What Does A Customer Relationship Management Manager Do?

WHAT DOES A CUSTOMER RELATIONSHIP MANAGEMENT MANAGER DO?

Published: September 19, 2024 - The Customer Relationship Management Manager develops and executes multi-channel CRM strategies to enhance customer engagement. Utilizes marketing automation platforms to create personalized communications and analyzes data to optimize customer experiences. Leads cross-functional initiatives to achieve financial and retention goals while supporting strategic decision-making.

A Review of Professional Skills and Functions for Customer Relationship Management Manager

1. Customer Relationship Management Manager Duties

CRM Coordination: Coordinate with the local and global retail staff as the main CRM point of contact: organize store staff trainings and develop training materials to ensure full alignment of the local teams with the global CRM strategies, objectives, procedures, and guidelines.
Contest Management: Store staff contest management: strategy definition/rules setting, communication management, supervise the correct execution at local level, execute reporting and performance analysis.
Retail CRM Target Setting: Yearly setting of the retail CRM targets of the EMEA market (mainly focus on CaR and Acquisitions) in collaboration with the global team and weekly follow up with the Retail Managers about store performances and dashboards to drive constant improvements.
Marketing Activation Promotion: Promote and coordinate marketing activations and local events.
Local Campaign Support: Promote effective local acquisition campaigns and support in finding new local partnerships/solutions.
Gifts and Budget Oversight: Oversee gifts forecast and budget for the EU region, logistics, stock, and redemption reporting analysis.
Analytical Deep Dives Execution: Execute analytical deep dives on the transacting population (active vs inactive) of key stores/locations to develop ad HOC activities/initiatives.
Event Coordination: Coordinate EU store opening/closing events, gift management, existing customer relationship management and communication strategy.
Daily CRM Support: Daily support and management of the CRM requests.
CRM Contact Strategy Execution: Execute the CRM contact strategy for the EMEA market including: translations and execution of the product and promotional email and SMS pushes in the different local languages, coordination and execution of specific local pushes, define and execute the most effective segmentation strategy for EMEA.
User Journey Creation: Create effective user journeys in collaboration with the E-commerce team.
Data Provision Management: Manage data sets and ensure the provision of targeting data suitable for all marketing and engagement across all platforms.
CRM Tools Optimization: Continual development and optimization of the tools, output channels, and data used to create audiences.
CRM Training and Mentoring: Training and mentoring junior colleagues on Adobe Campaign.
CRM Consultants Leadership: Lead the CRM Consultants to develop knowledge and understanding of the tools and underlying datasets.

2. Customer Relationship Management Manager Details

Internal CRM Training: Educate the internal team on an ongoing basis so that they can speak intelligently about Clients' CRM capabilities and offerings.
Client CRM Education: Educate new and current clients on current and trending usage of CRM services to achieve business objectives.
CRM Strategy Contribution: Contribute to agency new and organic business acquisition strategies through CRM.
New Business Participation: Actively participate and pitch new business in conjunction with the larger team.
Digital Marketing Campaign Management: Plan and manage all direct digital marketing campaigns for customer acquisition, retention, and win-back primarily in email, mobile, and SMS channels.
CRM Deployment Oversight: Oversees execution of all deployment programs (including email), managing weekly streams for multiple database segments in addition to targeted campaigns and triggered programs to engage, re-activate, and win back lapsed customers.
CRM Communication Calendar Management: Manage the calendar of communication for all CRM channels and campaigns.
Persona Development Identification: Identify opportunities for persona development and lead the research/execution.
Content Strategy Partnership: Partner with Account Services, Creative teams, and Digital Content Strategist to develop customer content strategies, ensure flawless execution through marketing partners and platforms.
CRM Testing and Optimization Leadership: Leads test and learning agenda around customer segmentation, offers, and creative formats, and continually optimizes the CRM programs.
Analytics Collaboration: Work with the Analytics Manager to pull and leverage analytics to report on campaign effectiveness and develop strategies for testing and optimization.
Campaign Coordination: Work with other teams for campaign approval and QA.
Vendor and Technology Analysis: Analyze new vendors and marketing technologies that would help build CRM capabilities, manage relationships.
Competitive Monitoring: Monitor the competitive landscape.
Continual Professional Development: Commitment to continued education in new strategies and best practices, plus use of the HubSpot platform.

