How I approach it
I build email programs around the customer lifecycle — from the first interaction through activation, repeat engagement and reactivation.
- Onboarding
- Nurture
- Retention
- Win-back
- A/B testing
- Personalization
Lifecycle · Email · Automation · Retention
Tim Ian Michael
Lifecycle, Email & Marketing Automation Strategist
I build lifecycle programs that turn customer data into revenue — from onboarding and nurture through retention and win-back. I specialize in email marketing, marketing automation, segmentation, customer journeys and continuous optimization across ecommerce and B2B.
Open to full-time opportunities
Remote · Lifecycle Marketing · Email · Marketing Automation
Copied
01
Acquire
Capture & qualify
02
Activate
Onboard & engage
03
Retain
Nurture & grow
04
Reactivate
Win back & recover
What I build
How I approach it
I connect CRM data, behavioral signals and lifecycle stages to trigger timely communication and move prospects or customers toward the next action.
- Salesforce
- Pardot
- HubSpot
- Marketo
- Lead scoring
- Triggered journeys
How I approach it
I use customer and prospect data to replace broad, one-size-fits-all communication with messages that reflect where someone is in the journey.
- Lifecycle stage
- Engagement
- Purchase history
- Intent
- Lead status
- Customer value
How I approach it
I treat lifecycle programs as systems that improve over time — measuring behavior, identifying friction and continuously testing what moves the funnel.
- A/B testing
- Funnel analysis
- Conversion
- Engagement
- Retention
- Reporting
About
I’m a lifecycle and marketing automation strategist with experience building customer journeys across ecommerce, B2B and payments.
Most of my work sits at the intersection of email, CRM, automation, segmentation and analytics — turning customer data into programs that improve acquisition, activation, retention and revenue.
I’ve worked from both the hands-on execution and strategic sides of marketing: designing journeys, building campaigns, improving funnels, developing segmentation strategies and using performance data to continuously refine the customer experience.
Today, I combine that experience with AI and modern marketing technology to build smarter, more scalable lifecycle programs.
Experience
Marketing · Lifecycle · Automation · Ecommerce
2025 — Present
Independent
Lifecycle Marketing & AI Consultant
Lifecycle strategy, marketing automation, AI enablement, customer journey optimization and marketing technology consulting.
2022 — 2025
Global Payments
Senior Manager · Email Lifecycle Marketing & Automation Strategy
Led lifecycle and automation strategy across onboarding, nurture, retention and lead recovery, using Salesforce, Pardot, HubSpot, Marketo and analytics to improve conversion and customer activation.
2021 — 2022
Enviro-Niagara Group
Manager · Growth Marketing & Lifecycle Operations
Growth marketing, lifecycle operations, acquisition, conversion optimization and marketing automation supporting customer growth.
2008 — 2019
Book Depot / BookOutlet
Director · Marketing & E-Commerce
Led ecommerce and digital marketing across acquisition, email, retention, merchandising, customer experience and online revenue growth.
Case studies
Building a full-lifecycle email program from the ground up
A high-volume ecommerce business needed its email channel to move from an ad-hoc promotional tool into a true owned-media revenue driver — covering the entire customer lifecycle rather than relying on one-off blasts.
I owned the program end-to-end: onboarding flows to convert first-time buyers into repeat purchasers, behavior-based nurture sequences, loyalty programming for high-value customers, and reactivation flows for lapsed buyers. Everything ran on segmentation by buyer stage and purchase history, with subject lines, CTAs and landing pages treated as living assets under continuous testing.
Result:
More than 40% growth in online revenue attributable to the program,
which operated as a core revenue channel for more than a decade.
Automating onboarding to cut time-to-first-transaction by 60%
New customer onboarding relied heavily on manual sales-rep outreach — slow, inconsistent and constrained by individual rep bandwidth. I designed and built an automated, Salesforce-triggered onboarding sequence in Pardot and HubSpot, replacing repetitive manual outreach with timely, behavior-triggered communication.
Salesforce
Trigger
Email Journey
Activation
Result:
60% faster time-to-first-transaction, while freeing sales reps to
focus on higher-value conversations.
Recovering lost leads with a behavior-scored win-back program
Leads disqualified or gone cold in Salesforce were, by default, a dead end. I built a segmented, evergreen win-back series triggered by lead status and layered with a lightweight behavioral scoring model:
- 5 points for an email open
- 15 points for a blog click
- 50 points for a “Contact Me” click — routed directly to sales
Messaging was personalized to appear as if sent by the lead's originally assigned salesperson, with automatic suppression on re-contact. Leads that engaged without crossing the sales-ready threshold moved into longer-term nurture.
Result:
17% of previously lost leads recovered into active sales
conversations, with minimal ongoing manual management.
Live work samples
Selected landing pages and email builds from Global Payments and Heartland Payment Systems.
Long-form landing pages
Short-form landing pages
Email builds
- Variable data test First-name / prospect personalization
- Segment-based variables Hero image swap by partner and French banner testing
- Campaign email sample
- Heartland campaign email sample