Matt Alldian

From Startups to the Super Bowl - Matt has a proven track record of growth and innovation for brands of all sizes. With almost ten years of experience in CPG and DTC environments, he has experience leading e-commerce, marketing, product, and CX teams from pre-product stages through hyper-growth. He has demonstrated the ability to operate successfully in an agile/scrum organization as a CPO - blending creative and communications expertise with experience adopting cutting edge AI/ML/data science tools to drive CAC reduction and CLTV improvement. With experience in leading paid acquisition programs totaling over 50MM throughout his career, he has been at the forefront of digital adoption/transformation for some of the world's largest brands. He has Product Owner experience in e-commerce websites (front and back end), iOS & Android apps, and Salesforce. From concept, brand identity, and packing design through integrated marketing strategies, he has launched over thirty products/brands at a local, national, and global scale. He is passionate about early-stage products at the intersection of community, design, and technology and for innovation-focused organizations looking to accelerate their next chapter of growth.

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  Building a team

  I have been part of marketing teams from pre-product (first marketing hire) through scaling (leading a team of internal and external agencies) as well as enterprise large-scale global marketing teams.

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  Conversion rate optimisation

  I have executed CRO programs with internal and external teams, from brainstorming through prioritization and execution - focusing on maximizing CRO for CPG brands.

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  Data science

  I have experience working with agencies and data scientists adopting cutting-edge AI/ML/data science tools within the marketing and CX workflow to drive CAC reduction and CLTV improvement.

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  Design / UX

  I have led the design and UX of multiple brand websites (from FMGC to durable appliances and professional products) for both US-based and national website implementations.

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  Go to market strategy

  Have helped launch over 30 products with various GTM strategies in the B2C space. Experience has spanned from retail to DTC with traditional and non-traditional tactics.

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  Growth marketing

  Led team of internal and external resources to achieve tripling top-line growth in 2020 via e-commerce, reducing CAC by 75% and improving CLTV by 15% versus the year prior.

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  Product launches

  From concept, brand identity, and packing design through integrated marketing strategies, I have launched over thirty products/brands at a local, national, and global scale.

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  Public relations

  I've led the building of PR strategies, managing and building processes around crisis communications, NPD launch comms, and ongoing proactive outreach with both internal teams and agencies. This has spanned durable and consumable products.

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  Technology and tools

  I've implemented a variety of technology, process, and tooling around operationalizing and scaling marketing teams. High level experience in use of martech, Salesforce Service Cloud and infrastructure around DTC operations.

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  Asana

  10 years of experience

  I have used Asana to organize, track, and manage my and team's workflow. I have found it useful for project planning, goal alignment, and task management.

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  Cision

  12 years of experience

  I have used Cision for multiple purposes - social listening, building PR lists for brand-led outreach to journalists, and monitoring/measuring coverage for brands.

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  Dropbox

  8 years of experience

  We used Dropbox and dropbox paper to organize brand assets, develop briefing templates and organize surrounding documentation that supported the day-to-day operations of our marketing team.

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  Google Analytics

  14 years of experience

  Used Google Analytics to understand, track, and optimize KPIs for online properties (web and app). My experience is not in the actual set up of these properties but in analysis of the data to inform marketing decisions.

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  Google Tag Manager

  10 years of experience

  I have used Google Tag Manager to deploy marketing pixels for Facebook and programmatic, SaaS-level site features across a variety of sites (local and global level).

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  JIRA

  8 years of experience

  I have used JIRA to organize, track, and manage my and team's workflow. I have found it useful for agile project planning, goal alignment, and task management.

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  Salesforce

  8 years of experience

  I operated as a PO to prioritize implementation for a ground-up Salesforce Service Cloud implementation that ended up being used by 30+ service reps over time. We also used Salesforce Marketing Cloud for email campaign deployment and marketing/transactional automations.

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  Zapier

  11 years of experience

  I've built out Zapier integrations to help workflow and trigger automation for CRM programs, lead-generation, project management tools, and automatic cataloging of information into wikis.

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  Currently leading a digital consulting group (Cardboard Toast) - a boutique consultancy specializing in brand innovation and growth strategy for food/beverage companies of all sizes.

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  I have worked with data scientists and agencies using machine learning to help optimize ad spend, price promotions, and forecast planning - resulting in better unit economics and more efficient ad spend in campaigns.