3. Customer Relationship Management Manager Responsibilities

CRM Campaign Strategy Compilation: Compiling, briefing, and overviewing the CRM campaigns strategy including global, always on, and tactical comms.
Marketing Alignment: Align with marketing and creative teams on messaging and objectives.
Timeline Management: Support and overview timelines and deadlines for timely planning.
Regional Strategy Alignment: Brief and align with regional teams on strategy to incorporate feedback.
Campaign Execution Management: Manage and overview the execution and deployment of all campaigns.
Campaign Performance Monitoring: Overview and monitor the performance of each campaign.
CRM Roadmap Management: Manage, progress, and scope the CRM Roadmap and comms automations.
Stakeholder Management: Manage stakeholders and align with needs and expectations.
Roadmap Implementation: Scope, brief, and liaise with different departments to implement the roadmap.
Agency Management: Manage all relevant agencies including holding regular catch-ups, stakeholder updates of work, and review work.
Data-Driven Strategy Development: Work with the Global CRM Analyst to drive data and a learnings-driven strategy.
CRM Project Implementation: Identify and implement new CRM projects that will drive the CRM strategy further.
Regional Team Collaboration: Create relationships with the regional teams to lead collaboration initiatives and processes.

4. Customer Relationship Management Manager Job Summary

CRM and Email Marketing Oversight: Oversee the CRM and Email Marketing execution, define objectives, guide the programs to align efforts to business objectives.
CRM Executive Management: Manage, develop, coach a CRM Executive ensuring they bring best selves to work.
Brand-Aligned Communication: Ensure all communication via Email aligns and meets the overarching brand strategy, tone of voice, and style guidelines.
Customer Retention Program Development: Devise and implement targeted, timely customer retention programs that will increase retention and encourage segment migration.
Customer Segmentation Improvement: Review & improve customer segmentation framework.
Data Hygiene Management: Work with product, logistics, and customer service to maintain and ensure high levels of data hygiene and integrity with customer data.
Email Flow Design: Create, compile and design triggered Email flows based on several attributes.
KPI Development: Define KPIs to identify profitable segments and measure segments migration, customer retention, and impact on revenue.
Customer Insight Reporting: Provide the business with customer retention and customer insight reports & analysis.
Test and Learn Advocacy: Champion test and learn, ensuring testing, data, and research is at the heart of all decision making.
CRM Program Scaling: Explore new opportunities to efficiently and effectively scale acquisition and retention programs through additional CRM channels.

5. Customer Relationship Management Manager Accountabilities

CRM Lifecycle Strategy Development: Develop and execute the CRM Lifecycle strategy including a Welcome Programme, Post-purchase Programme, Re-Activation Programmes as well as triggers (e.g., Abandon Basket)
Data Capture Strategy Development: Develop Accessorize data capture strategy, utilizing e-receipts, lead gen advertising, and spotting new opportunities
BAU Email Marketing Oversight: Oversee BAU email marketing activity, from content planning, briefing, build, and schedule (working with the Senior Digital Marketing Exec to support on build and scheduling)
Campaign Automation and Optimization: Continuously think of ways to automate and optimize campaigns, reports, and processes
Digital Marketing Support: Support Digital Marketing with the use of audience lists for online advertising
Cross-Functional Collaboration: Work with Merchandising, E-commerce Trade, and Marketing teams to ensure email marketing drives a balance of engagement and commercial outcomes
Stakeholder Relationship Building: Establish and build effective working relationships with key, wider stakeholders such as the wider Marketing teams, Digital, Buying, and Creative
Customer Segmentation: Use customer data to build effective customer segments across the customer journey
Loyalty Programme Management: Responsible for development and execution of the loyalty Programme for Accessorize
BI Collaboration for Customer Insights: Work with BI team to gain insight in relation to customer behavior to inform marketing activity
Customer Data Management: Ensure customer data is in the EDW and all customer data definitions are defined accurately and both Web and Store customer data flowing through into Ometria (ESP)
Customer-Centric Communications: Be customer-focused ensuring all customer comms resonate with the customer and where needed, challenge and interrogate data/e-comm/creative to ensure this happens
Technical Support Coordination: Work closely with the technical support team to ensure that customer systems are working effectively and that GDPR is being administered correctly
Budget Management: Budget management responsibility for Loyalty and CRM alongside Monsoon Senior CRM Manager
Cross-Brand Collaboration: Collaborate with Monsoon CRM team on cross-brand projects

