Keeps the customer database clean and runs retention and reactivation campaigns off it.
CRM executives keep the customer database usable and run the retention and reactivation campaigns off it. In India this increasingly means WhatsApp as much as email, because open rates and reach on that channel are far higher. It is a practical, data-adjacent role with reasonable entry access and a clear path into automation or analytics work. The unglamorous half of the job — data hygiene — is what determines whether anything else works.
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Builds the automated journeys that move a lead from first touch to sales-ready without anyone doing it manually.
Owns the email channel: list health, deliverability, sequences and the revenue attributed to them.
Segments the customer base, runs lifecycle campaigns across email, WhatsApp and SMS, and maintains data quality so the segmentation means something.
Yes, and a distinct one. Reach and response rates are far above email here, and the compliance and template rules are specific enough to need learning.
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Marketing automation, retention marketing or analytics. All three are better paid and build directly on CRM experience.
Predictive churn scoring, segmentation and message personalisation are increasingly model-driven, which raises the quality bar for campaigns. Data hygiene and deciding what a customer should be offered remain the executive's responsibility.