Matt Cosad

• Leadership of The Kitchen, KH’s in-house agency, hiring to 80 creatives across 15 markets, and delivered 20K assets 30% cheaper than external partners, winning awards from Cannes, TikTok and Marketing Week. The Kitchen was awarded Agency of the Year 2023 by The Drum. • Delivery of the AI strategy in marketing, disrupting creative production using AI, taking Stable Diffusion models inhouse and building an AI lab to take over production of low value, high volume content. • Architect and owner for our marketing technology transformation plan, including leading RFPs, vetting new partners, and integrating new tools into our tech stack. Oversight of an annual budget of $4M for MarTech and digital transformation, with a strong focus on AI, delivering over $800K in cost saving to the annual tech budget.

• Implementation of KH’s first Consumer Data Platform, developing KH’s data strategy (IPD, audiences, CRM etc), data management, digital responsibility by design, MarTech and AdTech enablement, and customer experience. • Agile POD lead for a group of 10 data scientists and front end developers to deliver a digital reporting agenda using Azure, Snowflake and Tableau: developing metrics-driven framework to optimize spend allocation across our markets informed by competitive activity, revenue opportunities and marketing ROI. • Reporting responsibility to Business Unit Presidents, VPs and the CEO • Driving cross-functional alignment in KH’s digital marketing strategy, coordinating country Chief Marketing Officers (CMO), Heads of Brand and Category leads to ensure alignment across all creative and digital efforts, to foster a collaborative environment that encourages cross-functional creativity. • Proficient in Marketing Automation platforms Salesforce & Customer IO

I founded AltPlace to help startups deliver their growth marketing, working with CMOs to audit and revise digital activity across SEO, SEM, Paid Social and email and content marketing. Working with startups kept my practical skills up to date while I transitioned into more senior leadership roles. Key Wins - Media audits: drove 61% media savings for an e-learning client on Meta, delivered £17K monthly revenue growth through AdWords for personal care brand DAME. - Conversion rate optimisation: managing demand generation across the marketing funnel to deliver on-target ROAS and growth. - Digital execution: implemented traffic acquisition strategies covering CRM, SEO, PPC, affiliate and social media including a test-and-learn mindset when analysing audience data, traffic analytics and channel performance to refine approach. - CAC optimisation: developed test and learn / growth strategies to identify new creative and consumer optimisation opportunities to enhance the ROI of campaigns.

- Owner for the Home Care division's 1st party data strategy and consumer segmentation, used to power €100M in targeted digital ad spend and our CRM and comms strategies across all online channels. - Leadership of a team of 4 data engineers to produce the digital KPI reporting and dashboards for our department, integrated with the wider analytics function to deliver an in-house business intelligence tool running on Power BI for reporting and insight generation. - Host of quarterly reviews of marketing mix models (MMMs) and brand health tracking, serving as a strategic advisor to the Home Care President and VPs. - Primary guardian of knowledge and best practice on all aspects of data handling and regulatory requirements, including GDPR. - CRM specialist for our brands, using data strategy and analytical techniques to design connected customer experiences and user journeys. - Marketing owner for GA4 and Google Tag Manager, and the consumer data Tableau Dashboard.

I help big brands get the most out of their digital marketing budget. I manage the production and delivery of a varied portfolio of digital measurement reports across 35 markets, as well as writing ad hoc strategic deliverables, for a billion euro brand. It sounds fancy, but it actually involves a fair bit of excel - digging out insights and opportunities can we provide to local markets to help them improve the effectiveness of their digital campaigns. I also advise a number of other major brands, giving advice for, and measuring, multimillion euro, cross-market campaigns. Mavens has challenged me to have the ability to understand the implications of data analysis and build a strategic story from data, to have analytical and problem solving skills that include the ability to see granular as well as big-picture issues, and to work to a high standard of verbal and written communication.

Managed social media strategy (twitter, tumblr, facebook, pinterest) including SEO and google analytics. Maintained scientific blog, including statistical analysis of data, data visualisation, and technical writing. Performed basic website design (created pages in Wordpress for integration with Dreamweaver).

Volunteer project conducting sub-sea, line transect surveys of coral reef flora and fauna for the Cambodian govt.