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CRM Manager

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CRM Manager job description

This page details key information about the CRM Manager job title. From the core responsibilities through to the salary expectations and how to approach CRM recruitment.

What does a CRM Manager do?

A CRM (customer relationship management) Manager is responsible for driving customer loyalty and retention by developing and implementing a leading CRM strategy.

Part of the digital marketing team, this role is crucial in engaging and converting existing customers.

Key responsibilities

Although the job description can vary based on business size, industry and team structure, here are the average responsibilities:

  • CRM lifecycle strategy: Develop and implement multichannel strategies to maximise customer engagement, retention and loyalty. This can include email, direct mail, SMS, subscription models, and referral programs.
  • Manage automated communications: End-to-end management of emails and push notifications from creation, testing and delivery. Develop highly-personalised messaging to enhance customer satisfaction and encourage conversion.
  • Craft an engaging communications strategy: Develop and deliver a segmented communications strategy to engage and nurture existing and prospective customers.
  • Brand consistency: Work closely with the marketing, communications and ecommerce teams to ensure consistent messaging across all outputs. Establish relationships and open communication channels with key stakeholders to keep customers informed of product launches and discounts.
  • Analyse and report: Track and analyse campaign performance, testing and iterating to improve targeting and customer experience.
  • Maintain customer database: Develop a process to capture and manage customer data inline with GDPR.
  • Data best practice: Keep up to date with changes in data legislation to ensure the brand is always compliant with GDPR. Plus, the CRM Manager will liaise with external suppliers to ensure CRM systems are working as expected.


Skills and requirements

When hiring for a CRM Manager, you should look for the following skill set:

  • Minimum of 4 years experience in a CRM or digital marketing
  • Strong project management skills - comfortable working on multiple campaigns at once
  • Experience managing multiple CRM systems, such as Salesforce, HubSpot and Klaviyo
  • Strong analytical mindset with the ability to use data to make decisions
  • Thorough understanding of the latest rules and legislation on data extraction and management
Salary expectations

What is a CRM Manager paid?

For a permanent, full time CRM Manager, you can expect to pay a salary of £45,000 - £65,000. Meanwhile, a contractor can expect a day rate of £320 - £400.

Pay ranges fluctuate based on business size, industry and seniority. To learn more, download our complete salary guide below.

Bar chart comparing salaries of CRM Manager and Senior CRM Manager, with CRM Manager reaching £65K and Senior CRM Manager reaching £80K.

Career path & progression

There has been a growing demand for CRM professionals over the last few years as businesses prioritise retention. The boom in loyalty schemes has forced brands to adapt their marketing strategies to keep up with the competition. As a result, CRM specialists are no longer limited to email marketing and have a real opportunity to change the marketing game.

When they're ready to progress in their careers, a CRM Manager might pursue the following roles.

With experience as a Manager, candidates can move into a senior role, such as the Head of CRM job title. Here they'll manage the CRM strategy, maximise consumer retention and identify ways to acquire new customers inline with business goals. In this senior role, they will manage and develop a team of CRM specialists.

With leadership experience, candidates can transition into the Director role. CRM Directors are creative thinkers who go above and beyond to maintain a positive image for the brand. In this role, they are constantly looking at ways to improve and evolve the business.  By reviewing customer feedback and using their extensive experience, the Director is best positioned to drive CRM growth.

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