Matthew Cannida

Experience

• 

  City of Evanston

  Jun 2014 - Nov 2020

  Beach Office Associate

  • Compiled and efficiently interpreted revenue data from 8 beaches daily at the lakefront base of operations • Trained 15 high school and college students in job-specific computer procedures and office duties• Implemented customer relationship management plans to increase likelihood of future purchases• Supervised 200-300 beach patrons daily to ensure their safety and well-being

• 

  The Borgen Project

  Feb 2019 - May 2019

  Marketing/Public Relations Intern

  • Performed market research using focus groups to determine which marketing channel would be most beneficial • Contributed remotely to digital marketing strategy by sending direct emails and utilizing social media campaigns• Generated 10+ original videos, presentations, and advertisements to increase brand awareness for the project• Facilitated close relationships with local media outlets and small businesses to maintain positive brand image

• 

  WIld Bill's Coffeeshop

  Aug 2019 - May 2020

  Business & Marketing Manager

  • Increased sales by 15% by implementing a multichannel marketing plan to increase brand recognition on campus • Streamlined daily budget operations by analyzing weekly sales trends and setting cost-effective menu pricing • Monitored Facebook post analytics and SEO strategy to maximize digital customer interaction and loyalty• Demonstrated attention to detail by thoroughly evaluating inventory reports from 20+ employees weekly • Managed brand image by revitalizing signage, social media presence, and website with new logo Show less

• 

  McGraw Hill

  Nov 2020 - now

  • Planned and executed multi-stage product launch marketing campaign for ALEKS Adventure, including email, paid media, paid search, event and digital marketing to hit projected revenue goals• Conducted competitive analysis to identify competitive landscape, market gaps, and opportunities to inform product marketing strategy, marketing planning, and product differentiation based on insights from market• Monitored effectiveness of data-driven campaigns for product-specific and multi-product initiatives, targeted national and state markets, focused on full-funnel, nurturing, lead-generation, and retention• Organized, planned, and promoted 5+ regional in-person and virtual events for key customer accounts to cultivate an excited and engaged community of fans for our brand and products • Developed product positioning, messaging, go-to-market strategy, customer segments, and 7+ targeted marketing campaigns that effectively communicated the value of 4+ products to customers, salesforce, and stakeholders• Developed go-to-sales strategy, including sales enablement materials, presentations, case studies, product trainings, and competitive matrix to generate excitement and instill confidence for 100+ person sales team Show less • Assisted research team lead to ideate, plan, execute, and roll up 15+ UI/UX, product, and market research studies per year to understand customer market needs and make user enhancements to the ALEKS learning platform• Led the strategy and planned the layout for external ALEKS success stories and internal asset inventory management webpages for the Marketing Engagement and Sales Implementation team • Launched email campaigns with engaging copy consistent with McGraw Hill and ALEKS brand messaging to promote events and activities • Led a team of 12 cross functional members that planned, executed, and promoted at least 1 engaging virtual event per month to boost employee engagement of 100+ people in Science Engineering and Math department at McGraw Hill• Analyzed qualitative and quantitative data from surveys and interview notes to present key findings to inform the strategy of the McGraw Hill math and chemistry product, sales, market development, and marketing teams • Participated as Scrum Master for the ALEKS Research and Development team to facilitate weekly check ins, quarterly retrospectives, and sprint planning meetings• Coordinated budgets to process research participants’ honorarium payments and invoices for surveys, events, and interviews• Managed and processed royalty payments to authors of McGraw-Hill mathematics and chemistry textbooks Show less

  • Associate Product Marketing Manager

    Feb 2023 - now

  • Product & Research Coordinator

    Nov 2020 - Feb 2023