Matthew Dawson – CV     |     North Carolina, USA

Matthew Dawson

Marketing Analyst


Consultant – High Country e-Retail (September 2014 – Present)

  • Technical and creative consulting for an international mobile video game product.
    • Mobile digital analytics, Application and usage tracking, Revenue and payment processing, Software development process
    • Game design, Education in games, Interactive storytelling, Behavioral change models
  • Web marketing and analytics consulting.
    • User experience improvement, Landing page optimization, Google Analytics configuration
    • Professional Services, Financial, and Retail industries
  • Web development and e-commerce consulting to companies in the retail industry.
  • Programming/query languages: JavaScript, PHP, SQL, DAX, M, Python, HTML, CSS, C/C++.

Online Advertising Account Manager – US Buildings, LLC (May 2013 – August 2014)

  • Created, managed, and optimized ad campaigns (for B2C lead generation, e-commerce) on popular search engines and social networks. Google Adwords certified since 2013.
  • Analyzed Web traffic to improve sales funnel performance using Google Analytics and hypothesis-testing tools, such as A/B split tests.
  • Managed Google Analytics Campaign Experiments and Google Adwords Campaign Experiments.
  • Integrated call-tracking, web chats, and other tools with Google Analytics in order to track behavior and performance across all contact points.
  • Analyzed and reported key performance metrics (KPIs) along with actionable recommendations for improvement.
  • Constructed Microsoft Excel (Microsoft “Power BI”) dashboards in order to:
    • Automate some reporting tasks needed for managing advertising accounts and KPIs.
    • Facilitate a larger, data-driven approach to marketing and sales with other team members, including: email marketers, SEO/content marketers, and management.
  • Developed and optimized ad creatives for diverse campaign types, including: mobile phone ads, display networks, search engine ads, social media ads, and remarketing.

Web site/store Developer – e-commerce, self-employed (2012)

Business Intern – Insigma-Hengtian Software Ltd, Hangzhou, China (Summer 2011)

Product Content Writer (Student) – 3tailer LLC, Charlotte, North Carolina (Spring 2011)

Research Project Lead (Student) – Broyhill Inn, Boone, North Carolina (Spring 2011)

  • Quantitative analysis of customer satisfaction and retention.
  • Cost-benefit analysis of opportunities for renovations and improvements.


Appalachian State University, Boone, North Carolina (December 2012)

Bachelor of Science, Business Administration (3.88 cumulative GPA)

  • Majors: Economics, Business Management (with a concentration in entrepreneurship)
  • Minors: Supply Chain Management, International Business

DigiPen Institute of Technology, Redmond, Washington (2004-2007)

  • Studied computer science for Real-Time Interactive Simulations.
  • Programmed both individual and team-based software projects.


  • Graduated with top honors, Summa Cum Laude (2012)
  • Bashear Prize for Student Research in Economics, top five (2011)
  • “Outstanding Entrepreneurship Student of the Year”, Walker College of Business (2011)