Matthew Anger
Bellmore,NY
Summary
10+ years results driven social media and influencer strategist, who is obsessed with trend forward content, platform growth/changes and analytics.
Overview
9
9
years of professional experience
Work History
Digital Director
Anheuser-Busch
10.2022 - Current
- Co-founded Hey, Hei, the first gin-based drink out of ABI’s innovation lab. Pre-launch responsibilities included the development of the brand name, creative, liquid, positioning, voice, and sales strategy for launch in Miami, FL.
- Led the buildout for our website (drinkheyhei.com) and social channels, including content strategy and 3 production shoots to-date.
- Currently leading our DTC and Ecommerce workstreams, collaborating with partners such as Instacart, GoPuff, ABC Fine Wine & Spirits and Total Wine & More.
- Developed our influencer strategy and have worked with 100+ creators (paid/non-paid) across 10 months. Creators have amassed 10MM+ impressions, 1MM+ video views and an average engagement rate of 3.03% across all tiers (beating out our top competitor's average and many influencers’ personal bests). Led a panel and case study from our launch program w/ Traackr ("Hey, Hei: Influencer Marketing Case Study How Hey, Hei broke through with local creators to support its launch in South Florida.").
- Established our paid social and search strategy and lead day-to-day implementation of content and performance.
- Meta average CPC on all traffic ads is $0.41 (Core ABI benchmark is $1.35), driving 25K clicks to Ecommerce sites.
- Meta average CPM on all awareness ads is $2.36 (Core ABI benchmark is $3.31) driving 12.5M+ impressions and 2.5M+ reach across all ads.
- Hey, Hei has over 325+ points of distribution in Florida and generated $232,000 in gross revenue to-date.
Vice President
M Booth
02.2018 - 10.2022
- Social/influencer lead for the food & wellness practice group, serving as key senior point of contact for clients: Morton Salt, Sovos Brands (Rao's Homemade, Michael Angelo's Frozen & noosa yoghurt), PepsiCo (Driftwell & Neon Zebra), Hood (Planet Oat & Cottage Cheese), Pharmavite (NatureMade) and HairClub.
- Oversee $1.5MM+ in influencer programming, and $500K in social media/employer branding projects, equating to $1MM in agency fee in 2021 YTD. Responsible for responding and scoping out social/digital incremental and new business opportunities for the practice group - and heavily involved in the pitching process.
- Currently oversee three Digital Strategists on the team, from projects to professional development.
- Spearheaded key campaigns for clients, outperforming benchmarks, including Morton Salt's #EraseFoodWaste Battle Series, HairClub's Animated Video Service Series, Driftwell's Sunday Night Reset and Neon Zebra’s first TikTok test and learn.
- Part of the M Booth Influencer Team, leading key discussions in the space and sharing thought-leadership by means of articles, panels and key point of contact for the agency overall. Co-lead of DEI agency effort around Influencer Pay Equity.
Senior Digital Strategist
Ketchum
06.2015 - 02.2018
- Day-to-day client contact for Splenda, managing social communities and driving all digital initiatives. Most notably, lead digital strategist on the "Debunk the Junk" campaign, an initiative to debunk junk science, including partnerships with Someecards, The Onion, social influencers and others.
- Client contact for Gillette – playing an integral part in all digital initiatives including influencer marketing, athlete social and video management, sponsorships and paid media.
- Community manager, ghost writer and executive leadership support to Simon Lowden, President and Chief Marketing Officer/ Global Snacks at PepsiCo, for his personal Twitter and LinkedIn accounts (@SimonLowden).
- Oversaw an Associate Digital Strategist’s growth and development within the company, as well as play an important part in the new business pipeline and team growth efforts.
Digital Marketing Specialist
Taylor Strategy
06.2015 - 02.2018
- Responsible for creating, handling and managing day-to-day community management & strategic counsel for Jordan Brand (@Jumpman23), NASCAR (@NASCAR), Guinness (@GuinnessUS) and George Dickel Whisky (@GeorgeDickel).
- Co-creator and day-to-day lead of Jordan Brand's “Flight Club” influencer program, generating north of 4MM engagements, 100MM impressions and growing. Executed $150,000 social media buy for @TideNFL during the 2015 NFL Draft, generating over 400K+ social engagements in three hours while having more Twitter mentions than 20 NFL teams.
- Managed Taylor's social media channels – working with internal teams to create content around relevant campaigns.
Education
Bachelor of Arts - Communications
York College of Pennsylvania
York, PA08.2012
Skills
- Influencer strategy, relations & execution
- Social media content strategy & trendspotting
- Social and digital benchmarking and analytics
- Out-of-home marketing
- Agency & in-house experience
Timeline
Digital Director
Anheuser-Busch
10.2022 - Current
Vice President
M Booth
02.2018 - 10.2022
Senior Digital Strategist
Ketchum
06.2015 - 02.2018
Digital Marketing Specialist
Taylor Strategy
06.2015 - 02.2018
Bachelor of Arts - Communications
York College of Pennsylvania