRM, lifecycle or retention marketing role (typically 3+ years).
- Hands-on experience with CRM or marketing automation platforms and campaign execution.
- Strong analytical ability; comfortable with campaign measurement, segmentation and testing.
- Good knowledge of email deliverability, personalisation and customer data handling (GDPR awareness).
- Clear written and verbal communication skills for cross-functional collaboration.
- Experience creating reports and dashboards to translate data into recommendations.
Useful where relevant
- Experience in e-commerce, subscription services or retail customer marketing.
- Familiarity with SQL or direct data-querying for segmentation and analysis.
- Experience with personalisation engines, CDPs or advanced customer analytics tools.
- Basic HTML/CSS for email template editing and troubleshooting.
- Experience managing small teams or external agencies.
- Knowledge of B2B CRM workflows where relevant.
See our guide to what to include in a job advert before publishing.
How to write a CRM Manager job advert
Small role-specific details can make the advert much easier for suitable candidates to assess.
Quantify outcomes
Give examples of the metrics the role will own (e.g. retention rate, churn reduction, LTV uplift, open/click rates). Candidates respond to measurable goals.
Be specific about tech
List the category of platforms and integrations you use (marketing automation, CDP, BI) rather than vague statements—this helps applicants self-select.
Clarify ownership
State which channels, budgets and stakeholders the CRM Manager will be responsible for, and whether agency management is required.
Describe the team and progression
Outline the team structure and potential career path to attract candidates seeking growth and leadership opportunities.
CRM Manager salary considerations
Rather than a single market figure, CRM Manager salaries depend on several factors. Employers should consider experience level, sector, technical complexity, team and budget responsibility, location and whether the role is permanent, temporary or freelance when setting a salary range.
depending on experience
- Use a genuine range
- Separate variable pay
- Avoid “competitive” alone
- Match salary to seniority
What CRM Manager candidates will want to know
Practical details can influence whether a suitable candidate applies, even when the title and salary are attractive.
Which CRM and marketing tools do you use?
Candidates want to know platform familiarity expectations and whether migration or implementation work is required.
What customer data sources and integrations are available?
Understanding data quality, CDP use and available integrations helps candidates assess the technical scope.
What KPIs and targets will the CRM Manager be measured against?
Clear success metrics (e.g. churn, LTV, activation) help candidates gauge expectations.
What team and budget will I be responsible for?
Candidates need to know direct reports, agency relationships and budget ownership to judge seniority.
Is the role office-based, hybrid or remote?
Flexible working arrangements are a key practical consideration for applicants.
How do you handle data protection and consent management?
Candidates will want to understand GDPR processes and how privacy is managed across campaigns.
Where to post a CRM Manager job
This role attracts candidates from marketing, analytics and product backgrounds. Use a mix of broad UK job boards for volume plus specialist marketing and SaaS job sites or communities for technical CRM talent. Promote the vacancy on professional networks and relevant sector forums (e-commerce, retail, subscription services) to reach people with the right channel experience.
Related marketing / customer experience job descriptions
Recruiting for a slightly different role? These templates may be a closer fit.
CRM Manager job description FAQs
Do CRM Managers need specific certifications?
There is no single mandatory certification. Employers often look for practical experience with CRM and marketing automation tools, data skills and demonstrable campaign results. Training or vendor certifications can be beneficial but are usually optional.
Should I require SQL or coding skills?
Basic data-querying or familiarity with SQL is useful for many CRM roles but may not be essential for every vacancy. Make advanced SQL or coding a desirable rather than mandatory requirement unless the role explicitly includes data engineering responsibilities.
How should I decide the seniority level?
Base seniority on ownership and responsibility: a manager who defines strategy, manages people or budgets is more senior than someone focused solely on campaign execution or reporting.
What information should be in the job advert to attract good candidates?
Include the core channels and tools, clear KPIs, the team and reporting structure, and a realistic summary of day-to-day responsibilities. Be transparent about flexible working, salary band and progression opportunities where possible.
Ready to hire a CRM Manager?
Use this template to create a clear advert, then advertise on a mix of general and specialist channels to reach suitable CRM and marketing candidates. If you need distribution support, consider targeted job board campaigns or professional networks to improve response quality.
