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Marketing Sales

Scottsdale, Arizona, United States
May 31, 2017

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Michael L. Matthews

**** *. ******** **., **** **30

Scottsdale, AZ 85255




VP-Director level marketing leader known for strategic planning, brand development, integrated media strategy, account management, and creating innovative initiatives that build brands and drive business. Substantial experience in developing strategic marketing plans, digital media programs, sports marketing (large strategic partnerships), social media programs, content development, public relations, ecommerce staff management, database marketing using analytics, research management, and event-marketing campaigns. Substantial international marketing experience. Consumer marketing experience includes General Motors (Chevrolet), Allstate, Amtrak, ATA (Southwest Airlines), Best Western, JC Penney, Kinko’s (FedEx), LifeLock, Little Caesar’s, Montgomery Ward, Quaker State Motor Oil, Shoe Carnival, Six Flags Great America, Sports Authority, Turtle Wax, University of Chicago Hospitals, Walgreens, Wrigley.

LifeLock – Phoenix, AZ March 2014 – Present

Senior Manager Partner Marketing

Oversee the national digital marketing strategy and execution of Enterprise Marketing efforts in order to acquire new members, drive ecommerce visitor traffic and conversions, lead nurture programs, and onboard partnerships (B2C, B2B2C & B2B). With very little established infrastructure in-place, worked to develop ecommerce web infrastructure designed to drive co-marketing partner consumer visitor traffic which in-turn achieved record breaking membership increases through optimizing acquisition and retention.

Managed ten person staff using outsourced marketing team (ecommerce, web design, strategy, creative, digital media, and analytics management). Began to transition team and work bringing everything in-house during 2016.

Responsible for developing online and offline strategy, integrated digital programs, display programs, social media campaigns, content development and all external communications, video development, display retargeting, CRM list-based retargeting, DMP/DSP media executions (data analytics), search initiatives, email nurture and lead generation acquisition programs, database marketing using analytics, and webstore optimization with predictive analytics, marketing automation.

Directed lead Enterprise Marketing agency, Babcock Jenkins (Portland, OR), with all digital strategy, creative development, and media execution.

Large B2B2C affinity partners included AAA, American Airlines, Choice Hotels, Hilton, Jet Blue, PayPal, United Airlines, Sam’s Club, and Wyndham.

Best Western International - Phoenix, AZ April 2010 – February 2014

Senior Manager, Advertising & Creative Services

Responsible for leading the development of all marketing, media (online/offline), and creative strategy for the national brand campaign of the World’s Largest Hotel Chain® ($65 million). Developed industry recognized integrated marketing platforms with creative, media, eCommerce, communications, loyalty program, app development, and social media departments.

Management responsibility for external international marketing across over 100 countries worldwide.

Directed lead creative agency, Gotham (NYC), and media management company, Initiative Media (LA), along with a host of other agency partners (designers, copywriters, producers, social media, public relations, photographers).

Oversaw in-house Creative Services Team (six people) which handles marketing, strategy and creative development for the national campaign. Directed the marketing efforts of all internal departments including Worldwide Sales, Best Western Rewards, North American Development, and marketing partnerships for Disney, AAA/CAA, Harley-Davidson, and Cesar Millan (digital, print, video, collateral, trade shows).

Jelfin Corporation - Phoenix, AZ

Vice President, Director of Marketing and Sales Aug 2008 – March 2010

Managed all facets of marketing, advertising, public relations, website and ecommerce, media strategy, SEO/SEM, and sales chain distribution for a startup consumer electronics manufacturing company that developed a unique line of innovative computer accessories.

Developed and implemented brand strategy and executed marketing plans. Focus included: creating brand identity, logo development, product positioning, website development, marketing, advertising creative and copy, public relations, digital media programs. Responsible for international marketing in Europe, Asia, South America, and Australia.

Directed all marketing efforts, advertising creative, public relations, and social media with a five member staff. Managed host of ad agencies, creative boutiques, and digital media agencies.

Developed and managed national supply chain sales, independent regional rep team, and on-line sales vendors.

Brand Connections - New York, NY

Director of National Accounts Oct 2006 – Jul 2008

Launched and managed the entire sales operation from Detroit to California for the largest travel, leisure, and lifestyle media network in the U.S.

