Matthew Fellows

Driving AI-powered automation and growth systems across the full lifecycle: activation, cross-sell, upsell, and churn prevention.

• Built the unified data and integration layer connecting Salesforce CRM, lead activity, and product event signals into a many-to-one Snowflake/dbt model powering real-time segmentation, activation, and onboarding
• Automated data imports with AI and rules-based logic; reduced manual operations 90% and cut lead scoring and sales routing time by ~3 days
• Owned operational data strategy for onboarding and cross-sell programs, including mobile and service suite, covering event taxonomy, payload schema, identity mapping, and QA/user acceptance testing (UAT) validation
• Built AI-powered email automation pipeline at Klaviyo, accelerating time to review and launch transactional emails by 75%

Built lifecycle automation infrastructure and governance for IPO readiness and global scale.

• Delivered a new compliance-focused lifecycle automation platform in less than 6 months in support of IPO readiness
• Led a cross-functional task force building infrastructure, security controls, and governance around customer lifecycle messaging and marketing communications
• Built the initial product-event pipeline, unifying 250+ behavioral and account data points across systems to power onboarding, upsell, cross-sell, and churn-prevention lifecycle programs and LTV modeling
• Drove cross-functional efficiency wins saving approximately 100 sales hours per month and reduced costs by offloading 100M iPaaS tasks
• Built the automation behind localization workflows, converting a manual process into a scalable pipeline shipping 600+ localized flows and messages

Designed scalable martech frameworks and automation tooling for enterprise clients.

• Created a reusable config-based framework for generating custom Marketo and HubSpot templates reducing discovery and development time by over 80%
• Reduced manual discovery and migration efforts by 75% through introducing an automated ETL and analysis framework for Marketo instance migrations

Managed lead routing operations for Google Cloud marketing.

• Managed lead enrichment operations for Google Cloud marketing
• Developed custom rules-based request intake system with token-based quotas to control email program volume ensuring activations and engagement levels stayed within governance thresholds

Led technical solution design for marketing automation and Salesforce integrations.

• Developed attribution framework and custom Salesforce solutions including Opportunity<>Contact role linking automation

Built marketing technology solutions for clients across SaaS, healthcare, and e-commerce.

• Led discovery, solution design, and implementation for Martech service requests for clients in diverse industries including SaaS, healthcare, and e-commerce
• Created a template development workflow with code reuse and version control improving delivery speed and reducing rework by 50%
• Shipped custom JavaScript for cookie tracking and marketing attribution, and implemented Salesforce automation (Process Builder, Flow) to streamline campaign execution
• Rolled out development infrastructure for issue tracking and version control, improving collaboration and release reliability

Managed global marketing automation and lead management for a SaaS ratings and reviews platform.

• Managed a global Marketo environment supporting multi-channel campaigns, architecting reusable template systems and automated campaign-in-a-box frameworks to reduce setup time by 50% and standardize execution across regions
• Represented Marketing in Data Governance Council ensuring alignment of marketing with competing priorities across GTM and other functions and systems
• Developed dashboards delivering marketing data in unified reporting views, providing real-time visibility into campaign performance and driving data-informed segmentation and targeting decisions

Owned marketing technology stack and B2C e-commerce systems for an independent book publisher.

• Owned full-stack marketing systems development including platform upgrade, warehouse integration, and Zendesk migration
• Implemented heat mapping, session recording and analytics tools to optimize user experience and conversion rates

Managed web properties and marketing automation for a global network performance company.

• Launched Eloqua across multiple web properties with localization
• Developed a library of pre-approved email and landing templates to improve consistency
• Aligned Sales and Regional Marketing through regular enablement and training

Freelance web development for various clients.

• Introduced version control, deployment processes, and peer reviews to reduce developer errors
• Championed mobile-friendly, non-Flash video conversion and rollout to improve mobile experience
• Implemented and localized websites and email templates

Founding developer on the L&T team, building foundational training for Splunk's CLI and core product functionality.

• Pioneered interactive web-based training as the first course developer on the team, creating the initial library for Splunk's command-line interface; designed and developed foundational courseware that educated customers and prospects on core product functionality and accelerated onboarding

Implemented e-learning courseware and LMS technology for one of the nation's largest healthcare organizations.

• Implemented online courseware developed by the instructional design team, introducing a custom e-learning template and upgraded LMS communication technology that improved authoring quality, reliability, and completion tracking accuracy

Led LMS migration and third-party integrations for an e-learning provider.

• Gathered requirements, ran UAT and completed migration of an in-house LMS to a modern platform
• Owned third-party integrations and acted as escalation for platform and integration issues, and managed DBA/sysadmin/IT
• Captured bug fixes and test cases for platform and courseware improvements

• Provided phone, email, and live support to customer admins and end users for a SaaS compliance e-learning provider
• Resolved technical support issues with online courseware; trained customer admins on the LMS
• Coached admins on measuring training outcomes and program success

AI-powered agentic experiment for generating stock recommendations

Vibe coding tool allowing the creation of custom MCP servers

Custom e-commerce platform