Job Description: Digital & CRM Manager

Position Summary

The Digital & CRM Manager will lead the strategy and execution of digital marketing and customer relationship initiatives within the Marketing team. This role manages CRM platforms, drives customer engagement, and optimizes digital campaigns to increase loyalty, conversion, and lifetime value — while also leading a team to deliver on business objectives. The position reports directly to the AVP – Marketing.

Key Responsibilities

· CRM Management: Oversee the setup, segmentation, and optimization of the CRM platform to ensure accurate data, effective targeting, and meaningful insights.

· Digital Campaigns: Plan and execute integrated digital campaigns across owned, paid, and earned channels.

· Customer Engagement: Design personalized communication journeys that drive repeat purchase, retention, and customer loyalty.

· Data & Insights: Track, analyze, and report on campaign performance, customer behavior, and ROI, providing actionable recommendations.

· People Management: Lead, coach, and develop a small team to deliver high-quality digital and CRM outputs, ensuring alignment with business goals.

· Cross-Functional Alignment: Partner with Sales, Operations, IT, and other business units to ensure a seamless and consistent customer experience.

· Compliance: Ensure adherence to data privacy regulations and best practices in customer data management.

KRAs & KPIs

1. CRM & Customer Data Management

· KRA: Maintain accurate, segmented, and actionable customer database.

· KPIs:

o % increase in active CRM users/customers

o Database growth rate & accuracy (duplicate/error rate <2%)

o % of campaigns utilizing segmented audiences

2. Customer Engagement & Loyalty

· KRA: Drive stronger engagement and repeat purchase.

· KPIs:

o Email/SMS open rate & CTR vs. benchmark

o % increase in repeat purchase rate

o Growth in customer lifetime value (CLV)

o Loyalty program participation/activation rates

3. Digital Campaign Performance

· KRA: Deliver measurable results from digital campaigns.

· KPIs:

o ROI / ROAS (return on ad spend) per campaign

o Website traffic & conversion rates

o Social media engagement and follower growth

o % of campaigns meeting or exceeding target KPIs

4. Data Analytics & Reporting

· KRA: Provide actionable insights for business decisions.

· KPIs:

o Timeliness and accuracy of monthly performance reports

o Number of data-driven recommendations implemented

o Stakeholder satisfaction with insights (via feedback)

5. People Management & Leadership

· KRA: Build and develop a high-performing digital & CRM team.

· KPIs:

o Achievement of team deliverables on time and at quality standards

o Individual development plans in place and executed for all team members

o Employee engagement/satisfaction scores within the team

o Reduction in rework or error rates from the team

6. Innovation & Compliance

· KRA: Keep platforms and practices updated with best-in-class standards.

· KPIs:

o Adoption of new tools/techniques per year

o % compliance with data privacy standards (zero violations)

o Implementation of at least 2 customer journey enhancements annually