Matt Gehring

GM of Ecommerce at Everlane

San Francisco, CA

1

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About

Marketing Executive and Marine Corps Veteran with over 20 years of experience leading user acquisition, retention, growth, and brand teams rapidly scaling new and established online consumer brands with 9-figure revenues and 8-figure marketing budgets. Passion for building high performing teams merging traditional marketing frameworks with growth marketing best practices.

Ask me about
ecommerce
marketing
growth
paid social
retention
Analytics
dtc
Work experience
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Jan 2021 - Present

Everlane

GM of Ecommerce

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Apr 2020 - Present

Norwest Venture Partners

Growth Advisor

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Jun 2018 - Present

Nex Cubed

Growth Advisor

Apr 2016 - Present

BeanBox

Advisor

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Jan 2020 - Dec 2020

Rothy's

SVP Growth Marketing

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Mar 2018 - Dec 2019

Rothy's

VP Growth

Jan 2018 - Mar 2018

hims

Growth Advisor

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Oct 2017 - Dec 2017

Anova Culinary

Growth Advisor

Aug 2017 - Oct 2017

VIDA & Co.

Growth Advisor

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Jul 2016 - Jun 2017

Leaf Group

Vice President of Marketing

Built out marketing efforts to scale customers, revenue and awareness for marketplace ecommerce businesses Society6, Saatchi Art, and The Other Art Fair. Oversaw UA, retention, brand, content, community, and PR. Transitioned out as part of company restructuring moving to siloed brand teams eliminating need for VP Marketing role. Managed team of 30 responsible for revenues of over $100M and marketing P&L of $15M. • Expanded UA and remarketing efforts across Google, Facebook, Instagram, Amazon, and Pinterest while driving customer lifecycle management, targeting, and campaign coordination improvements. • Launched new efforts in broadcast/digital television, radio/podcasts, catalog and direct mail channels • Rebuilt retention strategy with new email service provider improving segmentation, targeting and personalization capabilities to increase conversion, repeat purchase rates and average revenue per order. • Brought in new capabilities and strategies for customer satisfaction utilizing NPS measurement and analysis to target key areas to improve and build out for Society6 and Saatchi Art customer experience.

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Feb 2015 - Jul 2016

Touch of Modern

Vice President of Marketing

Brought on to build out marketing team, develop and scale marketing programs, and build industry leading UA, retention, site optimization and branding efforts. Reduced time to goal by 6 months to hit $100M run rate, 1.5M orders, and 9M+ registered users. Grew team from 4 to 12 responsible for $150M in revenue and marketing P&L of $20M. • Reorganized and expanded marketing efforts based on payback analysis to diversify beyond just Facebook campaigns increasing marketing efficiency by 80% doubling revenue from performance marketing. • Increased awareness for key target segment by 2X through new brand and PR strategies. • Scaled user acquisition spend from $600K/mo to $1.3M/mo through additions of Google, Instagram, Commission Junction, Pinterest, Criteo and various app partners while improving yield and CAC metrics. • Improved site conversion by 20% through complete site redesign project creating a more consistent brand. • Led app expansion efforts and increased engagement by 50% growing mobile usage from 30% to 65%. • Secured key press coverage for company in Forbes, Fortune, and Tech Crunch as well as placing founders on Forbes 30 Under 30 list. • Added new strategic roles for Paid Search, Display, Affiliates, Social Media, PR, Retention, and Creative.

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Jul 2012 - Feb 2015

Provide Commerce

Head of Marketing, Gourmet Foods

Promoted to take on marketing leadership for fastest growing and 2nd largest business within $650M company. Responsible for revenue generation, customer acquisition, retention, and brand management of Shari’s Berries and Cherry Moon Farms websites. Led 30-person team responsible for $150M+ in revenue with a marketing P&L of $34M. • Grew revenues from $82M to $140M in 2.5 years via restructuring of Shari’s Berries marketing efforts and focusing on new initiatives around improved customer segmentation, brand development and online and offline marketing channel optimization. • Managed annual strategy development and execution for marketing and creative budget to grow revenue while hitting margin targets and growing target segmentation penetration. • Increased unaided awareness from 4% to 12% and aided from 30% to 55% for Shari’s Berries by focusing on brand book development, and activation planning against key target customers. • Championed brand customer segmentation project with 3rd party research firm to identify customer targets persona development and determined opportunities to enhance customer experience for future growth. • Developed robust marketing calendar process to align objectives and tactics for the business across merchandising, supply chain, business analytics, marketing and creative teams increasing efficiency and inventory management limiting perishable supply issues to under 1%.

