Matthew DiPaulo
Pompton Lakes,NJ
Summary
Managerial professional with proven record of streamlining processes and leading high-performing teams. Known for strong analytical skills and commitment to achieving results. Teams rely on collaborative leadership and adaptability to changing needs.
Experienced with team leadership, strategic planning, and operational management. Utilizes effective communication and organizational skills to drive project success. Track record of fostering productive work environments and achieving set goals.
Overview
34
34
years of professional experience
1
1
Certification
Work History
Senior Activation Manager – Omnichannel
BP Lubricants USA Inc
01.2025 - Current
- Lead omnichannel activation strategy across digital and in-store platforms to drive Castrol brand engagement and consumer conversion.
- Leverage data-driven insights to design integrated campaigns aligned with customer purchase behaviors and media consumption habits.
- Enhance visibility and shopper experience at digital shelf through optimized PDPs, influencer collaboration, and dynamic creative testing.
- Elevated Castrol's brand health to #3 market position by streamlining the purchase journey and refreshing the brand digitally and in-store.
- Leveraged investment growth with AutoZone Media Network, boosting Share of Voice from 15% to 24%.
Senior Channel Marketing Manager
BP Lubricants USA Inc
01.2021 - 12.2024
- Lead channel marketing team in creating consumer demand for Castrol premium lubricant products at major retailers through strategic development of industry leading programs, digital excellence, and flawless execution.
- Managed $13M media and activation budget.
- Lead omnichannel activation strategy across digital and in-store platforms to drive Castrol brand engagement increasing ROAS by 21%.
- Leveraged data-driven insights with Walmart Connect to design integrated campaigns driving display ad attributed sales to $26M and search attributed sales to $4.2M
- Increased Amazon display ad performance by +17% to $10.5M in attributed sales.
- Developed new innovative ways to connect consumers to our brands such as testing iBotta at WalMart, AutoZone, and Kroger.
- Enhanced the consumer experience through our search and display media campaigns on Amazon and Walmart.com with engaging content and leveraging influencers which has led to 50% New to Brand (NTB) consumers.
Channel Marketing Manager – National & Regional Key Accounts
BP Lubricants USA Inc
01.2018 - 12.2020
- Instrumental role in solidifying three-year contract with Take 5, enabled by design and execution of campaigns driving car counts, awareness, accelerating the core of our premium products mix to 78%, and earning Supplier of the Year for 2019.
- Embedding growth mindset drove +13,000 consumers for EDGE oil changes via implementing new/lost customer campaigns at Najjar Lube Centers, increasing premium mix to 70%.
- For OEM/FW channel, developed co-marketing campaigns delivering incremental EDGE Professional oil changes (+5%) and gross margin (+10%)
- Fostered a culture of continuous improvement by implementing best practices across all aspects of channel marketing management processes.
- Streamlined communication with channel partners, leading to stronger relationships and increased sales.
Channel Marketing Manager – Independent Workshop Segment
BP Lubricants USA Inc
01.2016 - 12.2017
- Delivered +19% synthetic growth by focusing on premiumization and technician advocacy.
- Surpassed new account acquisition targets by 7% and built custom pricing tools via the Profit Booster platform.
- Localized global “Partner for Life” program for U.S. market, driving channel penetration and loyalty into 50 new accounts.
- Increased channel partner satisfaction by developing and executing tailored marketing strategies.
Trade Marketing Manager – OEM/Franchise Workshops
BP Lubricants USA Inc
01.2009 - 12.2015
- Launched tailored trade programs that grew Edge/Edge Professional GM by $9.7M.
- Exceeded growth KPIs while expanding Castrol's reach across VW/Audi, JLR, Mazda, and Volvo dealer networks.
- Created $50K service revenue stream through Castrol Protection Plus and expanded EDGE Professional presence in 33 dealerships.
- Exceeded volume, turnover, and gross margin goals (volume: 36.2v s. plan 25.2/GM: $66.2 vs. plan $67.8/NTO: $144.9 vs. $144.6)
US Retail Trade Marketing Manager
BP Lubricants USA Inc
01.2006 - 12.2008
- Achieved 50% reduction in Retail Display Pallet Program cycle time, resulting in $22.8M gross margin improvement.
- Boosted Hispanic market engagement by 26% through tailored in-store activations and events.
- Earned Six Sigma Green Belt certification for retail process improvement.
- Devised product pricing strategies and trade marketing investments to support growth.
