Overview: Candidates we recruit to fill database marketing jobs are skilled at using systematic approaches to gathering, consolidating and processing the data of existing and potential customers that are stored and maintained in an organization’s database. More consumer data is maintained in databases today than ever before, and this data is being used in new and ever-more sophisticated ways. Those in database marketing jobs dive into this data to glean all they can about customers and select target markets for specific campaigns, so they can offer specialized offerings to gain more customers. (1)
Senior Database Marketing Manager and CRM Marketing Manager are two typical job titles for those in customer relationship management (CRM) marketing jobs and database marketing jobs.
CRM marketing jobs require an understanding of the practices, strategies and technologies used by companies to manage and analyze customer interactions and data throughout the customer lifecycle, with a goal of improving business relationships and outcomes with customers, assisting in customer retention and driving sales growth. CRM marketers are concerned with improving the customers’ experience and satisfaction levels so they’ll return for future business. Candidates we recruit for CRM marketing jobs usually know how to use CRM systems to compile information on customers across different channels and the various points of interaction they have with the company. This may include the company website, telephone, live chat, direct mail, marketing materials and social media, and CRM systems are also used provide customer-facing staff with detailed information on customers’ personal information and buying behaviors.
Candidates we recruit for CRM marketing jobs also have experience with one of the four main CRM systems vendors: Salesforce.com, Microsoft, SAP and Oracle. Companies are responsible to maintenance, administration, control and security of on-premise CRMs, and cloud-based CRMs–also known as SaaS (software-as-a-service)–store data on an external, remote network that employees can access via Internet connection, usually with a third-party service provider overseeing installation and maintenance. (2)
Educational Requirements: CRM marketing manager jobs typically require a bachelor’s degree in a business-related field, such as marketing. Technical qualification, such as a customer relationship management (CRM) certificate, may also be preferred by employers.
The future looks bright for CRM marketing jobs and database marketing jobs. Employment of database administrators is projected to grow by 11 percent from 2014 to 2024, faster than the average for all occupations, and this growth will be fueled by the increasing data needs of organizations across the economy, according to the Bureau of Labor Statistics. What’s more a recent search on GlassDoor.com turned up 2,045 senior database marketing manager jobs, and a whopping 15, 273 CRM marketing manager jobs.
Expected Salary: Candidates looking for CRM marketing manager jobs can expect an average annual salary of $67,000, with some bonuses approaching $19,000 and certain profit-sharing proceeds approaching $20,000. Overall, though, the salaries of CRM marketing managers are spread between $35,000 to $116,000, depending on individual performance, according to PayScale.com. Similarly, those in database marketing manager jobs usually earn an average salary of $71,159 per year. Most database marketing managers move to other positions after 20 years to jobs that increase pay the most, including data analysis, email marketing, and database management and reporting, according to the same source. (3)
Typical Job Description: The folks over at CharterSelection provided the following sample job description for CRM marketing manager jobs. This is designed to assist HR talent professionals who need to create a job application that will attract qualified candidates, as well as job candidates who are seeking to understand the specific job duties and requirements of business development manager jobs.
The CRM Manager is responsible for managing the organization’s CRM ensuring the company can make the most out of marketing opportunities it offers.
Duties of a CRM Manager include:
- Planning and delivering CRM strategies across the company encouraging customer retention and customer loyalty.
- Deciding on the CRM platform structure and architecture ensuring it works seamlessly across the organization and captures all required information at key points in the customer life cycle.
- Customer Journey Mapping analyzing touch points with the organization and maximizing commercial opportunities.
- Working closely with all departments to ensure the CRM works effectively for all aspects of the company.
- Overseeing direct communications with customers through the CRM.
- Monitor and maximize customer lifetime value strategies ensuring maximum profitability.
- Ensuring the database is segmented effectively for targeted marketing activities.
- Overseeing the migration of all direct communications to lower cost mediums such as SMS and email.
- Developing testing strategies for all aspects of the CRM to ensure the most effective approach for the company and its products.
The ideal background of a CRM Manager:
- Extensive experience of direct and digital marketing ideally in a similar industry.
- Strong background in customer acquisition, re-engagement and retention strategies.
- Degree educated with a minimum of a 2.1 ideally from an IT or related degree.
- A Confident and articulate communicator capable of inspiring strong collaboration in an organization. (4)
Whereas, the folks over at America’s Job Exchange included the following responsibilities in their sample database marketing job description:
Database Marketing Specialist Job Description
Responsible for working within a company’s marketing database to executive and support marketing initiatives.
- Track and analyze direct and interactive marketing campaigns.
- Use statistical analysis and reports to create campaigns.
- Coordinate and monitor the maintenance, integrity, and security of several databases.
- Develop and code the list segmentation for all direct and interactive marketing campaigns and communicate requirements to the primary database vendor.
- Execute segmentation around brand plans.
- Perform data extraction and lead generation.
- Evaluate and optimize effectiveness of marketing campaigns.
- Work with web manager to manage data integration between on and offline software programs.
- Conduct and interpret data analysis.
- Provide internal support to all database users, including training, troubleshooting, and coding.
- Create custom reports.
- Read technical journals and/or manuals, attends vendor seminars, and takes advantage of appropriate professional development opportunities to learn about new database marketing techniques.
- Analyze previous marketing campaigns.
- Demonstrate proficiency in the use of many computer programs and programming languages.
- Carry out daily campaign processes, including start-to-finish scope.
- Schedule and coordinate text and creative content.
- Analyze campaign for key metrics. (5)
1., & 2. Rouse, Margaret. Tech Target Search CRM. (Accessed Aug. 3, 2016): http://searchcrm.techtarget.com/definition/database-marketing http://searchcrm.techtarget.com/definition/CRM
3. Customer Relationship Management (CRM) Manager Salary, PayScale.com. (Accessed Aug. 3, 2016)
4. CRM Manager Job Description. Charter Selection. (Accessed Aug. 3, 2016)
5. America’s Job Exchange. (Accessed Aug. 3, 2016)
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