Matt Canter.Let’s talk

Integrated marketing, communications & growth leader

I align marketingand communicationsaround business growth.

I build and lead integrated marketing and communications organizations across brand, corporate communications, demand, digital, product marketing, and sales enablement. Over 18 years, including 13 years leading marketing and communications teams, I have built three functions from the ground up, led teams of up to 15, managed budgets up to $15M, and partnered with executive teams to turn company priorities into measurable gains in revenue, pipeline, conversion, and market position.

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One connected leadership mandate
01Build

Establish the team, capabilities, standards, and operating foundation.

02Align

Create shared priorities using OKRs, clear ownership, and accountability across executives and teams.

03Scale

Expand talent, investment, and execution without adding unnecessary complexity.

04Transform

Modernize the operating model through AI, automation, and decision-ready analysis.

Brand · Communications · Demand · Digital · Product Marketing · Sales Enablement

Leadership in action

Four ways I turn marketing leadership into business value.

Each lens shows how I turn strategy into growth, brand relevance, operating capability, and stakeholder trust.

B2B mobility SaaS

Selected work · SHARE Mobility

Built the revenue engine and expanded the market.

A growing platform needed sharper positioning, a clearer executive buyer, a stronger digital front door, and one view of what marketing and sales should do next.

  • Repositioned the platform and rebuilt the website around executive buyers
  • Led the GTM expansion from enterprise employers into transit agencies and school districts, adapting research, messaging, and channel strategy
  • Integrated AI across HubSpot, GA4, and Gong to accelerate analysis and align next actions across marketing, sales, and leadership

Business impact

2×MQL-to-customer conversion
$250K+Qualified monthly pipeline
−20%Customer acquisition cost

Career range

Different categories.
Same mandate.

Across seven leadership roles in consumer, B2B, technology, manufacturing, financial services, and public companies, the category changed; the mandate stayed consistent: build the function, align it to the business, and turn marketing into measurable growth.

2025–Present · Financial services

VP, Marketing, Communications & Sponsorships

Modernized a multistate marketing function in 90 days.

Built a new operating model, measurement foundation, brand system, campaign discipline, and AI-enabled workflow across two markets. A comparable campaign nearly doubled funded balances while using 60% less media spend than the prior year.

Selected evidence

$4.87M funded on $10Kvs. $2.5M on $25K prior year180 loans60 new members

How I lead

Build the function.
Raise the standard.
Scale the impact.

My job is to make the room clearer, the team stronger, and the business more confident in what marketing will deliver. I set people up to succeed through clear expectations, meaningful ownership, and support matched to the individual. I take pride in developing the whole person behind each role and creating an environment where people can grow.

Direction

Start with the business.

I translate enterprise priorities into a short set of marketing choices. The team knows the customer, the commercial goal, what matters now, and what we are choosing not to do.

  • Shared OKRs and decision rights
  • Clear portfolio and audience choices
  • Budget tied to business priorities
Strategy becomes usable.

Work in motion

Electric mobility · Advisory engagement

Shaped the brand and GTM for a new action-sports category.

Advised on positioning, launch strategy, creative direction, and the social ecosystem for an electric mobility product built around a new ride experience.

PositioningGTMCreativeSocial
Explore the launch work

What colleagues say

The leadership shows up in the people around it.

These public LinkedIn recommendations from direct reports, business leaders, and partners describe the same pattern: clarity, momentum, development, and follow-through.

01
“Matt was an inspiration to work for. His immense marketing knowledge and creative ability was a true asset to the company and team. He was always receptive to ideas, promoted growth, and provided constructive criticism where necessary.”
Mariya SpektorFormer direct report
02
“He went the extra mile to keep things moving. He built a great team and coached them to support all our needs. It was the best support I have received, and I would recommend Matt to anyone.”
Anthony Pham, MBABusiness unit leader
03
“His commitment to growing the program was unparalleled. He was always shooting us new ideas, kept us informed on how well we were reaching our program goals, and gave great attention to detail.”
Jamie SchneiderProgram partner
Map of Alaska marking Prudhoe Bay, Bristol Bay, and AnchoragePrudhoe BayBristol BayAnchorage
Prudhoe BaySix years in the oilfields
Bristol BayCommercial fishing
AnchorageHometown

What shaped the leader

Built in hard places.

I learned leadership before I had the title. Growing up in Alaska, working six years in the Prudhoe Bay oilfields, fishing commercially in Bristol Bay, and playing competitive hockey taught me to prepare for real stakes, make decisions with incomplete information, stay composed, and remain accountable to the people beside me. Those principles still shape how I lead teams and advise executives.

01Preparation

Know the conditions before the moment arrives.

02Composure

Keep the team clear when the work gets noisy.

03Accountability

Own the result, not only the activity.

The next chapter

Need marketing and communications aligned around growth?

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