How to create a custom user role

Find out how to create, edit, and assign custom user roles so each user on your account only sees the area of the product that they need. 

Before you begin

• Who can do this 
  All users who have the user management permission set or the admin or owner user role.
• Availability 
  All Klaviyo plans. Best suited for mid-market and enterprise accounts with multiple users.

Overview

Custom User Roles allow you to tailor user permissions to your team's specific needs, ensuring each user has access only to the areas of the product required for their job. Fine-grained access control shortens onboarding, reduces security risk, and keeps billing, data, and messaging settings in the right hands — improving deliverability and ROI.

Klaviyo provides 7 static roles (Owner, Admin, Manager, Analyst, Campaign Coordinator, Content Creator, Support) by default. Custom roles enable you to mix and match specific permission sets (e.g., Content View, Account Settings Edit) to create roles that precisely match your organization's structure. Use Custom roles when the static roles provide either too much or too little access.

Set it up

1. Go to Settings > Accounts > Users.
2. Click Roles > Add
3. In the Name field, enter a clear, unique name (e.g., “Lifecycle Marketer – EU”).
4. In the Description field, enter a description of the role and who this role is for. This description will be visible in the users tab and when you are assigning a role to a user.
5. Under Permissions, check the permission sets this role needs. Permission set breakdown below
   • Click View full details to open the Help Center article User management and privileges reference.
6. Click Create
7. Your new custom user role is now created and will appear in the Roles section of the Users tab in Settings.
8. Assign the role:
   a. Still in Settings > Accounts > Users, click Add user or select an existing user → Edit role.
   b. Choose your Custom role, then click Save.

Edit a Custom role

1. Go to Settings > Users › Roles.
2. Select the role.
3. Open  Menu → Edit.
4. Change the name, description, or permissions → Save.
   Warning: Updates apply to all users in that role immediately.

Delete a Custom role

1. Settings > Users › Roles.
2. Select the 3 vertical dots, then click Delete.
3. If users are still assigned, you’ll be unable to delete those roles. Reassign the user's role, then delete.
   Note: Static roles can’t be deleted.

Best practices

• Align Roles to Job Functions: Create roles that correspond to real job functions in your organization (e.g., Creative, Growth, Finance). This makes it easier to audit and manage permissions.
• Leverage Content Permissions: For users who only need to view data or content (e.g., external agencies), use the Content View permission set without granting Edit access.
• Limit Billing Access: Grant the Billing Edit permission set to as few users as possible to prevent unauthorized changes to your plan or payment information.
• Conduct Regular Audits: Review roles and user assignments quarterly, or whenever a team member changes departments.
• Keep Descriptions Clear: Use short, specific descriptions (e.g., "Can build flows; no billing access") so other admins can understand the role's purpose at a glance.

Permission 

Permission set breakdown 

Access to the product areas outlined below can be broken down between the following access controls. 

• View
• View and Export
• Edit
• Publish

Product areas

You can choose between the following areas to create your own custom user role

Troubleshooting

FAQ

Next steps

• Audit existing users and migrate them to cleaner Custom roles.
• Turn on single sign-on (SSO) and MFA enforcement for stronger security.