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Award-winning marketer and strategist: do right by your customers
Mike Migliore
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
• A strategic, data-led and results-driven marketing leader with expertise in consulting, broadcast media, SaaS technology, news publishing, insurance and banking.
• Expert in customer value management and team coaching. Key strengths include strategy and planning, demand generation, rapid response, direct and digital marketing, brand positioning and PR, customer-centric transformation, and proposition development.
• He is a pioneer of ML-driven hyper-personalisation and has managed global teams of up to 20 people, stakeholders up to board level.
• Expert in customer value management and team coaching. Key strengths include strategy and planning, demand generation, rapid response, direct and digital marketing, brand positioning and PR, customer-centric transformation, and proposition development.
• He is a pioneer of ML-driven hyper-personalisation and has managed global teams of up to 20 people, stakeholders up to board level.
Markets
United Kingdom
Links for more
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Industries
Language
English
Fluently
Italian
Good
Available
My experience
2021 - ?
freelance
Interim Data and Marketing Director
Hope for Justice.
Defined the marketing strategy to optimise donor value and penetrate the US market. Advised on optimising segmentation, launching US DRTV, creative, PPC, SEO, email and social. Oversaw US-based agency.
MArketing Strategy, Digital Strategy, Social Media, Agency management, Stakeholder Management, Communication
2020 - ?
freelance
Customer Marketing Consultant
HSBC plc..
Audited lifecycle marketing strategy and tactics; defined the new customer engagement and retention operating model for the UK bank. Provided expertise in strategy, segmentation, continuous test and learn, revenue-based KPIs, programme development, MarTech and ways of working. Identified £14.8m incremental revenue opportunity.
Customer engagement, Retention, Business cases, MArketing Strategy, Content marketing, Social Media Marketing
2020 - 2021
job
Chief Marketing Officer
The Modular Analytics Company.
Made TMAC’s AI and ML SaaS products world famous, secured investment and drove business growth through creative storytelling and integrated marketing campaigns. Won two of three FTSE 100 clients. Secured £2m in Angel and Series A investment. Built team from 1 to 5, led agency selection process and implemented re-brand to drive demand. Consistently delivered revenue-positive MQLs.
MArketing Strategy, Demand generation, Content marketing, B2B Marketing, Digital Strategy, PPC, Social Media
2021 - 2021
freelance
Marketing Consultant
Instinctive BI.
Reviewed existing propositions, messaging, and target markets; undertook competitive review and identified key positioning to differentiate core propositions; reviewed SEO and PPC activity, recommended key optimisations; created new messaging for the website and worked with CEO/COO to sign off. Increased acquisition by 15% over three months.
Marketing, MArketing Strategy, Online Marketing, Seo, PPC, Google analytics, Website Optimization, Website copy
2020 - 2020
project
Guardian News - Customer Engagement Strategy Project
The Modular Analytics Company.
Advised on customer engagement and retention strategy; oversaw customer behaviour and funnel analysis to optimise marketing activity.
MArketing Strategy, Customer engagement, Retention, Data Analysis
2020 - 2020
project
Caspian Insurance - Marketing Strategy Project
The Modular Analytics Company.
Reviewed the business operating model, advised on optimisations to future-proof the business and increased profitability. Revised segmentation to optimise for value and suggested lifecycle marketing tactics to drive down CAC and increase LTV.
MArketing Strategy, Digital Marketing, Digital Strategy, Social Media, Seo, Content marketing
2019 - 2020
freelance
Interim Marketing Director
Shephard Media.
Defined the marketing and growth strategy to drive acquisition, retention and increased lifetime value. Advised on team structure, proposition and pricing for flagship product and helped drive 50% increase in revenue yoy. Oversaw recruitment.
MArketing Strategy, Team management, Digital Marketing, B2B Marketing, Saas, Digital Strategy, Public relations
2018 - 2019
job
Head of Customer Value
Times Newspapers Limited Group (NEWS UK).
Remit: Increase total customer value (TCV) by aligning marketing, data and product strategy.
Key Responsibilities:
● Define the customer relationship, churn and revenue management strategies by segment,
placing the customer at the heart of all activities using all available channels
● Oversee and manage the retention, customer relationship and customer value management
teams - team of nine, three direct reports
● Ensure timely delivery with alignment to best practice in customer marketing and data
strategy
● Input in the product and proposition roadmap as part of the Product Leadership Group 1+1s;
ensure alignment with three-year company strategy and facilitate increases in total customer
value
● Full ownership of forecast, budgets and P&L
Results/Achievements:
● Launched JAMES, a CRM decisioning engine, reducing churn by 49%
● Lowest churn across all titles within the News Corp group internationally, three years running
(-10 pcp in the last 24 months)
● Increased ARPU and minimised churn for print and digital customers across multiple price
rises--driving a 12% increase in ARPU (print), 27% increase (digital) and 25% higher revenues
Key Responsibilities:
● Define the customer relationship, churn and revenue management strategies by segment,
placing the customer at the heart of all activities using all available channels
● Oversee and manage the retention, customer relationship and customer value management
teams - team of nine, three direct reports
● Ensure timely delivery with alignment to best practice in customer marketing and data
strategy
● Input in the product and proposition roadmap as part of the Product Leadership Group 1+1s;
ensure alignment with three-year company strategy and facilitate increases in total customer
value
● Full ownership of forecast, budgets and P&L
Results/Achievements:
● Launched JAMES, a CRM decisioning engine, reducing churn by 49%
● Lowest churn across all titles within the News Corp group internationally, three years running
(-10 pcp in the last 24 months)
● Increased ARPU and minimised churn for print and digital customers across multiple price
rises--driving a 12% increase in ARPU (print), 27% increase (digital) and 25% higher revenues
Marketing, CRM, Print, Leadership, Management, Retention, Forecast
2017 - 2018
job
Senior Retention and Engagement (Marketing) Manager
The Times and The Sunday Times (NEWS UK).
