Resumé

Matthew G. Knell

LinkedIn: http://www.linkedin.com/in/mknell
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Summary

Recognized leader in the Social Media Product Development and Marketing space with a defined track record of developing successful websites, online products and campaigns for major brands.

Specialized Skills

Social Media and Internet marketing, brand and product management, e-commerce, web analytics, UI/UX/Interaction design, project management, client-side design and development

Recent Experience

CafeMom, Inc, New York, NY
Director, Emerging and Social Media Strategy, August 2009 to present

Manage strategy for integration of social tools into CafeMom network of sites, and distribution of CafeMom content across the social web.

  • Manage product strategy for integration of social tools into CafeMom network of sites, and distribution of CafeMom content and brand across the social web.
  • Integrations include Facebook Connect, Sign In with Twitter, the Facebook application and fan pages platforms, and OpenSocial.
  • Developing strategy for acquiring new users for CafeMom.com through the development of new on-brand Facebook applications, content programming on Twitter and optimizing conversion on Facebook fan page.
  • Managed and designed QuizMom and Pledges Facebook applications from idea through launch.
  • Created an “advertorial” content share experience into Nestle’s Wonka brand product called “Imagine If…” application, providing deep integration of their brand into Facebook news feed using Facebook Connect.
  • Launched repurposed Latte Land game from CafeMom.com as Facebook application from 0 to 300,000 page views a day in 3 weeks through use of existing Facebook fan base and less than $300 a day marketing spend.
  • Responsible for understanding and implementation of Facebook marketing and platform requirements to ensure effective execution of marketing campaigns.
  • Metrics and reporting using in-house metrics platform, Google Analytics and bit.ly.

MTV Networks, New York, NY
Senior Manager, Social Media Product Development, November 2007 to August 2009

Manage product development, user experience design projects, and client integration of content-based Flux social media platform used by than 30 major MTV Networks and Viacom brands.

  • Site launches include Comedy Central, Colbert Report, MTV Tr3s, MTV’s Think, TV Land, CMT, LaZona and various reality casting show websites.
  • Product launches include Facebook Connect and Twitter integration, user profile redesign, member search and management, redesign of upload, comment and rating widgets for use by third-party websites

New York University School of Continuing and Professional Studies, New York, NY
Adjunct Instructor, 2007 to Present

Teach Social Media, Information Architecture and Website Usability classes to NYU continuing education students part-time.

  • Classes taught include PR 2.0: Using Social Media to Engage Customers and Their Communities, Web Design Project Planning: Information Architecture, Information Architecture: Fundamentals and Website Usability

Social Media for Social Change (SM4SC), New York, NY
Co-Founder, Web Marketing & Technology, July 2008 to Present

Volunteer part-time to lead product development, Internet marketing and donor and sponsor acquisition. Create on-demand fundraising campaigns, and perform sponsor outreach.

  • Planned and executed two fundraising events that raised more than $35,000 in donations with no operations or marketing budget using solely social media tools.
  • Designing series of low-cost “SocialChangeCamps” dedicated to bringing non-profits together with social media experts to share best practices.
  • Speak regularly on the benefits of Social Media for non-profits.

JetBlue Airways Corporation, Forest Hills, NY
General Manager, jetblue.com, June 2007 to November 2007
Manager, Internet Marketing, January 2006 to June 2007
Senior Internet Analyst, January 2004 to January 2006

Managed day-to-day operation, product development and content management of jetblue.com website, responsible for sale of 80% of flights sold and $2.5 billion in revenue annually.

  • Launched JetBlue Twitter and defined and executed JetBlue’s first social media strategy.
  • Managed all aspects of redesign and relaunch of jetblue.com website increasing purchase conversion ratio by 20%.
  • Product launches managed include low fare search, JetBlue Cruises, self-service customer knowledge base, The Simpsons Movie marketing campaign, JetBlue Getaways vacations, city destination pages, Online Flight Check-In, airline anniversary contests, and countless weekly sale fare promotions.
  • Defined and implemented web analytics using Omniture SiteCatalyst.
  • Led enterprise content management system RFP from research to final vendor selection to final implementation.
  • Managed relationships with interactive agencies to ensure on-time deliverables.

Scholastic, New York, NY
Associate Producer, Learning Management Systems, October 2003 to January 2004

Product development and project management of million-dollar Learning Management System.

  • Managed relationships with internal Scholastic development and design teams.
  • Wrote, maintained and updated extensive product and functional specifications documentation.

About.com, New York, NY
Project Manager, Sprinks, July 2001 to August 2003
Production Coordinator, September 2000 to July 2001
HTML Producer, Corporate Marketing and Revenue Programs, March 2000 to September 2000
Auto Racing Guide, August 1997 to April 2000

Project management, interface design, content management and client-side production and design for top 5 website.

  • Designed and deployed million-dollar custom advertising distribution system for distributing contextual pay-per-click advertising units.
  • Managed interface design and deployment of patent-pending search advertising e-commerce platform.
  • Worked with About content teams to revise and redesign About.com homepage.
  • Wrote implementation specifications for partnership deals for over 500 partners.
  • Wrote and managed content for auto racing blog, newsletters and message boards and focused on Indianapolis 500 and other open-wheel motorsports.

Prior work experience and references available upon request.

Education

Pace University, Bachelor of Science, Information Systems, cum laude
New York University, Basic Project Management

Patents Pending

US Patent Application Number 10/309,332 - Method and system for providing advertising through content specific nodes over the internet, filed January 22, 2004.

Presenting Experience

“Social Media for Non-Profits”, NY Social Media Roundtable, Internet Week NY, 2009
“Being an Agent of Change”, TEDx, New Work City, New York, NY, 2009
“JetBlue Crisis Communications”, BarCamp Philadelphia, 2008
“Using Dynamic Content Within TeamSite”, Interwoven Gear Up Conference, 2007

Awards and Recognition

2007 - Best in Class Award : Airline, Interactive Media Council (jetblue.com redesign with HUGE)
2006 - Design Distinction Award, International Design Magazine, (for jetblue.com redesign with HUGE)

Press

Featured in AdvertisingAge, PR Week, the New York Observer, MediaBistro and Mashable.