Specialized Bicycles, Global Marketing Integrations. Rotman MBA, Class of 2005.
San Francisco Bay Area
- Current
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- Global Marketing Integrations Manager at Specialized Bicycles
- Past
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- Global Marketing & Communications at Specialized Bicycles
- Website Director at Supergo Bike Shops
- Education
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- University of Toronto - Rotman School of Management
- Connections
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171
connections
- Industry
- Sporting Goods
- Websites
Chris Matthews’s Summary
I am privileged to work with a wide array of professionals from dozens of countries and cultures worldwide. It's uniquely challenging and rewarding, and the lessons I am continually learning in collaboration, communication, and global strategy development continue to astonish and delight me.
The bicycle and action sports industries have treated me well and taught me the value of truly understanding the "customer experience"; that inimitable advantage of actually seeing the world from the perspective of your audience. The Rotman business school (University of Toronto) provided me with a valuable and more widely-angled perspective that I wouldn't have gotten elsewhere, and I continue to learn from professors and alums alike. And I enjoy putting it all to good use.
I am often most effective when I'm creating and/or fixing things.
And yes, I do like riding my bicycle.
Chris Matthews’s Specialties:
Global management, marketing & marketing strategy, interactive media & usability design, journalism, cycling and action sports, e-commerce, social networking, community development, and creating change.
Chris Matthews’s Experience
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Global Marketing Integrations Manager
Specialized Bicycles
(Sporting Goods industry)
2005 — Present (4 years )
Responsible for international collaboration and communication between marketing groups across 6 continents. Focused on improving development and deployment of key marketing initiatives globally, and championing and maintaining a global perspective to the corporate headquarters. Involved in marketing strategy decisions as they relate to global markets and global brand consistency.
Led the launch of www.specializedriders.com, a community-based website and part of the Specialized Riders Club, a brand club that brings owners together to ride more, more often.
Currently overseeing and managing social media strategy for Specialized, putting tools such as twitter and facebook to use in ways that support a more broad overall strategy, and connect us in more meaningful ways with real people around the world.
Also overseeing global advocacy budgets; developed a focused global strategy to create lasting impact within the cycling environments, and extending that reach through worldwide colleagues to affect change abroad as well as domestically. -
Global Marketing & Communications
Specialized Bicycles
(Privately Held; 201-500 employees; Sporting Goods industry)
May 2004 — August 2004 (4 months)
Summer intern position. Resuming position with additional global responsibilities in May 2005.
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Website Director
Supergo Bike Shops
(Sporting Goods industry)
May 1999 — August 2003 (4 years 4 months)
Website Director, 1999-2003
• Responsible for web content and strategy supporting a $35M industry-leading corporation. Specifically:
• Contributed to online sales growth from ~$80,000/month in `99 to $1,000,000+/month in `03
• Designed, implemented, and managed an ongoing email marketing campaign, creating and sending over 500,000 targeted opt-in emails per month. Utilized sales metrics and demographics to improve targeting and response.
• Acted as client representative to outsourced programmers and developers during creation of 3 consecutive website designs over the course of 3 years. Responsible for synergy and communications between teams.
Chris Matthews’s Education
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University of Toronto - Rotman School of Management
MBA , 2003 — 2005
