I specialize in marketing and experience design. My aspiration is to create experiences, optimize, solve problems and provide solutions to serve users and customers, and help society or businesses do better with the opportunities that new technologies create.
Welcome to my website!
This site should give you a brief snapshot of who I am, some experiences I’ve had, and a few of the things I’ve worked on. Have a look around, discover more about me and let’s connect together!
Here’s a quick summary – I’m a final year MSc student in Digital Marketing and Corporate Communications with a minors degree in Strategy & Experience Design. Also a “side-hustling” freelance web-designer, marketer, and occasional gigging musician. I love Jazz, gaming – when possible, potato chips! and exploring new places. Fun fact! I once hitch-hiked to the Shire (from Lord of The Rings) in rural New Zealand. See my Bio below.
Here’s why we would connect well:
Highly communicative with strong interpersonal skills. Excels at also expressing ideas and solutions.
Enjoys using insight and creativity to help others and think about innovative ways to improve things.
Adaptive, sociable, positive, warm, polite, and diplomatic. Driven by people-centricity and growth.
Diverse work & life experience
Diverse experiences have shaped me to who I am; through work, travel, cultural exposure, and education.
A curious mind that loves exploring environments that influence human experience, and value creation.
Willing to share, evolve, and learn and expand my job description. Next step is the unknown, ready for challenge.
Matthew is Canadian-born with Irish dual-citizenship from his parents, raised in Aurora Ontario 40km north of the greater Toronto area. Matthew has experienced living in 4 different countries and traveled to many, has passengered a two-seater cargo bush plane to live on a small Tasmanian island for 4 months, has hitch-hicked with a friend to the Shire (movie set location from Lord of The Rings) in rural New Zeland, surfed the frigid cold waters of the Irish-Atlantic, he’s performed at a music concert for an arena of 800 people, and met his lovely Finnish partner of 10 years-strong in the sunny city of Brisbane, Australia.
In the past, he’s worked at an aquarium retail store, has been a drum builder’s apprentice, a short-order cook, event catering server, an in-store sales representative for a well-known Canadian apparel brand, a boarding school teachers’ assistant, to helping develop a family-run business, then later working for a unit of the United Nations, digital agencies and startups. His curiosity, eagerness to explore, learn and diverse background has helped him to not only step out of his comfort zone but also approach things holistically in everything he does with a positive impact.
In 2013, he started his formal education journey in Finland, studying a bachelor’s in tourism, raising his interest in experience economy, mobility, and destination marketing. Having done a thesis focused on contexual localization in the travel industry, it influenced him to pursue a master’s degree to deepen his knowledge in the dynamic field of digital marketing. Matthew also has a fascination with psychology and environments (physical and virtual) which influence behavior. During his time as a student, he’s been taking on freelance side projects (e.g web design & optimization) and engrossed in internet business and the functions that drive it. For example, one of his latest accomplishments involves helping a traditional small business become more digital-centric, which now generates around 80% of its leads and on-going revenue through its web presence. Though not limited to, Matthew gravitates his interest towards industries like retail, hospitality, transportation, music, entertainment, and of course design, marketing, and advertising.
Being growth-oriented, Matthew is always ready for the next big challenge and step into the unknown. He most enjoys working with value proposition, creative endeavors, and people-centered roles. In pop psychology assessments, Matthew scores high in Openness to Experience in his Big Five profile with moderately high scores in Agreeableness and Extraversion. You can find Matthew at your nearest music venue, gaming by building virtual cities, at the gym, and spending time with friends, and his partner.
Featured projects I’ve worked on.
Master's Thesis Research
PROJECT IN PROGRESS > Qualitative interviews.
Currently conducting a thesis on the theme of in-store behavior analytics, shopper marketing, and “connected” store experience. This project page is made as an overview for interviewee prospects.
Content + Website design portfolio
12 featured web projects and writing samples
Featured website design projects and writing samples of my past and present clients. These web projects include full-service management of their website, content production, online positioning, and advisory.
Music Venue & Gig Listing Platform
Passion-project, web development, and live events
A Jazz resource platform and directory site, covering festivals and events, jazz venues, gig listings, and musician promotional activities in featured cities around the world. I co-established this project working with web development & design, marketing, content production, data sourcing & collection, user acquisition, and development of the platform.
