I’m a growth-focused marketing executive with 10+ years of experience leading paid acquisition across channels, optimizing CAC and ROAS, and driving cross-channel growth for e-commerce and app-based ecosystems. I excel at developing and scaling strategies that improve conversion and retention, and I’m skilled at translating performance data into actionable plans for teams. I’m passionate about collaborating with product, creative, and analytics teams to launch data-informed campaigns, mentor high-performing teams, and drive lifecycle marketing initiatives that maximize engagement and long-term value.…

Matthew E. Burton

I’m a growth-focused marketing executive with 10+ years of experience leading paid acquisition across channels, optimizing CAC and ROAS, and driving cross-channel growth for e-commerce and app-based ecosystems. I excel at developing and scaling strategies that improve conversion and retention, and I’m skilled at translating performance data into actionable plans for teams. I’m passionate about collaborating with product, creative, and analytics teams to launch data-informed campaigns, mentor high-performing teams, and drive lifecycle marketing initiatives that maximize engagement and long-term value.…

Available to hire

I’m a growth-focused marketing executive with 10+ years of experience leading paid acquisition across channels, optimizing CAC and ROAS, and driving cross-channel growth for e-commerce and app-based ecosystems. I excel at developing and scaling strategies that improve conversion and retention, and I’m skilled at translating performance data into actionable plans for teams.

I’m passionate about collaborating with product, creative, and analytics teams to launch data-informed campaigns, mentor high-performing teams, and drive lifecycle marketing initiatives that maximize engagement and long-term value.

