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Hi, I’m

Matt Roobol

I am a digital marketer.

About Me

Professional Bio

Award-winning international digital marketing professional and mentor with 13+ years’ experience in project management, creative problem solving and digital marketing innovation and growth.

Impact focused

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PERFORMANCE MARKETING

I hit lead generation targets by optimising existing digital touch points, adding new touch points and creating innovative digital experiences that resonate with target audience personas and increase conversion rates.

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COMMUNICATION

I get excited about delivering compelling presentations, comprehensive proposals, and sharing insights and ideas, both within the team, externally, and with management, that get buy-in.

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DATA-DRIVEN DECISIONS

As a Google Analytics certified practitioner, and a curious sort with access to a wide range of digital marketing analytical platforms, I use data and insights to inform my decision-making and back-up my business case proposals.

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DIGITAL TRANSFORMATION

Have you determined your digital type: Digital First, Digital Support or Digital Hybrid? Have you created your digital journey map showing how buyers progress through the buyer journey and customer lifecycle in terms of digital and human touches? Have you taken intentional steps to optimise this?

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STAKEHOLDER MANAGEMENT

At the top end of stakeholder management complexity, my last project involved is 20+ stakeholders in 9 locations; the project was delivered on time and on budget. I find being proactive, inclusive, data-driven and above all excited help move complex projects along quickly.

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LEADERSHIP

I’ve had management training and, rather than wing it or go with my default settings :), I do try to adapt my approach to individual personality types in my team; whether that’s challenging a Green with a creative problem or loading up a Yellow with analytical tasks.

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CREATIVE THINKING

With the right combination of coffee, excitability and persona insights in hand, I have executed several first-to-market ideas that have hit the mark with target personas.

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EMOTIVE CONTENT

I create relevant, concise, search engine optimised, emotive content experiences with target audience personas front-of-mind.

B2B Success Mindset

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PERSONA MAPPING

Who are your target personas? What are their challenges? Where do they spend their time online? What are the digital and human touch points across their Education, Solution and Selection buying stages?

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SEO

What keywords do your target audience search on to find your solutions? Is your digital visibility dependant on brand or non-brand keywords? How can you make your content better than the websites that rank on your target keywords? Is your technical SEO faultless e.g. site speed, mark-up schema, site architecture, etc?

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PPC

Does your PPC campaign configuration match your objectives for each solution you offer e.g. brand building, lead generation, ecommerce? Have you populated all ad extensions to maximise CTR? Are you using machine learning and automation to free up your time to focus on creative ideas, rather than bid management?

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WEBSITE EXPERIENCE

Do you deliver the most compelling and relevant experience for your target audience relative to other websites that rank on your target keywords? Are you innovating with your website or are you copying your competitors?

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LANDING PAGES AND FORMS

Are your lead generation landing pages conversion rate optimised? Is your form submission rate above or below the 13% B2B industry average? Do your forms use progressive profiling? Is your data capture and management GDPR compliant?

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LEAD SCORING

Do you score leads to know how interested people are in your solutions? Do you assign Marketing Qualified Leads to Teleprospecting Qualified Leads at the right time based on level of buyer readiness?

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LEAD NURTURING

Are your Marketing and Sales messaging and touch points aligned? How do you manage inactive leads who have been handed over to Sales and may not be ready to buy?

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MULTI-TOUCH REPORTING

What touch points in the buyer journey need to be improved? Is your marketing budget determined on first touch or multiple touch points?

Methodology

AUDIENCE

IDEAS

PLANNING

BUY-IN

EXECUTION

REVIEW

Stats

13+ years’ experience in Marketing

Last new website achieved 350% growth in web search MQL’s

Launched 9 websites last year

Completed 5 bootcamps last week. Healthy body, healthy mind.

Resume

WORK HISTORY

May 2011 – present

Head of Digital Marketing

Qube Global Software

I am responsible for digital marketing innovation, lead generation and strategy across Europe, the Americas, the Middle East and Asia Pacific for a global property management technology company.

Key responsibilities
✓ Planning annual digital marketing budget
✓ International digital marketing strategy and positioning the company and solutions to meet local market needs
✓ SEO, PPC, CRO
✓ Website planning, creation and migrations
✓ Marketing automation and lead nurturing
✓ Content planning and creation
✓ Conceiving and delivering first-to-market online experiences
✓ Agency and team management

Key achievements
✓ 350% growth in Marketing Qualified Leads
✓ Project managed and delivered new websites in 2014 and 2018 on time and on budget with 20+ stakeholders split across the UK, US, AE, NZ, AU, SG and HK
✓ Achieved lead generation form submission rates 4X higher than B2B average with CRO expertise
✓ 185% increase in Adwords conversion rate

✓ Delivered consistent growth in average monthly website visitors every year:
2012: +31%
2013: +16%
2014: +9%
2015: +17%
2016: +10%
2017: +25%

✓ Lowered Google Adwords cost per conversion and increased conversions nearly every year:
2013: +48% conversions & -23% CPL
2014: +29% conversions & -26% CPL
2015: +10% conversions & -1% CPL
2016: +33% conversions & -31% CPL
2017: -7% conversions & +18% CPL

✓ Delivered 9 global websites that better fit our global vision:
qubeglobal.com
qubeglobal.com/uk/
qubeglobal.com/us/
qubeglobal.com/ie/
qubeglobal.com/ae/
qubeglobal.com/au/
qubeglobal.com/nz/
qubeglobal.com/sg/
qubeglobal.com/hk/

Feb 2010 – Jan 2014

Digital Marketing Consultant // Internet Explorer

MattRoobol.com

I took my first business to 8 clients and was motivated by the challenge and attraction to prove my skill set in different industries.

