Day-to-day operating brief
What CRM Manager (Email) work looks like in practice
A CRM and Email Manager plans customer journeys, segmentation and email programmes using behavioural and transactional data. The role combines commercial optimisation with consent, preference, suppression and deliverability controls. Terms should define CRM platforms, markets, data sources, audience rules, campaign approval, automation, testing, personalisation, vendors, account access, incidents, targets and coordination with privacy and customer teams. Lifecycle definitions should be shared with sales, service and data owners so marketing automation does not overwrite operational truth. Preference centres must map choices accurately to downstream tools and reconcile failed updates. Holdout groups and contact policies help measure incremental value and customer fatigue. When a vendor or integration changes, the manager should test identity matching, suppression and historical reporting before trusting a successful connection status. Contact pressure should be assessed across transactional, service and promotional journeys, preventing individually valid sends from combining into an excessive customer experience. Journey retirement needs archived logic, final reporting and confirmation that scheduled contacts or dependent workflows no longer reference it.
Individually written and reviewed against the maintained role record.