See more

Language

English
Fluent

Work Experience

Marketing & Customer Acquisition Advisor at Radar 108
January 1, 2024 - Present
Provide strategic branding and customer acquisition strategies for U.S. market launch, with a focus on lifecycle marketing to optimize conversion and retention.
Marketing & Communications Advisor at LIFESTORY HEALTH
January 1, 2018 - Present
Deliver branding, communications, and digital marketing direction for early-stage Biotech startup committed to changing women's healthcare.
Senior Direction of Marketing Acquisition (Consultant – Maternity Coverage) at National Basketball Association (NBA)
November 1, 2024 - October 21, 2025
Directed paid acquisition and lifecycle campaigns for the NBA App and League Pass across Meta, Google, and owned channels; partnered with analytics to track, report, and optimize core KPIs including CPA, CVR, and ROAS; executed A/B testing on ad creative and messaging; collaborated with product and creative teams to launch new digital features informed by audience insights.
Head of Marketing at F - Factor Nutrition
December 31, 2023 - October 21, 2025
Rebuilt go-to-market foundation, delivering improvements in positioning, packaging, and storytelling; hands-on management of user acquisition and digital campaigns to drive e-commerce; developed sales enablement resources including messaging guides and toolkits.
Customer Experience Lead at RECKITT
December 31, 2022 - October 21, 2025
Designed multi-channel acquisition and engagement frameworks driven by behavioral and usage data; introduced personalization and testing strategies to enhance CVR and lifetime value; managed campaigns integrating paid, CRM, and content marketing, improving conversion by double digits.
Director, Customer Experience & Product Marketing (Customer Engagement COE) at Prudential Financial
December 31, 2020 - October 21, 2025
Led customer segmentation, journey mapping, and CRM innovation initiatives to optimize wellness product adoption; built cross-functional campaigns aligning content, loyalty, and personalization strategies with strategic business goals; increased DTC revenue by 25%.
Director, Digital Marketing at Equinox Fitness
December 31, 2018 - October 21, 2025
Launched and scaled omni-channel digital strategy across 100+ locations, supporting 20% membership growth; directed internal and external marketing teams across paid, SEO, social, and mobile; led creative development of digital experiences aligned to health, performance, and lifestyle positioning; partnered with product and sales to drive brand engagement and cross-channel GTM campaigns.
Director, Social Media & Digital Communications; Senior Manager, Product Marketing – Zync Card; Manager, Membership Rewards (Loyalty Program) at AMERICAN EXPRESS
December 31, 2013 - October 21, 2025
Held multiple leadership roles across product marketing, loyalty, and digital communications; spearheaded campaigns that deepened engagement and customer loyalty across millions of members.
Marketing Communications Specialist at MAJOR LEAGUE BASEBALL
December 31, 2006 - October 21, 2025
Worked with MLB verticals and partners across 30 clubs to develop and implement communications plans resulting in national media exposure and brand awareness.
Marketing & Customer Acquisition Advisor (Part-Time) at RADAR 108
January 1, 2024 - Present
Provide strategic branding and customer acquisition strategies for U.S. market launch, with a focus on lifecycle marketing to optimize conversion and retention.
Marketing & Communications Advisor (Part-Time) at LIFESTORY HEALTH
January 1, 2018 - Present
Deliver branding, communications, and digital marketing direction for an early-stage Biotech startup focused on improving women's health.
Senior Direction of Marketing Acquisition (Consultant – Maternity Coverage) at NATIONAL BASKETBALL ASSOCIATION (NBA)
November 1, 2024 - October 21, 2025
Directed paid acquisition and lifecycle campaigns for the NBA App and League Pass across Meta, Google, and owned channels; partnered with analytics teams to track, report, and optimize core KPIs (CPA, CVR, ROAS); executed A/B testing on ad creative and messaging; collaborated with product and creative teams to launch new digital features informed by audience insights.
Head of Marketing at F-FACTOR NUTRITION
December 31, 2023 - October 21, 2025
Rebuilt go-to-market foundations, delivering improvements in positioning, packaging, and storytelling; hands-on management of user acquisition and digital campaigns to drive e-commerce growth; developed sales enablement resources including messaging guides and toolkits.
Customer Experience Lead at RECKITT
December 31, 2022 - October 21, 2025
Designed multi-channel acquisition and engagement frameworks driven by behavioral and usage data; introduced personalization and testing strategies to enhance CVR and lifetime value; managed campaigns integrating paid, CRM, and content marketing, improving conversion by double digits.
Director, Customer Experience & Product Marketing (Customer Engagement COE) at PRUDENTIAL FINANCIAL
December 31, 2020 - October 21, 2025
Led customer segmentation, journey mapping, and CRM innovation initiatives to optimize wellness product adoption, increasing DTC revenue by 25%; built cross-functional campaigns aligning content, loyalty, and personalization strategies with strategic business goals.
Director, Digital Marketing at EQUINOX FITNESS
December 31, 2018 - October 21, 2025
Reported to CMO; launched and scaled omni-channel digital strategy across 100+ locations, supporting 20% membership growth; directed internal and external marketing teams across paid, SEO, social, and mobile; led creative development of digital experiences aligned to health, performance, and lifestyle positioning; partnered with product and sales to drive brand engagement and cross-channel GTM campaigns.
Director, Social Media & Digital Communications at AMERICAN EXPRESS
December 31, 2013 - October 21, 2025
Held multiple leadership roles across product marketing, loyalty, and digital communications; spearheaded campaigns that deepened engagement and customer loyalty across millions of members.
Marketing Communications Specialist at MAJOR LEAGUE BASEBALL
December 31, 2006 - October 21, 2025
Collaborated with MLB verticals and partners across all 30 clubs to develop and implement communications plans resulting in national media exposure and increased brand awareness.

Education

MBA at Baruch College, Zicklin School of Business
January 11, 2030 - October 21, 2025
BS in Communications at Plattsburgh State University
January 11, 2030 - October 21, 2025
MBA at Zicklin School of Business, Baruch College
January 11, 2030 - October 21, 2025
BS in Communications, Minor: Business Administration at Plattsburgh State University
January 11, 2030 - October 21, 2025

Qualifications

Add your qualifications or awards here.

Industry Experience

Software & Internet, Media & Entertainment, Healthcare, Retail, Financial Services, Professional Services
    paper NBA App Campaign

    Business Summary:

    App campaign launched at the start of the season leveraging paid media to drive App WAU +10-12% YoY, with upselling League Pass as a secondary objective

    Approach
    Audience/Channel:

    • Targeted majority of budget on lower funnel with paid media, focusing on consideration and direct response marketing and messaging to drive visitation
    • Reengagement vs. new installs
    • “Consideration” layer was focused on content amplification, using exclusive content and interactive, in-app games to increase usage with Casual fans
    • Leveraged Institutional & Owned channels for Awareness/Consideration given budget constraints

    Geo:
    Domestic focused + 1 Int’l market

    Content, Creative & Media:
    Repurposed existing content
    Created additional assets to support a broader media plan and content amplification
    Focused heavily on RTB’s to highlight the Apps key features and differentiators
    Secured agency support this of performance marketing campaign