Matthew Hammon Email & Phone Number

San Francisco, Ca, Us

I'm a Director of Marketing leading product and growth marketing efforts for Yelp's AI & API products, driving acquisition and demand generation across key markets and verticals.• Developing marketing technology infrastructure to support self-serve, midmarket and enterprise market motions for our data products• Consolidated four of Yelp's standalone API offerings under one single web property making it easier for prospects to find and get started with our data products• Launching a pre-sales function to support inbound marketing leads • Managing a $Mil marketing budget covering both online and offline channels with clear ROI guardrails

San Francisco, Ca, Us

I lead growth marketing/demand generation for midmarket, enterprise, and digital brands -- Yelp's fastest-growing segments with annual revenue of $400m~.• Driven $XXMM pipeline value across demand generation channels in less than 18 months, from zero.• Obtained and overseen a multimillion dollar acquisition budget• Built and lead a “full stack” marketing team featuring product/content & growth marketers in addition to SDRs• Reduced paid acquisition cost by over 150% on a per-opportunity generated basis• Expanded organic and owned channels • Developed a new “ground up” account-based marketing motion• Supporting adoption of AI tools and technology in an effort to maintain a contemporary marketing stack

Mountain View, Ca, Us

Formerly a manager the Ads Marketing team at Google working on growth marketing strategy for ThinkWithGoogle and Ads Marketing Automation properties.• Developed and launched improved adjusted cadencing, templates and metrics across APAC, EMEA & Americas for ThinkWithGoogle email communications, which reach millions of users• Launched the first "Homepage" promotion for ThinkWithGoogle across 15 global ad markets to promote registration on the site• Supported key efforts to overcome third-party cookie deprecation challenges, including login-based article access• Oversaw a suite of key product launches including promotion of content within owned-placements such as Google Ads notifications

San Francisco, Ca, Us

Led the growth marketing function for Restaurants at Yelp, a division responsible for generating tens of millions of dollars in SaaS and ad-spend sales. I worked as part of the Restaurants leadership team to grow market share of Yelp's SaaS solutions for restaurants, and our commentary advertising products.My team led the charge in promoting the consolidated Yelp Guest Manager product which allows restaurants to drive reservations from Google Maps & Yelp diner networks.• Grew marketing's share of deals from less than 20% to over 35% within 6 months• Supported reorganizing our inbound sales function to better support lead handling and qualification leading to greater efficiency from our marketing spend• Built out a highly respected core growth marketing team, alongside relevant systems and processes, leading to significant maturation in marketing programs and greater predictability in terms of inbound demand• Developed a comprehensive B2B Attribution system project and foundational scoring programs, both of which are now being adopted as part of company-wide programs to improve measurement of digital marketing.• Ran experimentation and oversight of over seven channels of both an online and offline nature, many of which were considered and adopted by other teams• Provided guidance and oversight on martech stack

San Francisco, California, Us

Labelbox is a B2B SaaS product that provides training data infrastructure for AI applications.Reporting to the CMO, in my time at Labelbox I:• Led the inception and developed ongoing campaign efforts around our category creation strategy focussed on "Training Data Platforms". The strategy has been so effective for us that our better-funded competitors now utilize the term on their websites and in their advertising, effectively adopting our designation of the space.• Developed a strong PLG-centric marketing playbooks that supported a thoughtful user experience for our free-tier users while building a well-intentioned path to our inbound sales team for upsells and expansions.• Built millions of dollars of marketing influenced pipeline within the first six months through cost-effective digital campaigns. For example, in our first-ever webcast, we generated $300k of attributable pipeline with less than $1500 of advertising spend.• Architected and deployed a world-class marketing operations stack based around Salesforce with robust analytics capabilities and granular performance insights on the performance of our digital channels.• Built a growth team (Marketing Operations, Campaign Management, Inbound Sales Development functions) and established a cross-functional committee to discuss growth matters with other areas of the business.• Migrated the company to Adobe Marketo and up-levelled the complexity and relevance of our marketing automation campaigns in addition to training and supporting the wider marketing team with the use of the platform.• Provided meaningful insights to help Labelbox better identify its Ideal Customer Profile (ICP) and continually improve the relevance of our marketing campaigns to our customers.• Improved our organic search presence by about 50% in terms of search term coverage.

