Matthew Allen Email & Phone Number

Irvine, California, Us

Irvine, California, Us

Irvine, California, Us

Overseeing global go-to-market campaigns for Sonic the Hedgehog games.

San Ramon, Ca, Us

Head of Product Marketing for The Callisto Protocol, a new story-driven, single-player survival horror game from the creators of Dead Space. Coming 2022 to PC and Consoles.

San Francisco Bay Area, Us

As the Product Marketing Director for Perfect World Entertainment, I lead the team that owns the creation and execution of the global go-to-market plans for our live and in-development games. My team and I work closely across publishing and development stakeholders to execute on these plans, and are responsible for all key marketing KPIs for PWE's games. - Responsible for building marketing plans, positioning, audience, and asset creation for PWE’s key game franchises.- Partners closely with cross-functional marketing teams, including communications and PR, creative, digital marketing, community, user acquisition, and strategic partnerships to develop and execute on go-to-market plans. - Partners with User Acquisition team to build and execute online customer acquisition strategies for live and in-development games.- Develops clear consumer messaging for key product rollouts.- Works with development and production teams, providing analysis and long-term strategic thinking to direct product development roadmaps in order to achieve franchise vision and deliver against plan and targets.- Develops static and video assets with creative teams, managing key stakeholder feedback and maintaining brand integrity.- Continuously improves/promotes multi-channel offerings, builds creative and engaging marketing campaigns.- Owns audience and related marketing KPIs to optimize ROI on marketing initiatives- Gathers insights to support product and marketing decisions.

Seattle, Wa, Us

- Head of Marketing for the leading free-to-play multiplatform publisher specializing in localizing Eastern MMOs for North America and Europe. - Oversaw all consumer marketing for the entire En Masse portfolio of free-to-play MMOs on PC, console, and mobile platforms, including TERA, Zombies Monsters Robots, Alliance of Valiant Arms, and Kritika Online. - Led all marketing initiatives to drive user acquisition, retention, and monetization. - Responsible for developing brand strategy and product positioning, and overseeing all cross-functional marketing areas, including PR, digital marketing, CRM, paid media, partnerships, social media, events, content marketing, and influencer marketing.

San Francisco, Ca, Us

- Led content strategy and in-house creation of all games content for the world’s largest entertainment fan site, with over 190 million monthly unique visitors. The games vertical accounted for the largest share of site traffic, and highest number of search referrals.- Worked with sales teams to conceptualize, pitch, and execute on branded content programs creating added value that contributed to 50% YoY growth in direct ad sales revenue while maintaining a 10:1 revenue to cost ratio for all programs.- Spearheaded strategic partnerships with game publishers and both endemic and non-endemic partners to create custom fan programs that met their marketing goals and objectives while establishing and empowering fan communities for their brands. This resulted in millions of impressions and strong word-of-mouth from community influencers. - Worked with cross-functional teams (including Marketing, Video, Sales, Engineering, Community, Ad Operations, Analytics, and Design) to rapidly conceptualize, execute, measure, analyze, and iterate on sponsored and unsponsored programs.- Led games vertical during the launch of the all-new Fandom News & Stories editorial product, resulting in millions of new monthly unique visitors and increasing engagement time and number of pageviews per user across the entire site.- Managed team of games editors, video producers, as well as community development associates and community Fan Contributors in the creation of all sold and unsold games content, including video.

Saint-Mandé, Île-De-France, Fr

- Business owner for the NCSA territory in charge of Ubisoft’s premium and free-to-play console, PC, and browser games.- Oversaw the launch, ongoing live operations, and post-launch content for games, with full P&L ownership and responsibility for driving increased overall revenue, ARPU, add-on content attach rates, and user acquisition targets resulting in up to a 200% increase in monthly revenue per game.- Led and provided strategic direction for cross-functional business teams focused on managing the game as a service, including User Acquisition, Analytics, Public Relations, Community Development, CRM, Creative Services, Sales, Shopper Marketing, Business Development, and Customer Support.- Utilized acquisition and in-game KPIs to make effective, data-driven decisions to maximize user LTV.- Worked with production teams as territory expert to provide product feedback and direction to align development with consumer needs and market trends, then prioritized a feature roadmap in order to support vision and deliver against agreed plan and targets.- Directly managed a team of 3 employees.

