Matthew Baldwin.Senior Digital Product Leader

Website strategy, digital governance, and full-funnel marketing for global B2B brands.

01 — About

Strategy meets technical fluency.

I specialize in owning the full digital experience for B2B and enterprise brands, ensuring the website is a scalable engine for business growth.

I bring a hybrid skill set, combining analytical content design and strategy with frontend technical fluency (HTML/CSS, JavaScript, React, PHP/MySQL). This lets me define strategic roadmaps, architect scalable automation, and accurately communicate requirements to technical teams and agencies.

Revenue leadership: directly supported over $12M in revenue impact by aligning campaign data, design assets, and GTM strategy.

Lead generation: drove a 425% increase in lead flow and 150% traffic growth by optimizing the full growth funnel and site architecture.

Conversion: boosted website conversion rates by 37% through UX/UI improvements, content, and data-driven experimentation.

Operational scalability: architected automation workflows between the website and CRM, ensuring projects align with measurable business goals.

Colleagues know me as a collaborative, versatile leader who simplifies complex systems, supports stakeholders, and ensures campaigns launch on time and on brand. I bring a full-stack perspective blending strategy, content, analytics, design, and technology to deliver measurable growth.

02 — Experience

Sixteen years building digital growth engines.

MicroPort
February 2026 — Present
Senior Supervisor, Digital Product
- Leading the redesign and launch of MicroPort's global corporate website in coordination with external vendors and internal stakeholders, defining the roadmap for functionality, UX, and performance.
- Developing and enforcing digital governance guidelines covering accessibility, data privacy, and localization (GDPR, regional cybersecurity), with regular KPI reporting on traffic, SEO, and engagement.
- Translating medical affairs initiatives into polished web and video content, and coordinating brand-aligned digital standards across the website, LinkedIn, and other digital channels.
Profound Logic
October 2020 — January 2026
Marketing Developer
- Launched and scaled GTM and account-based campaigns in HubSpot across 200+ global initiatives, with performance reporting that drove data-driven decisions.
- Bridged the web development team and stakeholders across marketing, sales, and product to ensure digital initiatives aligned with KPIs and delivered measurable results.
- Partnered with sales and marketing to track and optimize the funnel, aligning WordPress web strategy to achieve a 37% boost in lead generation and conversion.
IQVIA
April 2013 — October 2020
Marketing Manager
- Developed and deployed responsive HTML email campaigns via Pardot and Salesforce Eloqua Engage, totaling 50M+ sends in 2019.
- Supported marketing and sales ops by managing campaign data, materials, and communications for a 6,000-person team.
- Managed customer databases in Salesforce and Pardot — handling segmentation, reporting, and extractions to enable targeted lifecycle campaigns with 20% higher engagement.
Ricoh (formerly AnaJet)
May 2010 — April 2013
Online Marketing Specialist
- Designed and deployed email campaigns through Marketo, growing the subscriber base and improving open rates through segmentation and testing.
- Increased website lead flow by 425% and traffic by 150% year-over-year through custom WordPress development and PHP/MySQL management.
- Led Google Ads campaigns with a monthly PPC budget of over $10,500, improving ROI by 35% through keyword optimization and A/B testing.