Matt J. Smith Email & Phone Number

United States

Eagle, Idaho, US

Austin, Texas, US

SKU accelerates emerging CPG brands with a world-class program driven by a thriving community of serial entrepreneurs & industry experts. Our 14-week intensive program provides exclusive insider access to industry leaders, key retailers, and the tools necessary to accelerate smarter, faster growth. Serving as a mentor in SKU's first track in the pet care.

Fractional CMO, Advisor and Consulting Services for Entrepreneurial CPG Companies.Key Business Solutions: Accelerate growth, improve profitability, optimize digital strategy, develop innovation and gain distribution.o Driving white space innovation into functional drink category for mid sized dairy businesso Advising multiple start up brands across food.

Elma, New York, US

Fluid leadership role leading strategy, general management, marketing, innovation, business development and eCommerce for both Steuben Foods (parent company/aseptic food & beverage manufacturer) and Elmhurst 1925 (6 year old super premium brand in the plant based food & beverage space).o Championed plant-based food and functional snacking space for Steuben.

Dallas, Texas, US

• As a key Executive Team member, led rebuilding, reinvention and diversification of an $100MM consumer pet products business. Guided evolution of culture, injection of new high caliber talent, shift to insight driven.
• Turned an unstable business with over 60% of gross sales with one customer, in one commoditized product category to a diversified category mix where no category accounts for greater than 25% of Net Sales and doubling.
• Directed digital transformation including shift to manage all eCommerce business internally resulting in 105% lift in gross sales and +90% in operating profit. Channel was fastest growing and most profitable accounting.
• Shifted from disparate and internally focused parent branding strategy to a bold and inspiring rebranding that resonated with employees, customers and consumers
• Retained to lead key step change efforts including multi-business M&A integration, installation of new processes, portfolio renovation and five-year innovation pipeline development across Equine, Homestead and Small.
• Led homestead portfolio growth of over 35%, driven by organic innovation, stronger content creation, and more efficient paid media (increased ROI by 50 basis points)

Dallas, Texas, US

• Directed consumer-centric strategic shift to in house management of Amazon business, resulting in net sales CAGR of +52%
• Increased Amazon ROAS from 2.0 to 6.0 via exact match bidding, long tail key words and higher AOV
• Spearheaded creative B2B lead generation program resulting in an incremental $600K and 2400% ROI
• Guided strategy and commercialization of Buffalo Range, a new, healthier dog treat brand that achieved over $6MM in sales and sparked first company distribution in over 2,500 grocery doors

Dallas, Texas, US

• Developed new nimble stage gate and innovation process, which reduced speed to market by over two months and increased Innovation revenue by 2X
• Successfully expanded natural flea and tick presence via innovation and brand development resulting in over $12MM increase in sales, $4MM in operating profit and built the #1 Natural flea and tick portfolio in U.S.

Dallas, TX, US

• Dynamic leadership role helping B2C and B2B clients identify insights, define strategy and then deliver creative solutions that achieve strong ROI. Privately held integrated digital marketing agency with core expertise.
• Quarterbacked and won Gatorade new business pitch, including development of endurance athlete targeted strategy and integrated engagement plan
• Drove development of research, new brand positioning and multi-touch direct mail and email campaign for The Ritz-Carlton Destination Club which resulted in a response lift of over +5%
• Led development of transformational digital/social Running Club platform for The North Face that increased engagement, loyalty and affinity with endurance running consumers

Dallas, TX, US

• Directed $50MM global CPG start-up featuring portfolio of young, lifestyle brands: bodycology, Dr. Teal's and Cantu. Upgraded internal talent, external agency resources and use of consumer and shopper data.
• Gained new distribution into numerous key global markets and domestic accounts including Target, Walgreen’s and Dollar General.
• Generated +40% increase in net sales, and a +46% increase in operating profit
• Led digital transformation including redesigned website, SEO, geo-targeted online media, social media and rich media/video development

Plano, TX, US

• Guided the $1B flavored soft drinks category and team that included 7UP, Sunkist, A&W, Canada Dry and other brands. Championed brand vision, strategy, innovation, and activation calendar.
• Drove portfolio growth of +3% in a declining category, including +10% on Canada Dry.
• Led and coached team of ten and drove key cross-functional meetings including: bottler marketing committee and Core 4 marketing and sales alignment.

Plano, TX, US

• Led the strategy development and marketing execution for the $500MM Diet Dr Pepper brand. Championed the Dr Pepper and Diet Dr Pepper strategic vision across organization. Directed numerous high-level cross-functional.
• Leveraged robust new insights to spearhead the complete repositioning of the brand and target audience to become the "most indulgent diet drink" and subsequent new advertising campaign "Nothing Diet About It,".
• Directed "Pepper the Nation," the largest sampling program in company history, which penetrated more than 4MM new households

Plano, TX, US

• Directed all strategy, innovation and activation for the $150MM non-carbonated beverage segment.
• Successfully turned around the HP brand from declining sales to +16% by energizing the organization with robust innovation, targeted advertising and engaging event marketing. (2nd fastest growing brand in company in.

El Segundo, California, US

• Co-managed $70MM Innovation segment for Hot Wheels. Leveraged global trends and insights to take the brand into entirely new categories. Guided complex, cross functional teams, managed advertising agency and full P&L.
• Increased 2001 Hot Wheels Innovation revenue +15% and operating profit +30%
• Developed and commercialized the Hot Wheels Super Launcher, the #3 selling toy in 2000
• Guided development of over 8 national TV commercials, which played critical role in building brand relevance, awareness and persuasion, especially targeting older kid/tween audiences

Carson, CA, US

• After carve out from Mattel, guided development of International business from scratch to over $5MM in one year by partnering with key market distributors on customized product, packaging and promotions. (brands.
• Relaunched Slip 'N Slide brand after ten year hiatus, resulting in 100% sell through
• Guided Wham-O Invasion, the C.I.P.R.A. award winning experiential tour generated over 300MM impressions, celebrating the brand's 50 year anniversary

Mba, Marketing

B.A., Communications