Matt Johnson Email & Phone Number

Columbus, Oh, Us

Columbus, Ohio, Us

Columbus, Ohio, Us

Columbus, Oh, Us

I established the consumer marketing, advertising, media, and creative program at Safelite; leading the strategy, planning, and implementation of communication efforts to inform and inspire diverse audiences; growing the brand into a national household name and the clear category leader. Additionally, I drove organizational and brand transformation by successfully influencing senior leadership to invest in advertising and fostering a strong team.► Owned strategy and execution of $150M+ annual full funnel media budget for broad/segmented audiences using 1P/2P/3P data through traditional and digital in channels such as Linear TV/CTV, Programmatic, Online Video, Audio, Display, Email, and SMS, resulting in 90% national brand awareness and triple-digit ROI.► Developed strategy and execution of insights-led, consumer-centric advertising creative for channels such as TV/video, digital, audio, and brand integrations, increasing brand preference 10x and market share 3x.► Built high-impact advertising campaigns that doubled the sales of advertised products at launch.► Led and mentored a team of 3 results-oriented experts.► Managed advertising agency and external supplier resources, including roster development, partner selection, and accountability metrics to build a highly effective team.► Created tools and external partnerships to drive advertising analytics, enable demand planning forecasts, build the MarTech stack, create brand trackers, test creative concepts, deliver Marketing Mix Modeling insights, and run media optimizers, resulting in continual performance improvement.► Secured favorable terms/pricing via national/local media negotiations across video, digital, linear TV, and audio.► Expanded reach by testing and launching expansion into channels such as TV, YouTube, CTV, Programmatic, Audio, Advanced TV and SMS.► Shaped and executed sponsorship strategy with partners such as Ohio State and Boston Red Sox, securing deals to deliver business goals.

Dublin, Ohio, Us

During my time with Wendy’s, I led all national traditional and digital media efforts, including TV, online video, display, search, print, in-game advertising, and brand content integrations, reaching key audiences and growing market share. Additionally, I established a customer relationship marketing program to capitalize on loyalty triggers and developed local media best practices to influence franchisees and local advertising agencies, driving optimal advertising program resources, plans, and execution.► Drove strategy and execution of $240M+ annual multi-media budget for general market and multi-cultural audiences while creating customer-centric integrated communication plans across traditional and digital media touchpoints, successfully growing share in competitive QSR category.► Introduced third-party audits, media analysis tools, and test criteria to optimize ROI and support successful new product rollouts.► Motivated, trained, and developed a team of 2 results-oriented experts.► Conducted national and local agency reviews, establishing agency scope of service, resources, and team structure, building a strong partner roster.► Directed local marketing priorities and analyses while presenting media strategies, advertising results, and media seminars to successfully influence franchisees and key stakeholders.► Launched Wendy's customer relationship marketing program with brand team, capitalizing on loyalty triggers through customer data capture and segmentation for effective audience targeting and holistic communication.► Grew reach and engagement with younger heavy-QSR consumers by building plans to follow shifting media consumption trends to digital channels such as video, search, display and in-game advertising, and surround lifestyle passion point content such as music and sports, resulting in higher average check and market share.► Managed national media expenditures across digital and linear, including Prime and Sports.

Cincinnati, Ohio, Us

While a Marketing Manager, I oversaw national and local media planning and buying for LensCrafters and Ray-Ban across the U.S., Canada, and Puerto Rico with an annual budget exceeding $40M, resulting in increased store traffic.► Managed multiple dayparts for National TV expenditures and developed LensCrafters and Ray-Ban radio, print, and outdoor media plans, including brand content integrations, radio talent endorsements, and sponsorship opportunities. ► Crafted national and local Hispanic and Asian multi-cultural plans, developing test and expanding media approaches, leading to sales and brand growth. ► Directed media planning and buying strategy, establishing projects and timelines for advertising agencies, maximizing team effectiveness.