Have you ever wondered what goes on behind the scenes after a customer hits “buy now”? What turns a one-time purchaser into a loyal, engaged customer? 

That’s exactly where a CRM (customer relationship management) manager comes in. Our job is to build relationships—and revenue—using data, automation, and the right message at the right time. But it’s not always well understood, especially outside of lifecycle or retention teams. 

Whether you’re hiring a CRM manager, stepping into the role yourself, or just curious about how lifecycle marketing really works, let’s break it down together. I’ll walk you through what I do, who I work with, and the metrics I focus on to drive results—all based on real, on-the-ground experience. 

And hey—if you're already in CRM, I’d love to hear how your day compares. Let’s swap notes in the comments below! 

What does a CRM manager actually do? (No, we don't just send emails) 

When people ask what a CRM manager does, the quick answer is: we manage the full customer journey after acquisition. 

But the real story is a little more layered. We’re strategists, builders, analysts, and collaborators. Here’s a snapshot of the key responsibilities I own: 

Lifecycle strategy 

Think of this as mapping out the customer’s entire experience—from the welcome email to win-back campaigns. Every touchpoint is intentional and tied to a goal: loyalty, retention, growth.

Campaign management 

I build and manage automated flows, promotional sends, and behaviour-based triggers. Klaviyo is my go-to for bringing these journeys to life—it lets me personalise messages based on what customers actually do (or don’t do). 

Segmentation and personalisation 

It’s not enough to send emails—we need to send the right emails. Segments help us target specific behaviours or lifecycle stages. For example, a first-time buyer who hasn’t reordered in 30 days might get a personalised offer to come back. 

Testing and optimisation 

Every campaign is a learning opportunity. I’m constantly A/B testing subject lines, content blocks, CTAs, and send times. Small changes often lead to big wins. 

Tech and data oversight 

I keep a close eye on how our tools are connected—making sure Klaviyo, our ecommerce platform, and our other tech are all speaking the same language. Clean data = better targeting. 

Who does a CRM manager work with? (Hint: everyone) 

CRM doesn’t work in a vacuum. We sit right in the middle of marketing, product, analytics, and sometimes even customer support. Collaboration is essential. 

Here’s who I partner with most: 

• Brand and content: to keep messaging and creative consistent across all touchpoints 
• Performance marketing: to align on audience strategies and share insights on customer lifetime value (CLV) and post-click behaviour 
• Analytics/BI: to track performance and identify areas to optimise
• Tech/product: to ensure clean integrations and data accuracy
• Customer support: to loop in feedback that helps shape messaging or segmentation

In short: if your CRM manager isn’t regularly at the table with other departments, you’re not getting the full value out of the role. 

How do I measure success? These are my north star metrics 

As a CRM manager, I’m constantly looking at performance—not just at the campaign level, but how CRM contributes to the broader business. These are the key metrics I track and report on: 

• Customer lifetime value (CLV): This tells us how valuable our customers are over time. A strong CRM strategy should grow this number. 
• Repeat purchase rate: Are customers coming back? If not, where are we losing them? 
• Churn rate: Especially in subscription models, this is critical. It tells us who’s dropping off and when. 
• Email/SMS engagement rates: Open rate, click rate, conversion rate—all of these benchmarks help us test and optimise. 
• Attributable revenue: This means how much revenue CRM drives, either directly or through assisted conversions. 
• List growth and health: This measures subscribers in vs. unsubscribes out. Quality over quantity matters a lot, here. 

Every CRM team might focus on slightly different numbers, depending on the business model. But if it impacts retention, CLV, or loyalty, I’m probably tracking it. 

From Klaviyo Community: How are you approaching CRM? 

In a recent Klaviyo Community discussion, several Champions shared how they’re using segmentation to target customers more effectively—including using predictive analytics to identify high-value customers before they churn. 

I’ve personally found that building a clear “early warning” system for disengaged customers can be a game-changer. Have you tried something similar, or do you take a different approach?

Pop your thoughts in the comments—it’s always helpful to see how others are tackling the same challenges! 

Final thoughts: CRM isn’t just a channel—it’s a strategy 

CRM is so much more than email and SMS. It’s about using data to build genuine, long-term customer relationships that fuel sustainable growth. And when you do it right, it’s one of the highest-ROI marketing functions you can invest in. 

Whether you’re leading a team or just getting started in your CRM career, I hope this gives you a clearer picture of the role and its impact. 

But more importantly: I’d love to hear from you. What does CRM look like in your world? 

Looking forward to hearing your stories and strategies—let’s build better customer experiences, together.