Customer Interface Manager
BP Lubricants USA Inc
01.2004 - 01.2006
- Leveraging customer relationships to gain distribution of new product launches and line extensions
- Developed and implemented innovative toolkits and solutions to maximize category sales and profits
- Secured key product distribution wins at Advance Auto Parts and AutoZone.
- Enhanced customer satisfaction by resolving disputes promptly, maintaining open lines of communication, and ensuring high-quality service delivery.
Category Manager
BP Lubricants USA Inc
01.2000 - 01.2004
- Built and executed category management strategies using syndicated and shopper data to uncover growth opportunities.
- Delivered consistent YOY improvements in volume (+2%), net turnover (+7%), and gross margin (+9.6%).
- Honored as AutoZone Category Captain and Advance Category Validator.
Filed Operations Manager
Francis Markets, Ltd (Foodtown)
04.1997 - 04.2000
- Maintained open lines of communication between upper management and field personnel, facilitating smooth information flow throughout the organization.
- Coordinated logistics efforts for efficient deployment of resources across various job sites simultaneously.
- Managed large-scale projects from inception to completion, consistently meeting deadlines and staying within budget constraints.
- Aligned field operations goals with overall company objectives, ensuring all projects were executed according to corporate standards and expectations.
Merchandise Buyer
The Great Atlantic & Pacific Tea Co.
05.1991 - 04.1997
- Evaluated vendor performance regularly, ensuring a consistent supply of high-quality products and addressing any issues proactively.
- Implemented effective open-to-buy plans, optimizing inventory levels, and minimizing stockouts or overstocks.
- Contributed to annual budget planning by providing accurate sales forecasts based on historical data analysis and future market trends.
Education
MBA - Marketing
Regis University
Denver, CO08.2004
BS - Marketing/Management
Siena College
Loudonville, NY05.1991
Skills
- Integrated marketing strategies
- Retail Strategy
- Customer journey enhancement
- Channel strategy development
- Strategic brand activation
- Promotional strategy development
- Data-driven decision making
- Digital sales optimization
- Collaborative leadership
- Strategic digital media planning
- Financial budget oversight
Certification
- Digital Marketing Institute: Certified Digital Marketer Professional
- AMA professional Certified Marketer Digital Marketing
- Coursera Certificate - Positioning: What you need for a successful Marketing Strategy
- Six Sigma Green Belt
- Supplier of the Year – Take 5 (2019)
- AutoZone “WITTDJR” Award
- Advance Auto Parts Vendor of the Year
Timeline
Senior Activation Manager – Omnichannel
BP Lubricants USA Inc
01.2025 - Current
Senior Channel Marketing Manager
BP Lubricants USA Inc
01.2021 - 12.2024
Channel Marketing Manager – National & Regional Key Accounts
BP Lubricants USA Inc
01.2018 - 12.2020
Channel Marketing Manager – Independent Workshop Segment
BP Lubricants USA Inc
01.2016 - 12.2017
Trade Marketing Manager – OEM/Franchise Workshops
BP Lubricants USA Inc
01.2009 - 12.2015
US Retail Trade Marketing Manager
BP Lubricants USA Inc
01.2006 - 12.2008
Customer Interface Manager
BP Lubricants USA Inc
01.2004 - 01.2006
Category Manager
BP Lubricants USA Inc
01.2000 - 01.2004
Filed Operations Manager
Francis Markets, Ltd (Foodtown)
04.1997 - 04.2000
Merchandise Buyer
The Great Atlantic & Pacific Tea Co.
05.1991 - 04.1997
MBA - Marketing
Regis University
BS - Marketing/Management
Siena College
Similar Profiles
Benge NazarioBenge Nazario
Operations/Inventory Manager at GXO Logistics/BP LubricantsOperations/Inventory Manager at GXO Logistics/BP Lubricants
Jasmine SaenzJasmine Saenz
Office Assistant at ADHP LUBRICANTS USAOffice Assistant at ADHP LUBRICANTS USA
Nuryadi Punta SendjajaNuryadi Punta Sendjaja
Director of Finance and Operations at Top 1 Oil Product USA- Distributor of Lubricants and Spare PartsDirector of Finance and Operations at Top 1 Oil Product USA- Distributor of Lubricants and Spare Parts
Marion ParksMarion Parks
Education Specialist at Greater Bergen for Head StartEducation Specialist at Greater Bergen for Head Start
Jesus J. PerezJesus J. Perez
Construction Project Manager at Dish Wireless / Boost MobileConstruction Project Manager at Dish Wireless / Boost Mobile