The best Customer Relationship Management (CRM) experts have the ability to help businesses develop and implement all multi-channel end-to-end customer journeys for engagement, retention, growth, and re-activation lifecycle campaigns (email, SMS, push notifications, retargeting, promotional, tactical etc.). They are responsible for daily management and leading CRM/Multi-channel plans to increase customer conversion, customer lifetime value (LTV), build lasting customer relationships, drive engagement, retention, and personalization. Also querying of data extensions: https://help.salesforce.com/s/articleView?id=sf.mc_es_best_practices_data_extensions_query_activities.htm&type=5
They usually have experience working within a Marketing Automation system such as Salesforce Marketing Cloud to better understand customer segments and customer lifecycles; and with A/B and multivariate tests; knowledge of CRM omni channel retention marketing including push, email, paid and other organic channels including reporting, analytics and data. The CRM manager should be aiming to configure new campaigns, test and learn initiatives to improve engagement and retention; optimize key KPIs: OR, CTR, ongoing engagement, conversion, unsubscribes and spam rates amongst other critical metrics.