About Me

I’m a final year masters student studying Digital Marketing and Corporate Communications with a minors degree in Strategy & Experience Design. I’m currently doing my thesis research on in-store behavior analytics and marketing in retail.

People often consider me as a warm, well-rounded and easy person to be around, agile, a good communicator, people-centric, and intuitive with a prospecting outlook. In my work life, I enjoy using insight and creativity to help others and think about innovative ways to improve things. 

In my free time, I’ll be immersed in music – playing or listening to Jazz, gaming by building virtual cities, exercising at the gym, or out strolling the city or nature nearby. I am originally from Canada, I hold Irish duel-EU citizenship and I am currently living in Finland.


Matthew was raised in Aurora Ontario, just outside of the greater Toronto area, a town known for its hockey and once home to one of Canada’s past prime ministers. Matthew has experienced living in 4 countries and traveled to many, has flown in a two-seater cargo bush plane to live on a Tasmanian island for 4 months, has hitch-hicked with a friend to the Shire (from the movie Lord of The Rings) set 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 had met his lovely Finnish partner of 10 years-strong in the sunny city of Brisbane, Australia.

In the past, he’s been a drum builder’s apprentice, a short-order cook and catering server, an in-store retail sales representative for two big-name brands, a boarding school’s assistant, a gigging musician, to helping develop a family-run business, an international startup event, to later working for a unit of the United Nations, and boutique marketing agencies, to name a few. His eagerness to 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. His thesis focused on search engine optimization and localization in the travel industry and influenced him to pursue a master’s degree to deepen his knowledge in the dynamic field of digital marketing. In addition, Matthew has a fascination with both physical and virtual environments and how they influence us, which create a deeper human experience. During his time as a student, he’s been taking on freelance side projects (e.g web design) and engrossed in internet business and the functions that drive it. For example, through practice and value proposition, he’s helped a cleaning business generate around 80% of its on-going revenue through website optimization and online acquisition. Being growth-oriented, Matthew is always ready for the next big challenge.

In pop psychology assessments, Matthew scores high in Openness to Experience in his Big Five profile with moderately high scores in Agreeableness and Extraversion.

My Philosophy


Pursue what is meaningful, not what is expedient

Seeking to be inspired, think unconventionally, driven by curiosity, challenge, and practicality.


Be open minded and believe in change

Aspiring to solve problems and provide solutions to serve users and customers, and help society or businesses do better!


View everyone who comes into your life as a teacher

Always be learning from others, but compare yourself to who you were yesterday, not to who someone else is today.


Be crafty, kind and honest

To be my sociable smiling self, always surround myself with music, creative minds, and those who bring out the best in me.

Professional Interests

I find it fascinating to explore and understand the relationship between people, environment, products, and services, and bridging the gap between offline and online, adaptive spaces.
  • Digital services and solutions
  • Growth marketing and optimization
  • GeoLocalization
  • Multi-channel / omnichannel
  • Location-based advertising and mobile proximity marketing
  • Contextual/Personalisation
  • Martech, adtech & retailtech
  • Product Marketing
  • Positioning systems (WiFi/IoT/RFID/LBS)
  • Increasing Retailer Footfall, people flow and visitor experience of physical venue space
  • Behavior analytics (offline & online)
  • Shopper Marketing
  • Service and experience design