Independent consultant & fractional leadership - UK - Europe - US
Marketer, consultant, strategist and AI developer.
I try to keep things simple. No jargon, no ego, not 'consulting-y'.
I take the time to understand you, your business and what you're trying to achieve.
I'll also do what I say I'll do, when I say I'll do it.
8 Years in Marketing Roles across UK, Amsterdam & Africa
Managed Global budget of £150 m
25+
Consulting engagements delivered
AI is the most powerful tool that humanity has ever created. It is a generational opportunity to create business value. It's also surrounded by a huge amount of BS. Many people have ideas about AI but very few have put them in to practice. I help businesses go from 'we could' to 'we did'.
Times are tough out there, every £ / $ / € is scrutinised to an unprecedented degree. CMOs need the ammunition to defend their campaigns to increasingly militant boardrooms. Data is more than an excel sheet, it can be developed, crafted and visualised into a narrative to win over even the most sceptical stakeholder
I have been on all sides of this equation, brand, platform & agency. I got into Digital Marketing because it comes with numbers. It can be analysed and optimised in a way that traditional marketing can't. The number that matters is revenue and that is what i focus on growing.
Select projects completed
Start-up XbyX sought to optimize marketing spend and scale beyond performance plateaus. Co-founder Monique Leonhardt required data-driven answers on true incremental revenue and budget allocation for maximum ROI. By deploying a Marketing Mix Modeling service, we delivered clear, actionable insights within two weeks, identifying immediate revenue opportunities with minimal effort from their team.
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Beauty and fashion house PUIG, home to Rabanne, Carolina Herrera and Charlotte Tilbury, set out to move e-retail media from decentralised experimentation to coordinated acceleration. The Chief Digital Officer required senior support to drive the agenda and a practical playbook that brand teams could act on. Acting as Chief of Staff to the CDO, we delivered the group's e-retail media playbook, spanning strategy, measurement, KPI benchmarks and retailer toolkits across six markets.
Skincare leader Beiersdorf was scaling influencer marketing for Nivea without a reliable way to measure what the investment returned. Brand and media teams required a single, trusted view of influencer performance across campaigns and markets. We designed, developed and delivered the influencer analytics capability, from measurement framework to live reporting, giving teams the evidence to select the right creators and defend budget decisions.
Moët Hennessy, the wines and spirits division of LVMH, needed an objective way to decide how media budget should be split across channels and markets. Marketing leadership required a transparent framework that could score every channel and recommend allocation on a comparable basis. We designed and built the RCQ tool, scoring the full marketing mix on reach, cost and quality, and authored the delivery plan to scale it across maisons and markets worldwide.
“What I really appreciated was them coming to me and saying: hey, we saw this in your data, do you want us to look into it? And I'm like, yes, please. They really took the time to understand the business and felt like an extension of it”
"Matt has that rare combination of strategic and pragmatic thinking — he knows when it's time to talk and when it's time to act. I've been consistently impressed with his work and wouldn't hesitate to recommend him."
"We worked with Matt for about 12 months. Our business is not always the easiest to navigate but I really felt that he understood our challenges and was able to find ways around barriers. Looking forward to working together again in the future"
Q1 is a time for renewing gym memberships, bemoaning dry January and hunkering down through the dark winter nights. It is also peak season for AI predictions, year ahead outlooks and wild speculation. This year we have had a bumper crop with significant contributions from OpenAI, Anthropic, McKinsey (twice), Accenture, BCG, Bain, EY and IBM.
Read MoreThe way we drink has changed dramatically over the last thirty years. In the early 1990s, most beer drunk in the UK was poured in pubs. Today, roughly sixty percent is purchased in the off-trade, taken home and consumed from bottles and cans. The scale and duration of that shift mean it is often treated as an inevitability.
Read MoreDigital marketing is intangible. You can't touch it, feel it — most of the time you don't even see it. So digital marketers often have to work harder than their traditional marketing counterparts to demonstrate the value they deliver. And while online marketing produces reams of performance data, it can be quite difficult to connect it to the metrics that matter: sales and business performance.
Read MoreEverything you need to know about Marketing Mix Modelling, in plain English: what it is, what it costs, what data you need, how it compares to attribution and incrementality testing, and how to choose a provider.
View All GuidesHere's a thing I built, it's totally free.
More people now ask ChatGPT, Claude and Perplexity for recommendations instead of Googling. GEO Checker reads your site the way the AI models do and scores how likely they are to cite you, with the fixes that would help. No email gate, no sales call at the end.
Give it a go ↗
