Creating a new role helps you control who can do what in your account. By assigning specific permissions, you decide which features and areas of the system each user can access. This ensures better security, accountability and efficiency, especially as your team grows or workflows become more specialised. Setting up roles properly helps avoid accidental changes, protects sensitive data, and simplifies onboarding new users.

This improves:

• Security → Sensitive areas (like billing or API keys) are restricted
• Accountability → Each team member only sees the tools they need
• Efficiency → Roles reduce mistakes and keep workflows consistent

What does it mean?

A role is a set of permissions that define what actions a user can take in the system.

🔐 Permissions required (see the article on Roles & Permissions Overview for details)

For example:

• An Account Owner has full access across the account
• A Manager might create and send campaigns but not edit billing details
• An Administrator could manage contacts and view reports but not delete roles

When should you create a new role?

• The default system roles (Owner, Administrator, Manager, Standard, Read-Only) don’t meet your team’s needs
• You need a customised mix of permissions (e.g. “Finance Manager” who can edit billing but not run campaigns)
• Your team grows and you want to separate responsibilities clearly
• You’re duplicating an existing role to tweak access for a new position
• Why: Creating custom roles ensures each team member has access tailored to their responsibilities — reducing risk, confusion, and support requests later.

How to Create a New Role

1. Go to Profile (top-right corner) → Settings → Roles
2. Click the + button, from the drop down selection, select Add Role

4. Select the permissions you want this role to have

See Roles & Permissions for a full explanation of categories

Select by ticking individual options or ticking a heading to select all options under it

5. Click Submit > the new role will now be available to assign to users. Assigning the role ensures that users receive the correct permissions automatically, without needing to set access one by one.

Best practice

• Review existing roles before creating new ones to avoid duplicates
• Use clear, descriptive names (e.g. “Marketing Editor” instead of “Test Role”)
• Limit powerful permissions (like Billing or Delete) to Account Owners only
• Revisit your roles quarterly to ensure they match your current team structure