I don't just send emails - I craft customer journeys that turn clicks into conversions and casual users into loyal fans. With over 15 years in CRM, I blend data with creativity to build campaigns that do more than look good on a dashboard. They drive real revenue, improve retention and make every interaction feel personal.

I've led teams, migrated millions of users onto new platforms, and turned CRM from a background function into a business powerhouse. Whether it's refining engagement strategies, optimizing triggered messaging, or finding the small tweaks that unlock big results. I make sure CRM works, at scale, and where it matters.

Oh, and about those results…

• 📈 £100 million+ in revenue generated for brands like Findmypast, Puzzler, UK Tote Group & Manchester Airports Group
• 🎯 Better subscriber retention, higher conversions, and increased lifetime value all through smart automation and personalisation
• 🔄 Seamless CRM migrations for millions of customers, moving brands to platforms like Iterable without losing engagement

The jobs that made me good at this...

📚 Making History at Findmypast & DC Thomson

Head of CRM | April 2025 – Present
Senior Customer Engagement Manager | 2023 – March 2025

At Findmypast, I lead a team responsible for CRM strategy, driving engagement, retention, and subscription growth across email, push, and in-app messaging. Every campaign is a chance to reconnect users with their family stories, helping them discover hidden chapters in their history while ensuring the business sees measurable returns.

• Migrated millions of customers from Selligent to Iterable improving deliverability and personalisation in the process.
• Increased customer-triggered comms from 15% to 65% of all messages, making messages more relevant and timely.
• Increased free trial conversion rates by 5.5% and grew overall paid subscriptions by 16.7%.

🎯 Reviving a British icon at UK Tote Group

CRM Manager | 2019 – 2023

Betting and horse racing are unpredictable, fast-paced, and sometimes chaotic. My job? Keep the CRM strategy ahead of the race. I managed email, SMS, push, and direct mail, turning them into real revenue-drivers while staying compliant with strict gambling regulations.

• Grew CRM revenue by 54.4% year-over-year
• Delivered highly personalised race-day emails and push messages using Iterable and Movable Ink, with live odds, leaderboards, and value statements that kept customers engaged.
• Managed the migration from SendGrid to Iterable, improving segmentation, automation, and reporting while navigating complex regulatory challenges.

✈️ Helping millions travel smarter at Manchester Airports Group

CRM Manager | 2016 – 2019

Airports never sleep. Neither did our CRM strategy. I worked across Manchester, Stansted, and East Midlands airports, ensuring that our emails, SMS, and direct mail campaigns kept passengers informed, engaged, and spending.

• Delivered over 300 million emails a year, working at massive scale while keeping messaging relevant and effective.
• Played a key role in the migration from Eloqua to Salesforce Marketing Cloud, improving automation, segmentation, and reporting across the business.
• Drove millions in direct revenue through carefully planned and tested email and SMS campaigns.

📖 Bringing learning to life at Oxford University Press

Senior Digital Marketing Executive | 2011 – 2016

I worked in the English Language Teaching division, where email marketing had to work across multiple countries, languages, and business needs. From Japan to Spain, South Korea to Switzerland, I helped local teams tailor campaigns to their markets while keeping everything aligned to the bigger strategy.

• Led the migration from Adestra to DotDigital, improving automation and personalisation across OUP's global teams.
• Delivered 1,200+ email campaigns a year across international markets, averaging a 30% open rate and 8–12% click through Rate - above industry benchmarks at the time.
• Trained marketing teams in Japan, South Korea, Spain, Germany and Switzerland, ensuring email best practice was embedded worldwide.

And when I'm not doing all of this?

You'll probably find me in the kitchen, baking some classic cakes, or I might be deep into a Lego build, constructing something far too complicated for its own good.

When I get a chance to travel, I go all in - most recently, I've been to Kyrgyzstan, Kazakhstan, India, Jordan, South Korea and Ukraine, discovering everything from remote mountain villages to underground metro art.

Final thought

CRM isn't just about sending messages. It's about understanding customers - what they want, what they need, and what keeps them coming back. And honestly? That's what makes it fun.

Let's talk!

Copyright © Phil Singer. All rights reserved.