Matthew Carroll Email & Phone Number

Buffalo, Ny, Us

•Partner with clients to ensure they achieve their business objectives by developing and implementing marketing and commercial plans with actionable tactics that deliver measurable results.•Specialize in brand & marketing strategy, digital marketing, sales team enablement, and communications strategy. Deliver go-to-market roadmaps and practical tools to accelerate implementation and measure impact for B2C startups, B2B hospitality companies and multi-unit restaurant operators.

Orlando, Florida, Us

•Global leader for portfolio brand strategy, enterprise marketing, customer experience, and customer insights for the world’s leading private aviation services company (over 200 locations worldwide). •Drove strategy to generate incremental revenue by capturing share from a new segment of customers. In year two, market share increased by 2%, and revenue increased by 15% ($20M). • Implemented a new digital marketing platform to engage, acquire and retain customers with new capabilities such as Search Engine Marketing (SEM), Search Engine Optimization (SEO), Email Marketing and CRM Integrations. •Led segmentation study and leveraged insights to identify top-growth opportunities, develop target customer personas, and evolve brand positioning. •Crafted brand strategy and tactical plan to address internal/external brand challenges (negative consumer perception and low employee retention) and increase revenue by differentiating company products and services. •Developed insights-driven customer journey maps, identifying the moments that matter most to customers. Outlined cross-functional initiatives, tactics, and investments required to transform the customer experience and enhance brand equity. •Built new customer insights capabilities to measure customer satisfaction and brand health and identified KPIs to measure the impact of the brand’s ongoing transformation. •Renegotiated contract with Clear Channel advertising, resulting in a $500K partner investment in digital advertising and more favorable revenue share terms. Increased partnership revenue by 24% ($10M in 2022) with a projected 40% increase in 2023.

Bethesda, Md, Us

• Responsible for the global commercial success of the company’s flagship brand (Marriott Hotels). Led brand governance and managed a cross-functional team (30+ people) to develop and execute a multi-year strategy that transformed the historic and iconic brand. •Boosted brand equity and owner and franchise asset value by delivering 5%-10% market share gains, 31% new unit growth, and enhanced brand preference and perception.•Defined distinctive brand experience that appealed to higher-value target customers. Designed and implemented digital and physical product experiences for brick-and-mortar locations, including the first-ever mobile app and the highest-performing guest room in the brand's history. • Implemented omnichannel marketing campaigns that increased hotel revenue by 8%+. Leveraged Paid, Owned and Earned channels to raise awareness of new products and experiences and drove customer engagement that led to increased reservations at higher rates. •Optimized a $30M marketing budget and collaborated with agency partners to deploy award-winning brand, social media, content marketing, and growth marketing campaigns, and served as commercial brand spokesperson. •Enhanced enterprise collaboration by facilitating an executive-level workshop program. Initiative expedited the development of a comprehensive long-term strategic plan and ensured alignment on necessary investments, resource allocation, and prioritization of tactics.

Bethesda, Md, Us

• Developed multifaceted global strategy to reposition and strengthen the multibillion-dollar global Marriott Hotels brand (the company's most valuable), which included 500-plus hotels and 178,000-plus rooms in more than 50 countries.• Responsible for redefining brand positioning, value proposition, visual identity and logo, product design, digital experience, culture and service program, and marketing communications platform.• Built a business case to emphasize critical declines in brand performance and an urgent need for action.

Bethesda, Md, Us

Directed marketing efforts to encourage new and existing owners and franchisees to invest in Marriott-branded hotels globally. Supported new unit growth objectives by developing multi-year marketing plans for each of Marriott’s global regions. Developed B2B marketing materials including collateral, newsletters, and trade ads and spearheaded B2B product launch of Edition and Autograph Collection brands.

Bethesda, Md, Us

Managed all aspects of communications to 750-plus owners and franchisees in North America. Created opportunities to enhance interaction and relationships with high-value and high-potential owners and franchisees. Planned major brand conferences to gain alignment on initiatives, share business practices, and recognize top partners. Interfaced with senior executives across enterprise to develop key B2B messages and themes for leverage across all communication channels. Researched and recommended new communication vehicles and technology to ensure maximum impact and engagement.

Bethesda, Md, Us

Developed field public relations strategies to drive brand preference, generate revenue, and increase local and national awareness. Activated PR network, managed corporate and field resources, created tools, and executed publicity plans, including major events. Supervised all aspects of major hotel grand openings. Directed reputation management and crisis communications response for over 2,000 hotels. Led efforts to pull through corporate brand, marketing, and PR initiatives at market and hotel level. Assisted with agency selection and management. Hired, trained, and mentored junior PR staff.

Bethesda, Md, Us

Developed in-market public relations strategies to drive brand preference, generate revenue, and increase local and national brand awareness. Established regional/field PR network, managed corporate and field resources, created tools and executed publicity plans, including major events. Directed reputation management and crisis communications response for over 2,000 hotels.

Bethesda, Md, Us

Developed and executed external publicity strategy. Developed press materials (releases, media kits, etc.) pitched news stories, responded to media inquiries and built/maintained relationships with media contacts. Secured and facilitated media interviews, press roundtables and public appearances for key Marriott executives.

Bethesda, Md, Us

Executed media relations campaigns. Developed external communication materials including press releases, talking points, fact sheets and press kits. Built and maintained positive relationships with key media stakeholders.

Boston, Ma, Us

Researched, developed, and communicated strategic recommendations to support client marketing plans and collaborated with cross-functional teams to drive execution.