Understand the role of a chief marketing officer, their skills and qualifications, and the different ways you can engage one. Also, discover the easiest way to hire a CMO.
Matt Spangler
Advisor and former CMO at Compass
Executive and entrepreneur, Matt has over 20 years experience building and leading teams. From 2014-2022 he led all brand and marketing at Compass (COMP) from less than 50 employees to the #1 independent real estate company in America with over $6B in revenue in 2022. He was the first marketing hire and built every aspect of the brand including hand-picking all creative and marketing leadership that lead a national in-house service group with over 400 team members across 40+ US cities. His empha…
Work
Compass demand gen sales funnel site
https://www.compass.com/agents-compassStarting in 2020 I recruited and built a dedicated demand gen team that was focused on partnering with our strategic growth org to improve CAC, lower time-to-close and drive many other key metrics. After hiring the team we onboarded a marketing automation platform, built integrations with our Salesforce infrastructure and launched this site to serve as the hub of information for prospective Compass agents. In the year since it's launch it has become the center of many GTM efforts to prospective agents. Every aspect from the elevated visuals to the simple straightforward messaging communicates the power of the Compass offering and was done by the in-house team.
Compass brand book
https://www.compass.comIn my 8 years at Compass I was proud that our team redefined the level of art direction created by a real estate company & built the definitive brand in the industry.
Compass sign of the future
https://www.fastcompany.com/90202096/the-for-sale-sign-gets-its-first-major-makeover-in-nearly-50-yearsWhat other industry in the world allows people to put an outdoor ad in the front yard of the people's homes? The real estate yard sign has been around for decades and for agents it remains one of the most powerful brand and advertising vehicles. But no one had rethought the sign itself for decades. In 2017 I came up with the idea to reinvent the real estate sign and oversaw a 1 year process with our in-house team, and external partner Aruliden, to invent, manufacture and sell out a run of 500 beta signs to Compass agents. The modular system had embedded blue tooth technology, rechargeable batteries and motions sensors that activated a built in LED light so the sign could be seen at night and controlled by the Compass app. While considered a success by some based on its sales interest and attention, the sign program was an experiment and eventually shut down in 2019 so the company could focus on other technology priorities.
- https://mrmattspangler.com
For more detail into my past projects I've created a custom portfolio site that shows project highlights from my past work experiences. It's a personal experiment using a sales pitch platform to hack the idea of a personal website and a multimedia resume. It includes videos, presentations, public speaking examples and artistic projects that live outside of the normal resume format. For each project I've added either written or video context to give you the strategy behind the work.
Experience
Foyer
Advisor
Feb 2023 - Present
Start your path towards homeownership today with Foyer.
Overmoon
Advisor
Sep 2022 - Present
A trusted network of reliably awesome vacation rentals focused on serving families.
Compass
CMO
Oct 2014 - Oct 2022
Our mission is to help everyone find their place in the world.
Tribeca Enterprises
Executive Vice President, Content and Marketing
Jan 2012 - Jan 2014
Discover your #Tribeca2021. Tribecafilm.com
thehappycorp global
Partner
Apr 2004 - Apr 2009
Our name is thehappycorp global, but you can call us thehappycorp. We closed our doors in 2009 but when we were alive we were focused on improving gross national happiness by helping the people behind brands and ideas that make the world a better place. We were an interdisciplinary creative company, that excelled at delivering digital design solutions and we offered a wide range of services connected to product, experience, and influencer marketing.
Comedy Central
Interactive Producer
Mar 1999 - Jan 2001
The industry leader in laughter.
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