Matthew Heitmann Email & Phone Number

Fribourg, Switzerland

Salt Lake City, Utah, Us

Berlin, De

Responsible for North American go-to market strategy for global, publicly-traded (NYSE) retail outdoor aggregator with over 80 online businesses, 500 retail shops, and 7 million customers.-Work jointly with CEO and VP of Commercial Operations to conceive and implement unique competitive strategy for US market --Vet and engage in numerous M&A opportunities for both backward and forward vertical integration opportunities as part of global SSU growth strategy-Oversee go-to market and brand strategies for Nukeproof and Vitus, and others that are part of the Wiggle/Chain Reaction house brands portfolio

Grenchen, Solothurn, Ch

Returned to BMC in middle of Covid at the request of CEO to undertake and implement e-comm, DTC, and growth marketing initiatives across BMC's portfolio of brands (BMC, Mpc, SCOR, and Adicta Labs) to supercharge global B2B and DTC demand and ROIC. Assembled new team and worked both remotely and frequently in Switzerland to partially restructure existing team to concentrate DTC marketing efforts on first-party data and personalization, improved content and copy, email marketing, and refreshed websites while additionally reenergizing and reinvesting in brand marketing and high-visibility partnerships, like Red Bull. -Hyper-focused on rapidly driving commercial and customer value by leveraging both backward and forward vertical integration-Shifted company culture to customer-centric with attention on relevant metrics like CAC, CLV, repeat buyer rates, and CSAT scores-Conducted global customer insights study to identify region-specific value propositions, competitive frameworks, and barriers to mobility for BMC, SCOR, and Adicta Labs apparel-Interviewed and vetted global turnkey 3PL e-comm solutionsAt the end of the day, obstacles presented with Covid in the supply chain, logistics, international travel, budgeting processes, etc., so severely thwarted our initiatives that many projects were put on hold.

Colorado Springs, Co, Us

Oversee the national governing body of cycling sport's membership acquisition and retention, as well as brand, communication, and overall marketing strategies. Pivoted the NGB's historical communications focus on awareness, governance, and athlete performance to commercial viability, especially post-COVID. Dramatically enhanced performance marketing efforts and rethought commercial proposition of the organization with the introduction of standard e-commerce practices and metrics. Restructured product strategy and consumer value proposition by moving away from compliance/compulsory products (licenses) to value-add discretionary products through a partnership with Spot Insurance. Launched new branding under the We Champion banner which drove a 3x increase in website traffic and the highest brand/search demand since 2011. Conducted deep customer insights study to identify audiences for growth opportunities, especially for discretionary product sales leading to a wider and larger membership base. Early indications of these efforts were very strong, not only with increases in brand awareness and search demand, but in membership growth which surpassed prior years' figures and establish strong basis for the organization's best financial forecast in its 100-year history.

Louisville, Colorado, Us

Originally an eBay marketplace store, The Pro's Closet went consumer direct with its own website in mid-2018. Recruited to the company to oversee all aspects of marketing and customer service. In that time TPC has become the world's largest pre-owned bike e-commerce business and has secured over $60 million in funding. Inventory is curated from both B2B as well C2B resources meaning marketing communicates to both source and sell new, pre-owned, end-of-life, and overstock bikes, parts, and accessories according to the company's DTC, B2B, and C2B financial goals and processing capacity. Aside from brand awareness and demand, marketing is responsible for driving all e-commerce sales across multiple digital paid, earned, and owned channels, including complete Google and Facebook stacks, connected (smart) TV, affiliate partners, and email, as well as traditional broadcast TV, print media, and PR. Marketing is also responsible for supply-side awareness and to convey the unique advantages of the industry's first certified pre-owned bike program which offers consumers buyback, trade-in, and trade-up guarantees for a flywheel effect that increases customer frequency, loyalty, and LTV. Since joining TPC, e-commerce-attributed revenues have grown 20X.

Koblenz, De

Oversee Canyon's global e-commerce sales and marketing department which consists of four teams: Digital Product (website), Parts & Accessories, Global Digital Channels, and International Markets Management. Asked to join Canyon in late 2013 and tasked with adjusting the company's primarily traditional print and events marketing orientation with a comprehensive digital strategy, and to rethink the company's e-commerce possibilities. First steps were made by completely reorganizing and building out the marketing team structure, and by introducing a digital-first mentality. Dramatic immediate and sustained gains were realized in website traffic and conversion by seizing fundamental opportunities in email marketing, PPC, display, and a website refresh, which earned a RedDot Gold Award in 2016. Subsequent steps focused on technical and operational SEO improvements for the Canyon.com website, which serves global consumers in 20 languages. Alongside changes that drove dramatic year-over-year increases in bike sales, created a new Parts & Accessories Team to focus on supplementary product sales to complete the customer experience, and as part of company's customer acquisition and retention strategy. Build-up of this team and significant build-out of the product and brand portfolio have made Canyon's supplementary product sales a significant portion of the brand's annual revenues.

