Career guide
Email Marketing Manager Job Description: Templates for Ecommerce, B2B and Senior Roles
An email marketing manager job description describes someone who owns the email program, from strategy and the calendar to automated flows, list growth, deliverability and reporting, and who answers for revenue, pipeline or retention from email. Ecommerce postings focus on revenue and flows, B2B postings on nurture and pipeline, and senior postings add SMS, a team and budget. Below are templates for each, plus how to read one when you're applying.
Key takeaways
- An email marketing manager job description covers strategy, the email calendar, automated flows, list growth, deliverability and reporting on revenue, pipeline or retention.
- Ecommerce email marketing manager roles are measured on email revenue and repeat purchase, while B2B roles are measured on lead nurture, conversion to opportunities and pipeline.
- A CRM and email marketing manager posting usually adds SMS, push or loyalty to the job, and leans more on segmentation and customer data.
- Deliverability is part of most email marketing manager jobs, because major inbox providers such as Gmail require bulk senders to authenticate mail and offer one-click unsubscribe.
- Strong email marketing manager postings name the email platform, the audience size and the main metric, which tells you how hands-on the job is.
Download all 3 templates (Word) Opens in Google Docs too.
Our email marketing manager role guide has a general template for the manager and specialist levels. This page goes further: templates for the two most common kinds of employer and a senior version, a table of how the duties change by level, and how to read a posting to tell what the job really is.
What does an email marketing manager job description include?
An email marketing manager job description should cover six things:
- Ownership: the email program, or email plus SMS and push, for a named audience such as customers, prospects or members.
- Programs: the calendar of campaigns and the automated flows (welcome, abandoned cart, post-purchase, nurture, win-back).
- List: growth, consent, hygiene and preference management.
- Deliverability: authentication and sender reputation, usually with IT or the platform’s support team.
- Testing and reporting: a testing plan and regular reports on the main metric.
- Tools and team: the email platform, who builds the emails, and whether the manager has a specialist or an agency.
Ecommerce email marketing manager job description template
Job title: Email Marketing Manager (Ecommerce) About [Company] [Two sentences: what you sell, to whom, and roughly how much of online revenue email and SMS drive.] About the role You'll own email [and SMS] for our [number] subscribers and be measured on email revenue and repeat purchase. You'll plan the campaign calendar with merchandising and brand, run and improve our automated flows, and grow the list. You'll report to [Head of Ecommerce / Director of Retention] and work with [a designer / a specialist / an agency]. What you'll do - Plan and send [number] campaigns a month around launches, promotions and the trading calendar. - Own automated flows: welcome, browse and cart abandonment, post-purchase, replenishment, win-back and VIP. - Grow the list through sign-up forms, offers and [quizzes / loyalty], and keep it healthy. - Segment by purchase behavior, product interest and value. - Run a testing plan on subject lines, offers, timing and flow structure. - Monitor deliverability, authentication and complaint rates. - Report weekly on email revenue, revenue per recipient, list growth and unsubscribes. What you'll bring - [3-5]+ years in ecommerce email or CRM, owning flows and a calendar. - Hands-on [Klaviyo / Attentive / Braze / Salesforce Marketing Cloud]. - Commercial judgment about offers and margin. - Clear, on-brand writing, or experience briefing copy and design. Pay and benefits [Salary range], [benefits], [location / hybrid / remote].
B2B email marketing manager job description template
Job title: Email Marketing Manager (B2B) About [Company] [Two sentences: the product, who buys it, and how marketing supports sales.] About the role You'll run email for prospects and customers, from nurture to onboarding and product news, and be measured on conversion from lead to opportunity and on pipeline. You'll work closely with demand generation, marketing operations and sales. What you'll do - Build and improve nurture tracks by persona, industry and stage. - Run email for webinars, events, content launches and product announcements. - Own customer email: onboarding, adoption and newsletters, with [customer success]. - Work with marketing operations on lead scoring, routing and data in [HubSpot / Marketo / Salesforce]. - Test and report on conversion, pipeline influenced and unsubscribe rates. - Keep consent and preferences accurate across regions. What you'll bring - [3-5]+ years in B2B email or marketing automation. - Hands-on [HubSpot / Marketo / Pardot (Account Engagement)]. - An understanding of the sales funnel and lead management. - Clear writing for business readers. Pay and benefits [Salary range], [benefits], [location / hybrid / remote].
