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Previously Chief Marketing Officer at Cambridge Nutraceuticals Ltd, I’ve built my career within e-commerce, marketing and subscription-based business models. From early experience in antivirus software licensing to helping shape The Chocolate Tasting Club at Hotel Chocolat and, most recently, FutureYou Cambridge, I’ve helped brands utilise data-driven strategies to attract, retain and delight customers. My earlier roles include providing digital marketing consultancy for Hobbs and serving as Head of Digital at Hotel Chocolat, where I led major initiatives in online growth and customer engagement.…Previously Chief Marketing Officer at Cambridge Nutraceuticals Ltd, I’ve built my career within e-commerce, marketing and subscription-based business models. From early experience in antivirus software licensing to helping shape The Chocolate Tasting Club at Hotel Chocolat and, most recently, FutureYou Cambridge, I’ve helped brands utilise data-driven strategies to attract, retain and delight customers. My earlier roles include providing digital marketing consultancy for Hobbs and serving as Head of Digital at Hotel Chocolat, where I led major initiatives in online growth and customer engagement.

Matthew Keys

Marketing Strategist, Digital Marketer, Marketing Consultant, +5

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Previously Chief Marketing Officer at Cambridge Nutraceuticals Ltd, I’ve built my career within e-commerce, marketing and subscription-based business models. From early experience in antivirus software licensing to helping shape The Chocolate Tasting Club at Hotel Chocolat and, most recently, FutureYou Cambridge, I’ve helped brands utilise data-driven strategies to attract, retain and delight customers. My earlier roles include providing digital marketing consultancy for Hobbs and serving as Head of Digital at Hotel Chocolat, where I led major initiatives in online growth and customer engagement.…Previously Chief Marketing Officer at Cambridge Nutraceuticals Ltd, I’ve built my career within e-commerce, marketing and subscription-based business models. From early experience in antivirus software licensing to helping shape The Chocolate Tasting Club at Hotel Chocolat and, most recently, FutureYou Cambridge, I’ve helped brands utilise data-driven strategies to attract, retain and delight customers. My earlier roles include providing digital marketing consultancy for Hobbs and serving as Head of Digital at Hotel Chocolat, where I led major initiatives in online growth and customer engagement.

Available to hire

Previously Chief Marketing Officer at Cambridge Nutraceuticals Ltd, I’ve built my career within e-commerce, marketing and subscription-based business models. From early experience in antivirus software licensing to helping shape The Chocolate Tasting Club at Hotel Chocolat and, most recently, FutureYou Cambridge, I’ve helped brands utilise data-driven strategies to attract, retain and delight customers. My earlier roles include providing digital marketing consultancy for Hobbs and serving as Head of Digital at Hotel Chocolat, where I led major initiatives in online growth and customer engagement.

Skills

Copywriting

Data Visualization

Product Design

Experience Level

Copywriting

Expert

Data Visualization

Expert

Product Design

Intermediate

Language

English

Fluent

Work Experience

CEO at Cambridge Nutraceuticals Limited

January 1, 2023 - Present

Leading the strategic and operational performance of three direct-to-consumer health and wellbeing brands; scaled sales to £7.2m in 2025 and delivered a £1.1m EBITDA turnaround (2022–2024). Increased gross margins by 6% over two years; full P&L ownership including a £1.5m marketing budget; directed platform replatforming to Shopify/Recharge; optimised 3PL and logistics; led GP Nutrition acquisition in 2024 with a 70% uplift in annual sales; built a 28-person cross-functional team; relocated offices; represented the business at board/investor level; leading exit consultation for potential sale.

CMO at Cambridge Nutraceuticals Limited

December 31, 2022 - October 16, 2025

Repositioned the business to a subscription-first model, increasing subscription share of new acquisitions from under 50% to over 90% and growing active subscriptions per subscriber by 20% within three years. Doubled annual DTC revenue £3.0m to £6.0m through pricing, promotions, channel activation and product expansion. Launched FutureYou Cambridge and Prime Fifty on Amazon/eBay; defined customer personalization and unified data for advanced segmentation; implemented a new CRM platform and grew opt-in database to 250k; led ecommerce strategy, CRO and performance marketing.

Head of Digital at Cambridge Nutraceuticals Limited

December 31, 2020 - October 16, 2025

Led digital transformation and CRM strategy; unified transactional, behavioral and lifecycle data to enable advanced segmentation and personalization; expanded CRM opt-ins from 14k to 250k in five years; improved retention and customer satisfaction; delivered a brand refresh; owned ecommerce strategy, CRO and multi-channel performance marketing; oversaw website migrations and platform enhancements.

Head of Digital at Kite Eyewear

September 30, 2018 - October 16, 2025

Owned the ecommerce P&L and digital strategy, delivering growth across online sales, home try-on and store footfall; established new agency partnerships for high-performing paid media campaigns; launched a Magento-based ecommerce platform and in-store POS; built and trained an in-house digital team.

Digital Marketing Consultant at Hobbs Limited

December 31, 2016 - October 16, 2025

Advised Finance and Commercial Directors to improve understanding of digital performance and costs; refreshed the digital strategy and introduced attribution modelling; reversed SEO decline, restructured paid media and achieved 25% annual marketing budget savings; renegotiated partner contracts and led departmental restructuring to improve efficiency.

Senior Digital Marketing Manager at Hotel Chocolat Limited

May 31, 2016 - October 16, 2025

Owned international e-commerce and digital marketing P&L; delivered seven years of YoY growth with a 34% uplift in the final year; built an in-house digital team; managed two international website migrations including a hamper builder and the Chocolate Tasting Club; implemented Click & Collect and same-day delivery; secured a strategic O2 partnership generating £1.0m+ incremental revenue.

E-commerce Business Manager at Panda Software UK Limited

July 31, 2007 - October 16, 2025

Drove online acquisition and retention by launching new email and affiliate marketing programs; streamlined stock forecasting, production and fulfilment.