Athenium Analytics (formerly Weather Analytics) is a B2B SaaS company based in Dover, NH that leverages AI and predictive analytics to deliver sophisticated climate and workflow intelligence solutions for insurance carriers, federal agencies, and other data-driven organizations. I joined the company in 2018, shortly after it acquired Athenium Inc, the creator of the popular teamthink performance improvement software for enterprise insurers.
I spent 4 years serving as the company's Vice President of Digital Marketing, which included leading both the product marketing and growth marketing for the company's two primary insurance solution suites: weather/property analytics & workflow audit analytics. I've included a few links to public-facing sample work below.
Due to the technical nature of Athenium's products, marketing the company's diverse insurtech suite required a deep understanding of not only technical concepts like predictive analytics and computer vision, but also the needs of enterprise insurance carriers and their various departments.
I had the pleasure of building the foundational product marketing strategy and tactics for multiple SaaS product launches, including an API-driven weather intelligence platform, a mid-market product extension, and a new claims analytics platform built in collaboration with a global, publicly-traded insurance broker.
Thought leadership content is the backbone of successful B2B marketing. Creating high-quality, clickable content for your niche helps drive new leads, build authority, and elevates your brand in a crowded marketplace. During my time at Athenium Analytics, I had the pleasure of writing and producing countless pieces of content, including everything from eBooks and whitepapers, to webinars, blog posts, videos, and pitch decks. As a former English lit major, I love the creative writing process and building new pieces to support complex, enterprise sales.
I joined Lynx in September 2008 and spent 10 great years with the company before leaving to pursue a new role at an Insurtech SaaS company. FinishLynx makes high-speed photo-finish cameras for sports timing that are trusted by major sporting events across the world like the Tour De France, Olympic Trials, and Kentucky Derby. As the Director of Marketing and former Digital Marketing Manager, I used inbound marketing, social media, email, SEO, PPC ads, and countless other tools to help improve the growth, sales, and online presence of FinishLynx. Below are a few of my favorite projects from my time there.
I helped Lynx redesign and launch a new website using Wordpress & WooCommerce, spending months creating new product copy, landing pages, and site architecture. The major goals were to improve SEO, emphasize products, and optimize the site for lead generation. We also added landing pages for each sport to help segment traffic and improve conversion rates. The sports landing pages are now our largest drivers of organic traffic and generate the majority of our web leads. The site launched in 2013 and the benefits were clear and quantifiable:
View the full site: www.finishlynx.com
I am a firm believer in the power of inbound content marketing to drive traffic, engagement, and leads. As a result, I had the chance to create countless posts, pages, brochures, and decks over the years. I'm particularly proud of a piece written for the company's 25th anniversary in 2017. As part of the celebration, I had the pleasure of interviewing many of our earliest customers from the 1990s, including legendary Texas A&M track coach, Pat Henry.
The goal of the post was to recount the Lynx startup story and document the evolution of FinishLynx from its launch to maturity. The story includes old technology, photos, and quotes from long-time customers. It really resonated with the community and remains one of the most popular blog posts ever. The full FinishLynx startup story can be found here.
On a less serious note, I also loved Photoshopping new April Fools products every year.
I developed a social media engagement strategy and launched several new channels for the FinishLynx brand. The goal was to help improve the quality and frequency of online engagement with customers. Because Lynx originally didn't have the resources for a full website redesign, we supplemented the existing site with targeted micro-sites and a strong social media presence. After its launch in January 2010, the social media program blossomed into an active and engaging online hub for Lynx customers across the globe.
After inheriting the email marketing duties at Lynx, I helped significantly improve conversion rates and increase form submissions to bring in quality leads. Most of this success can be attributed to landing page optimization and rigorous A/B testing. The chart above illustrates the increasing conversion rate (by up to 178%) over a few years.
We meticulously tracked data for all our email campaigns. That means not just subject lines, but also format (text vs. html), timing (day and time), call-to-action variations, and landing page designs. It gets more difficult every year to reach the inbox, so marketers must constantly adapt to keep open rates, CTRs, and conversion rates high.
