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
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.
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.
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.
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?
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.
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.
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.
EMOTIVE CONTENT
I create relevant, concise, search engine optimised, emotive content experiences with target audience personas front-of-mind.
B2B Success Mindset
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?
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?
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?
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?
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?
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?
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?
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
Jan 2018 – Jan 2019
Adwords Fundamentals
Jan 2018 – Jul 2019
Google Analytics Individual Qualification
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
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
Camtasia
TESTIMONIALS
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.
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.
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.
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.
Contact
Add me
Reach Me
based in London, UK
Tel : +44 7738 867 535
mattroobol [at] gmail.com