Matt Fry

Dallas, TX |

Digital Marketing, Analytics, & Conversion Optimization

Tracking behavior and gathering data is easy. Interpreting that data is hard. Anyone can manage tracking scripts, implement granular event handlers, and establish attribution models. My job is to translate those into actionable insights, strategic recommendations, and brilliant ideas.

Work Experience

  • Red Racer Advertising

    Digital Marketing Director|
    Jan, 2016Present

    Oversee digital marketing campaign strategy, execution, and reporting for all clients, and assist business development team in creating comprehensive digital marketing roadmap and presenting to potential clients.

    • Established internal procedures and documentation for the development, implementation, tracking, and optimization of marketing campaigns across all digital channels
    • Worked closely with CEO to define standard service offering and methodology, then translated that into a visual presentation to be used in all business development meetings
    • Determined primary goals, milestones, and key performance indicators for each client; all of which continue to be met or exceeded
  • Musicbed

    Digital Marketing Manager|
    Jun, 2015Nov, 2015

    Managed digital marketing strategies including email, social media, SEO and SEM.

    • Overhauled tracking systems, from standard GA to GTM, providing total clarity of conversion attribution and ROI
    • Implemented cart abandonment and purchase funnel tracking that eventually resulted in a total redesign of purchase experience
    • Created long-term content strategy across all channels that allowed design and content teams to operate independently for a year
    • Improved communication between teams, departments, and leadership by building more efficient processes and templated assets
  • Reap Marketing

    VP of Analytics & Optimization|
    Nov, 2012Jun, 2015

    Managed a team of developers, analysts, designers, and copywriters to plan and execute digital marketing campaigns that were not only effective, but quantifiably so.

    • Created a successful process for A/B testing, which involved a full analytics audit, report of testing opportunities and potential return, rigorous empirical test design, execution and management of testing process, and final analysis and recommendations
    • Developed enterprise level service offering to provide scalable digital marketing solutions
  • Foot Cardigan

    Co-founder, CMO|
    May, 2012Jan, 2014

    Founded this company just ahead of the trends of colorful men's socks and monthly subscriptions to physical products.

    • Validated business concept and branding through extensive keyword research and testing
    • Wrote all content for website and marketing material
    • Oversaw all marketing strategy and executed successful business launch
  • Switch Creative

    Lead Copywriter, Content Strategist, SEM Expert|
    May, 2010Nov, 2012

    Led content development team in research, writing, and publishing content to improve results and achieve digital marketing goals on a variety of channels, such as search engine rankings, click-through rates on paid advertising, open and click rates in email, engagement on social media, and website conversions.

    • Consistently and quickly created highly effective copy and concepts for clients in a variety of industries
    • Personally expanded Switch's range of service offerings and digital marketing capabilities
    • Spearheaded many branding projects and digital marketing campaigns


  • University of Oklahoma

    BA - Letters (Literature, History, & Philosophy)|
    May, 2001Aug, 2005

  • Dallas Theological Seminary

    MA - Theology (Incomplete)|
    May, 2007Jan, 2010


  • Web Traffic Analytics
  • User Behavior Tracking
  • Google Analytics
  • Adobe Analytics
  • Google Tag Manager
  • A/B Testing
  • Optimizely
  • VWO
  • Conversion Optimization
  • Content Strategy
  • Email Marketing
  • Social Media
  • SEO / SEM
  • HTML
  • CSS
  • JavaScript