Grenchen, Solothurn, Ch

After dramatic short-term marketing wins with BMC Switzerland in the USA, was tasked with global marketing leadership for entire BMC Switzerland house of brands: BMC, Stromer, and Bergamont. Upon relocating to Switzerland, restructured BMC's global marketing department with the addition of several new key persons in sports marketing, social media, events, and content management, and by moving brand responsibility away from product managers to the marketing department. Shifted marketing away from being a service provider to the group to being a stand-alone business unit. Immediate objectives were the introduction of complete digital overhaul (B2B and B2C websites, digital marketing assets) for all BMC Switzerland's brands, and a brand cleansing of the group's flagship property, BMC bikes. Introduced email marketing, sports marketing research, SEO optimization, newsletters, ambassador program, and online magazine as first steps, resulting in dramatic increase in email file sizes and a 200% increase in website traffic.

Grenchen, Solothurn, Ch

Hired by BMC USA to bring a whole new level of marketing to domestic program for increased product awareness and brand demand. Shifted focus away from small events and grassroots initiatives to larger digital emphasis, especially direct marketing including email. Concentrated marketing efforts in the USA had dramatic global influence, growing global social media fellowship by over 5000% and housefile size over 7000% in just 6 months.

Park City, Ut, Us

Responsible for annual marketing calendar and sales plan, and for all “push-” and “pull-demand” marketing efforts for Backcountry.com's three online retail bike sites. Directed marketing team of over 15 persons, including managers for each of Backcountry.com’s marketing channels, and managers for creative, content (photography & videography), and copywriting. Set annual marketing budget and established quarterly performance goals and metrics and monitored daily channel performance according to gross revenue, gross profit, AOV, conversion, site visits, and CPR (cost of marketing as percentage of channel revenue). Channel oversight included email, affiliate, SEO, SEA, retargeting, referral, Amazon, among others. Conceived and coordinated all daily email pushes in accordance with sales planning and inventory requirements. Introduced strategy to increase customer acquisition, retention and loyalty by way of Recency, Frequency, and Monetary Value (RFM) reporting and behavioral modification efforts. Oversaw, organized, and reported results on all direct mail efforts for all Backcountry.com properties, resulting in significant incremental revenue lift in previously ignored channels. Negotiated and managed all traditional marketing and advertising efforts, including television (NBC Sports) and print. Oversaw all marketing and sponsor relationship management related to the Competitive Cyclist Professional Racing Team, including website design, logo creation, and marketing collaterals.

Park City, Ut, Us

Prior to Backcountry.com’s acquisition of America's most beloved and largest high-end online retailer, Competitive Cyclist, was solely responsible for the organization and daily management of the customer service (CSR) department with emphasis on proactive salesmanship, creation and codification of policies and procedures, ensuring on-going CSR education, maintaining superlative customer service, establishing annual company sales and marketing budgets and setting appropriate CSR sales goals and bonus metrics. Established annual marketing calendar and oversaw, managed, and reported to CEO on company’s diverse marketing channels and efforts, including oversight of all digital and traditional media. Shifted marketing focus to customer-direct marketing and customer loyalty through implementation of monthly RFM strategy to track and modify customer behavior according to company’s sales goals. As part of senior management team, was responsible for prudent high-level strategies including but not limited to internal and external brands development, product selection, business development, purchasing, inventory management, overall financial steerage, and human resource management. After staggering continuous growth, the company was acquired by Backcountry.com in 2011.

Established a non-profit organization to build a community center and world-class velodrome. Operated as the non-profit’s de facto Executive Director and liaison with the City of New York during feasibility analysis studies for possible construction of a $65MM 200 meter velodrome and public events center in New York City. Based on studies and meetings with the Governor’s cabinet, benefactor of non-profit gave the New York City Parks Department a $40 million grant to build velodrome and a public events center at the Brooklyn Bridge Park, resulting in the single- largest private donation in the history of New York City’s Parks Department.

Conceived and wrote business plan for the nation’s first ultra high-end integrated cycling/multisport retail operation and training, testing, and coaching facility. Secured venture capital funding and oversaw all start-up details of retail store and coaching center including lease negotiations, architectural design elements, contractor bidding, interior layout, branding, advertising, marketing, website creation, product mix, and HR. Was instrumental in significant North American brand building for nascent bike brands such as Cyfac, Wilier, and BMC. Worked jointly with Cervelo on branding and marketing efforts, and forged “preferred coaching partnership agreements” with Cervelo, Assos, Zoot, Philadelphia Insurance Triathlon, and the United States Marine Corps. Maintained overall responsibility for all operational, marketing, and financial aspects of the business and after successful first location in Philadelphia opened second location in New York City in 2007, which won the International Interior Design Award for Retail Spaces in 2008.

Doctor Of Philosophy, Philosophy/Foundations Of Mathematics And Logic

Post-Grad, Philosophy, Politicial Science, History

Ba, European History, Philosophy

Master Of Science (Msc), Philosophy

Ma, Philosophy Of Language