Responsible for maintaining high level relations and generating awareness of product portfolio with all major ad agencies nationwide.

Sales portfolio includes 16 very targeted and innovative media networks (i.e. Sky Media - #1 rated in-flight medium, American Airlines and Jet Blue Digital Media Network, largest winter sports media network, largest active outdoor media network, largest OOH golf media network, etc.).

Developed record breaking SkyMedia revenue streams (a patented specialty in-flight advertising program for the U.S. and International airline industry), which better positioned the company for being sold into a multi-billion dollar private equity firm in New York.

Starcom MediaVest Group (GM Planworks) - Detroit, MI

Associate Media Director – Chevrolet Division Mar 2003 - Sept 2006

Managed a 14-person staff which serviced Chevy’s entire media campaign in the South Central and North Central regions ($250 million). Developed and oversaw all strategy development and media negotiation. Assisted Media Director with managing the entire local activity for Chevy ($600 million).

Directed all facets of client service, serving as primary client liaison. Key focus areas included developing innovative products and tactics, product integration, digital and internet executions (on-line plans and video-on-demand).

Managed the implementation of over 50 dealer group websites and supporting on-line media planning and buying (approximately $20 million in on-line plans). SEO, SEM, SMO, Display, 3rd party auto sites, internet trends and tracking metrics.

Michael Matthews,

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Starcom MediaVest Group (GM Planworks) - Detroit, MI

Associate Media Director – Chevrolet Division Continued from page 1.

Managed the national Major League Baseball initiatives (FOX and ESPN). Served on national launch team for the ’07 Tahoe, Suburban, and Silverado (largest single launch in GM history).

Selected to the Planworks Ideation Team by senior management. The exclusive team was comprised of a small group of staff elected to generate innovative marketing ideas across all GM divisions. Worked with Starcom Research to identify key research areas and methods. Analyzed research results, identified key insights and presenting findings to clients; recommended business actions based on findings.

Kelly, Scott, and Madison, Inc. - Chicago, IL

Vice President, Associate Media Director (promoted from AMD) Nov 1995 – November 2002

Responsible for total operations of 3 account service divisions that represented more than 70% of KSM’s total billings ($65 million).

Managed an 18-person staff which serviced KSM’s two largest national accounts, ATA (American Trans Air) and Shoe Carnival, along with

Little Caesars, University of Chicago Hospitals, Amtrak and several ad agencies in the Midwest.

Developed strategic, results-driven media-marketing campaigns. Implemented media plans and advertising campaigns.

Directed all facets of client service, serving as primary client liaison; managed evaluation/assessment of client relations and directed marketing/media planning and research.

Supervised employee development in areas of media fundamentals, marketing, client service and research.

Played key role in new business development, producing key account wins.

Initiated company-wide sales analysis and tracking program to evaluate the effectiveness of marketing efforts.

Managed print and out-of-home media negotiations. Served as interim Director of Broadcast on larger negotiations during key times of year.

Promoted to Associate Media Director January of 1998, and Vice President November of 1999.

Media Planning Supervisor (promoted from Sr. Planner) Nov 1996 - Jan 1998

Supervised a six-person account service and media planning staff.

Developed and grew Amtrak account from a small, test project into one of KSM’s largest accounts.

Assisted New Business Development Director and played a large role in winning the Allstate Group Coop account.

Worked on the deal to purchase the naming rights for the Allstate Arena (formerly Rosemont Horizon)

Designed and supervised construction of KSM’s media research library.

Developed systems to make in-house Promotions Department a revenue source by implementing cross media/promotional efforts with Amtrak

and Minor League Baseball.

Promoted from Senior Media Planner to Media Planning Supervisor November 1996.

Administered an educational campaign for grade school children; coordinated efforts with Amtrak, Newspapers in Education (NIE),

and Newspaper Advertising Association (NAA).


Hospitality, Sales, Marketing Association International (HSMAI)

Consumer Electronics Association (CEA)

Adcraft Club of Detroit (Automotive)

Media Research Club of Chicago (MRCC)

Retail Advertisers and Marketing Association (RAMA)

Outdoor Advertising Association of America, Inc. (OAAA)


Grand Valley State University, Grand Rapids, MI

Bachelor of Science in Advertising and Public Relations, 1990

Emphasis in Marketing, Film and Video

References Upon Request

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