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Sep 2010 - Jul 2012

Provide Commerce

Director of Marketing

Business owner for company’s 3rd party florist delivery business, FloristExpress, while simultaneously leading the two largest revenue driving marketing channels for ProFlowers, Shari’s Berries and Personal Creations. Managed team of 8 people responsible for over $130M in revenue and channel P&L of $24M. • Generated an incremental $40M in topline revenue by identifying new opportunity for same-day flower business and integrating platform in-house. • Promoted to take over $80M Radio and TV programs. Exceeded channel KPIs by 25% and reorganized group for greater executional efficiencies including the addition of 2 new roles. • Developed new Shari’s Berries programs within Radio and TV more than doubling the channel revenue to $22M from FY11 to FY12. • Responsible for managing team to drive incremental revenue to existing sales via partnership programs growing $8M business unit by 40% via website optimizations and new partnerships.

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Aug 2009 - Sep 2010

SkinIt Inc.

Vice President of Marketing

Served as key executive overseeing user acquisition, retention, website, brand strategy, PR, and analytics. Advise sales and licensing teams on program development, packaging design and account management. Led presentation and marketing components for investment process helping secure $60M in funding from two Private Equity firms. Ran 8-person marketing team responsible for $25M+ in revenue with a marketing P&L of $4M. • Managed online acquisition efforts growing campaign revenues by 4X while improving margin through better use of targeting, campaign optimization, email, and landing page design. • Identifying key issues and opportunities for improvement of consumer website. Built detailed development plan and roadmap to rollout changes. Achieved 50% increase in site conversion and overall revenue growth of 80% above prior year levels. • Built cost-benefit model for Omniture suite integration, negotiated contract terms and led implementation resulting in site optimization monitoring capabilities helping exceed plan targets. • Identified underutilized affiliate program and grew revenue from $2k/mo to $50k/mo within 3 months. • Transformed group metrics reporting fixing overstatements in revenue and more accurate reporting of acquisition costs and COGS while building KPIs to correctly measure marketing impact. • Developed got to market programs for MLB, NBA, NFL, Disney, Twilight and other key licenses helping secure license renewals (representing 80% of licensed revenue) and partner co-marketing programs.

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Feb 2008 - Aug 2009

Marchex

Director Advertising Operations & Account Management

Managed performance marketing, account management and advertising operations groups for 3 different business units within the company. Led 35-member team responsible for revenue of $25M+ with marketing P&L of $8M. • Grew paid search and display team from 3 to 12 and increased revenue per employee by 35% through development of new business strategy for growing presence of internal web properties. • Crafted strategy and plan to rebuild OpenList.com acquisition and conversion through weekly expansion and optimization efforts. Improved site conversion by 7X and daily revenue by 4X. • Designed, built, and executed optimization tests improving overall profit margin by 18% for internal consumer site portfolio of 300K domains. • Developed new processes for managing advertiser accounts and improved efficiency of advertiser on-boarding, advertiser campaign effectiveness, and account retention through synchronizing Sales, Account Management, Partner Management, and Operations activities. • Identified key performance indicators for top company revenue drivers and built web analytics and campaign reporting tools to monitor and improve metrics through campaign and site modifications.

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Jun 2007 - Feb 2008

Classmates.com

Senior Marketing Manager

As part of the customer acquisition, retention and site optimization team, developed subscriber lifetime value and retention models, and system for optimizing acquisition and purchase funnels. Created content testing system for use on subscriber pages and purchase processes. • Managed 4-person team responsible for strategy, planning, and optimization of subscriber acquisition, retention and monetization improving site and cart conversion by over 20%. • Built customer retention program focused on remarketing to existing subscribers improving ad performance by almost 300% and subscriber conversion by 80%.

Jun 2005 - May 2007

RealNetworks

Senior Marketing Manager

Drove customer acquisition, retention, and usage of Rhapsody Music Service and Real Player product lines within website performance and direct marketing departments. Provided insight to product teams for feature development, user experience and design. • Managed direct marketing channels with annual budget of $8M and generated annual revenues of over $40M while achieving 20%+ total program annual growth each quarter. • Increased Rhapsody music subscription service conversion by 18% though improved channel targeting, lifetime value, lifetime duration and churn modeling, and landing page optimization. • Identified and led web services platform integration opportunity for Rhapsody with Commission Junction creating new acquisition channel opportunity worth $20M. • Managed consumer marketing department OPEX reducing previous quarter overages by 90%, keeping department within 0.5% of goal, and eliminating need for 10-member monthly reconciliation meetings.

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Jan 2005 - Jun 2005

Pluck

MBA Intern Marketing Strategy

Hired by CEO to help develop company website and marketing plan for new product offering. Developed and managed acquisition and conversion programs growing customer base by 140%

May 2004 - Jun 2005

McGarrah/Jessee

MBA Intern Account Planning

Established client goal driven process for marketing and advertising campaign development. Performed account planning research activities across key brands: Hyatt, Shiner Brewery, Whataburger, Central Market, Frost Bank, Taco Cabana, and McCoy’s

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2000 - 2004

Musicmatch

Product Manager

Advanced through multiple roles from marketing assistant to manger. Built segmentation strategy, marketing tools and systems to increase adoption and revenue positioning company for $160M acquisition by Yahoo.

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1995 - 1999

United States Marine Corps

Marine Sergeant

Received two meritorious promotions. Recognized as Non-Commissioned Officer of the Quarter.

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