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Matt Koppel is a strategic planning leader with 15 years experience shaping the teams at the forefront of advertising’s transformation, whether it be massive corporations or dynamic startups. For work to successfully push the envelope, it needs substance, and it is Matt’s ability to harness data to fuel creativity that has made this pairing so seamless.Previously, Matt served as the Global Data Director at the TBWA\Media Arts Lab (MAL), Apple’s global agency of record. At MAL, Matt built and ran the data strategy organization and was responsible for generating data-derived insights to inspire campaigns for all of Apple’s products and services, and analyzing campaign data to understand its business and cultural impact.During his tenure, Matt covered the launches of Apple TV+, Apple Arcade as well as three generations of iPhones, iPads and Macs. He also spearheaded the insights collaboration with media agency partners to deliver fully realized campaigns to his clients.Matt has also held insights roles at Anheuser-Busch InBev and Intel as well as the startup world. Finding a niche in ecommerce, he worked for and advised a number of companies including Hint Water and Texture helping them grow their brands and customer bases. Before his move to California, Matt saw the power of integrating first and third-party data to generate insights within strategic planning teams and never let go. During his time in New York, he worked on a number of leading brands including AT&T, Dos Equis, New York Life, Volvo and Reckitt Benkiser.
[Insert Cool Name]
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Founder[Insert Cool Name] Jul 2024 - Present
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Executive Director Data StrategyMckinney Jul 2021 - Jul 2024Durham, Nc, Us -
Chief Data OfficerNitroc May 2020 - Jul 2021West Palm Beach, Florida, Us- Lead creative and media insight generation, data strategy, reporting and analysis across all clients- Spearhead performance marketing best practices across media and creative clients- Advise clients on marketing data infrastructure and guide the development of internal dashboards -
Global Data Strategy DirectorTbwa\Media Arts Lab Oct 2017 - Nov 2019Los Angeles, Ca, UsClient Brands: Apple, Apple TV+, Apple Music, Apple Watch, iPhone, iPad, and Mac - Managing a global team of data strategists and planners to integrate data derived insights into all levels of the campaign development process.- Leading reporting, analysis and insight generation of performance and brand campaigns across organic and paid datasets.- Developed a dual-phased algorithm to measure the cultural impact of campaigns, brand events and key topics -
Sr. Digital Media And Marketing ManagerTexture By Next Issue (Acquired By Apple) Feb 2017 - Oct 2017- Led efforts across paid search, social and display channels for both creative and media.- Managed multiple agency partners and contractors across channels- Recalibrated digital media mix to leverage revenue gains between in-app and on-site purchases.
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Director Of Performance MarketingHint Inc. Apr 2016 - Feb 2017San Francisco, California, Us- Managed all marketing efforts for Hint’s online sales platform including Social, Display, CRM, Email, SEM/SEO and Podcasts.- Researched and developed new digital customer acquisition strategy.- Increased monthly customer acquisition over 200%. -
Global Digital Marketing: Analytics, Digital Strategy And InnovationIntel Corporation Mar 2015 - Apr 2016Santa Clara, California, Us- Led the analytics and insights for Intel’s paid digital marketing at a global level.- Identified and implemented innovative media and technology partnerships that drive Intel’s strategic business objectives.- Collaborated with brand teams and outside agencies to develop insight driven campaigns with measurable strategic objectives.- Guided insight generation for the digital strategy team to inform on the customers’ journey from paid media to owned properties. -
Digital Analytics And Insights ManagerAnheuser-Busch Inbev Feb 2014 - Mar 2015Leuven, Be- Led the analytics for paid, owned, and earned digital marketing for all Anheuser-Busch InBev brands in the U.S. - Developed a strategic planning toolkit based qualitative and quantitative social media data; created brand monitoring dashboards.- Managed agency partners and PMDs analytics and reporting capabilities.- Collaborated with Facebook, Twitter, Google and YouTube to create improved reporting mechanisms. -