IsoLynx is a real-time athlete tracking system launched as a FinishLynx subsidiary that has had traction with professional sports and broadcasting companies. As part of the launch, I helped create a brand new mini-site geared towards sports executives and data engineers.
The rebranding included a new website, logo, technical graphics, and marketing collateral as part of a pitch to major organizations across the US and Europe. Visit the full site here.
Because Lynx has a global network of customers, partners, and resellers, events were an important part of the marketing mix. As the Director of Marketing, I helped organize and lead a variety of domestic and international events over the years, including trade shows, partner symposiums, and training sessions.
Julie from Bending Birch Farm needed help creating a website and e-commerce store for their family's new goat farm in Limington, Maine. The goal was to help tell the farm's story, drive local traffic, and sell handmade goat milk products directly from the online store. While I would normally recommend Wordpress or Shopify for this kind of project, we opted for SquareSpace because the drag-and-drop builder will allow Julie to manage the website and make future updates herself.
ManlyPacks.com is a Shopify E-commmerce store that sells rugged and stylish men's bags for under $150. I created the company as a fun side-project to learn the Shopify platform and tinker with advertising strategies on Facebook, Instagram, and Google. As a part of the project, I created the logo/branding and sourced inventory directly from manufacturers. While I'm not quitting my day job any time soon, the site has generated a few thousand dollars in revenue since its launch and plan to keep it running in the background for the time being.
The full site can be found at: www.ManlyPacks.com
Worster Electric is in the process of rebranding and asked for help creating a new logo for their business cards, truck graphics, and other marketing materials. I worked with Mike to help bring his vision to life, creating dozens of mockups and variations until we found a perfect fit. I'm more of a writer than a graphic designer, but I love creative design projects like these to log more Photoshop hours and build my design skills.
In 2013 I tried the low-carb Ketogenic Diet and decided to blog about my progress at KetoFlu.com. Since then, I've grown the @KetoFlu twitter handle to over 11,000 followers, mostly by sharing recipes, photos, and retweets from the community. The account is currently an "influencer" in the low-carb diet community and generates a bit of Amazon Affiliate revenue each month.
I haven't updated the blog in a few years, but the site still ranks organically for several important longtail keywords and receives around 1,800 unique visitors per month. In lieu of new blog posts, I try to post a couple tweets each week to keep the Twitter handle growing.
Follow @KetoFlu at: https://twitter.com/ketoflu
My name is Matt Bradley. I'm a data-driven marketing leader with 15+ years of proven success developing content and strategies to help brands thrive in a digital world. Skills include GTM & growth strategy, product marketing, SEO, PPC ads, and integrated marketing campaigns – and building the content that drives them.
I'm a curious person who's constantly discovering new things, consuming new media, and sharing with the people around me. I graduated from Hamilton College in 2007 with a B.A. in English literature. Thanks to some great internships, my love of writing led to a passion for brand strategy and communication. I went back to grad school the following year and earned an M.S. in marketing from Southern New Hampshire University in 2009. I've loved writing since I was a kid, and have written everything from articles in my high school and college newspapers, to blog posts, slam poetry, PPC ads, and above average thank you notes.
I currently live on the New Hampshire seacoast with my wife, our young son, and our very handsome cat, Bernie. On the weekends you might find me fishing, kayaking, hiking, attempting new household projects, or exploring New England.
This portfolio is still under construction. In the meantime, you can visit my Linkedin profile to learn more about my experience.
Digital Marketing, Inbound Marketing (HubSpot Certified), Product Marketing, PPC Advertising, Social Media, Email Marketing, Brand Management, HTML and CSS Web Design, Lead Generation, Trade Show & Event Planning, Marketing Collateral Design, Copywriting
Adobe Creative Suite, MS Office, Google Analytics, Google Ads, Wordpress CMS, Shopify E-Commerce, Camtasia, Pinnacle, Hootsuite, Multiple CRM suites, and an ability to pick-up any new or proprietary software programs with ease.