Matthew Whitehead Email and Phone Number

Lead the project to increase the use of our first party data in digital marketing efforts from 25 million to 45 million profiles for targeting and exclusion.Implemented a new data library for digital audiences.Spearheaded a project that took our monthly file uploads from over 30 to 1 for digital targeting by helping create a new comprehensive file for targeting.As a team of 1 for over a year, balanced requests from 5+ internal teams that were using audience in strategy.

Acquired accountability to drive the development of a new centralized team to build and implement enterprise audience strategy.Spearheaded and drove the end-to-end management of 9.5M email profiles from audience development to deployment.Collaboratively built and recognized key areas for improvement for audience management strategies with 8 – 10 stakeholder teams.Designed marketing campaigns and identified new audience opportunities, employing data analysis for performance improvement.Commanded and mobilized an offshore team of four audience workflow developers, overseeing compliance to deadlines for time-sensitive deliverables, budgeted contract work, and standard requirements for quality control.Forged and established strong, productive relationships with multiple internal stakeholders serving as the primary liaison between the teamsScrutinized new audience uploads onto media platforms for data trend and pattern analysis to optimize media operations team workflow.Structured and deployed a persuasive, technical delivery strategy for non-technical audiences to support CRM and media campaigns.Trained and onboarded new members of audience management, relationship marketing, and media teams on Adobe Product Suite.Instigated an onboarding plan for offshore technical team and resources to augment in-house audience management resources.Notable Accomplishments: Boosted email deliverability by 15% via implementing optimized email delivery processes with technical operations teams.Hit and exceeded channel-specific KPIs through data-driven audience strategy and personalization, increasing click-through and email open rates by 158% and 127% YoY, respectively.Played a vital role in the 3-fold intensification of output delivery of custom audience segments for CRM and media campaigns.Brainstormed, originated, and deployed an innovative data ingestion process on LiveRamp and Adobe Campaign Classic in partnership with business units

Controlled and oversaw all components of enterprise digital marketing tech stack from data ingestion to customer interaction.Instituted Adobe Audience Manager as the primary Data Management Platform in collaboration with data analytics and media teams.Ensured unification and integration of website design and content across all resorts and brands to foster a cohesive user experience.Provided strategic oversight to all digital media, IT releases, and projects while operating as a joint resource for IT and media teams.Maintained full ownership of media campaigns' optimization and progress tracking, partnering with diversified stakeholders.Actively liaised with and communicated media tagging needs and site capabilities to the information technology and media teams.Piloted the deployment of a new data management platform and collaborative implementation of a new enhanced website design.Integrated two new resort websites, meeting and fulfilling all digital media tracking needs and requirements on time. Notable Accomplishments: Steered process improvement efforts, accelerating the delivery of personalized retargeting display advertisements from 60% to 90%.Initiated and maneuvered the implementation of a new retargeting setup, diminishing default ads serving from 40% to 10%.Managed Vail's full tech stack from end to end for digital advertising, including Adobe Analytics, Adobe Audience Manager, Flashtalking, Liveramp, Kenshoo, and The Tradedesk.

Hit or surpassed all target KPIs for advertisement operations via effective management and optimization of client campaigns.Employed proficiencies in root cause analysis and problem-solving to overcome conflicts within Choozle platform and The Trade Desk.Enhanced customer experience by stimulating and coordinating with the CTO and developers to commence platform improvements.

Interfaced with diverse clients to launch digital marketing campaigns and drive onboarding sessions for Trueffect tool utilization.Provided technical assistance for software troubleshooting and supported clients during campaign setup and other projects. Liaised with account managers and teams to communicate account activities, including daily and weekly pace and trend data.Managed and monitored multiple demand-side platforms (DSPs) weekly, including The TradeDesk, AOL One, and DBM.

•Developed marketing communication leading up to launch of beta and full version of Choozle software.•Created presentation outlining Choozle’s services for CEO.•Inputted data in Sales Force (CRM).•Researched new clients for business development in Kansas City market.•Created financial spreadsheet used to educate clients on cost of services.

•Mastered the use of PIVOT tables and VLOOKUP to streamline data input.•Adhered to deadlines and communicated with superiors to tailor deliverables to clients specifications.•Created reports of i-Behavior’s client’s yearly marketing budgets.•Analyzed consumer data and determined problems in the data and coordinated with database coordinator to fix problems and ensure best results obtained by customers.