Remit: Increase subscriber retention, product engagement and average revenue per user (ARPU) by facilitating churn reduction and revenue growth initiatives across the business
Key Responsibilities:
● Define the subscriber relationship and churn management strategies
● Oversee and manage the retention and customer engagement teams - five direct reports
● Full ownership of forecast and budgets
Results/Achievements:
● Drove premium digital in-life churn to its lowest ever level; lowest across News Corp globally
● Secured more than £17m incremental revenue in FY18
● GDPR transformation lead: redefined permission strategy and structure, creating £1.2m in revenue
● Effectively managed the media agency to streamline spend and increase impressions whilst
decreasing CPC by 24%
● Invented a new engagement model and metric now being rolled out across News Corp (USA + Aus)
Key Responsibilities:
● Define the subscriber relationship and churn management strategies
● Oversee and manage the retention and customer engagement teams - five direct reports
● Full ownership of forecast and budgets
Results/Achievements:
● Drove premium digital in-life churn to its lowest ever level; lowest across News Corp globally
● Secured more than £17m incremental revenue in FY18
● GDPR transformation lead: redefined permission strategy and structure, creating £1.2m in revenue
● Effectively managed the media agency to streamline spend and increase impressions whilst
decreasing CPC by 24%
● Invented a new engagement model and metric now being rolled out across News Corp (USA + Aus)
Marketing, GDpr, Management, Growth, Transformation, Retention, Forecast, USA, Manager
2018 - 2018
freelance
Consultant (Brand and Digital Marketing)
The Fitting Rooms London.
London
Remit: Establish growth strategy and audit the customer
experience to improve business performance
Key Responsibilities:
● Audit the marketing mix, brand positioning and product design to align with business strategy
and three-year plan
● Make recommendations on tactics to improve acquisition, retention, customer experience
and competitive positioning
● Ensuring all recommendations align with maximum impact, minimal effort for positive ROI
● Report to the Directors of the company
Results/Achievements:
● Audited full customer journey and created plan for omni-channel marketing
● Increased acquisition by 45% over three months
● Increased retention by 32% over six months
Remit: Establish growth strategy and audit the customer
experience to improve business performance
Key Responsibilities:
● Audit the marketing mix, brand positioning and product design to align with business strategy
and three-year plan
● Make recommendations on tactics to improve acquisition, retention, customer experience
and competitive positioning
● Ensuring all recommendations align with maximum impact, minimal effort for positive ROI
● Report to the Directors of the company
Results/Achievements:
● Audited full customer journey and created plan for omni-channel marketing
● Increased acquisition by 45% over three months
● Increased retention by 32% over six months
Digital Marketing, Marketing, Design, Business strategy, Product Design, Customer experience, Audit, Growth strategy, ROI, Growth, Retention, Audit
2011 - 2013
job
Marketing Communications Manager
CELLCAST UK.
Remit: Plan, implement and optimise multiple TTL marketing campaigns to drive customer
acquisition and retention across offline, online, TV, press, exhibition and insert channels.
Key Responsibilities:
● Planning, managing, and executing the production and content strategy of two full colour
CRM magazines each month
● Monitoring the conversion funnel for new acquisitions and ensuring that online store, social
and PPC activity was optimised
● Overseeing brand management across multiple channels: print, online, exhibitions, internal
communications
Results/Achievements:
● Launched the Psychic Today brand in the United States and developed three different
propositions to match target audiences.
● Within a year, CRM become responsible for 25% of overall annual revenues.
acquisition and retention across offline, online, TV, press, exhibition and insert channels.
Key Responsibilities:
● Planning, managing, and executing the production and content strategy of two full colour
CRM magazines each month
● Monitoring the conversion funnel for new acquisitions and ensuring that online store, social
and PPC activity was optimised
● Overseeing brand management across multiple channels: print, online, exhibitions, internal
communications
Results/Achievements:
● Launched the Psychic Today brand in the United States and developed three different
propositions to match target audiences.
● Within a year, CRM become responsible for 25% of overall annual revenues.
Marketing, CRM, PPC, Print, Management, Content, TV, Monitoring, Retention, Content strategy, Production, Online, Manager, Social
My education
KINGS COLLEGE LONDON
Masters, Master's of Music
Masters, Master's of Music
WESTERN MICHIGAN UNIVERSITY
Bachelors, Music
Bachelors, Music
CHURCHILL HIGH SCHOOL
N/a, N/a
N/a, N/a
?
-
2017
CHARTERED INSTITUTE OF MARKETING
Professional Marketing, Marketing
Professional Marketing, Marketing
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