Matthew Karson

1) Led the shift from channel‑centric media to an audience‑centric, full‑funnel marketing system, while elevating personalization, creative effectiveness, and long‑term brand health. 2) Partnered with CMOs, brand execs, analytics, and commerce teams to translate consumer insights into scalable activation frameworks that improved adoption and engagement across categories. 3) Orchestrated U.S. and global agency consolidation into a single operating model, increasing speed, consistency, and reinvestment headroom. 4) Served as senior strategic advisor to executive leadership through crises (COVID, inflation, cyberattack), guiding high‑judgment investment trade‑offs under constraint. 5) Championed innovation across video, social, search, AI‑enabled measurement, and full‑funnel optimization, future‑proofing Clorox’s media and creative ecosystem. 6) Exported U.S. best practices globally, embedding capability roadmaps and playbooks that balanced enterprise scale with local nuance.

1) Led digital transformation of Clorox’s marketing mix, increasing digital share from 46% to 62%, outperforming traditional media on efficiency and sales impact. 2) Helped redefine performance storytelling for senior leadership, connecting investment mix to consumer outcomes and business growth. 3) Expanded search and performance capabilities, tripling investment through strategy redesign and in-house fluency. 4) Managed agency relationships and annual scopes of work to maximize output and accountability. 5) Led all Media for Cleaning Division - Jan through Oct 2019.

1) Established Clorox’s first integrated Shopper and Retail Media framework, aligning Amazon, Walmart, and Target partnerships with brand strategy. 2) Built the internal narrative connecting commerce data to consumer behavior and marketing effectiveness. 3) Led cross-channel planning for flagship homecare brands while advancing emerging retail ecosystems.

1) Oversaw digital media strategy and execution across Clorox’s core portfolio. 2) Led the largest digital-only launch in company history at the time, blending creativity, cultural insight, and performance accountability. 3) Built and managed multi-disciplinary teams across planning, activation, and analytics.

KFC 8/08 - 8/09, IKEA 8/09 - 6/10, Toys R Us/Wrangler/Riders 6/10 - 3/11