Hi, my name is Matt Peyton. I am curently responsible for overseeing B2C sales operations for the Association for Supply Chain Management, the global leader in supply chain training and education. By bringing together data, marketing, and bizops, I grow revenue through strategic planning and financial analysis.
- Strong advocate for data-driven decision making and marketing automation
- Skilled in creating impactful data visualizations and reports to drive organizational alignment
- Proven track record in leveraging programming languages (R, SQL, SAS) for streamlined, automated data pipelines
Professional Experience
Associate Director of Digital Revenue and Analytics
Association for Supply Chain Management
January 2025 - Present
- Oversees B2C sales operations to reach annual revenue growth targets
- Responsible for financial projections including revenue recognition projections
- Produces and presents complex analytical reports and findings to executive teams, translating data insights into actionable business strategies that contribute to strategic direction
- Collaborates with cross-functional teams, including product development and senior leadership, to align B2C initiatives with enterprise goals
Senior Manager of Web and Marketing Analytics
Association for Supply Chain Management
September 2021 - December 2024
- Presented complex analytical findings to executive teams, translating data insights into actionable business strategies that contributed to strategic direction
- Led the development and execution of comprehensive web and marketing analytics strategies
- Spearheaded the integration and maintenance of analytics tools (including Marketo, Google Analytics, Google Tag Manager, Google Consent Mode, and Google Search Console), leading to enhancements in data accuracy, detail, and regulation compliance
- Collaborated with cross-functional teams, including product development and senior leadership, to align marketing analytics initiatives with business goals
- Partnered with IT to architect and manage the marketing team’s data warehouse
Marketing and Membership Analyst
American Medical Association
July 2019 - September 2021
- Developed daily, weekly, and monthly reports using SQL, R, and SAS to provide insights into campaign metrics and audience segmentation
- Designed and built automated dashboards to improve enterprise-wide decision making and KPI tracking
- Implemented a data QC process ensuring accuracy in all customer solicitations
- Developed a process to match incomplete external data with internal datasets, improving analysis and billing accuracy
Admissions and Marketing Coordinator
Northwestern University - MS in Communication
November 2015 - July 2019
- Oversaw Salesforce CRM, ensuring clean and accurate data collection
- Utilized R for data investigation, dashboard development, and ad hoc reporting to identify marketing opportunities
- Created Tableau dashboard to communicate school-wide student survey results to key stakeholders
- Redeveloped program website, resulting in 54% more pages viewed per session and 30% fewer bounces
- Modernized marketing efforts, transitioning to digital and growing leads by 93% YoY with similar budget
- Implemented Pardot for marketing automation and drip email campaigns to track prospect engagement
Special Project Lead: CRM Transition
- Led a cross-functional team in transitioning to a shared CRM and database across graduate programs
- Developed processes to ensure clean, accurate, and accessible data across various roles and programs
- Built customized dashboards and reports for marketing, admissions, and student services teams
Senior Copywriter and Account Manager
Winsby Inc.
May 2013 - March 2015
- Oversaw all marketing planning and collateral creation for global manufacturing and distribution clients
- Managed all copywriting projects for the organization including emails, websites, advertisements, press releases, brochures, and more
Education
- MS from Northwestern University in Information in Design and Strategy
- BA from Indiana University with a dual major in English and journalism