WELL HELLO!
I'm Matthew Cannington and I've spent the past 18+ years developing and executing strategic and effective solutions for engaging, influencing, and growing targeted audiences, while maximizing ROI. A strategist by training, I've built entertainment, consumer, and technology brands in the US and around the world.
MY EXPERTISE
BUILDING BRANDS
INSPIRING CUSTOMER ACTION
LEADING TEAMS
Whether its working with a start-up or with a Fortune 500 company, my experience includes developing brand identity and voice to create market differentiation, building content and media plans to drive brand awareness, and developing marketing campaigns to increase loyalty and advocacy among audiences. My background in content and Public Relations brings an earned mindset to creatively building brands.
Having spent most of career in social media, I have developed an extensive understanding of how to engage, influence & grow targeted audiences, while maximizing ROI. From buying ads on Facebook, to directing content creators and Influencers on Instagram, to live streaming shows on YouTube, I have lead marketing efforts across all distribution platforms to generate action among communities.
Being a leader is one of the most important skills I have developed during my career. I bring a strong sense of empathy and understanding to my teams, and ensure that everyone has a voice and is heard, that each person is taught and trained in the manner that best suits their personality. As a leader, my role is to champion and guide teams to make their own decisions for success.
MY EXPERIENCE
Lead social, content, and creator marketing teams that deliver full-funnel campaigns to support growth and retention on Amp, Amazon Music's live podcasting and streaming platform. Exceeded full-year engagement metrics by 322% through strategic planning and creator partnerships. Drove increased relevancy among target audiences utilizing social listening, averaging 135% attainment to monthly goal. Achieved 120% conversion goal by mid-year through strategic creator-led programs.
HEAD OF SOCIAL & CONTENT MARKETING, AMP
New York, NY
Feb 2023 - Jan 2024
HEAD OF SOCIAL & NEWSROOM, ALEXA
New York, NY
Sep 2022 - Jan 2023
Led global social marketing and newsroom teams for Amazon Alexa, driving upper funnel brand awareness to make Alexa the #1 most loved AI across social media. Executive produced and distributed Alexa branded content across US and global Instagram, Twitter, and TikTok handles, achieving 125% goal attainment. Created global reporting framework that measures high-value actions and ROAS on upper-funnel social marketing. Led news-jacking content creation process, inserting Alexa into 65+ stories globally, leading to increased on-device engagement.
HEAD OF SOCIAL MEDIA & CONTENT MARKETING, US
New York, NY
Jan 2022 - June 2022
Built social media, influencer, and content marketing processes to develop audiences and drive revenue for US gaming platform launch. Grew audience by 15% in Q122 through paid and organic strategies. Increased audience engagement by 20% through effective community management + Improved ad efficiency by 35% through strategic influencer partnerships.
VICE PRESIDENT, DIGITAL CONTENT & SOCIAL MEDIA
New York, NY
April 2019 - Dec 2021
Department head for editorial and content distribution teams in support of audio/video streaming service, leading a team of 20; Oversaw Social Media, CRM, and Blog teams, with responsibilities covering Content Strategy and Production, Community Engagement, Measurement, and Paid Social Strategy and execution; Produced and Distributed over 20K assets in 2021. Managed multi-million dollar departmental budget.
GROUP DIRECTOR, HEAD OF CONTENT & COMMS PLANNING
New York, NY
Sept 2018 - April 2019
Led Social Media Content Strategy, Comms Planning, and Community Engagement teams across practices for Edelman New York.
​
Clients: Samsung (Galaxy, Home Appliances/Consumer Electronics), Unilever (TAZO, AXE, Dove)
DIRECTOR, HEAD OF SOCIAL
London, UK
June 2016 - Aug 2018
Created and led award-winning Social Media Strategy, Community Engagement, Measurement, SEO, and Paid Social teams for Edelman Deportivo clients across the UK and Europe.
Clients: ASICS, Nissan, HP, Disney, LEGO, Coca-Cola, Xbox, Knorr, GSK, Shell, Heineken, Lagunitas
VICE PRESIDENT, DIGITAL STRATEGY + PLANNING
New York, NY
June 2013 - May 2016
Developed planned and opportunistic social content across client portfolio, as well as crafted frameworks and strategies to enable brand narrative and storytelling for Edelman New York.
​
Clients: Samsung, Crayola, iRobot, G.E., AXE, Pfizer, eBay, Citi, Shire
DIGITAL ACCOUNT DIRECTOR
New York, NY
Aug 2007 - Oct 2012
Conceived and executed creative digital and social marketing campaigns with multiple music and entertainment distribution platforms at Universal Music Group, contributing over $48M in annual revenue by leveraging key strategic relationships to increase artist brand awareness and consumer engagement.
​
Clients: VEVO/YouTube, Verizon, Music Choice, MTV, CBS Interactive, IHeartRadio.
MOBILE MARKETING MANAGER
New York, NY
May 2005 - July 2007
Planned and executed mCommerce across 60+ artist mobile web pages at Atlantic Records. Acted as the social voice of 100+ artists and brand specific mobile lists, utilised messenger platform to create mobile campaigns including SMS, IVR, polls and quizzes.
MY WORK
Click image for more info
LET'S CHAT!
Thanks for checking out my content.
Please let me know if you have any questions or would like to get in touch about a current or future project.
