Matt Blanchard Email & Phone Number

Menlo Park, Ca, Us

Lead the consumer product marketing team for FB: Feed, Video/Reels, Groups, Marketplace, Profile, Search, Events, Dating, Stories, messaging, creation tools, Gen AI, recommendations, controls, integrity, privacy, sensitive content, youth well beingTeam management: Manage team of 20+ product marketers; oversee coordination with cross-functional teams (e.g., marketing insights, data science, media, creative); budgeting, planning, change managementConsumer insights: Develop positioning, value props, benefits, messaging; run ad creative testing, tracking surveys; audience segmentationsGTM: Drive go-to-market strategy and execution, including positioning, messaging, naming, comms/PR coordination, risk mitigation, launch creative for rollouts of dozens of new features (e.g., Reels, FB Live, Rights Manager, Groups, Stories, GenAI, Gaming, Music, Live Audio/Podcasts, Show More/Show Less, Civic content ranking) and destinations (e.g., Video tab, smart TV apps, Lasso, FB Gaming app) Integrated marketing: Oversee paid campaigns ranging from $100M+ integrated digital/TV/OOH efforts to highly targeted DR campaigns on in-product surfaces; robust measurement setup to understand full-funnel impact from brand sentiment (e.g., awareness, believability, relevance, consideration, intent) to product usage/behavioral metrics; event activations (e.g., E3, VidCon, F8, creator activations)Brand strategy: Drive naming/branding for major product launches in alignment with company's overarching brand strategy; develop brand strategy/identity for FB Gaming, FB's video offerings, standalone entertainment apps (e.g., FB Gaming, Lasso)Partner/stakeholder management: Partner closely with internal Product, Design, Comms/PR, Partnerships, UX Research, Brand, Social, Sales teams; agencies (e.g., brand strategy, creative, media, events, talent, SEO/ASO); other external partners ranging from individual creators to game studios, media companies, tech platforms (e.g., Spotify, Microsoft)

Menlo Park, Ca, Us

Led consumer product marketing for Facebook video and gaming products, managing a team of six product marketing managers.Build a compelling narrative for Facebook Video and Facebook Gaming that promotes consumer adoption, engagement, and loyalty among both consumers and publishers.Drive positioning, go-to-market strategy / execution, messaging, and post-launch engagement for Facebook Live and co-watching experiences; Facebook Gaming video and Instant Games; and Facebook Watch, a new platform for participatory video content on mobile, www, and TV

Playa Vista, California, Us

Drove awareness and usage of Fullscreen's video offerings for consumers, tech tools for online video creators, and social video services for brand clients while overseeing and deploying Fullscreen's broader brand strategy and directionOrganized and articulated brand strategy, positioning, voice, and architecture for Fullscreen as a wholeLed two complete redesigns of Fullscreen website that boosted time on site by 70%, blog traffic by 3x, and inbound sales leads by 50x (see http://www.dtelepathy.com/blog/design/fullscreen-case-study)Fullscreen

Playa Vista, California, Us

Part of team that generated $200M+ in enterprise value en route to successful exit via AT&T / Chernin Group acquisition of Fullscreen in October 2014Developed and acted upon customer insights, defined product marketing needs, oversaw positioning and naming, planned and executed product launches, and oversaw cross-channel messaging to customersDrove marketing efforts that helped reduce customer support contact rate by 50% and doubled Fullscreen mobile app installsEvangelized customer needs orientation and marketing mindset throughout product teamManaged team of three product marketing managers as well as external agency partners

New York, Ny, Us

Developed customer insights, mobile / web / point-of-sale user experience, and engagement strategy for Plenti, Amex's new loyalty business that launched nationwide in partnership with ExxonMobil, AT&T, Macy's, Rite Aid, Hulu, Nationwide, and moreParticipated in customer focus groups, interviews, co-creation sessions, and user testing to identify customer needs, develop personas, and refine product prototypesTranslated customer insights into business requirements, user stories, and customer engagement models, working closely with agile development team and design agencyWorked directly with retail partners' C-level marketing / product / tech teams to design and execute digital and POS user experience that drives business value, meets legal and brand requirements, and is seamless for the consumer across channels and partners

New York, Ny, Us

Provided internal consulting services to CEO, operating committee, and other senior leaders across Amex BUs and marketsAssessed advertising, media, and marketing mix strategies for US Hispanic market to formulate tailored positioning, messaging, and launch plan for Amex's prepaid productGained client buy-in on new customer servicing, marketing metrics, and mobile commerce strategiesPresented regularly to Amex CEO and operating committee executives; worked on site with teams in Australia, India, and Mexico[see http://management.fortune.cnn.com/2012/01/11/inside-job-consultants-dont-need-to-be-outsiders for more on Amex's Strategic Planning Group]

Seattle, Wa, Us

Developed new online interface for Amazon’s Author Central service to increase author engagement and drive Kindle enrollmentManaged team of product managers, software engineers, and outside vendors to develop data offerings in response to author needs and insights from customer researchDesigned flexible user experience to make Author Central’s data offering usable, compelling, and actionable for wide-ranging segments of Amazon’s diverse author basePresented business rationale, success metrics, and short- and long-term strategic recommendations to Amazon executives to enable fall 2009 launch of Author Central

New York, Us

Led team of writers, editors, designers, and developers to launch new line of 200+ SparkNotes-branded study guide titles and 1,000+ Quamut-branded how-to / DIY titles for print and webOversaw end-to-end content strategy and creation of all editorial and visual content for 1,200+ titles, from idea stage to editorial creation to productionNegotiated with B&N buyers to choose new titles, planned project schedules and budgets, and pitched marketing and merchandising ideas to B&N executivesDoubled one existing line of 60 academic study guides into series of 125 titles with annual sales of 600,000 copies and annual profits of $2M+Supervised six editors directly on a daily basis and oversaw hiring and training

Emmaus, Pa, Us

Cowrote "The Intellectual Devotional," New York Times bestselling cultural literacy reference guide published by Rodale in 2006, as well as sequel published in 2008

Glendale, California, Us

Wrote humor pieces for television news and reviews website, including entertainment headlines, weekly coverage of major primetime drama, and recaps and reviews of awards shows and other special events

Boston, Ma, Us

Teamed with other consultants to develop growth strategies for biotech, energy, health care, and transportation clientsAssisted with due diligence on several deals, including $180M biopharmaceutical startup acquisition and $300M water meter manufacturer buyout

Mba, Marketing, Media Management

Mba, Exchange Student

B.A., English, Economics