Michael Matthews

Michael Matthews Email and Phone Number

Chief Marketing Officer at Western National Parks Association | Brand Marketing | Outdoor Adventure @ Western National Parks Association
Michael Matthews's Location
Scottsdale, Arizona, United States, United States
Michael Matthews's Contact Details
About Michael Matthews

Chief Marketing Officer and Board Director with 25+ years of experience and achievements in the full scope of global marketing, brand development, PR, communications, media strategy, content management, business development, eCommerce and digital marketing. Demonstrated ability to develop brand concepts and programs to enhance company performance. Expert in introducing innovative concepts to global marketing and delivering predictable revenue through data-driven marketing programs. Key contributor to strategic leadership teams with experience in creating and managing long-range growth plans and business development.I’ve had the privilege of leading world-class marketing teams for some of the most prestigious brands in the U.S., including: General Motors (Chevrolet), Allstate, Amtrak, Southwest Airlines (ATA), Best Western Hotels & Resorts, JC Penney, FedEx, LifeLock, Little Caesar’s, Quaker State Motor Oil, Shoe Carnival, Six Flags Great America, Sports Authority, Turtle Wax, University of Chicago Medicine, Walgreens, Wrigley. Substantial experience working with Destination Marketing Organizations (DMO), partners, business owners, and elected officials (local, state, federal).I recently began my own marketing consulting practice and was elected to serve as Member of the Board of Directors for the Grand Canyon Resort Corporation (Grand Canyon West). Previously, I joined LifeLock leading and scaling partner co-brand marketing programs working with the major airlines and hotel companies in the U.S., including American Airlines, Choice Hotels, Hertz, Hilton, Jet Blue, Wyndham Resorts, and United Airlines. Before that, I led Best Western Hotel & Resorts marketing team and brand campaign. Successfully leading a major brand turn-around, changing consumer perception of a world-wide travel company. Prior to this I ran media-marketing strategy and execution teams as the Associate Media Director for Chevrolet at Starcom MediaVest Group. During this time Chevrolet was the 4th largest brand in the U.S., and our main charge from General Motors was to be the most technologically advanced media-marketing company in the world.I'm very passionate about skiing, hiking, camping, backpacking, mountain biking, kayaking, and outdoor adventure sports. I’m active in my community and participate with several environmental & sustainability organizations and non-profits.