Senior email marketing manager or head of email template
Job title: Senior Email Marketing Manager / Head of Email and CRM About the role You'll lead our owned channels (email, SMS, [push]) and the team that runs them, own the channel's revenue or retention target and its budget, and set the roadmap for automation, personalization and data. What you'll do - Set the email and SMS strategy and annual plan, with targets. - Lead a team of [number] and manage [agency / platform] relationships. - Own the roadmap for segmentation, personalization and new flows with data and engineering. - Measure incremental impact with holdout groups. - Own deliverability, consent and the sending policy across the company. - Forecast and report channel results to leadership. What you'll bring - [7]+ years in email or CRM, including leading people. - A record of growing a program's revenue or retention. - Experience choosing or migrating platforms. - Comfort with data and working with analysts; [SQL a plus]. Pay and benefits [Salary range], [benefits], [location / hybrid / remote].
How do the duties change by level?
| Level | Builds emails? | Owns | Measured on |
|---|---|---|---|
| Email marketing specialist | Yes, most of them | Accurate, on-time sends, QA, reporting | Errors, deadlines, test results |
| Email marketing manager | Some, or briefs them | The calendar, flows, list, testing plan | Email revenue, pipeline or retention |
| Senior manager or head of email | Rarely | Strategy, team, budget, platform, policy | Channel target, incremental impact |
How is an email marketing manager measured?
It depends on the business:
- Ecommerce: email and SMS revenue, revenue per recipient, repeat purchase rate.
- B2B: lead-to-opportunity conversion, pipeline influenced, product adoption for customer email.
- Subscription and apps: activation, retention, trial-to-paid conversion.
- Everywhere: list growth, unsubscribe and spam complaint rates. Gmail’s sender guidelines ask senders to keep spam rates reported in Postmaster Tools below 0.3%, so complaint rate is a number most email managers watch.
How do you read an email marketing manager posting?
A few signals tell you what the job really is:
- "Build” and “HTML” in the first bullets: a hands-on role where you’ll produce most emails yourself, whatever the title.
- "Email, SMS, push and in-app": closer to a CRM or lifecycle marketing manager role.
- "Marketing automation”, “lead scoring”, “Marketo": a B2B role that overlaps with marketing operations.
- No metric named: ask in the interview which number the role answers for.
- Email, social, paid and events in one posting: a generalist role with email in the title. Fine if you want breadth; just know the email program will get part of your week.
Many states now require pay ranges in postings. Virginia, for example, has required them since July 2026 (Cooley’s summary).
How do you use the job description when applying?
Mirror its words where they’re true. If it says “lifecycle flows” and your resume says “automated emails”, use their phrase. Then pick the two results that match its main metric and put them first. Our email marketing resume guide has bullets by business type, and Recon tailors your resume to the posting line by line without inventing anything.
FAQ
What qualifications does an email marketing manager need?
Usually a few years running email, hands-on experience with the employer’s platform or a similar one, and results to show. A degree in marketing or communications is common but rarely decisive; certifications from platforms such as HubSpot or Salesforce can help earlier in a career.
What’s the difference between an email marketing manager and a CRM manager?
An email marketing manager owns email, sometimes with SMS. A CRM manager usually owns all messages to existing customers across email, SMS, push, in-app and loyalty, with more focus on customer data and segmentation. See the CRM manager job description to compare.
Does an email marketing manager need to code?
Not always. Many teams build in drag-and-drop editors. Larger teams and specialist roles often ask for HTML and CSS for email. The posting’s first few bullets usually tell you.
Who does an email marketing manager report to?
Usually a head of ecommerce, retention, CRM or growth in consumer companies, and a director of demand generation or marketing in B2B. At small companies, often the head of marketing.
What does an email marketing manager interview cover?
Flows you’ve built, segmentation, deliverability scenarios, testing and how you prove email’s results. See our email marketing interview questions.