6. Customer Relationship Management Manager Functions

CRM Strategy Development: Build CRM strategy to recruit new customers and encourage customer retention and boost consumer loyalty
Storytelling and CRM Strategy: Strengthen storytelling and prepare CRM strategies, implement actions with collaboration with the sales team
CRM Program Development: Develop and operate CRM programs such as new welcome, mileage, birthday
CRM Program Execution: Plan & execute CRM programs including VIP program and treatment
Customer Communication Execution: Execute regular customer communication to ensure customer segmentation and marketing target
CRM Activity Analysis: Analyze and evaluate CRM activities and propose an action plan to share the insight and reflect on CRM strategy
CRM Campaign Management: Plan and manage stock and expense by CRM campaigns
CRM Communication: Communicate and share CRM plan to Marketing & Sales team accordingly
Marketing Campaign Optimization: Utilize marketing engagement metrics to optimize campaigns, report results, identify trends, and articulate impact on overall CRM strategy and recommend action
Budget Management: Budget planning and reconciliation
Digital Vision and Customer Focus: Demonstrates strong digital vision and customer-centric focus on communications
Customer Recruitment Development: Develop new customer recruiting opportunity in collaboration with department stores, brands/companies
VIP Campaign Development: Develop VIP/Existing campaign to increase repeat purchase
Performance Analysis and Reporting: Analyze and report performance, analytics, and make recommendations
Customer Behavior Understanding: Understanding of customer purchase behavior

7. Customer Relationship Management Manager Job Description

Data Segmentation and Campaign Delivery: Using and segmenting data intelligently to deliver targeted campaigns and deliver more value through increased orders and AOV
Creative Team Leadership: Effectively brief, manage, and inspire the internal creative team and external agency partners to produce customer-centric communications
Third-Party Relationship Management: Lead the relationship with third parties including XCM and Emarsys and develop new third-party relationships to help support CRM goals
Customer Journey Development: Build new customer journeys, combining learnings to date and come up with new ideas to deliver on KPIs
Customer Advocacy: Be a customer champion through a superior knowledge of the database and how customers are evolving as they grow
Campaign Effectiveness Improvement: Use a combination of customer insight, data analysis, and test and learn strategies to improve the effectiveness of campaigns
Campaign and Strategy Review: Review individual campaigns, overall strategy, and movement in the base, providing data-led, timely analysis along with actionable insights and clear recommendations to stakeholders
Innovation and Trend Identification: Identify industry trends and opportunities for innovation and developing business cases where required to support growth in new areas
Email Marketing Team Management: Management and development of the Email Marketing Executive, as well as indirectly championing growth and talent within the wider marketing function
CRM Activity Analysis: Track the record and analyze the results of CRM activities both online & offline
Customer Complaint Support: Support customer complaint and claim to deal with customer information and transaction
External Supplier Liaison: Liaise with various external suppliers to ensure systems/data migration are working as expected

8. Customer Relationship Management Manager Overview

Customer Engagement Management: Manage various customer engagement channels, including email, social, and SMS
Data Analysis for Customer Insights: Collect and analyze data to support key insights across the customer journey including: retention, repeat purchase rates, lifetime value, and AOV
Landing Page Optimization: Optimize landing pages and print collateral by designing A/B tests and analyzing results
Email Marketing Management: Manage email marketing processes from campaign planning, project management, creative review meetings, A/B testing, scheduling deployments, and sharing in-depth analysis of campaign results
Virtual Focus Group Execution: Devise and execute virtual focus group programs to develop a pulse of the customer and purchasing habits
Project Management for Partnerships: Various project management tasks to support many partnerships
Strategic Support: Work closely with COO and CEO to support strategy and planning
Industry Innovation: Build the future of the restaurant industry