Mclean, Virginia, Us

Appian is a publicly-traded company offering a widely used Enterprise SaaS low-code app platform.In a full-time then part-time capacity at Appian I worked in both a strategic and practical manner to drive transformation in demand generation programs: - Within 14 days of starting, delivered a comprehensive roadmap for improvement of Appian's global digital ad campaigns after conducting an audit of key channels that identified performance deficiencies and opportunities for improvement. - Managed a multi-million dollar ad budget- Worked to implement improvements across Google Ads Search and Display, Facebook & LinkedIn. Within three months I had reduced CPAs across our Search Campaigns by 30% while maintaining quality and increasing incremental cost efficiencies even further from August 2019 to May 2020.- Within six months, achieved a 50% increase in the volume of MQLs delivered MOM, from paid search campaigns globally. This translated into hundreds of thousands of dollars of additional marketing sourced revenue.- Orchestrated a digital-ads based ABM program to increase lead quality from paid social channels. Within eight months of running the program, we had influenced over $65mil in Pipeline and over $10mil in Closed/Won deals, and further achieved an approximate 200% ROAS on directly sourced leads.- Contributed meaningfully to improving the Marketing to BDR hand-off process leading to a faster time to lead reach-out.- Identified areas within the marketing funnel to focus initiatives to accelerate deals. Termed the "Push to Stage 4" initiative, we collaboratively leveraged our first-party data to accelerate leads to opportunities through a mix of online advertising, email and BDR engagements. - Improved the ease and accuracy of our marketing reporting including commencing and successfully instituting a fully-automated reporting flow of our Video/YouTube Ads program for the executive team to gauge brand awareness.

Mclean, Virginia, Us

San Francisco, California, Us

I led the Demand Generation efforts of Sentient Technologies (now Evolv). Within the space of twelve months I increased inbound lead-generation volumes substantially (more than 10X) while simultaneously lowering campaign costs and achieving cross-channel efficiency. Our unique product requirements led to the implementation of intelligent qualification and automation of inbound lead handing and highly customized customer journey sequences to assist in the sales process. This is in addition to our strategic partnerships and brand-alignment which helps us grow well beyond the capacity of an ordinary organic marketing strategy,I'm very proud to have consistently attributed marketing campaigns to revenue growth and built the foundational growth marketing stack for the company which is now known as EVOLV TECHNOLOGIES

Melbourne, Vic, Au

As a partner in James Hammon & Co., I developed and executed on B2B and B2C digital campaigns for SMEs through to National brands in both Australia and the United States such as Sotheby's (Realty and Auctions) and The Entourage lead by entrepreneur Jack Delosa.I specialized in Paid Media (AdWords, Facebook & LinkedIn) alongside Organic Search campaigns and oversaw ad-budgets, collectively, in the range of hundreds of thousands of dollars across the portfolio.My unique ability to develop strategically superior messaging, strong ad engagement and increased ad-relevance lead to consistent efficiency improvement of over 20% and cost reduction on previous ad-spend management.I worked tirelessly to build the agency from just a single client to over ten internal/external employees within three years and administered both the corporate and legal affairs of the company in the process.Day to day, my responsibilities included:- Management and oversight of staff- Administration of the company's affairs- Building and managing client relationships- Optimization and Creation of Paid Ad-Campaigns- Collaboration with Content Development Coordinators- Messaging and Positioning Strategy for client websites and landing pages- Technical configuration aspects of software such as Google Tag Manager and Google Analytics

South Melbourne, Victoria, Au

Melbourne, Victoria, Au

Master Of Business Administration - Mba

Master Of Intellectual Property (Law)

Bachelor Of Commerce (B.Com.), Business Law

Integrated Marketing 360 Executive Certificate