Matt Henderson

MATTHEW J. HENDERSON Frisco, TX • - •-• linkedin.com/in/mhendu EXECUTIVE SUMMARY ● ● ● Expert at growth strategies in the advertising and entertainment industries globally, growing revenue with new and existing clients, SMBs and consumer brands Skilled at driving high Net Promoter Scores and repeatable high gross margins via service excellence, new offer development and proficient P&L management Experienced in scaling sales and service operations, managing go-to-market and service delivery teams and developing and mentoring employees PROFESSIONAL EXPERIENCE MAX (Frisco, TX) A rapidly-growing startup pairing music artists with consumer brands on digital marketing campaigns. Hired by founder, previously co-founder at ReachLocal, to establish and scale operations. Staff grew from 12 to 63, revenue scaled from $2MM to $22MM. Senior Vice President, Operations & Business Development Feb 2020 – Dec 2024 ● With revenue growth stalled, stepped in to oversee go-to-market strategy. Established AccountBased Marketing program, driving 100% improvement in quarterly new client sales and 80% reduction in customer acquisition cost. Grew revenue by 47% from 2021 vs. 2020, with 2024 revenue over 2x vs 2020. Exceeded company records for new client acquisition (including AARP, Advance Auto Parts, Anheuser-Busch, Gildan, California Dept. of Public Health, Cooper Tire, Honda, Lincoln, McDonald’s, PepsiCo, Rocket Mortgage, U.S. Marine Corps, Henkel, Motel 6, Biogen, Molson Coors, Toyota, USAA, Edgewell, Colgate, Opendoor). ● Rapid new client acquisition and team fatigue slightly decreased NPS. Brought in new account management leadership and standardized processes, increasing NPS from +73 to +96. ● Increase in new client revenue resulted in small decline in gross margin. Created AI budgeting tools and processes to drive repeatable campaigns, increasing gross margin by 400 basis points. Vice President, Operations July 2015 - Feb 2020 ● Brought in to scale a new startup. Grew team from a staff of 3 to 26, including nearshore staff in El Salvador to support English and Spanish-language campaigns, established new teams for quality assurance and project management, and developed individual contributors into managers. ● As a startup with little product and process definition, created standards enabling the execution of hundreds of custom content campaigns promoting mainstream consumer brands and artists, with over 100% revenue retention and NPS of +82. ● With growth, new opportunities with existing clients became apparent. Achieved $6MM in incremental revenue by leading the development of new service offerings. ● From having little definition around management of the company’s finances, created chart of accounts, converted to accrual-basis accounting, prepared the financial model and directed the company finances and budget of $400,000 per month. ● As the company’s cash drew down, managed diligence and provided support to secure a Series B round of $6MM. ● At its start the company had no benefits aside from equity, and no HR policies. Established benefits plans and insurance and created the employee handbook. ReachLocal, Inc. (Plano, TX) A publicly traded company later acquired by Gannett - Google’s largest ad reseller, focused on SMBs. Employed over 2,000 globally with hundreds of millions of dollars in annual revenue and dozens of local sales offices. Hired in a local sales office to manage operations, relocated to sales and service HQ, promoted repeatedly with a variety of responsibilities in sales and service operations. Director, Production Support / Service Operations Jan 2015 - July 2015 ● With growth slowing, cost-cutting measures were needed. Created a global team and processes for application support via a team of 13 in Mumbai, India. Established 24/5 phone support for applications issues for staff in the U.S. and Canada. Achieved 30% cost reduction, reduced resolution time 50% and improved CSAT by 20%. ● Along with reducing costs, improving performance for clients was a priority. Via data analysis, identified more relevant allocation of $18MM in annual search engine marketing budgets. ● Aging product suite required innovation. Led a cross-functional team to develop and launch ReachCast v2 and new ReachSocial products. Sr. Manager, Quality/Data, Client Operations Feb 2014 - Jan 2015 ● With the company’s growth, service standardization and quality assurance became essential. Established the quality program for Client Operations, ReachLocal’s services department. Developed methodology for Quality Assurance (QA) for each team within Client Operations, resulting in improvements in campaign quality across service teams. ● Provided insights and improvements by developing and leading a team of data analysts in India to report on metrics for Client Operations. Sr. Manager, Select and Partner Service April 2013 - Feb 2014 ● Retention of large clients and partner revenue became of increased importance. Directed the services team responsible for the company’s largest local clients and the Partner channel with 12 employees and $80MM in annual budgets. Implemented new tools and reporting to enhance services productivity and exceeded historical revenue retention. Manager, Global Sales Operations March 2011 - April 2013 ● Transitioned to sales operations role to assist in improving sales productivity. Oversaw sales compensation, sales contests, incentives and promotions. Launched evergreen agreements as new standard contract terms companywide. Produced the company’s first global conference, managing a $350,000 budget. These activities supported global revenue increase of $139MM. Special Projects Manager, Global Services July 2010 - March 2011 ● Relocated to Dallas to standardize and scale service organization. Led and project managed restructure of legacy support structure, resulting in significant client retention improvement. Sr. Client Services Consultant / Pacific Southwest Area Lead March 2008 - July 2010 ● Hired in a local sales office to manage operations and promoted to area lead, responsible for onboarding, training, and best practices. Increased visibility of the team, with multiple team members promoted to other roles in the company. SOFTWARE Salesforce, Monday.com, Sales Navigator, ZoomInfo, Apollo.io, Workfront, Asana, SurveyMonkey, Trello, Winmo, Google Suite, Microsoft Office Suite, Python, VBScript, MySQL/SQLite EDUCATION Texas A&M University, Commerce, TX Master of Finance Master of Business Administration, International Business - Claremont McKenna College, Claremont, CA Bachelor of Arts, Economics / Film Studies ADDITIONAL ACTIVITIES Dallas International Film Festival – Advisory Committee 2023 - Present LANGUAGES English – Native • Spanish – Proficient • French – Proficient CORE COMPETENCIES Creating Strategies • Developing Managers • Creating Processes • Designing Offers Scaling Operations, Project Management, Program Management, Root-Cause Analysis Sales Operations, Service Operations, Account-Based Marketing, Change Management