Matthew T

Vice President of Growth and Marketing

Sniffies • Período integral

Jan 2021 - Jan 2026 • 5 yrs

Working directly with the exexutive team and board for implementing a new team, strategy, footprint to support successful product launch and growth of a new heat-not-burn technology. growth and technology Strategy, Planning & Leadership: Led Sniffies’ international go-to-market strategy, launching in over a dozen new markets with a focus on hyperlocal activations. Directed the shift to in-house media buying, doubling efficiency and doubling paid media investment, supporting +24% revenue growth. Scaled the team from 3 to 16, building creative, paid media, and channel marketing squads to improve execution and brand innovation. Maintained KPI frameworks and reporting to keep efforts aligned with business goals. Data, Audience & Artificial Intelligence: Implemented full-funnel KPI tracking and leveraged data analytics to enhance audience targeting and conversion. Used AI tools to improve segmentation and value communication, contributing to double-digit increases in engagement and signups. Continuously refined creative and media strategies using competitive benchmarks and granular analytics. Campaigns & Content: Executed omni-channel marketing strategies aligned with LGBTQ+ community values and business goals. Launched an ambassador and influencer program mobilizing partners to grow user signups and upgrades. Led creative initiatives including podcasts and map-based campaigns, while expanding channel marketing teams to boost community engagement online and offline. Growth & Commercialization: Managed resource scaling and infrastructure to support rapid growth in paid media, partnerships, and events. Activated venue and event collaborations reaching large audiences with local community focus. Built ambassador and partner networks to maximize growth via genuine engagement at digital and cruising events. Emphasized ongoing optimization via testing, budget flexibility, and agile strategy refinement.

Senior Consultant

Google • Freelance

Jan 2021 - Jan 2022 • 1 yr

Google Pixel Strategy, Planning & Leadership: major campaigns and partnerships. Worked on Pixel and Nest products, leading cross-channel marketing efforts, including Data, Audience & Artificial Intelligence: Developed data-driven audience strategies and leveraged AI to enhance product marketing and customer engagement, using audience insights to identify upsell and cross-sell opportunities across Pixel and Nest products. Improved the understanding of customer behavior by integrating influencer marketing data, enabling more targeted campaigns and higher sales conversion. Campaigns & Content: Led global campaigns to boost brand awareness, including the Real Tone initiative with The New York Times and Lizzo, showcasing Pixel’s inclusive camera technology, and the Pixel Arena NBA partnership to drive deviceengagement during major sporting events.

Chief of Staff

Phillip Morris International  • Período integral

Jan 2017 - Jan 2021 • 4 yrs

Strategy & Planning:  Led new digital and communications teams, aligning them with C-suite and board priorities through integrated multi-year strategies and a clear governance cadence. I reported on performance and budgets in quarterly reviews, ran monthly cross-functional alignment for global teams, and elevated the brand’s executive profile at major events such as SXSW, Cannes Lions, and Davos. Globalization & Scale:  Grew Team from 100 to 300+ globally within a year, recruiting senior leaders and managing culture. I created a Digital University for standardized learning and built centralized marketing hubs to provide shared tools and expertise while supporting local flexibility. Campaigns & Content:  Led creation of a global content system standardizing workflows and governance to ensure quality and compliance. Partnered with Instagram, LinkedIn, and Twitter to amplify reach. Oversaw 20+ campaigns with targeted paid media optimization, including two major product launches. Technology & AI:  Drove digital transformation of customer engagement using data and AI. Built a global audience framework ensuring data consistency, privacy compliance, and scalable personalization. Led CRM implementation and RFPs, created “Genie” AI age-gating for legal communication, and rebuilt the global website with 10+ personalized audience variations.