// 04
Retention Mike
// Handle
Retention Mike
// Specialisms
CRM · Retention · Lifecycle · MarTech
// Based
Brighton, UK
// current role
2025 — present
Underground Ecom
Head of CRM
Leading CRM and lifecycle strategy at one of the UK's leading enterprise ecommerce growth agencies. Building and scaling retention programmes across a portfolio of high-growth brands — from strategy through to execution.
Responsible for enterprise client growth, team development, and the CRM proposition — bringing rigour and creativity to every stage of the customer lifecycle.
// focus areas
// 01
Enterprise CRM Strategy
Building lifecycle programmes that retain customers, grow LTV, and actually get read.
// 02
Team & Proposition
Developing a specialist CRM team and a clear agency proposition for enterprise ecommerce brands.
// 03
MarTech & Platforms
Deep experience across Klaviyo, Salesforce Marketing Cloud, Braze, and the broader stack.
// career in chapters
// platforms & tools
Salesforce
Marketing Cloud Email Specialist
Salesforce
Marketing Cloud Consultant
Bloomreach
Certified Professional
// credentials
DMA Gold Award
Best Use of Email · 2020
Advertising Week
Speaker & contributor
Campaign Magazine
Featured
MarTech Series
Contributor
// about
I've spent my career in marketing, specialising in CRM, customer retention, and the technology that powers modern lifecycle programmes. I believe the best marketers never stop being curious — about their customers, their craft, and the ever-changing tools at their disposal.
The "Retention Mike" angle is simple: I want to share what I know, help others build better programmes, and prove that thinking clearly about retention is one of the highest-leverage things a marketer can do.
// from the blog
All of the above
I Built a YouTube Thumbnail Tool in One Evening with Claude Code
Last week I built my website in one evening. Seven days later I built a working browser-based thumbnail generator. The gap between 'I wish this existed' and 'I just built it' has never been smaller.
Read more →
All of the above
The Case for Not Picking a Lane
I've always had a lot of things on the go. More people should live this way — not for productivity reasons, not for career reasons. Just because it's genuinely great.
Read more →
All of the above
I'm Not Writing This For You
The blog isn't really a blog. It's a thinking tool. Here's how an idea moves from a half-formed thought in my head to a written post, a YouTube script, or a keynote slide — and what AI has to do with any of it.
Read more →
Let's connect.
Find me on LinkedIn for longer thoughts on CRM, retention, and MarTech.