Matthew Stone Email & Phone Number

Berlin, Berlin, De

Lead a team of 8, across Berlin and NY offices of HelloFresh. We focus on reporting, analytics and strategic projects related to our global active customer base for all HelloFresh brands

New York, New York, Us

At Plated, I led marketing analytics directly under the head of marketing, however I frequently worked cross-functionally across data science, product and engineering.- Led media attribution and optimization (drove a 60% reduction in CAC over 6 months)- Directed marketing A/B (and multivariate) tests through conceptualization, researchmethodology, implementation and analysis (e.g. a pricing strategy change that drove 9%incremental revenue per website visitor)- Managed marketing tag strategy, implementation and troubleshooting (incl. legal & compliance)- Managed media budgeting, forecasting and financial tracking (over $1m per month)- Implemented KPI dashboards, including automation of manual processes (using SQL, Tableau,Amplitude, Google Analytics etc.)- New and current customer data analysis: descriptive, inferential and predictive (empowered apositive trend in the 4-week churn rate resulting in an overall 17% reduction over 10 months)- Managed another analyst and reported directly to the head of marketing

Took a 6-month hiatus from working life to hold a wedding, travel across Africa for 3 months and finally move to New York City, USA. Developed core skills:People and event management - Wedding planningCrisis management - Changed a tyre on a Land Cruiser using a high-lift jack, while being attacked by Tsetsi flies in a national park in ZimbabweOrganizational skills - Navigated a complicated immigration process to become a permanent resident of the United States of America

Cape Town, Za

Started at Eighty20 Consulting as a Business Analyst for Existing Customer Management (CRM) and campaign management for Standard Bank’s UCount loyalty programme. Within the first year, was promoted to Workstream Leader for CRM and Campaign Management and took over the Sales workstream. This included providing high-level consultation to the UCount senior management on marketing, communication strategy and analytics.My specific roles and responsibilities included Strategy and Analytics:Developing communication strategy for UCount's CRM and sales. This included defining the role of each channel (outgoing calls, SMS, email, web, app etc.) and high-level campaign strategy.Communication analytics reports for all channels and UCount as a whole.Designing the customer journey from initial contact to sales to an eventual retention strategy.Overseeing explorative analytics projects to identify key opportunities or pain points, whether through audience segmentation or financial modelling.Campaign management:Designing campaigns that drive desirable behaviour change in members.Developing the campaign communication strategy, incl. pre- & post-campaign.Targeting and personalisation for campaigns, whether broad filter, behavioural segmentation or propensity modelling.Measuring campaign take-up and incremental results, using robust statistical methodology.Calculating direct and indirect campaign profitability via behaviour change in the short- and long-term.Client and project management:Sourcing data from multiple 3rd parties and developing an ETL approach (writing detailed data requests).Managing short- & long-term projects, utilising a team of data analysts, actuaries, statisticians and developers.Maintaining the consultant-client relationship with senior management.Presenting strategy and results (both campaign-focused and YoY) to senior management.Tracking work-stream and project KPIs with weekly check-ins.Experience with SCRUM/AGILE project management.

Cape Town, Cape Town, Za

Joined King James as a copywriter, writing social media copy for major brands. This included work on Loeries and Cannes award-winning work, such as Sanlam One Rand Man and Jonnie Walker's Walker Wager. I was soon promoted into Digital Strategy and Analysis, with a focus on social media, based on my expertise in the quantitive space and a growing need within the company.This includedo month-end and year-end reporting for all social media clientso web analytics (Google Analytics) and statistics o conversation and sentiment tracking with BrandsEye and similar ORM tools, including share of voiceo social media analytics (paid advertising and organic content)o M&Es for multi-million rand multi-platform digital campaigns (incl. Google search, Facebook, Twitter, YouTube and Linkedin advertising)o market, digital landscape and competitor research reports, utilising market research databases , incl. Effective Measure, AMPS, Roots and Census datao audience segmentationo social media optimisationo overseeing and allocating digital media budgets o developing social media communication strategies for large clientso creating and overseeing social media strategies for B2B and B2C clientsI worked with social media and digital properties for major clients: including Sanlam, The Democratic Alliance, The City of Cape Town, MWEB, Johnnie Walker, Bell’s Whisky, Burger King, Santam Insurance, Steri Stumpie, Europcar, MyCiTi, Transport for Cape Town, Hansgrohe and New Balance.

Travelled to Moscow, Russia to work for The Tutors of Moscow, where I taught privately as an English and Mathematics tutor. This included working at the International School of Moscow, teaching beginner, intermediate and advanced English Language to the Russian staff.Outside of that role, I specialised in preparing school children for competitive entrance examinations for leading international schools and universities worldwide, but I also taught general English development and business English. During this time, I took on extra responsibility as a Tutor Manager for the Tutors of Moscow. This included interviewing and evaluating new tutors, meeting prospective clients and conducting introductory sessions to determine skill level. This would be used to match clients with the most appropriate tutor.

In 2011, I helped cofound Airborne Music, an online music platform. The idea was simple. Instead of buying music or subscribing to a streaming service, fans could pledge to support music artists directly. In return for $1 a month, they would receive full access to everything the artist released, stored on the cloud for them to stream, download or share legally. Fans were encouraged to share music as much as possible and the platform would provide the artist with analytics about their fans, who supported them for the longest, how much of their music they shared and how many new fans they converted.Although the start-up ended up failing, the experience of creating a business from scratch, receiving international funding and selling it to major music artists was invaluable.As the Chief Analyst and Artist Manager my responsibilities included o managing the 200+ music artists who used the platform o artist acquisition, finding and approaching new artistso product development and product design, specifically the analytics elementso copywritingo social media managemento market researcho writing investment and legal documentsAirborne attracted some of the biggest names in South African music, including Van Coke Kartel, aKING, Ard Matthews, Taxi Violence and the iScreamStix, as well as international music acts.

I worked at The Rubiks Room (TRR Digital) digital agency as an analyst, where my responsibilities included o web analytics and statistics o copywriting (primarily web copy)o meeting clients and receiving briefs o overseeing online marketing budgets o preparing market research for presentationMajor clients included Bacardi, the V&A Waterfront, Metropolitan Health Group, Fairpros, Van Coke Kartel and Fokofpolisiekar (major South African bands). I was responsible for the day-to-day running of the Facebook profiles for Bacardi SA and the V&A Waterfront.

Master Of Social Sciences, Psychology

Bsocsci (Hon), Psychology

Ba, Psychology, English

Matric