Analytics And Insights SupervisorHavas Worldwide Nov 2012 - Feb 2014New York, Ny, Us- Developed strategies, tactics and packaging improvements through data-driven analysis- Created client specific dashboards rooted in custom KPIs to measure campaign success- Conducted qualitative and quantitative research projects- Leveraged behavioral data from Google Analytics, Omniture and WebTrends to generate recommendations on improving the UX and UI of our clients' web presence- Built personas and audience segmentations to define our targets with databases like MRI (Infocume)- Distilled social media data into targeting recommendations for planners- Consulted clients on strategy, measurement strategies and integrating disparate data sources from multiple agency partners -
Analytics SupervisorMec Nov 2011 - Nov 2012London, London, Gb- Led a whip-smart team that manages the analytics, reporting and insights for our clients.- Created UX & UI recommendations through data driven insights- Cut reporting man-hours from 50 hours a week to 5- Optimized impression rates to maximize conversions and economic efficiency- Represented MEC at Social Media Week- Developed site-side analytics tracking programs to run in conjunction with paid media -
Analytics ManagerDoremus Dec 2009 - Nov 2011New York, New York, Us- Managed analytics, reporting and insights packages for clients' paid, owned and earned media for digital and mobile campaigns- Developed data collection and tagging strategies for client campaigns- Became the data visualization specialist* Designed custom dashboards for client specific KPIs* Designed custom reporting templates for Account Management to brief clients on campaign progress* Participated in social media ideation along with strategic and creative development* Conducted in-depth analysis on the social sphere on topics such as viral videos and blogger outreach and seeding.* Managed junior level analysts and internsBusiness Development ExecutiveDecember 2009 – December 2010 (1 year 1 month)* Wrote and prepared all RFP responses for NY HQ, and assisted in the preparation of RFPs for San Francisco and London offices.* Created a web-metrics based business development outreach program.* Conducted in-depth research on potential targets and industries.* Performed competitive analysis for pitch preparation.* Conducted focus group research* Liaised with agency partners in the production of joint RFP and pitches -
Client SpecialistAon Mar 2009 - Oct 2009London, GbI took this job in order to move to New York and pursue my dream of working in advertising. -
InternTokoni Jan 2008 - Sep 2008Conducted competitive analysis of social media networks to further develop positioning
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Summer ResidentDow Chemical Jun 2008 - Aug 2008Midland, Michigan, UsSummer Resident - Corporate Affairs• Developed word-of-mouth communication strategy for social media networks that shares Dow’s community success stories and sustainability progress.• Researched, wrote, produced and directed two new-media case studies based on the communication strategies listed above -
Energy AnalystOccidental Petroleum Corporation Aug 2005 - Sep 2007Houston, Tx, Us• Wrote and distributed “Carbon Dioxide Issues Summary,” “NERC Registration Summary” and “NERC Reliability Standards”• Represented Occidental Petroleum and its subsidiaries at user and industrial groups• Prepared all of Oxy Chem electrical generation units for federal regulatory changes by auditing current safety and communication procedures and educating plant managers on appropriate additions• Oversaw registration of Occidental Petroleum and its subsidiaries with federal authorities to comply with new regulations• Conducted a market analysis of Concentrated Solar Power Technology• Negotiated electricity and natural gas contracts for Oxy Chem facilities• Prepared quarterly forecasts of energy costs for facilities• Managed monthly, quarterly and yearly energy report for gas and electricity consumption of Oxy Chem holdings, cogeneration facilities, and West Texas oil fields totaling $1.05 billion • Prepared a daily forward pricing curve for Elk Hills Power -
Public Affairs InternOccidental Petroleum Corporation Jun 2003 - Aug 2003Houston, Tx, Us- Wrote press releases- Learned about corporate comunications
Matthew Koppel Education Details
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Northwestern UniversityIntegrated Marketing Communications -
Northwestern UniversityEnglish
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Matthew Koppel attended Northwestern University, Northwestern University.
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