9. Customer Relationship Management Manager Details and Accountabilities

Consumer Relations Management: Be responsible for the development, execution, and ongoing improvement of Tractive’s consumer relations activities
Customer Contact Strategy: Establish customer contact targeting and strategy
User Engagement Enhancement: Boost user engagement and relationships through high-quality campaigns and enhanced user journeys
Email Strategy Development: Develop email strategy, build timelines, and be in charge of email development
A/B Testing Implementation: Implement A/B testing, derive actions, and implement them
Campaign Performance Analysis: Analyze campaign performance and recommend actions for improvement
CRM Tool Implementation: Manage migration and full-scale rollout of a new CRM tool with the Backend team
Cross-Functional Collaboration: Work closely with different teams to maintain a customer-focused approach
Innovative Contribution: Bring in ideas and improvements to actively contribute to the company's success
Email Marketing Campaign Management: Be part of the CRM team and responsible for email marketing campaigns
Performance-Oriented Strategy Development: Define and implement strategies to grow performance-oriented email marketing campaigns
CRM and Email Tool Management: Responsible for managing CRM and email marketing tools and using them to full potential
Workflow Optimization: Build automated workflows and optimize them to maximize the effectiveness of campaigns
A/B Testing Evaluation: Run and evaluate A/B-tests to constantly improve campaigns
Email Marketing Impact Analysis: Analyze the impact of email marketing activities and derive actions and recommendations from data

10. Senior Customer Relationship Management Manager Tasks

CRM Strategy Execution: Owning the planning and execution of CRM strategies for automated and manual lifecycles
CRM Performance Analysis: Analyzing CRM performance, capacity of planning and execution
Interdepartmental Communication: Assuring regular communication with colleagues in various key business departments
CRM Campaign Development: Identifying opportunities for CRM campaign advancement
Leadership and Culture Building: Leading the team by example and setting a positive work culture where they deliver with passion
Issue Mitigation Involvement: Getting involved in the processes for potential issue mitigation
Creative Networking: Being creative and meeting with peers from other companies and industries to get new ideas
Communication Strategy: Segmenting partner base to define the best communication strategy
Automated Onboarding: Setting up automated sequences for partners' onboarding
Newsletter Management: Setting up and managing regular newsletter to partners
CRM Metrics Improvement: Improvement in Open rate, CTR, Unsubscribe rate; improvement in CRM conversion rates
Email Marketing Management: Management responsibility for a team that executes day-to-day email marketing campaigns
System Optimization: Optimization of systems to enable team members to execute campaigns with increased efficiency
Product Development Prioritization: Managing the prioritization of a product development pipeline with key cross-functional teams (including Marketing Technology and Analytics)

11. Customer Relationship Management Manager Duties

CRM Ownership: Owner of CRM strategy, roadmap, and fan retention KPIs
Audience Segmentation Development: Build and maintain an audience segmentation framework to service commercial & marketing campaign requirements
Database Growth Strategy: Increase marketable database through identification and improvement of digital user journeys
Cross-Channel Data Integration: Develop a uniform view of fans across multiple channels & drive for enriched profile information in a Single Customer View
Data Point Integration: Work with Digital Platforms team to identify & consume new data points
Audience Testing and Learning: Continually test and learn, deepening audience segmentation and targeting
Reporting Framework Development: Develop a reporting framework. Measure, report, and evaluate success and present back to senior leaders
Email System Management: Manage and maintain email contact rules, workflows, and control groups
CRM Strategy Development: Work with Fan Engagement team to develop CRM strategy in key territories
Campaign Data Provision: Provide audience segments & insight to inform paid campaign activity
Data Management Best Practices: Work closely with Data Operations teams to ensure best practice carried out around data management processes, management of data agency resource, cost, and prioritization
App and Web Growth Metrics: Growth in marketable database; growth in app usage (MAU/RMAU), website repeat visits, and content consumption
Push Notification Optimization: Increase in push contribution to app sessions and % open rates of push notifications through audience optimization and testing

12. Bluesign Customer Relationship Management Manager Details

Customer Relationship Management: Service and support existing customers, train customers, coordinate customer-related activities
CRM Strategy Support: Supporting the regional CRM Manager and HQ in the development of the local market in line with the company strategy and individual budget tasks
Customer Acquisition: Acquiring new customers and follow-up on inquiries and quotations
Brand Promotion: Promoting Bluesign and the Bluesign System at trade shows, conferences, presentations, etc.
Market Communication Support: Support communication in the local market
Technical Service Support: Support the Technical Service team during screening/audit preparation, on-site visits, and implementation of the Bluesign System
Marketing Execution: Executing marketing and communications plans for the market
Corporate Communications Support: Supporting Corporate Communications for database updates, marketing material, maintaining website content, and executing social media strategies
Marketing Data Analysis: Assisting in analyzing marketing data
Event Support: Providing local support for events, campaigns, and fairs

