Matthew S

About

An SEO/GEO expert with director level marketing experience in the US and UK having worked for large SaaS companies in both strategic and hands-on roles, and a history of successful entrepreneurship. I have a background in Computer Science (currently studying PT for a masters in CS & AI) alongside my career. I have 14+ years of experience driving go-to-market across a range of roles in high growth SaaS. I combine content, product marketing, demand generation, deep PLG and SLG experience, and a technical and entrepreneurial background to drive acquisition, activation, and retention in my strategy. I have kept myself at the bleeding edge of leveraging technology as a content marketing & SEO leader; from building custom SEO and GEO tools (I can demo them and what I can do), building Agentic AI, and building integrated data pipelines to track progress and enable data analysis of content and performance. Personally, I have been leveraging AI in product-led SEO and programmatic SEO (pSEO) since 2015 for content strategy, long before the rise of modern AI and LLMs.

Experience

• Co-founder · Surfaceable.ai05-01-2026

  I work with startups looking to determine their revenue from AI and not just get another "visibility score"

• Partner/CMO · sportsciencelab.com01-01-2023

  I am the CMO of SportScienceLab.com

• Head of SEO/AEO/GEO · Rudderstack08-01-2023 – 05-01-2025

  I joined the RudderStack marketing team as Head of Growth. My team is responsible for a large performance marketing budget, ABM strategy, organic growth with primary focus on complex SEO & content marketing, website and personalization strategy including CRO, PLG, and everything impacting inbound pipeline. RudderStack's technology is at the bleeding edge of this industry and our warehouse native CDP helps companies like Binance, Databricks, Hinge, Stripe and Footlocker utilize their customer data to be best-in-class.

• Senior Director of Growth Marketing · Gannett06-01-2022 – 08-01-2023

  As the Senior Director of Growth Marketing I lead strategy in the area of the business (Localiq.com) that delivers digital marketing solutions to SMBs, which represents 500M in annual revenue. Responsible for testing new channels, scaling growth, and developing campaigns. • Developed and executed on the North America growth and performance marketing strategy, encompassing campaign development, account-based marketing, nurture programs, lead generation, social media, SEO and content strategy, website optimization, and more. • Directly managed and led a team of 4 marketing managers to ensure alignment with top priorities, surpassing pipeline and revenue targets. • Established the lead funnel model (lead, MQL, SQL, etc.) for monitoring business health and success. Leveraged key marketing metrics such as CAC, CLV, Conversion Rates, organic traffic, ROI, and qualified leads to gauge performance. • Achieved a YOY pipeline increase of over 35% • Key project was to pioneer a shift from the agency business model, to creating self-serve SaaS based solutions. Required significant leveraging of data and analytics tools to de-anonymize users for sales routing

• Global Director of Demand Gen & Growth · Jitterbit10-01-2020 – 06-01-2022

  As the Senior Demand Gen leader, my team and I were responsible for delivering MQLs across North America, APAC and EMEA. We laid a solid short, medium and long term strategy that helped turn Jitterbit into one of the fastest growing iPaaS companies. • Owned and managed the marketing budget, including overseeing all external agency relationships • Directly managed the Demand Gen and Growth team of 2 directors, 5 marketing managers and 3 agency partnerships to spearhead objectives and implement integrated marketing strategies across multiple channels web including SEO, PPC, Email, social media, nurturing, webinars, ABM and content syndication • Developed in conjunction with the sales team a full-funnel and updated scoring system (Leads, MQLs, SQLs, SALs, etc.) to maximize sales & marketing efficiency, better communication between teams, bolster pipeline and revenue, surpassing targets by +25% • Built data pipelines into downstream tools to increase efficacy of attribution across all demand gen channels, especially in PPC • Featured in ZoomInfo case study due to highly technical marketing operations infrastructure and enrichment capabilities • Formulated and implemented the FY21 marketplace content strategy, targeting multiple personas at various stages of the buyer's journey, spanning both upper and lower funnel engagements

• SEO & Performance Marketing · Celigo08-01-2018 – 10-01-2020

  Spearheaded campaigns to take Celigo both upmarket and into new ecosystems. Led demand gen campaigns across SEO, Email, Linkedin, ABM, Webinars and more. • Devised and implemented a pioneering programmatic marketplace content strategy leveraging early stage AI tools (Jasper.ai) and my wordpress PHP background, that increased MQLs in target market penetration by 60% and led the land and expand marketing initiative for the sales team • Built retargeting campaigns from scratch that reduced time to lead by 33% • Built Conversion Rate Optimization (CRO) strategy from the ground up leading to on-site personalization engine that targeted multiple ICPs and industries

• Growth Marketing · MakerSquare - School of Software Engineering01-01-2015 – 08-01-2018

  I led growth at the San Francisco location for one of the first coding bootcamps in the US. At the time, our strategy focused on the comparison of studying CS at university, and the benefits of enrolling in a coding bootcamp which was a new concept at the time. Our pioneering work lead to the University of California system creating their own bootcamp to stay relevant because, quite frankly, they were annoyed I kept visiting universities and stealing their students.

Education

• University of YorkBachelor's Degree, Philosophy
• University of LondonMSc (Part Time), Computer Science

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