Matt Murphy

VP of Marketing at Orangetheory Fitness

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About

Highly driven, Marketing/Sales professional with a strong focus on product/brand marketing, development, promotion, analytics, and revenue management. Extensive experience in high growth lifestyle brands. Skills include: Leadership/ P&L Management/ Revenue Management/ Marketing Attribution/ Marketing Automation/ Lifecycle Marketing/ SEM & SEO/ Affiliates / Field Marketing/ PR/ Communcations/ Database Management/ Strategy

Ask me about
ID.me
Identity verification
Revenue Management
Marketing Automation
Database Management
Affiliates
Leadership
P&L Management
Marketing Attribution
Lifecycle Marketing
SEM
SEO
Field Marketing
Public Relations
Marketing Strategy
Digital Marketing
Social Media
Work experience
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Jul 2019 - Present

Orangetheory Fitness

VP of Marketing

• Reports directly to the CEO, directing overall marketing strategy related to planning, reporting, brand management, and execution across 60 studios ($60M in revenue & 14M in EBITDA). • Leads and oversaw all aspects of Field Marketing and Performance Marketing including: o Leads generation and lead conversion o Digital and social media marketing o Product and partner marketing o Marketing communications (Marcom) o Brand voice • Developed attribution, reporting, and management of a $3.5M marketing budget, tracking key metrics including ROI, Cost per Lead, Cost per Acquisition, and budget vs. actual marketing spend. • Led Quarterly OKR (Objectives & Key Results) reviews with Board of Directors presenting marketing KPIs related to performance and efficacy. • Designed, executed, and monitored all digital marketing campaigns, ensuring cost per lead met budget requirements. • Oversaw all media and collateral content creation and designs. • Collaborated with corporate HQ to provide input on brand vision and consistency. • Developed monthly, quarterly, and yearly media reviews to all Co-Op groups. • Created marketing strategies and execution plans related promotions, refer and receive campaigns, pre-sales, event marketing, paid social advertising, organic social, and content marketing. • Utilized Google Analytics to track spend and monitor ROI. Accomplishments:  Established marketing policies and procedures to scale business from 17 to 60 studios in less than one year.  Created and oversaw a stand-alone in-house media agency, established to provide shared services to the entire corporation that generated $400 – $500k in revenue.

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Sep 2017 - Jul 2019

Spartan Race, Inc.

VP Product Marketing

• Drove and oversaw all aspects of marketing for the organization in Field Marketing and Performance Marketing including: o Brand Awareness and Management o Marketing Communications (internal and external) o Digital and Social Media Marketing o Product and Partner Marketing o International Marketing • Managed and oversaw an annual budget of $9M. • Managed a headcount of 20 marketing associates, overseeing all key marketing channels (digital, traditional, field, email, project management, and marketing operations). • Negotiated deal terms with external vendors including UNiDAYS, US Air Force, ID.me, Buzzfeed, and Barstool Sports in efforts to grow membership in the military and college demographics. • Developed partnerships with Groupon, Lifetime Fitness, Daily Burn, and launched a VIP Corporate experience that brought in $20M in revenue. Accomplishments:  Created, launched, and oversaw all marketing and branding efforts for the Spartan Trifecta – a series of 3 races, which grew the community from 1,000 to 50,000 participants in 5 years.  Developed a new pricing model that increased average price / ticket from $84 to $90, generating $3M in additional revenue.  Promoted 4 times over 9-year period, culminating in a Vice President role.

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Jun 2014 - Sep 2017

Spartan Race, Inc.

Director of Product Marketing

Director, Product Marketing (2014 – 2017) • Oversaw product lifecycle from conception through production, studying industry trends, consumer behavior, and price elasticity to inform marketing and pricing strategies. Accomplishments:  Surpassed revenue goals set by the board of directors through adjusting product mix, building a successful go-to-market strategy, and using advanced revenue management techniques.  Devised programs like dynamic pricing and inventory management in order to raise the average order value by almost $10, bringing in an additional $3.5M.

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Mar 2013 - Jun 2014

Spartan Race, Inc.

Sr. Advertising and Promotions Manager

• Drove strategy behind the company promotions which totaled 25% of the overall company revenue and identified key product mix adjustments that allowed the company to surpass budget goals and vault to the industry leader • Created master plan of the traditional marketing channel – includes: Out of Home, Radio, TV, Digital, Print, and Field marketing. This allowed Spartan to enhance its brand recognition and built a perfect dynamic of brand awareness followed by conversion through the promotional strategy to produce a global lifestyle brand tallying hundreds of thousands of participants • Created event ticket pricing tiers, corporate teams packages, and managed 3rd party affiliates that encompassed 20% of overall revenue for the business • Tracked all ROI for traditional, promotional and corporate teams marketing efforts as well as implementing project management systems such as a marketing campaign calendar, race marketing calendar, and campaign request forms

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Jan 2011 - Mar 2013

Spartan Race, Inc.

Regional Marketing Manager

• Developed race marketing and sales strategy of specific regions of the United States (Northeast and Southeast) by understanding the area through market analysis and creating partnerships through key fitness accounts, local ambassadors, trade shows, and grassroots marketing efforts to manage the regional business. Became an industry expert in events with the core focus being to grow brand awareness and event participation in key regions of the US • Was a key player in the re-organization of the marketing department in order to meet the scaling needs of the company. Worked with the acting President and the Founder & CEO to develop new marketing strategies to move from start-up to an enterprise

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