Matthew Johnston Email & Phone Number

London, England, Gb

London, London, Gb

Promoted to lead, coach, and inspire a team of 13 digital marketeers (5 directs), driving profitable growth across international markets (DTC & Marketplaces) including Europe, North America, Australia, Middle East, and Asia - Launched loyalty program 'Sparks' to 25 international markets transforming business operations to deliver the most effective strategies to grow customer lifetime value. Subscriber acquisition rates continue to exceed targets +86% YoY (+0.6m) and grew incremental sales per member +£6 YoY- Supercharging for growth partnering with HR directors to identify and fill critical marketing skills gaps in analytics, optimization, and content creation. Creation of 3 new roles with detailed business cases to support fast decision making and sign off delivering 2.4m incremental traffic within 12 months. - Engineered a multi-tiered country optimization strategy utilizing data points (internal and external) to rank and index 52 countries potential and complexity to determine the optimum marketing mix and channel investment strategy. Delivered media efficiencies positively impacting ROAS +22% (+£1.3m) on level spending vs LY, promoting a longer-term vision for growth with senior management. - Established quarterly thought-leadership sessions bringing together key strategic partners (Media agency, Google, Meta, Salesforce) and senior internal stakeholders (Head of Online, Head of Trading, Head of Product). This proved hugely valuable in positioning marketing at the heart of business decision making.

London, London, Gb

Reporting to the head of online, responsible for all biddable and organic channels, including SEO & CRM. Directly managing 3 digital marketing managers and 3 external agencies (Media, PR, SEO). Fully accountable for country marketing spends, measurement and reporting of results to grow ROAS. Created strategies and designed solutions to increase brand awareness while increasing customer retention. Promoted a culture of experimentation, embedding a test & learn practice through bi-weekly reporting focused on a different experimentation theme e.g., acquisition in France, engagement in Australia, retention in UAE. Delivered 16 experiments with 10 having a positive outcome. Sourced & embedded market leading marketing analytics & optimization tools including Google Analytics (GA4) and Salesforce Marketing Intelligence (also called Datorama) to achieve greater transparency, efficiency, controls, and drive cross channel optimization. Within the first-year productivity increased (+25%) across channel managers based on the reduction of time spent on reporting. Designed and orchestrated full funnel channel strategies for key EU markets utilizing cross channel optimization tactics across search, social, display, affiliates, influencers, and email marketing. Drove +5% uplift in user recall (via YouTube brand tracking) and +68% halo impact on unpaid channel traffic e.g., direct & SEO.

London, London, Gb

Responsible for leading CRM and acquisition teams across social media, display, affiliates, influencers, and digital PR. Focus markets - Ireland, France, UAE, Hong Kong, USA, and Australia. Directly managing 3 assistant managers with responsibility for acquisition budgets and channel level KPI’s such as traffic, cost per acquisition, revenue and ROAS. Improved email conversion +27% ahead of the site (target +5%) through implementation of new segmentation and lifecycle triggers utilizing customer behavioral signals alongside data modelling practices. Sourced and onboarded local media & PR agencies in AUS and USA to drive brand awareness through local press & influencer events, print, radio & outdoor media channels.

London, London, Gb

London, London, Gb

London, London, Gb

Colonia Escalón, San Salvador, Sv

London, Gb

London, Gb

London, Gb

Bachelor Of Arts, Communication And Media Studies

Bachelor Of Commerce - Bcom, Business, Management, Marketing, And Related Support Services

High School Diploma