Saint-Mandé, Île-De-France, Fr

- Business owner for the NCSA territory in charge of Ubisoft’s premium and free-to-play console, PC, and browser games.- Oversaw the launch, ongoing live operations, and post-launch content for games, with full P&L ownership and responsibility for driving increased overall revenue, ARPU, add-on content attach rates, and user acquisition targets resulting in up to a 200% increase in monthly revenue per game.- Led and provided strategic direction for cross-functional business teams focused on managing the game as a service, including User Acquisition, Analytics, Public Relations, Community Development, CRM, Creative Services, Sales, Shopper Marketing, Business Development, and Customer Support.- Utilized acquisition and in-game KPIs to make effective, data-driven decisions to maximize user LTV.- Worked with production teams as territory expert to provide product feedback and direction to align development with consumer needs and market trends, then prioritized a feature roadmap in order to support vision and deliver against agreed plan and targets.- Directly managed a team of 3 employees.

Us

- Generated new licensing deals for all branded in-game items in an alternate-reality MMO - Identified and lead business development efforts for additional monetization strategies related to partnerships, in-game item sales, and in-game advertising

- Developed the marketing strategy and for a technology start-up that delivered brain computer interface products both to business-to-business, and business-to-consumer markets- Played a key role in the executive leadership of the company, helping to determine corporate strategic direction, and creating and presenting the business plan to key investors and venture capital firms

Mountain Vew, Ca, Us

- Global Brand Manager for all Guitar Hero, DJ Hero, and Band Hero downloadable content across multiple games and SKUs.- Created and executed marketing strategies that resulted in the growth of the downloadable content business from $12,000,000 in 2008 to $17,000,000 in 2010.- Led and provided strategic direction for brand partnerships and post-launch content across several cross-functional teams, including Digital Marketing, Social Media, Public Relations, Licensing, Consumer Promotions, Consumer Research, and Creative Services.- Worked with the licensing, product development, and research teams to develop additional downloadable content based on shifting user demand and tastes and made data-driven recommendations resulting in the creation of all-new revenue streams and an increase in Average Revenue Per User.- Led business development initiatives for all Guitar Hero and DJ Hero brand partnerships and in-game product placements, overseeing partnerships with brands such as Coca-Cola, Kellogg's, KFC, Converse, and Puma that generated over $2,000,000 in direct incremental revenue and millions of impressions and dollars in co-marketing value, media support, and additional TRPs. - Led external licensing for the Guitar Hero brand and oversaw the creation and marketing of licensed products such as mobile games, apparel, premium instrument controllers, and toys that generated over $10,000,000 in incremental revenue.

Santa Monica, California, Us

- Global Brand Manager for all Guitar Hero, DJ Hero, and Band Hero downloadable content across multiple games and SKUs.- Created and executed marketing strategies that resulted in the growth of the downloadable content business from $12,000,000 in 2008 to $17,000,000 in 2010.- Led and provided strategic direction for brand partnerships and post-launch content across several cross-functional teams, including Digital Marketing, Social Media, Public Relations, Licensing, Consumer Promotions, Consumer Research, and Creative Services teams. - Worked with the licensing, product development, and research teams to develop additional downloadable content based on shifting user demand and tastes and made data-driven recommendations resulting in the creation of all-new revenue streams and an increase in Average Revenue Per User.- Served as business development lead for all Guitar Hero and DJ Hero brand partnerships and in-game product placements. Oversaw partnerships with brands such as Coca-Cola, Kellogg's, KFC, Converse, and Puma that generated over $2,000,000 in direct incremental revenue and millions of impressions and dollars in co-marketing value, media support, and additional TRPs. - Served as external licensing lead for the Guitar Hero brand and oversaw the creation and marketing of licensed products such as mobile games, apparel, premium instrument controllers, and toys that generated over $10,000,000 in incremental revenue.

Us

- Created and executed national promotions with major consumer brands that generated millions of dollars in co-marketing value, media support, and TRPs that increased awareness and purchase intent for the entire portfolio of Vivendi Games brands, including both original IP and licensed products.- Managed brand integrations, product placements, and dynamic in-game advertising across Vivendi Games titles generating several million dollars in incremental revenue.- Maintained relevant project plans and ROI analysis for assigned programs, delivering a minimum of an 8:1 value to cost ratio for all promotions.

New York, Ny, Us

- Worked with the Digital Marketing team to oversee all online and mobile marketing programs for 20th Century Fox Theatrical releases.- Managed online media campaign creation and execution for theatrical releases that generated millions of impressions and raised overall awareness of releases.- Produced and managed official websites for domestic theatrical releases as well as the Fox-branded portal- Managed CRM database, email marketing campaigns, and online promotions for theatrical releases.- Managed all online partner promotional campaigns and co-branded online programs.