Matthew is a passionate and driven communications specialist who has over 8 years of experience in fashion, cosmetics, and consumer goods from start-ups to established brands. Currently, leads CVS Health’s Enterprise social media thought leadership program, which is the strategy and development arm helping the company’s top executives build their social media ecosystems from content creation, channel management to analytics and measurement.
In his previous role at PepsiCo, Matthew helped build the company’s executive social media center of excellence, in addition to directly supporting their Global CEO, doubling his following within the year. Prior to that at ED Ellen DeGeneres, Ellen’s lifestyle brand, Matthew focused on building the brand’s social strategy from its initial launch in 2015 to an engaging multi-channel platform for its consumer, licensees, retailers, and employees to tell the story of Ellen as a designer and businesswoman.
Matthew completed his BBA degree at Baruch College's Zicklin School of Business in Marketing Management and Communications Studies. A born-and-bred New Yorker, Matthew currently resides on the Upper West Side with his boyfriend. Matthew loves architecture, modern art, traveling (despite having postponed recent trips to Japan and Spain), skiing, science, electronics, and writing in the third person. If he was not pursuing his dream job with CVS Health, Matthew would someday love to be an immunologist and live out his best Francophile life in Le Marais.
1:00 p.m.–1:45 p.m. Pacific Time —
Social media professionals are often asked how to authentically engage influencers to add legitimacy and tap into a broader audience to enhance their brand messaging.
Given the complex and highly regulated health care industry, this can be a more challenging task than building an influencer program to promote a pair of shoes or a new TV show. Beyond the legal red tape, it can be challenging to educate an influencer to accurately explain how your brand’s new drug or health care service will impact your brand intentions.
Every brand’s executives should be considered a vital component of the social media and influencer mix. Not only are their audiences highly relevant, but they have an intimate understanding and passion for the development of the program. Learn how we have prioritized this across all businesses at CVS Health to move the reputational needle among our key audiences.