Project page coming soon…
BA Semester Projects
3 featured company commissioned projects
A brief overview of my bachelor’s studies in university of applied sciences – featuring three-semester projects: planning & production of a travel trade show event, corporate travel management research, and a brand image & customer satisfaction research. These projects were company commissioned.
Project page coming soon…
Audience Engagement & Insights
Business project & strategic design research
Conducted research & strategic design consisting of audience understanding, persona and customer journey planning, and communication plan for Aalto Universities’s corporate engagement department.
Google Marketing Challenge
Google Adwords (PPC) campaign project
Strategizing & Running a Google Ads Campaign for Megan Meier Foundation. The project was hosted and funded by Google (GOMC), matching a selected non-profit organization with a qualifying small student team to strategize and manage the client campaign over a 4 week period with $10k ad spend.
Project page coming soon…
Startup Funding Event
“Start-up” venture, event planning & production
An international collaborated project established by a small team of entrepreneurial-minded young-professionals. Starting from an idea, we established an international event that expanded into four cities and in three countries, bringing together start-ups, world-class founders, and investors.
Project page coming soon…
University of Jyväskylä
MSc: Digital Marketing and Corporate Communications
Minor studies: Strategy & Experience Design (ITP, Aalto University)
Thesis: In-store behavior analytics and shopper marketing (in progress)
Extracurricular: Cultural Planning & Creative Placemaking
(Open university course from Sibelius-UNIARTS Helsinki)
2018 – present
Haaga-Helia University of Applied Sciences
BA: Business Tourism & Events Management
2013 – 2017
February 2015 – Present | Freelance/Remote
I’ve been freelancing on the side for over 6 years, focusing on creating marketing-centric websites, design, and content (e.g copywriting), advising clients, and business growth for a variety of business niches. Being a freelancer, I have worked on my own acquisition, and offering affordable and high-quality services and coaching to small business clients. In addition, I’ve offered Whitelabel services and have worked in collaboration with boutique digital agencies; Acebo, AtelierDigital Ltd, and AuthorityWriting.
- Conversion-focused websites using modern web design and UX practices.
- Coached and helped clients understand their needs and which design and marketing solutions would best match their goals and expectations for online positioning.
- Designed multiple WordPress websites and worked on growth marketing tactics.
- Used website optimization and reporting tools e.g Google Analytics, Hotjar, and SEMrush to improve traffic, user engagement, improve user journeys, and implement ways to increase lead generation and conversion rates.
- Implement innovative marketing ideas, and new areas of business for clients.
- Client acquisition
Logmore Ltd. | February – April 2021 | Helsinki, Finland
Worked directly with Logmore, a Finnish IoT tech startup. Internship trainee programme hosted via Icebreaker.vc – a venture capital firm and community on a mission to help build strong tech companies.
- Gained familiarity with growth hacking processes.
- Initiated and managed ongoing experiential marketing campaigns using various tactics.
- Implemented marketing automation flows and user journey planning.
- Optimized and created customer experience/onboarding process and content.
- Created marketing and design materials, including email sales copywriting, blog posts.
- Stakeholder communication, including solution provider sourcing.
United Nations University (UNU-WIDER) – Full-time contract.
Jul 2015 – Oct 2015 and May 2018 – Oct 2018 | Helsinki Finland | Website
- Handling communications related to travel, and liaising with event participants, travellers, and UN personnel.
- Management of over 300 travel accounts and travel documentation processing.
- Resolving any difficult and or urgent cases.
- Developed and improved the conference event experience by initiating a live music entertainment programme over 3 days, hiring best in class talent tailored to the event.
Toolbox-Travel Marketing & Consulting – Full-time Intern
September 2016 – March 2017 | Helsinki, Finland | Website
- Assisting with the organization of MeetFinland and MatkaTravel B2B trade show events.
- Liaison officer and stakeholder communications between suppliers and buyers.
- Creating marketing material, promotion of tourism packages, and destinations to prospective clients.
- Organization and hosting of group tours.
Other Experience, skills & interests
- Slush, 2019, Helsinki
Event support, Sustainability Team
- Startup Funding Event
04.2018, Rotterdam, NL & 11.2018, Helsinki FI.
