Market & Consumer Intelligence, Branding
Hi, I’m Matt. Your go-to F&B Expert specializing in Marketing, Growth, and Innovation.
Matthew Smith
US
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How I Work
Bio

Matthew is an experienced and successful marketing leader with a proven track record of driving growth and innovation across various industries, including FMCG. In his most recent role as SVP of Marketing and eCommerce at Steuben Foods and Elmhurst 1925, he played a key role in the company's entry into the plant-based food and functional snacking space, from strategy to commercialization. He also turned around the $6MM DTC E-Commerce business for Elmhurst, a national plant-based beverage brand.

Prior to that, he worked at Hero Pet Brands, where he led the company's reinvention and turnaround, including diversification of the product portfolio and channel mix. He was also retained to lead key efforts, including multi-business M&A integration, installation of new processes, portfolio renovation, and the development of a five-year innovation pipeline.

As Director of Brand Marketing at Dr Pepper Snapple Group, Matthew developed and launched Canada Dry Green Tea Ginger Ale, which was awarded 2008 Product of the Year and was 97% incremental to the trademark. He also stimulated a 10% growth on Canada Dry via repositioning, new packaging graphics, and the first national TV campaign in over a decade. Overall, Matt is a strategic, inventive, and versatile marketing leader with a professional and entrepreneurial background.

Case Studies
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Blog Posts
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Experience

Steuben Foods and Elmhurst 1925

Largest aseptic beverage manufacturer in North America, including Elmhurst, a $40MM premium, plant-based beverage brand

Senior Vice President of Marketing & E-Commerce (Newco Division)・ USA 2021-2022

  • Championed the company’s entry into the plant-based food and functional snacking space, including strategy, general management and commercialization
  • Turned around $6MM DTC E-Commerce business for Elmhurst, a national plant-based beverage brand.

Hero Pet Brands

Category leading, global provider of branded pet products within the health & wellness and waste management segments

Senior Vice President of Marketing・ USA 2017-2020

  • As key member of Executive Team, drove reinvention and turnaround of company including diversification of both the product portfolio and channel mix
  • Spearheaded sustainable business growth leading to 36% CAGR for EBITDA from 2014-2019, finishing at over $9.3M, leading to successful sale to PE backed strategic buyer
  • Retained to lead key step change efforts including multi-business M&A integration, installation of new processes, portfolio renovation and develop five-year innovation pipeline

Vice President of Marketing・ USA 2014-2017

  • Directed consumer-centric strategic shift to in house management of Amazon business, resulting in net sales CAGR of +52%
  • Increased Amazon ROAS from 2.0 to 6.0 via exact match bidding, long tail key words and higher AOV
  • Spearheaded creative B2B lead generation program resulting in an incremental $600K and 2400% ROI
  • Guided strategy and commercialization of Buffalo Range, a new, healthier dog treat brand that achieved over $6MM in sales and sparked first company distribution in over 2,500 grocery doors

Marketing Director・ USA 2013-2014

  • Developed new nimble stage gate and innovation process, which reduced speed to market by over two months and increased Innovation revenue by 2X
  • Successfully expanded natural flea and tick presence via innovation and brand development resulting in over $12MM increase in sales, $4MM in operating profit and built the #1 Natural flea and tick portfolio in U.S.

Publicis Hawkeye

Privately held customer engagement agency with core expertise in strategy, analytics, direct, digital, and experiential marketing

Director of Insight & Strategy・ USA 2010-2013

  • Quarterbacked and won Gatorade new business pitch, including development of endurance athlete targeted strategy and integrated engagement plan
  • Drove development of research, new brand positioning and multi-touch direct mail and email campaign for The Ritz-Carlton Destination Club which resulted in a response lift of over +5%
  • Led development of transformational digital/social Running Club platform for The North Face that increased engagement, loyalty and affinity with endurance running consumers

Dr Pepper Snapple Group

3rd largest beverage company in North America with over $5B in annual sales (now Keurig Dr Pepper)

Director Of Brand Marketing (7UP, SUNKIST, A&W, CANADA DRY)・ USA 2001-2010

  • Generated +40% increase in net sales, and a +46% increase in operating profit
  • Led digital transformation including redesigned website, SEO, geo-targeted online media, social media and rich media/video development

AB Brands

Growth stage start-up offering specialty quality branded skincare and wellness products for the mass market

Vice President Of Marketing & Sales・ USA 2009-2010

  • Drove $1B “Core 4” flavors portfolio and team including volume gain of +3% in 2008
  • Developed and launched Canada Dry Green Tea Ginger Ale, which was awarded 2008 Product of the Year and was 97% incremental to trademark
  • Stimulated +10% growth on Canada Dry via repositioning, new packaging graphics and first national TV campaign in over a decade

Brand Manager – Diet Dr. Pepper・ USA 2009-2010

  • Developed insight and strategy resulting in new "Nothing Diet About It" advertising campaign which delivered sustained growth of +5% versus -2% for the category
  • Directed "Pepper the Nation," the largest sampling program in company history, which penetrated more than 4MM new households

Brand Manager – Hawaiian Punch・ USA 2009-2010

  • Successfully turned around the HP brand from declining sales to +16% by energizing the organization with robust innovation, targeted advertising and engaging event marketing

Mattel

#1 global toy and entertainment business with over $5B in annual revenue

Associate Product Manager – Innovation・ USA 1999-2001

  • Increased 2001 Hot Wheels Innovation revenue +15% and operating profit +30%
  • Developed and commercialized the Hot Wheels Super Launcher, the #3 selling toy in 2000
US
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