13. Customer Relationship Management Manager Responsibilities

Email Campaign Management: Plan, build, and deliver data-driven, customer-focused email campaigns to onboard and retain customers
Newsletter Management: Own the newsletter which is currently the second biggest revenue driver for the business operating in four markets—roadmap, testing, delivery, reporting, and optimization (supported by a team of talented copywriters and translators)
Email Platform Ownership: Ownership of the email platform
CRM Optimization: Drive forward and optimize the CRM program within newer markets which currently have basic CRM communications in place
Customer Communication Optimization: Ongoing optimization of all customer comms using various testing techniques
Referral Program Management: Manage and develop the referral program
Communication Channel Testing: Test new communication channels—SMS, web notifications, direct mail, in the box
Multi-Channel CRM Delivery: Deliver effective multi-channel CRM marketing programs across email, mobile messaging, and web
Customer Insight Generation: Test, learn, and iterate to learn more about customers and what works best
Communication Design Assurance: Ensure all communications have engaging, dynamic content and effective, responsive designs
Campaign Management: Manage campaigns end-to-end, receiving/writing briefs, campaign creation, HTML proofing, managing sign-off, and presentation of results with recommended next steps
Cross-Functional Collaboration: Working with design, product, customer service, and central marketing teams
Email Strategy Ownership: Take responsibility and ownership of the email marketing strategy
Multi-Channel CRM Strategy Development: Deliver a multichannel CRM strategy and grow the customer database
Stakeholder Relationship Building: Build relationships with key stakeholders

14. Customer Relationship Management Manager Job Summary

CRM Strategy Leadership: Lead the CRM strategy whilst closely collaborating with the CRM Team in Spain to maximize synergies and growth
Recruitment Strategy Development: Establish a strong recruitment plan, in partnership with Sales, E-Commerce, and the wider Marketing Team, through in-store activation, training activities, and media campaigns
Data Registration Management: Ensure a flawless registration process of new consumer data in-store
Revenue Maximization: Maximize revenue generation in-store and through E-Commerce by optimizing the emailing calendar
CRM Collaboration: Closely collaborate with the CRM Specialist, supervising the creation, execution, and reporting of the CRM calendar
Email Testing Strategy Development: Develop a robust email-testing strategy across a variety of aspects, including creative, copy, segmentation, etc.
Brand Ambassadorship: Act as an ambassador and boost the loyalty roadmap, closely collaborating with Pandora’s Global Team
GDPR Compliance Supervision: Supervise legal topics, especially GDPR compliance, for all activities
Omnichannel Strategy Support: Support E-Commerce and Retail teams in the development and implementation of an omnichannel roadmap, building a consistent customer experience across different touchpoints
Reporting Framework Optimization: Optimize the reporting framework, leveraging internal sources and potential external tools
Insights Provision: Provide insights to partners (particularly in E-Commerce and Paid Media)
Report Supervision: Supervise the delivery of weekly and monthly reports
Budget Supervision: Supervise the budget related to local investments in CRM
Regional CRM Collaboration: Collaborate with other regional CRM leads
CRM Opportunity Investigation: Investigate local/regional opportunities for CRM

15. Customer Relationship Management Manager Accountabilities

CRM Strategy Development: Owning and delivering multi-channel customer contact/CRM strategies
Marketing Automation Proficiency: Using Email Service Provider/Marketing Automation platform software to create, send, and report on multi-channel customer communications
Data-Driven Personalization: Using data and technology to deliver relevant, targeted, and personalized email/CRM experiences for customers
Customer Segmentation: Creating and using customer segmentation for CRM activity
Data Analysis: Working with customer and performance data, and using that data to understand and communicate key performance drivers, size opportunities, support decision-making, and inform strategy
CRM Program Building: Building and implementing CRM acquisition and retention programmes across multiple customer touch points to deliver value for customers and the business
Cross-Functional Leadership: Cross-functional collaboration and thought leadership
Target Achievement: Achieving financial and customer retention targets

Relevant Information

What Does A Customer Relationship Management Lead Do?