Matt Silver Email & Phone Number

London, Gb

Responsible for overseeing the strategic direction, implementation, and management of marketing technology initiatives for Barclays USCB. Focused on delivering best in class MarTech capabilities to drive value for the bank and our customers while reducing complexity and eliminating waste.Key Responsibilities:Strategic Planning: Develop and execute a comprehensive marketing technology strategy aligned with core business objectives. Identify opportunities to leverage technology for competitive advantageTechnology Selection and Integration: Evaluate, select, and integrate marketing technology solutions, such as CMS systems, automation platforms, analytics tools, and personalization engines, to enhance marketing effectiveness and efficiencyData Management and Analytics: Oversee the collection, analysis, and utilization of data to drive insights and decision-making. Deploy machine learning models at scale that align with all controls and compliance standardsCampaign Management: Lead the execution of marketing campaigns across various channels, leveraging technology to personalize messaging and optimize campaign performanceTeam Leadership and Development: Manage a team of 40+ marketing technology professionals, providing guidance, mentorship, and professional development opportunitiesVendor Management: Establish and maintain relationships with marketing technology vendors, ensuring alignment with organizational needs and objectivesBudgeting and Resource Allocation: Develop and manage the marketing technology budget, allocating resources effectively to achieve desired outcomesContinuous Improvement: Stay abreast of industry trends and best practices in marketing technology. Continuously evaluate and improve processes to drive innovation and efficiencyStakeholder Communication: Communicate the value and impact of marketing technology initiatives to key stakeholders, including senior leadership, to ensure support and alignment with organizational goals

New York, Ny, Us

• Lead Innovations team focused on using data, AI, audiences, and content to get the right message to the right customer at the right time while provide the most value to the bank• Customer first marketing with a focus on changing the banko Drive and measure incremental NPV for acquisitions, servicing, retention, and engagement messaging• CMO and cross line of business Senior leader communication and influence• Partner with Data Science to develop, implement, and measure machine learning models• Manage decision engine strategies and implementation• Lead controls and set audit process for machine learning models• Data first approach – test, measure, and test againo If we can’t measure the value or effectiveness of an offer or a test than we should not be doing it• Agile Garage methodology – Manage direct and indirect resources

New York, Ny, Us

• Manage team of product owners responsible for supporting marketing efficiency, driving value to Chase, and delivering value to our customers• Deliver marketing products that can manage and execute personalization at scale• Support line of business partners by enabling quick to market and ease of use product features and functionality• Focus on changing the bank• Drive solutions for marketing personalization and customer engagement• Deliver repeatable, trackable, and continuously optimizing marketing content by implementing process change and/or new product launches/existing product enhancements• Use Agile methodology to manage sprints, releases, reporting, requirements, and story writing

New York, Ny, Us

• Lead digital marketing and operations for all Chase owned media (desktop and mobile app)• Responsible for developing personalization and targeting capabilities to drive key marketing KPIs for all of Chase owned media• SME for owned media targeting and operations capabilities• Manage roadmap for content and decisioning platform• Lead roadmap for owned media capabilities (mobile and desktop)• Lead operations team responsible for launching all owned media marketing assets• Define test and learn agenda for Chase owned media marketing• Analyze and action off of key KPIs to drive value and optimize Chase owned media business• Develop processes to stream line ad operations while still adhering to all controls• Center of Excellence for the bank – Manage Owned marketing offers all line of businesses (Card/Consumer/Business/Auto/Home Lending)• Manage vendor and marketing costs while balancing revenue goals for each line of business and Chase overall

New York, Ny, Us

• Managed the targeting capabilities, personalization, and content for the Ultimate Rewards website• Defined personalization and capabilities roadmap for Chase Ultimate Rewards program• Business lead for dev teams responsible for defining business requirements and implementing new functionality• Develop processes for launching/managing new content• Define targeting for owned media ad content• Define test plan for owned media marketing ads• Use analytics to help determine ad optimization• Optimize ads across all Ultimate Rewards owned media using Xplus1 targeting platform• Use Adobe CQ5 to manage content and targeting• Define business rules and acceptance criteria for platform and website enhancements• Work to constantly predict/understand customer behavior and data to better optimize ads. Results include:o Higher conversion rateso Higher click through rateso Stronger VPMso Lift in ad revenue

New York, Ny, Us

• Work w/ the Chase Freedom and Freedom w/ Ultimate Rewards teams to develop online marketing campaigns• Work w/ internal and external agencies to design creative for online marketing campaigns• Develop and launch dynamic landing pages• Develop A/B test plans to analyze creative performance and understand customer behavior• Analyze marketing trends to advise on campaign optimization• Develop campaign targeting and placement implementation plans across all of the Chase owned digital sites• Launched over 300 online marketing ads in 2013 • Build marketing dashboards & pivot tables to analyze campaign data• Manage new capabilities for the Chase Digital platform and CMS landscape• Work w/ Dev teams to launch platform upgrades• Manage all platform related projects• Scope/manage new capabilities requests• Develop/launch dynamic landing pages• Develop process improvement & operational efficiencies• Understand how systems connect & the down stream effects of implementation• SME for X+1 ad targeting platform• Work w/ internal CMS platform team on implementing new marketing capabilities• Currently developing & managing launch of new operational platform for digital marketing campaigns • Responsible for identifying operational control issues & developing action plans to remediate those issues

