My current title is "CRM Administrator." I'm our Tessitura DB, essentially. I have some SQL knowledge, but I'm not writing custom reports or stored procedures. But I do all FY and performance builds; I am responsible for TNEW content; I'm currently the only one building analytics dashboards; I do all training and onboarding; I maintain documentation of our system policies and procedures. My boss has never liked my title and thinks it should be Database Manager. I'm curious -- if your job sounds like mine, what is your title?
When I moved orgs from Ticketing Specialist to CRM Manager my PD said (I'm paraphrasing): Manage and administrate the CRM (Tessitura software) and integrations, manage reporting and data enquiries using SSRS and SQL, Project manage the implementation self-ticketing and TNEW, be the orgs representative in the industry via ticketing and CRM networks and look for opportunities for the organisation in CRM, ticketing and Tessitura ecosystem. They knew I had very limited SQL knowledge and no back-end experience. That later bit changed because of you folks.
When, Analytics launched I talked them into a new title Head of CRM and Business Intelligence. - to be honest I got a raise and a Head of title, but when marketing asked what they should put on the website I made up my title. From then reception ordered name badges and business cards and it was official.
Now I'm Director of Customer Experience which I inherited from my predecessor (I keep lobbying them to change my title to Autistic Director which I will never find not funny). That old role was FoH, Box Office and Ticketing Systems - but on my way in I negotiated into adding in the Analytics and Insights team and the Database and Applications team (both tiny teams). My goal from here on in is to get by in on my Data Governance Strategy and roadmap, establish clear agile cross-departmental teams for implementing strategy, creating a clear and transparent structure for collaboration and accountability that minimises administrative overhead and maximises support.
Suffice to say that when my title was I do X with Y software it followed the "with great responsibility comes no power" rule. The only way I could see the organisation benefiting and me not being crushed, was to develop a Data (CRM) Governance Plan, with rules on security, hygiene, standards, maintenance, etc, and establish regular buy-in from stakeholders. Data is the second most important asset behind reputation, (and I could argue first). So, it's not as much managing the application as managing a key business pillar. That's how I argued myself into different titles.