Michael Matthews's Current Company Details
Western National Parks Association

Western National Parks Association

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Chief Marketing Officer at Western National Parks Association | Brand Marketing | Outdoor Adventure
Michael Matthews Work Experience Details
  • Western National Parks Association
    Chief Marketing Officer
    Western National Parks Association Mar 2023 - Present
    Tucson, Az, Us
    WNPA helps make the national park experience possible for everyone. We stand at the crossroads of tourism, outdoor recreation, retail (in-stores and ecommerce), and publishing. As a nonprofit education partner, WNPA has worked to connect new generations to parks in meaningful ways, all with one simple goal: create advocates who want to preserve and protect these special places for everyone, for all time.
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  • Matthews Marketing Consultancy
    Founder / Ceo / Cmo
    Matthews Marketing Consultancy Jan 2017 - Mar 2023
    Chicago, Il, Us
    Matthews Marketing Consultancy is redefining the ad agency offering with an untraditional approach to providing a narrowly focused service. MMC is here to help you, the CMO, develop smart marketing strategy while maintaining work-life-balance for you and the team. Visit Matthews Marketing Consultancy at their website and schedule a consultation meeting, sign up for blog posts, and monthly newsletter: www.matthewsmarketingconsultancy.comProspected by corporate clients to serve as a key strategist for the development, management and execution of marketing programs consisting of marketing strategy, brand and creative development, traditional and digital marketing, eCommerce, public relations, social media, content strategy and organizational structure. Manage a team of five integrated marketing strategist, account managers, and digital specialist. Partner with senior executive teams from companies across various verticals, including consumer marketing, ecommerce focused companies, tourism, hospitality, travel, outdoor adventure, healthcare, automotive, finance, big-box retail, and consumer electronics. Develop data-driven digital marketing and web analytics strategies to deliver positive revenue and growth gains. Contracted by UnitedHealth Group and various other clients.
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  • Grand Canyon Resort Corporation
    Member Board Of Directors
    Grand Canyon Resort Corporation 2019 - 2022
    Peach Springs, Az, Us
    Board Director responsible for policy decisions, economic development, sustainable tourism & destination management programs, product development, and advising the CEO with the development of strategic plans, approving budgets, all major business decisions, evaluating management, and representing the company to stakeholders for one of the largest tourism attractions in the southwestern United States. Making executive decisions in forming the structure of the GCRC’s internal organization, finances, sales & revenue development, marketing strategy, and public relations.One of the largest and most exciting tourism destinations in the southwestern United States, the Grand Canyon Resort Corporation welcomes millions of visitors each year to tour the area. Attractions including the Grand Canyon West, the world-famous Grand Canyon Skywalk, Hualapai River Runners (white water rafting company), the Hualapai Ranch, the Hualapai Lodge, and the Hualapai Market. GCRC's other attractions offer helicopter tours, horseback rides, white water rafting, hiking, mountain biking, zip-lines, resort style accommodations, and much more. GCRC is owned by the Hualapai Indian Tribe located in Peach Springs, Arizona.
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  • Lifelock
    Director Partner Marketing
    Lifelock 2014 - 2017
    Tempe, Arizona, Us
    Provided strategic leadership of national digital marketing strategy and execution for Partner Marketing Organization (co-brand) to drive the growth of new memberships, eCommerce visitor traffic and conversions, as well as B2B, B2C and B2B2C partnerships. Accountable for the development and implementation of online and offline strategy, social media campaigns, content management, data analytics, email marketing and lead generation. Built and directed staff of 10, as well as external resources through all activities related to digital, media and content execution to ensure consistent brand messaging. Led the transition from outsourced marketing to large in-house program, overseeing the development of processes, strategies and tools to support business intelligence and data-driven marketing programs.Developed a comprehensive eCommerce web infrastructure system to drive co-marketing partner consumer visitor traffic, yielding record-breaking membership increase contributing to substantial % of company revenue. Built the marketing automation infrastructure from the ground up to execute sales upsell programs. Led the integration of Salesforce to manage lead generation; efforts led to significant revenue gains. Established and managed strong B2B2C partnerships with leading organizations, including AAA, American Airlines, Choice Hotels, Hilton, Jet Blue, PayPal, United Airlines, Sam’s Club and Wyndham. Designed strategies for managing SEO/SEM, external communications, CRM list-based retargeting, DMP/DSP media execution, marketing automation and database marketing, which drove 400% YOY sales growth.
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  • Best Western® Hotels & Resorts
    Director Brand Campaign, Advertising & Creative Services
    Best Western® Hotels & Resorts 2010 - 2014
    Phoenix, Arizona, Us
    Brought into role to lead the development and execution of all marketing, media and creative strategy for the brand campaign. Created and improved integrated marketing platforms with creative, media, eCommerce, communications, loyalty program, application development and social media marketing, receiving industry recognition for excellence. Directed external marketing resources and activities across 4K global hotels in 100 countries. Over $100M in annual media spend.Led large in-house Marketing & Creative Service Team responsible for marketing, strategy and creative development; directed marketing efforts for all departments, including Worldwide Sales, Best Western Rewards and North American Development. Managed marketing for partner companies, including Disney, AAA/CAA, Brand USA, Harley-Davidson and Cesar Millan. Directed all ski resort marketing initiatives for over 50 international ski destination properties (web, TV, digital, CRM, email, brand, creative, team management, print, eCommerce, social, video, content, events, loyalty program). Designed an emergency turnaround plan to resolve a significant, industry-wide revenue gap; revamped messaging, created large national promotion and retooled media strategy to close performance gap and achieve top rankings across the category within 4 months. Incorporated AR (augmented reality) experience to the Best Western mobile application, which increased downloads by 40K while driving guest engagement through interactive lobby stands. Implemented CRM technology and creative optimization programs. Provided leadership of outsourced agencies, including creative agency, media management company, designers, copywriters, producers, social media, public relations and photographers.
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  • Jelfin
    Chief Marketing Officer
    Jelfin 2008 - Jan 2010
    Phoenix, Arizona, Us
    Led the Marketing, Communications, and Sales teams. Progressed quickly to direct all marketing, advertising, PR, website and eCommerce, media strategy, SEO/SEM and sales chain distribution functions for this startup consumer electronics manufacturing company. Developed and implemented brand strategy; created brand identify, logo, product positions, website and creative copy. Led marketing efforts on a global scale, including Europe, Asia, South America and Australia. Built and directed staff of 25.
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  • Brand Connections
    Director Of Marketing & National Accounts
    Brand Connections 2006 - 2008
    New York, New York, Us
    Directed marketing and business development initiatives (staff of 20) for the largest travel, leisure and lifestyle marketing-media company in the US. Launched and managed the nationwide sales operations, leading brand management and awareness for the full product portfolio consisting of 16 targeted and innovated medial networks, including Sky Media, American Airlines and Jet Blue Digital Media Network, as well as many more. Marketing and Sales lead for BC Winter Sports (on-location ski resort ad signage, events, product sampling, and vehicle on-location placement/exhibits). Sold major sponsorships to Chevrolet and BMW, including nationally focused media programs and events.Developed record-breaking SkyMedia revenue streams, leading to acquisition by $BB private equity firm.
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  • Starcom
    Associate Media Director, Chevrolet
    Starcom 2002 - 2006
    Chicago, Il, Us
    Managed two large account service teams servicing Chevrolet’s entire media-marketing campaign for South Central and North Central regions, with $250M total media spend. Assisted in overseeing $600M media buying operations across all regions. Implemented 50 dealer group websites and online media planning and buying, ~$20M in online plans. Managed MLB initiatives with FOX and ESPN; served on national launch team for 2007 Tahoe, Suburban and Silverado campaigns, the largest launch in GM history. Selected by management to the GM-Planworks Ideation Team to generate innovative marketing campaigns across all GM divisions; identified key insights and presented findings to clients. Contributed to Chevrolet maintaining 15% YOY sales growth throughout tenure.
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  • Kelly Scott Madison
    Vice President | Group Media Director
    Kelly Scott Madison 1995 - 2002
    Chicago, Il, Us
    Directed operations across 3 accounts services divisions, representing 70%+ of KSMs annual billings ($165M).Managed staff of 60 servicing key national accounts, including Allstate, Amtrak, ATA (Southwest Airlines), JC Penney, Kinko’s (FedEx), Quaker State Motor Oil, Shoe Carnival, Six Flags Great America, Sports Authority, Turtle Wax, University of Chicago Hospitals, Walgreens and Wrigley.Key Contribute for winning the Allstate Group Coop account; participated in the deal to purchase naming rights for the Allstate Arena (formerly Rosemont Horizon).Amtrak Ski Marketing – Marketing lead for the Winter Park Express (local Denver market campaigns, United Airlines integrated marketing efforts).Amtrak Ski Marketing– Marketing lead for trains serving Whitefish Mountain Resort and other North/West-U.S. ski locations (Empire Builder route). Local marketing campaigns for (Chicago, Milwaukee, Madison, Minneapolis, and Seattle).Amtrak Ski Marketing – Marketing lead for the trains serving ski resorts in the North/East Corridor, Ski Pass (local market campaigns in NYC, NY, VT, NH, MA-Boston, Washington DC).
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  • Cpm, Inc
    Media Planner
    Cpm, Inc 1991 - 1995
    Managed clients and agencies with developing and incorporating media planning recommendations. Responsible for account services and media management, including planning, placement and research for a diverse account list. Responsible for all planning for CPM’s largest account (Turtle Wax), along with Splitfire Sparkplugs, Six Flags Great America, Beltone, Whittman-Hart, and Jiffy Lube. Planned both national and local media, comprised of network TV and network cable, national consumer magazines, spot television, cable TV and radio. Promoted to Planner after six months as Buyer/Planner.

