Matthew Royer
Political Professional
Herndon,VA
Summary
I have a proven track record of strategizing and executing multi-million dollar media plans for high-profile clients across the country, ranging from political, advocacy, and corporate sectors. I leverage my expertise in Communications, Digital Advertising, Political Intelligence, and Strategic Public Relations Planning, as well as my skills in Facebook Ads Manager, Google Adwords, and Google Analytics, to deliver impactful and effective campaigns that reach and persuade target audiences.
In addition to my role at SKDK, I am also the President of Virginia Young Democrats, the largest partisan youth organization in the state, where I lead a team of volunteers and staff to mobilize and elect young Democrats at all levels of government. I bring a wealth of knowledge and experience in public relations, political advocacy, and government affairs, and I am always eager to learn and grow as a professional and a leader.
Overview
7
7
years of professional experience
Work History
President
Virginia Young Democrats
04.2023 - Current
- Raised over $100,000 for organizing, increasing 300% from year before
- Led effort for 25,000 voter contacts and 10,000 voter registrations
- Brought National Meeting to Virginia for first time in decade
Director, Digital Paid Media
SKDKnickerbocker, Inc.
04.2022 - Current
- Manages day to day operations of Digital Paid Media as well as team of associates
- Strategizes messaging, manages media relationships, and executes multi-million dollar media plans for high profile clients across country between political, advocacy, and corporate clients
- Deploys advertisements and digital media across digital platforms including ConnectedTV, Programmatic advertisements, and Social Media.
Chief of Staff
Young Democrats Of America
12.2022 - Current
- Advised all nationally elected officers over strategic and political decisions
- Managed all national staff of over 30 appointed officers
- Attended all meetings and events to staff elected officers as well as serve as representative of YDA
- Helped plan National Committee Meetings in Boise, Buffalo, and virtually
- Revamped digital program for fundraising increasing total raised to $20,000 in 4 months, making it best fundraising quarter in YDA history
Media Planning Manager
DSPolitical
04.2020 - 04.2022
- Executed all Direct Placement, Meta and Adwords for 2020, 2021, and beginning 2022 election cycle and GOTV, assisting on close to 200 campaigns that came in through firm during final stretch of election season
- Utilized excellent skills with advertising platforms including The Trade Desk, Xandr, Facebook, Google Campaign Manager, Linkedin, and Twitter and started first iterations of Direct Response campaign strategy at company
- Collaborated with company leaders to support consistency and best practices.
- Monitored processes and procedures, making sure company met compliance regulations.
- Managed team of 5 Associates across department who placed all
Account Manager
Rising Tide Interactive
07.2019 - 04.2020
- Managed day to day digital strategy for client list including a Presidential campaign, PACS, and advocacy groups
- Ran successful email and advertising programs for major Progressive candidates, raising thousands of dollars for campaigns
- Main point of contact between internal team and external clients, practicing excellent communication skills between both.
Campaign Manager
Nicole Merlene For State Senate
01.2019 - 06.2019
- Managed entire campaign for Democratic primary race with a first-time candidate running against incumbent winning 40% of vote.
- Ran aggressive field strategy knocking on 25,817 doors, placing 2,480 phone calls, sending 32,171 texts, and greeting over 5000 people at Metro stops along Orange and Silver Lines in District. Totaling 72,203 voter contacts in every county, every zip code, every precinct, and every neighborhood in 31st District.
- Launched expansive paid digital program in house from January - June targeting super Democratic voters, millennial democratic activists, and specific issue-based concerns.
- Earned endorsements and support from Run For Something, Our Revolution Northern Virginia, Greater Greater Washington, Progressive Virginia Project, and Women for Justice along with former Democratic Party chairs, fellow Democratic candidates, former candidates for Lt. Governor and county board, activists and civic association leaders.
- Planned and executed events with public and private donors.
- Networked among donors and fundraised to generate money for campaign.
Campaign Manager
Chad Thompson For Delegate
11.2018 - 01.2019
- Managed entire campaign from start to finish for Special Firehouse Primary to replace then Delegate Jennifer Boysko who was replacing then State Senator Jennifer Wexton.
- Raised around $10,000 in total from in-kind contributions, online fundraising, and individual campaign contributions
- Utilized social media advantageously for free and persuasive media.
- Developed policy positions and wrote public statements outlining stances.
Media Planning Manager
DSPolitical
08.2018 - 11.2018
- Executed all Direct Placement and Adwords campaigns for final quarter of the 2018
- Utilized excellent skills with advertising platforms including The Trade Desk, Xandr, Facebook, Google Campaign Manager, Linkedin, and Twitter and started first iterations of Direct Response campaign strategy at company
- Managed a team of 5 associates and interns, handled large scale budgets, including $150K worth of spend in less than 24 hours for 2018 Wisconsin Gubernatorial race.
Advertising Account Manager
Revolution Messaging
01.2018 - 08.2018
- Managed advertising campaigns and budgets for 15 different clients at once while being responsible for relaying strategy, reporting back to them on regular basis, and advising what further actions should be taken for greatest success
- Built out large email lists and surpassed fundraising goals utilizing NGPVan, Blue State Digital, and ActBlue, including helping Beto O'Rourke raise $10.4 million in Q2 of 2018
- Adding over 5,000 names to Maura Healey's email list.
Digital Advocacy Associate
Five Corners Strategies
08.2016 - 12.2017
- Advocated and lobbied on behalf of land use issue clients, primarily wind and solar farm developers
- Implemented sophisticated message testing through polling, statistical analysis, and data analysis
- Oversaw the development of several online grassroots advocacy groups in support of interests in their communities.
Education
Sorensen Institute of Political Leadership, Emerging Leaders Program -
10.2022
Intelligence Analysis, Bachelor of Science -
05.2016
Skills
- Campaign Management
- Digital Persuasion
- Political Communications
- Legislative Affairs
- Fundraising
- Public Speaking
- Grassroots Organizing
- Strategic Planning
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
President - Virginia Young Democrats
04.2023 - Current
Chief of Staff - Young Democrats Of America
12.2022 - Current
Director, Digital Paid Media - SKDKnickerbocker, Inc.
04.2022 - Current
Media Planning Manager - DSPolitical
04.2020 - 04.2022
Account Manager - Rising Tide Interactive
07.2019 - 04.2020
Campaign Manager - Nicole Merlene For State Senate
01.2019 - 06.2019
Campaign Manager - Chad Thompson For Delegate
11.2018 - 01.2019
Media Planning Manager - DSPolitical
08.2018 - 11.2018
Advertising Account Manager - Revolution Messaging
01.2018 - 08.2018
Digital Advocacy Associate - Five Corners Strategies
08.2016 - 12.2017
University of Virginia - Sorensen Institute of Political Leadership, Emerging Leaders Program,
James Madison University - Intelligence Analysis, Bachelor of Science,
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