Matt Roffe
A proven marketing leader with 15 years of experience implementing comprehensive strategies that enhance brand visibility & profitability. With a background in in-house &agency environments, I have overseen brand management, campaigns, & digital platforms, while building & leading high-performing teams. Notable brands include Homebase, Berghaus, Norse Airlines, & Royal Canin.
Covering for the Head of Strategy (sabbatical), consulting across brand & performance marketing for e-commerce and lead-generation businesses (B2C & B2B). > Led H1 global multi-channel campaign & performance planning for Norse Atlantic Airlines generating $94m net revenue (+50% YoY) > Norse brand strategy development - refining positioning & designing a creative brief. > H1 multi-channel campaign & performance planning for Queensmith that increased MQLs 30% YoY in Q1 2024
A hands-on role, I joined Ribble Cycles to drive the digital marketing & ecommerce strategy scaling from £30m-£100m. > Increased Black Friday revenue +40% YoY
I led the marketing & ecommerce trading services for the Retail & FMCG categories. Clients including, Burts Bees, Elemis, No7, Zoflora, PZ Cussons, P&G & Mercedes FE racing. > Line management of 4 Heads of department > Oversaw a major people restructure - a team of c. 50 marketers & traders
Built & led a team of 8 generalist marketers to manage the delivery of global marketing strategies, clients including Homebase, Hotel Chocolat US, Vita Coco, Lyle & Scott, David Gandy Wellwear & the Pentland group (Berghaus, Speedo, Canterbury, Mitre & Endura). > Upselling c. £2m in marketing services > Successfully migrating & launching the new Homebase e-commerce site. Mitigating the SEO risk - c. 8m sessions p/m, c. 40% of online revenue > Designed & implemented a marketing education program to upskill colleagues - adopted company-wide
The scope was to scale a digital marketing team to deliver group services to brands including hotel chain Roomzzz & Iconinc (luxury student accommodation). > Managed the digital strategy for Roomzzz Aparthotels during the pandemic, in-housing channel operations from agencies.
As part of the DX team delivering Brand & Customer experience projects for clients including, Royal Canin, Boots Hearingcare, Puma & Tilda Rice. > Developed a content strategy for Royal Canin that spanned 52 markets, in 33 languages and drove 113% uplift organic traffic. a year after delivery
As the first digital marketing hire, I developed & implemented a digital strategy from scratch, including martech development to support sales. > Developed a digital strategy that drove 86% uplift on MQLs, c. £2m in incremental revenue over my tenure. > Designed a brand strategy for a high-end modern house group breakaway business; Modernist. in the business.
Cotswold Outdoor is a leading UK multi-channel retailer of outdoor clothing, footwear and equipment with brands such as The North Face, Rab, Berghaus & Jack Wolfskin. In early 2014 Cotswold launched e-commerce websites in Ireland, Australia, USA, Canada & New Zealand.