New York, Ny, Us

• Responsible for launching digital marketing campaigns across all Chase owned digital sites• Helped rollout the X+1 decisioning engine across Chase owned digital sites• Expert in X+1 capabilities• Supported all Chase lines of business w/ their campaign requests• Head operational resource for the Ad Operations team• Responsible for implementing new ad serving placements across Chase owned digital sites• Lead on all ad serving related projects

New York, Ny, Us

• Responsible for owning the relationship w/ our 3rd party mobile provider (Digby Mobile)• Responsible for launching our licensed mobile websites – m.nflshop.com, mstore.nba.com, mshop.nhl.com, & mstore.nascar.com• Worked w/ Digby & GSI technology groups to develop mobile content feeds and mobile site design• QA’d all mobile sites• Merchandised all sites for launch• Responsible for tracking performance of all mobile devices – both smartphones and tablets• Responsible for overall mobile business performance• Revenue up 56% in 2012 vs. 2011• Visitors up 205% in 2012 vs. 2011• Kept track of daily KPIs for all licensed mobile sites• Built checkout funnels, advanced segments, and custom reports in Google Analytics to help identify key metrics that helped boost mobile conversion• Integrated licensed mobile retail sites w/ licensed content sites and apps to help boost traffic and conversion• Launched PayPal mobile on all licensed mobile sites• Created and managed mobile marketing campaigns• Managed relationship w/ 3rd party SMS provider (M3) to send out weekly SMS broadcasts to our mobile subscribers.• Responsible for staying up to date on mobile best practices and upcoming mobile trends/technologies• Managed relationship w/ 3rd party gift card provider (SVS) for all licensed gift card business ($30M business)• Managed online and instore inventory• Identified new distribution channels for selling cards• Created marketing plan and roadmap to optimize gift card sales• Gift Card Product Manager

King Of Prussia, Pennsylvania, Us

• Launched NFLExtraPoints.com from scratch for Bank of America• Responsible for QAing entire site – Identified over 100 bugs • Led meetings w/ launch team to teach them how to QA/navigate site• Created a never seen before product page custom to Bank of America’s specifications• Facilitated w/ the design/layout of site• Built the navigation for the site• Setup all vendors/creative/product for site launch• Commended on my teamwork throughout launch• Managed creative/marketing for site• Published digital campaigns via CMS tool• Developed marketing emails for program• Worked w/ design team to develop creative spots/ad spots• Managed day to day partner relationship – managed all partner issues/concerns/requests• Manage all reporting for site both internally and for partner• Responsible for merchandising site and building all new items• Beat 2009 NFLExtraPoints.com sales forecast by 5% • Worked w/ Barclays to relaunch NFLExtrapoints site under the Barclays name• Managed day to day relationship w/ Barclays

King Of Prussia, Pennsylvania, Us

• Buyer of licensed NFL product for weekly NFL shows broadcasted on QVC (Live TV) – 17 total hours of programming per year• Managed relationship w/ QVC• Plan on air shows from start to finish • In charge of selecting product for on air shows• Negotiate costs and contracts w/ vendors• Evaluate product worth and order qtys accordingly• Determine retail and on air sell time for each product• Manage products from production to delivery to correspond w/ QVC show dates• Work w/ vendors to have samples of product in all NFL teams available to display during live shows• Manage a product assortment of about 3000 different SKU’s• Responsible for managing $15M worth of inventory• Grew on air business by over 15%• Once product airs, in charge of getting product live for sale on NFLShop.com• Responsible for creating detailed reports and analyses for financials and sales.• Helped launch new in house product line for NFLShop on QVC and www.nflshop.com called NFL Pro Line• Manage NFL site on QVC.com – Grew online business by 40%

King Of Prussia, Pennsylvania, Us

• Assisted w/ the buying of licensed NFL product for NFLShop.com• Responsible for delivering product live on NFLShop.com – includes imaging, description, inventory receipt, product title, and product classification.• Helped successfully launch the first NFLShop catalog produced by GSI Commerce.• Helped w/ design and product assortment for all NFLShop catalogs.• Managed all ship windows for products on NFLShop.com• Handled all trouble SKU’s received in the warehouse for the NFL Dept.• Received team impact award for successful launch of first NFLShop catalog

Bachelors, Double Major In Marketing & Ebusiness

High School Diploma