Matt Marshall

Experience

• Media Futures Group

  SVP, Global Client Services

  Oct 2021 - Present

  Media Futures Group is a company.

  • Senior client-services lead for global, full-funnel Google portfolio — aligned stakeholders across brand, app-growth, retail and enterprise priorities.
  • Owned cross-functional delivery and escalation across Planning, Activation, Analytics and Client Service to ensure consistent plan quality at enterprise scale.
  • Built and operationalized AI governance and agent libraries to enable secure, repeatable AI-assisted workflows inside client-sensitive processes.
  • Drove operating-model change: established adoption programs, prompt/verification frameworks and a governed library of foundational capabilities.
  • Bridged strategy and build — personally shaped agent taxonomies, prompts, verification methods and production prototypes to accelerate adoption.
• 

  Essence

  VP, Global Client Services

  Jun 2021 - Oct 2021

  We are a proud part of WPP Media. We create breakthroughs for brands, of all shapes and sizes, in the new communications economy.

  • Senior client relationship owner for Google's Brand & Apps Pod — led global client alignment across flagship brand campaigns and app-growth programs.
  • Founded the App Marketing Center of Excellence and authored the 2023 iOS App Marketing Landscape to reframe ATT disruption into measurement and first-party strategies.
  • Ran the global Chrome business: defended desktop campaigns vs. competitive platform changes, expanded Chrome into cross-platform and established regional leads in APAC/EMEA.
  • Balanced brand and direct-response objectives with a unified audience, measurement and creative-velocity framework to deliver integrated outcomes.
• 

  Essence

  VP, Media Planning

  Jun 2018 - Jun 2021

  • Led North America media planning at enterprise scale: owned strategy across $1B+ annual media investment, 35+ Google products and 300+ media plans.
  • Scaled the planning team from ~10 to 60, building operating infrastructure, shared methodology and single-point client accountability.
  • Centralized fragmented planning pods into a unified practice and introduced cross-channel standards for audience design, budget sufficiency and reporting automation.
  • Pioneered digital video as a primary reach vehicle at TV scale and connected video planning to broader reach/frequency and measurement frameworks.
• 

  Essence

  Senior Director, Media Planning

  Apr 2017 - Jun 2018

  • Oversaw the North America Google Media Planning Team — led 40+ planners across four offices and served as primary strategic planning partner to Google.
  • Designed and delivered audience-centric, cross-channel media plans that integrated Search, Social, Display, Video and Audio for brand and performance goals.
  • Drove close partnership with Google PMMs and product teams to translate product priorities into measurable media frameworks.
  • Removed artificial operating barriers between channels to create cohesive plans focused on audience outcomes and measurement consistency.
• 

  Essence

  Performance Marketing Director

  Jan 2016 - Apr 2017

  • Partnered and led the creation and operationalization of the Performance Marketing Team in North America
  • Developed best practices and processes which refined and scaled media with a performance objective for Google North America
  • Collaborated and led the global re-alignment of the Performance Marketing team and embedded most of our processes and procedures into the newly formed and goal agnostic Media Planning team
• 

  Essence

  Director, Search and Biddable

  Apr 2015 - Dec 2015

  • Led search and biddable strategy, building optimization frameworks and bidding governance across paid-search and programmatic channels.
  • Established performance marketing foundations that scaled into broader planning standards for audience, measurement and activation readiness.
  • Coordinated cross-discipline teams to align creative testing, measurement and activation for faster creative-to-market cycles.
  • Delivered measurable improvements in efficiency and conversion through bid strategy refinements, attribution alignment and automation.
• 

  Digitas North America

  VP/Director, Search

  May 2014 - Mar 2015

  We make brands more relevant. We make marketing more effective. We help businesses grow.

  • Progressed to VP/Director of Search leading a 15-person paid-search team across 15 Bank of America consumer product lines (cards, banking, lending, wealth).
  • Owned end-to-end paid-search strategy for regulated DTC financial products — risk-aware campaign design, compliance coordination and performance reporting.
  • Built senior client relationships and established operating discipline that supported multi-line, cross-channel coordination.
  • Improved campaign ROI through structured testing, advanced bidding strategies and tighter measurement of conversion paths.
• 

  Digitas North America

  Associate Director, Search Marketing

  Feb 2012 - May 2014

  • Associate Director overseeing paid-search program delivery, optimization and reporting for major accounts.
  • Led campaign structure redesigns, keyword architecture improvements and bid-strategy updates to increase efficiency and scale.
  • Partnered with analytics and creative teams to operationalize test-and-learn cycles and lift conversion performance.
  • Mentored junior analysts on attribution basics, script-driven automation and quality assurance for large-scale search programs.
• 

  Digitas North America

  Manager, Search Marketing

  Apr 2011 - Feb 2012

  • Managed day-to-day paid-search campaigns: keyword management, bid adjustments, ad-copy testing and performance monitoring.
  • Produced recurring performance reports and insights to inform optimizations and client-facing recommendations.
  • Implemented automation rules and scripts to scale bid management and reduce manual optimization effort.
  • Coordinated with cross-functional teams to ensure tagging, tracking and attribution consistency.
• 

  Digitas North America

  Media Planner/ Senior Analyst

  Mar 2010 - Apr 2011

  • Media planner / senior analyst responsibilities focused on campaign analysis, insight generation and plan support for paid channels.
  • Built audience and reach analyses to inform channel allocation and budget sufficiency discussions.
  • Automated recurring reporting and contributed to cross-channel measurement conversations to improve decision-making speed.
  • Supported senior planners on plan development and quality assurance for media buys.
• 

  Resolution Agency

  Advertising Strategist, Paid Search

  Aug 2009 - Feb 2010

  Resolution is a full-service digital agency, based in Sydney, Melbourne and Brisbane. We deliver remarkable results for 100+ of Australia’s leading brands with digital marketing solutions.

  • Progressed from production coordination into paid-search strategy, supporting campaigns for HP, Gatorade and Norwegian Cruise Line.
  • Owned optimization cadence, conversion analysis and paid-search testing to drive accountable performance outcomes.
  • Established early-career expertise in performance causality and accountable media that informed later cross-discipline planning.
  • Worked closely with creative and analytics teams to align landing-page and conversion improvements with media optimizations.
• 

  Resolution Media

  Paid Search Coordinator, Advertising Solutions

  Sep 2008 - Aug 2009

  • Coordinated paid-search trafficking, campaign setup and tag management to support client advertising solutions.
  • Maintained campaign schedules, performed QA on creatives and assisted in preparing performance reports for client review.
  • Supported strategists by compiling competitor and keyword research to inform bidding and targeting recommendations.
  • Helped maintain efficient handoffs between production, strategy and analytics teams to keep campaigns on schedule.
• 

  Resolution Media

  Production Coordinator

  Mar 2008 - Sep 2008

  • Managed production workflows — asset tracking, version control and vendor coordination for digital campaigns.
  • Coordinated creative delivery and ensured assets met technical specifications for digital and display ad platforms.
  • Supported account teams with scheduling, invoicing inputs and cross-team communications to keep deliverables on track.
  • Built early operational discipline around QA, timelines and client-facing production handoffs.
• 

  Domino's

  Media Services Intern

  May 2007 - Aug 2007

  The Worldwide Leader in Pizza Delivery.

  • Supported media services team with campaign administration, trafficking and basic reporting during internship.
  • Assisted in data collection and preparation for media performance reviews and post-campaign analyses.
  • Helped maintain media asset libraries and ensured correct creative versions were deployed across channels.
  • Gained foundational exposure to cross-functional agency workflows and media operations for large consumer brands.