Matthew G. Knell E-mail: matt@tagsmith.org LinkedIn: http://www.linkedin.com/in/mknell CV: http://www.tagsmith.org/cv Summary Recognized leader in the Social Media Product Development and Marketing space with a defined track record of developing successful websites, online products and campaigns for major brands. Specialized Skills Social Media and Internet marketing, brand and product management, e-commerce, web analytics, UI/UX/Interaction design, project management, client-side design and development Recent Experience CafeMom.com (CMI Marketing, Inc.), New York, NY Director, Emerging and Social Media Strategy, August 2009 to present - Manage product strategy for integration of social tools into CafeMom network of sites, and distribution of CafeMom content and brand across the social web. Integrations include Facebook Connect, Sign In with Twitter, the Facebook application and fan pages platforms, and OpenSocial. - Developing strategy for acquiring new users for CafeMom.com through the development of new on-brand Facebook applications, content programming on Twitter and optimizing conversion on Facebook fan page. - Managed and designed QuizMom and Pledges Facebook applications from idea through launch. - Created an “advertorial” content share experience into Nestle’s Wonka brand product called “Imagine If...” application, providing deep integration of their brand into Facebook news feed using Facebook Connect. - Launched repurposed Latte Land game from CafeMom.com as Facebook application from 0 to 300,000 page views a day in 3 weeks through use of existing Facebook fan base and less than $300 a day marketing spend. - Responsible for understanding and implementation of Facebook marketing and platform requirements to ensure effective execution of marketing campaigns. - Metrics and reporting using in-house metrics platform, Google Analytics and bit.ly. MTV Networks, New York, NY Senior Manager, Social Media Product Development, November 2007 to August 2009 Manage product development, user experience design projects, and client integration of content-based Flux social media platform used by than 30 major MTV Networks and Viacom brands. - Site launches include Comedy Central, Colbert Report, MTV Tr3s, MTV’s Think, TV Land, CMT, LaZona and various reality casting show websites. - Product launches include Facebook Connect and Twitter integration, user profile redesign, member search and management, redesign of upload, comment and rating widgets for use by third-party websites New York University School of Continuing and Professional Studies, New York, NY Adjunct Instructor, July 2007 to Present Teach Social Media, Information Architecture and Website Usability classes to NYU continuing education students part-time. - Classes taught: PR 2.0: Using Social Media to Engage Customers and Their Communities, Information Architecture: Fundamentals and Website Usability JetBlue Airways Corporation, Forest Hills, NY General Manager, jetblue.com, June 2007 to November 2007 Manager, Internet Marketing, January 2006 to June 2007 Senior Internet Analyst, January 2004 to January 2006 Managed day-to-day operation, product development and content management of jetblue.com website, responsible for sale of 80% of flights sold and $2.5 billion in revenue annually. - Launched JetBlue Twitter and defined and executed JetBlue’s first social media strategy. - Product launches managed include low fare search, JetBlue Cruises, self-service customer knowledge base, The Simpsons Movie marketing campaign, JetBlue Getaways vacations, city destination pages, Online Flight Check-In, airline anniversary contests, and countless weekly sale fare promotions. - Managed all aspects of redesign and relaunch of jetblue.com website increasing purchase conversion ratio by 20%. - Managed relationships with interactive agencies to ensure on-time deliverables. - Defined and implemented web analytics using Omniture SiteCatalyst. - Led enterprise content management system RFP from proposal to final implementation. Scholastic, New York, NY Associate Producer, Learning Management Systems, October 2003 to January 2004 Product development and project management of million-dollar Learning Management System. - Managed relationships with internal Scholastic development and design teams. - Wrote, maintained and updated extensive product and functional specifications documentation. About.com, New York, NY Project Manager, Sprinks, July 2001 to August 2003 Production Coordinator, September 2000 to July 2001 HTML Producer, Corporate Marketing and Revenue Programs, March 2000 to September 2000 Auto Racing Guide, August 1997 to April 2000 Project management, interface design, content management and client-side production and design for top 5 website. - Designed and deployed million-dollar custom distribution system for distributing contextual pay-per-click advertising. - Managed interface design and deployment of patent-pending search advertising e-commerce platform. - Worked with About content teams to revise and redesign About.com homepage. - Wrote implementation specifications for partnership deals for over 500 partners. Prior work experience, references and articles available upon request. Education Pace University, Bachelor of Science, Information Systems, cum laude New York University, Basic Project Management Patents Pending US Patent Application Number 10/309,332 - Method and system for providing advertising through content specific nodes over the internet, filed January 22, 2004. Community Experience - Co-Founder of SM4SC, a social media marketing organization that has helped raise more then $40,000 for CityHarvest, Jane Doe, Inc and Camillus House with online and in-person events in Boston, New York and Miami with no fixed budget. - Organized SocialChangeCamp NYC, an unconference bringing together thought leaders to discuss how to use Social Media to drive social change. Presenting Experience BarCamp New York, Social Media Breakfast NYC, NY Social Media Roundtable, TEDx New York, BarCamp Philadelphia, Interwoven Gear Up Conference Press Featured in Advertising Age, the New York Observer, MediaBistro and Mashable.