Matthew Welch Email & Phone Number

Los Angeles, Ca, Us

Integrated Marketing Strategy:• Provide marketing strategy, market research, consumer insight, advertising, branding, product strategy, backend and UX/web development for start-ups to multi billion dollar public companies across a range of industries.• Broad client base including home builders, mortgage lending, cell phone operators, B2B wireless communications. • Work extensively with traditional and DTC healthcare/medical/telehealth clientsCross-functional Team Leadership: • Manage team of researchers, marketing strategists, developers, architects, designers, program managers, creative directors, copywriters, video producers and editors in the US and Europe.

Palo Alto, California, Us

Company acquired by Apple. Brought in as a general manager, also acting as CMO, with initial emphasis on marketing and sales growth. Customer Acquisition: • Reduced CAC by 75% in two months. Focused on key segments and optimized acquisition approach. Data-Driven Culture: • Introduced heavy testing mindset and weekly AB testing for top, mid and bottom of funnel.Product Development: • Conducted conjoint research to guide second generation product development.Strategy and Consumer Insight: • To fine-tune product-market fit, fielded consumer research to understand consumer needs gaps, motivations, barriers to adoption, and to determine price elasticity.

Atlanta, Georgia, Us

Member of Board of Advisors since company founding in 2013. At this fintech real estate crowdfunding company, brought in as interim CMO/CRO (fulltime consultant) by CEO to help restructure the team, rekindle sales, and reset approach to customer acquisition, product/conversion, post-lead sales conversion, and customer care.Revenue Growth: • After period of flat growth, turned around revenue quickly: generated 150% revenue increase in first month and 300% sales growth in first 4 months. • Grew loan origination volume (supply side of marketplace) over 1000% annually from $1.2M in 2015 to $30.4M in 2017.Sales and Marketing Leadership: • Restructured sales and marketing teams and reset approach to customer acquisition, product/conversion, post-lead sales conversion, and customer care. Mapped funnel, instituted daily KPIs and sales targets, processes and SOPs. Increased sales team efficiency by instituting prequalification and pre-sale lead scoring.Customer Acquisition / Product / Conversion: • Decreased cost per lead by over 80%. Reworked midfunnel to cater to both halves (investors and borrowers) of the marketplace individually, increase conversion and improve user experience.Fundraising: • Led effort to raise ~$5M capital via Regulation A+ equity crowdfunding offering, one of the largest early stage online public offerings to date in the US.

San Jose, California, Us

IPO (NASDAQ: EAR). Member of early founding team (employee #1) at this consumer medical device start-up, disrupting the hearing aid business. Brought in by medical/technical founders to commercialize their prototype and build the business half of the company as CBO, also serving in capacity of CMO.Revenue Growth: • Grew sales from $0 to over $1M in first 100 days, and to a $15M+ run-rate within first six months of launch, one of the fastest revenue ramps in Silicon Valley. This sales success continued, enabling Eargo’s IPO in 2020 (NASDAQ: EAR) and peak $3B market cap.Marketing Efficiency: • Drove down CPL and CPA and increased acquisition efficiency by 100% in first three months. Developed multi-channel, multi-message marketing campaigns with myriad AB test cells to de-risk launch and allow for rapid optimization. • Generated most efficient lead gen engine in the history of the hearing aid category – CPL was 1/20th of the hearing aid industry average, while operating at a significant scale.General Management, Leadership, Team Building: • Built and ran sales, marketing, ecommerce/web development, user experience, customer care and business intelligence / data science teams.Balanced Brand-Building with Performance Marketing: • Built strong consumer-friendly brand (with high NPS score) in the dusty hearing aid category, addressing psychological barriers to adoption and destigmatizing the category for potential users.Company Strategy, Financial Modeling and VC Fundraising: • With CEO, wrote company business plan, built financial model and led fundraising of Seed, A and B rounds led by NEA, Maveron and Crosslink ($40M+).Product Development: • Key member of executive product team working on product prototyping, user research, industrial design of Eargo 1.0 and 2.0, and overall product roadmap.PR: • Key company spokesperson in PR efforts. Eargo was named one of the top new products by Popular Science and one of TIME Magazine’s Best Inventions.

Toronto, Ontario, Ca

Company acquired by Japanese ecommerce leader Rakuten.Managed global marketing and the content P&L for this global leader in eReading, #2 behind Amazon Kindle.Revenue and P&L Growth: • For half of role, grew content P&L from ~$40M to ~$200M. • Grew user base from 3 million to over 12 million, with customers in over 100 countries.Marketing Leadership: • For other half of role, served as CMO, responsible for global marketing (eReader hardware and content), business intelligence and customer service. Managed over 100 staff, and built marketing and content sales organizations from a small seed.Customer Service Management: • Managed and optimized customer service organization. Improved CSAT and FCR metrics while saving $2M in CS expense annually.International Growth and Partnership Marketing: • Launched eReader device sales in countries across Europe, Asia and South America, leading to #1 position ahead of Amazon Kindle, Nook and Sony in majority of markets outside the US, including Japan, Canada, Australia, New Zealand, France, Italy, Holland, Spain, working with retail partners like WH Smith and FNAC.Product Efficiency, Increasing Conversion, ARPU and Profitability: • Grew attach rate (conversion) over 25% annually by overhauling funnel and reinventing approach to content sales approach across all platforms: web, eReader, tablet, iOS/Android apps, desktop client. • Increased activation rate of eReaders over 20% by optimizing first-time experience and activation flow.Strategy and Product Development/Expansion: • Developed strategy for move into content sales beyond books: magazines, music, video. Developed lateral strategy to re-launch in US market with lower A:S ratios and lower CAC than Kindle or Nook.

