That is odd.
I have the same thing set up. I use the normal profile to set how I like things. I have my normal profile set to NOT alert on email.
My contact alert has a different ring tone and all settings set to "active profile". When I am in Normal profile, I get no alert for that contact. When I change to Loud, I do.
Z10 and PlayBook <- 9650<- 9630 <- 8330 <- 8130 <- 8830 <- 8703e <- 7130e <- 7250