Michael Matthews Skills

Financial Services Media Strategy Contract Negotiation New Business Development Public Relations Marketing Strategy Market Research Digital Marketing Creative Direction Team Leadership Advertising Competitive Analysis Direct Marketing Brand Development Strategy Brand Management Marketing Start Ups Media Planning Business Development Market Planning Marketing Automation Digital Strategy Integrated Marketing Digital Media Lead Generation Content Management Social Media Marketing Budgeting Corporate Communications Revenue Analysis Email Marketing Social Media Online Marketing Customer Relationship Management Media Buying Search Engine Optimization Web Analytics Management Leadership Creative Management Data Driven Marketing Program Management Interactive/integrated Marketing Marketing Research And Analysis Partnership And Affiliate Marketing Go To Market Strategies And Execution Loyalty Program/co Branding Partnerships Direct Marketing Programs Hospitality Management

Michael Matthews Education Details

  • Grand Valley State University
    Grand Valley State University
    Advertising & Public Relations

Frequently Asked Questions about Michael Matthews

What company does Michael Matthews work for?

Michael Matthews works for Western National Parks Association

What is Michael Matthews's role at the current company?

Michael Matthews's current role is Chief Marketing Officer at Western National Parks Association | Brand Marketing | Outdoor Adventure.

What is Michael Matthews's email address?

Michael Matthews's email address is mi****@****ock.com

What schools did Michael Matthews attend?

Michael Matthews attended Grand Valley State University.

What skills is Michael Matthews known for?

Michael Matthews has skills like Financial Services, Media Strategy, Contract Negotiation, New Business Development, Public Relations, Marketing Strategy, Market Research, Digital Marketing, Creative Direction, Team Leadership, Advertising, Competitive Analysis.

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