Bandwidth (NASDAQ: BAND)- Served in capacity as interim CMO and led B2B and B2C marketing for this leading cloud communications company and telephony partner of Skype and Google. Led rebranding, creative concepting and website buildout of corporate umbrella brand. Worked across all business units – bandwidth.com, broadband.com, iNetwork, Phonebooth Mobile, Dash Carrier Services. Republic Wireless – Key member of product launch team developing product definition and product build-out of this low-cost wifi-enhanced MVNO (acquired by DISH Network)Microsoft – Original content development for in-store displays, working with a leading Hollywood producerAlso provided marketing strategy consulting for portfolio companies of Bessemer Venture Partners, Insight Venture Partners (TeamViewer) and Spark Capital (Aviary).

Promoted from CMO to COO, then CEO by Board (led by Bessemer Venture Partners and World Poker Tour) for this global leader offering real money poker and casino games, with 50+ employees in UK, Russia and Belarus, operating under the World Poker Tour, Poker Million, and Aces Royal brands.Revenue Growth: • Joined business with years of flat revenue and grew revenue 30x in one year. • Grew handle (wagers) to over $300M run rate by 2009. Increased revenue per player (ARPU) to over $100 per month, the highest in mobile in the world.Marketing Efficiency: • Overhauled funnel, increasing conversion over 400% in six months. • Generated industry-leading unit economics, with a 5x LTV:CPA ratio.Marketing Leadership: • Managed largest mobile marketing budget in the UK. Tested all mobile marketing channels extensively. Active speaker on mobile marketing and gaming at industry conferences (keynote speaker on effective mobile marketing at Vodafone Marketing summit, Gambling Executive Summit, Mobile Gambling Summit).Business Development: • Led business development efforts and managed partnerships with mobile network operators and gaming partners in multiple European countries: Orange, Vodafone, T-Mobile, O2, 3.General Management: • Managed sales, marketing, business development, product development, customer service, and ultimately finance and dev functions as COO and CEO.

Dallas, Texas, Us

Responsible for marketing and product in 33 countries globally outside the US, including offline and online advertising and media, CRM, PR, promotions, consumer insight and research, product. Global Marketing Leadership: • Responsible for all marketing in 33 countries globally, including offline and online advertising and media, CRM, PR, promotions, consumer insight and research, site/product development. Built marketing organization from the ground up. Managed 20 staff: central team in London, product team in Dallas, and marketing teams in local offices (France, Spain, Germany, Sweden, Japan, China, Australia), with budget of $50+ million annually. Revenue and Profit Growth: • Contributed to record growth: 55% annual growth in revenue and 92% growth in profits for International P&L. • Grew International revenue to over $100M. In all launch countries, responsible for significant gains in revenue, awareness, perception, and share. • Grew most profitable direct domain revenue 170%.Marketing Efficiency: • Highly quantitative approach. All campaigns were extensively optimized with econometric modeling. In UK, generated 189% ROAS - the highest ROI of any UK advertising campaign in the past 30 years, according to OHAL econometric modeling firm.Award Winning Creative Marketing: • Won numerous marketing innovation awards for both traditional and non-traditional marketing campaigns in several European countries (e.g. International Advertising Awards, Guerrilla Marketing for Spanish campaign; Grand Prix, Swedish Marketing Campaign of the Year; Media Week Awards in UK, etc.)Agency Management: • Conducted eight creative and media agency pitches and launched the brand in numerous countries. Managed advertising, media, and PR agencies across Europe and Asia.

New York, Ny, Us

Responsible for broader marketing initiatives that cut across venues and teams, such as direct marketing, database management, venue marketing.Developed concepts and proposals for large, integrated promotional sponsorships.

Reporting to Founder, used marketing expertise to identify business opportunities and new companies to incubate. Also served as a VC associate, vetting new businesses and venture investments.Incubated and created business plan and product prototype for a youth-oriented MVNO, and a guerrilla marketing roll-up.

New York, Ny, Us

Directed worldwide advertising programs for Kodak corporate branding campaign and Kodak’s traditional and nascent digital photography products, balancing the benefits of global versus regional strategies.Coordinated five regional headquarters with annual billings over $200 million. Built significant parts of original Kodak website. Directed all Kodak internet and web development efforts at O&M. Pitched and won website development assignment for Kodak Image Magic (digital products), establishing relationship between O&M Interactive and Kodak, generating 30% incremental O&MI revenue. Evangelist and educator about "the internet" to traditional advertising team members and executives at O&M in web 1.0 era. Integrated and managed a twenty person team from traditional O&M and digital O&M Interactive to develop website strategy, concept and content.

Us

Managed multiple accounts simultaneously, with billings in excess of $30 million. Clients included RCA, Sara Lee, Stanley Tools and General Motors OnStar.Led consulting engagement with APL London for BMW’s Rover Group and MINI, planning the MINI and Rover US market entry. Analyzed competitive positioning, spending, and user profiles for four segments of the US automotive market. Performed MINI's US entry marketing budgeting analyses and sensitivities.Won 2 Gold Effies for marketing effectiveness by American Marketing Association - for RCA Home Theatre and for RCA DSS launch (with DirecTV), due to record-breaking sales for a new product launch.

New York, Ny, Us

For Kraft General Foods clients, conducted data analysis to provide recommendations on budget and weight levels, targeting, media mix, scheduling, and print vehicle selection.Completed Media Training Program, developing media industry knowledge and media planning/analysis skills.

Mba

Ba, Psychology

Certificate In Plant-Based Nutrition