As TAG's CRM & Automation Manager, Mel brings her specialisation of retention, brand and lifecycle marketing through a working model that most agencies don't offer: she owns the full scope. From strategy, copy, design, implementation, technical configuration, and end-to-end execution, she deploys email, automations, SMS, loyalty, and referral programs across all sectors and verticals. With a particular focus on the lifecycle moments that determine whether a customer comes back or quietly disappears, her belief is simple: retention is where brand relationships are actually built, and how that relationship is nurtured is where true affinity can thrive. Mel's platform depth spans Klaviyo, HubSpot, ActiveCampaign, Ometria, Attentive, and more. She has managed full CRM programs with databases of up to 700,000 customers and loves to uplift brands that heavily invest in acquisition while underutilising the customers they already have. That's the gap she closes, and it's where retention marketing, done properly, earns its place as one of the most powerful growth channels.