This extracurricular activity complemented my full-time employment by creating more digital marketing learning opportunities. By understanding challenges, providing insights and executing ideas, with a range of stakeholders, I developed an entrepreneurial ‘can do’ spirit.

Key responsibilities
✓ Lead generation
✓ Marketing audits and planning
✓ Website creation in WordPress or Dreamweaver
✓ Pay-per-click (PPC) set-up and optimisation
✓ Search engine optimisation (SEO)
✓ Website hosting and email set-up
✓ Website migrations
✓ Website problem solving

Key achievements
✓ Increased website leads from 0 to 10 /day for my first client
✓ Helped a government organisation launch their website correctly by identifying and then fixing errors made by their agency

Nov 2010 – Apr 2011

Marketing Manager

B2B SMS Technology

Whilst at this company, which cannot be named due to their social media policy, I created the social media plan, generated new business leads with direct marketing and email marketing initiatives, implemented PPC tracking and optimisation, and wrote and developed new website content that increased average time on site and lowered bounce rates. I left due to relocation and to start my career in London.

Nov 2007 – Jul 2010

Marketing Manager

View London

View was the most-visited online London city guide during my tenure and achieved on average 1.5m users per month.

Key responsibilities
✓ Campaign planning and execution
✓ SEO best practice
✓ Created PPT templates to support Sales
✓ Social Media planning and management

Key achievements
✓ Introduced PPC campaigns and generated £1m new revenue
✓ Created successful partnerships with NME, London Eye and Zagat

Jun 2005 – Nov 2007

Digital Marketing Executive

Letraset

Letraset is a global art supplies manufacturer that serves designers, craft enthusiasts, and manga artists. I project managed the new website build and launch which resulted in more revenue and better organic visibility.

CERTIFICATIONS

Mar 2018 – Mar 2019

Digital Planning and Strategy

Sirius Decisions

Mar 2018 – Mar 2019

Adwords Search Certificate

Google

Jan 2018 – Jan 2019

Adwords Fundamentals

Google

Jan 2018 – Jul 2019

Google Analytics Individual Qualification

Google

EDUCATION

2001 – 2003

First Class (Hons), Marketing and Business degree

Canterbury Christ Church University

I achieved the highest business degree at university and was awarded the Institute of Management Award for Achievement in Business Studies by the Chartered Institute of Marketing.

2003

International Marketing 1st
Strategic Marketing 1st
Strategic Management 1st
Service Management 1st

2002

Marketing Planning 1st
Consumer Buyer Behaviour 1st
Managing Organisations 1st
Retail Marketing 2:1

2000-2001

Managing Information 2:1
Managing People 2:2
Marketing Principles and Practice 2:2

Download CV

PRISM Personality Type

Green, Innovating

Red, Delivering

Yellow, Finishing

Yellow, Evaluating

Blue, Coordinating

Green, Initiating

Red, Focusing

Blue, Supporting

Work Traits

Accountability

Autonomy

Visionary

Intuition

Communication

Technical

Adventurous

Empowering

Curiosity

Design-focused

Multi-channel

Data driven

Facilitator

Detail driven

Lifecycle

Humble

Advanced Technical Skills

Google Analytics

Google Adwords

SEO

WordPress

Pardot

Intermediate Technical Skills

Salesforce

Adobe Creative Suite

Dreamweaver

Social media

Email

Camtasia

TESTIMONIALS

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Ilona Filipi

CEO / Moove Agency

Matt is diligent, hard-working, knowledgeable and a great team-player. From the moment we started working with Matt, we found him very open, friendly and helpful. Matt made the whole team feel valued and very motivated to work extra hard on his project – his remarkable people skills coupled with his marketing expertise and relentless energy ensured the success of the project from start to finish.

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Jacqui Adams

HR Director / Qube Global Software

Matt is a digital marketing specialist committed to his chosen career. His efforts have improved Qube Global’s web presence and rankings and his dedication and enthusiasm has done much internally to raise awareness of all of our online profiles.

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Diederik Smet

Marketing Manager / Destination Dover

Matt was a pure pleasure to work with during his time at View, he has an excellent approach to team management and this always enabled the Marketing department to deliver the desired results.

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Natalie Shirlaw

Owner / Shirlaw Sanctuary

Matt was recommended to me very highly and I have found him to be intelligent, excellent value, trustworthy, reliable and his calm and easy going nature makes him very easy to work with. He has helped me take my business to a new level and consistently been there every step of the way explaining and helping me through each stage of the process. I could not recommend him highly enough any business would be lucky to have someone with the foresight and integrity he has.

Portfolio

Google Analytics

Build a website to leap the competition

Qube Global Software

Contact

Add me

Reach Me

based in London, UK

Tel : +44 7738 867 535

mattroobol [at] gmail.com

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