CRM Executive Job Description, KRAs and Skills

A CRM Executive manages a brand's relationship with its existing customers through the CRM database. They segment customers, plan and run lifecycle campaigns over email, SMS, WhatsApp and app notifications, and work to keep customers active, buying again and not churning. The role sits in the marketing team and works closely with sales and product. A good one keeps customer data clean and well-segmented, runs campaigns that lift repeat purchase and retention, and can show the revenue that CRM activity brings in.

Detail	For this role
Department	Marketing
Level	Mid level
Reports to	CRM Manager
Direct reports	None
Experience	2 to 4 years in CRM, email or lifecycle marketing

CRM Executive job description template

Copy this job description, replace the text in square brackets and post it on your careers page or a job portal.

Job title: CRM Executive

Department: Marketing

Reports to: CRM Manager

Location: [City], [office, branch or site]

About the role

Key responsibilities

Maintain and clean the customer database, and keep segments accurate and up to date.
Segment customers by behaviour, value and lifecycle stage for targeted campaigns.
Plan and run lifecycle campaigns across email, SMS, WhatsApp and app notifications.
Build automated journeys such as welcome, win-back and repeat-purchase flows.
Run retention and loyalty campaigns to reduce churn and lift repeat sales.
Test subject lines, offers and timing, and improve campaigns from the results.
Track opens, clicks, conversions, retention and revenue per campaign.
Coordinate with sales and product on offers and customer messaging.
Keep all messaging compliant with consent and communication rules.
Report CRM performance and revenue to the CRM manager.

Requirements

Bachelor's degree in marketing, commerce or a related field
Experience with CRM or email marketing tools
A digital marketing certification is an advantage
2 to 4 years in CRM, email or lifecycle marketing

KRAs and KPIs for a CRM Executive

Key result areas for the appraisal form, each with a KPI you can measure every month or quarter.

Key result area	How to measure it
Retention	Improve repeat purchase or retention rate towards the quarterly target
Campaign revenue	Revenue attributed to CRM campaigns grows over the period
Database health	Customer data clean and correctly segmented, checked each month
Engagement	Meet open, click and conversion targets across lifecycle campaigns
Churn reduction	Reduce customer churn towards the agreed target
Deliverability	Keep email and message deliverability above the agreed level

Skills and tools

CRM managementCustomer segmentationEmail and SMS marketingMarketing automationA/B testingAnalyticsCopy basicsAttention to detailAnalytical thinking

Tools used day to day: CRM software, Email marketing platform, WhatsApp Business API, Google Analytics, MS Excel.

Reporting line and career path

Moves up from: Marketing Executive, Email Marketing Executive
Next roles: CRM Manager, Retention Marketing Manager

Interview questions for a CRM Executive

How would you set up a win-back campaign for customers who have not bought in six months?
How do you segment a customer base for lifecycle campaigns?
How do you measure whether a retention campaign actually worked?
Your email open rates are falling. What do you check?
How do you keep customer messaging compliant with consent rules?
How do you decide the right channel between email, SMS and WhatsApp for a message?

Managing a CRM Executive in ZeniaHR

AttendanceSet a general shift with web or mobile app punches, and restrict web punches to allowed office networks. CRM work is desk based and steady, though campaign sends and sale events can bring late sittings, for which comp-off can be granted and taken back later.LeavePlan leave around major campaign sends and sale events, and schedule or hand over any live journeys before going away. The leave calendar helps make sure campaigns still go out on time while the executive is away.Performance and KRAsEnter the KRAs above as weighted goals in a quarterly review cycle, with retention and campaign revenue weighted highest. Review campaign results and database health monthly and hold the formal review each quarter, closing with an annual cycle.

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Frequently asked questions

What does a CRM executive do?

A CRM executive manages a brand's relationship with existing customers through the CRM database. They segment customers, run lifecycle campaigns over email, SMS, WhatsApp and app notifications, and work to keep customers active and buying again. They keep data clean, build automated journeys, and track the retention and revenue that CRM activity delivers.

What is the difference between a CRM executive and a digital marketing executive?

A digital marketing executive focuses on acquiring new customers through channels like search, social and ads. A CRM executive focuses on existing customers: keeping them engaged, buying again and not churning through targeted lifecycle campaigns. Acquisition brings people in; CRM makes them stay and spend more.

What skills does a CRM executive need?

A CRM executive needs customer segmentation, email and SMS marketing, marketing automation, and strong analytics to measure retention and revenue. A/B testing and basic copy skills help. Attention to detail is important, because clean data and correct segments are the foundation of every campaign they run.