Mikal Tang
@mikaltang
I build data-driven CRM programmes that grow revenue, lifetime value, and retention.
United KingdomWhat I'm looking for
I've led CRM and customer-retention programmes for Holland & Barrett, Shawbrook Bank, VisitBritain, The Sole Supplier, and The Travel Corporation, delivering measurable revenue, application, and retention growth.
At Holland & Barrett, I generated more than £30M in incremental annual revenue through gamified, behaviour-triggered campaigns across email, in-app, and push. At Shawbrook Bank, I delivered £23M in customer applications through automated customer and broker journeys.
I've led CRM transformations using Braze, Salesforce Marketing Cloud, Bloomreach, HubSpot, and other platforms, pairing lifecycle personalisation with segmentation, testing, and data governance. My work at The Sole Supplier increased LTV and AOV by 25% while reducing annual churn by 20%.
I'm now seeking a permanent leadership role after contracting since 2025, where I can build long-term strategic value through customer engagement, retention, and high-performing teams.
Experience
Work history, roles, and key accomplishments
Senior CRM & Engagement Manager
Shawbrook Bank
Jun 2024 - Apr 2025 (10 months)
Directed CRM strategy for customer and broker engagement, delivering £23M in applications through automated multi-channel journeys. Implemented a multi-variant testing framework and ensured data governance and compliance with FCA/GDPR standards.
CRM Lead
VisitBritain
Jun 2023 - Jun 2024 (1 year)
Spearheaded a company-wide CRM digital transformation, creating a 3-year strategic roadmap that increased customer advocacy and operational efficiency by 20%. Established data governance processes and introduced AI and ABM campaigns improving MQL to SQL conversion rates by 15%.
Head of CRM
The Sole Supplier
Aug 2021 - Jul 2022 (11 months)
Led a CRM automation overhaul using Bloomreach and Braze, resulting in a 25% increase in LTV and AOV and a 20% reduction in annual churn. Optimised customer retention through retargeting campaigns and multi-variant testing, lowering customer acquisition costs.
Senior CRM Manager
Holland & Barrett
Sep 2020 - Aug 2021 (11 months)
Generated over £30M in incremental annual revenue by leading gamified, behaviour-triggered campaigns across email, in-app, and push messaging. Achieved industry-leading email engagement rates and managed a team of 8.
Global CRM Manager
The Travel Corporation
Oct 2019 - Sep 2020 (11 months)
Increased global repeat bookings by 15% through tailored upselling strategies and dynamic omnichannel campaigns via Salesforce Marketing Cloud.
eCRM Manager
Totaljobs Group (StepStone)
Apr 2017 - Oct 2019 (2 years 6 months)
Managed eCRM activities for Totaljobs Group, focusing on customer engagement and retention strategies.
eCRM Strategist
LiveArea
Jan 2015 - Jan 2017 (2 years)
Developed eCRM strategies for clients including Pandora, Heineken, and Champion Sport.
Email Marketing Manager
MRM Meteorite
Jan 2013 - Jan 2015 (2 years)
Managed email marketing campaigns for clients including Costa, Dell, and Vauxhall.
Education
Degrees, certifications, and relevant coursework
University of Greenwich
Bachelor of Arts, Business and Marketing Communications
Grade: 2:1
Bachelor of Arts with Honours in Business and Marketing Communications, achieving a 2:1 classification.
Availability
Location
United KingdomAuthorized to work in
Salary expectations
Social media
Job categories
Skills
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