Founders team, organized by WhyNot3.
- WhyNot3, 0.1.2018-2019
Business ideation and team building small group.
- Porvoo Jazz Festival, 2014
Event planning, ideation, and onsite event support.
- Lattitude Global Volunteering, 2010-2011
Spent 1 year in New Zealand as a school assistant, followed by 4 months in Australia as an outdoor education assistant.
Achievements & Certificates
- Google Online Marketing Fundamentals Certification
- Google Ads Fundamentals Certification
- Hubspot Inbound Marketing Certified
- TeamTreeHouse Front End development track
- Google Online Marketing Challenge (GOMC)
- Stukent Marketing simulation Certificate
- St.Peterline brand image research project
- Team leader, Matka travel trade show
- Aalto ITP diploma
Skills & Tools
- WordPress (Divi Specialist)
- Search Engine Optimization (SEO)
- Basics of SEM and display ads across various channels.
- Copywriting & content production
- Market Research and Analysis
- Solid understanding of web concepts and various areas of digital marketing
Tools & Software:
- WordPress, Wix, Squarespace
- Canva & basics of Photoshop
- Adwords, Linkedin, Facebook, Quora, Adroll
- Google Analytics, Hotjar, SEMrush
- MailChimp, Getresponce.
- Creative strategy, advertising, brand & creative.
- Experience design
- Growth Marketing
- Retail and Shopper Marketing
- Location-based advertising and mobile marketing
- SaaS, Martech, adtech & retailtech
- Research & development
- Behavioral sciences and psychology
Industry-related: Rory Sutherland, Paco Underhill, Doug Stephens, Richard Shotton, Robert Cialdini, Mark Ritson, Simon Sinek, and more…
Books of Influence
Key personal traits:
Matthew is a Creative with a capital C. Every situation spawns a stream of new, innovative ideas on presentation or solution, often accompanied by a mention “I actually know someone in [the scene or industry]”.
He’s also quite at home working in varying teams. During his internship, he participated in developing especially our marketing and customer experience, talking with different people all around the organization to get a proper understanding of what could be done, particularly to improve growth and through counter-intuitive thinking. People never minded, either, since Matthew shows real commitment to making a difference for the customer, and does it in a friendly, cheerful way.
Head of Marketing, Logmore Oy
I worked with Matthew on various jazz-related web projects in the past, along with his help to work on client projects. Primarily used him because of his attitude to a work ethic I admired. Not one to quit anything he has a passion for adding to his dose of detail he adds to tasks or projects.
I’d happily recommend him for his digital mindset with a proactive customer-centric approach to his native thinking. I’ll be working with him again soon on many new projects we have lined up.
CEO, AtelierDigital and Jazz Interlude Ltd.
Matthew worked closely with my team and I at AuthorityWriting, along with the developments of a few other agency web projects. I really valued his creativity, entrepreneurial mindset, and great communication skills, which also helped gauge new areas of business and acquire new prospects. Matthew’s experience with us has helped shape his solid understanding for digital marketing activities, SEO and content marketing and strategy in particular. I can highly recommend Matthew as he would be a great asset to your team or project.
Serial Entrepreneur, AuthorityWriting
Matthew has helped me with my business and its online positioning since 2014. He has done a fantastic job on my website and has generated a lot of business for me. In fact, the majority of all new business that comes in is through my website, from Matthew’s marketing efforts.
Matthew is extremely knowledgeable about marketing and is always there for me when I need it.
CEO, Spar-Clean Inc.
We are all impressed by Matthew’s attitude and efforts towards his responsibilities at Slush as a volunteer. No matter the pressure, Matthew was there to take on the tasks with strong ownership, careful planning, and extraordinary results. Collaborating with Matthew has been a pleasure and our team is happy to recommend him.
Chief Talent Officer, Slush
I have worked with Matthew in several projects during our studies in Haaga-Helia and I was lucky to have him also as a colleague at UNU-WIDER. Matthew is a pro-active doer and he has high working ethics. He has very good public speaking skills and a creative mindset.
As a person, Matthew is extremely pleasant to work with and he definitely cheers up the whole community
Former colleague at UNU-WIDER