Matthew Morgan
Marketing Strategist
Fractional CMO & Head of Digital | Ex-Saatchi, Publicis & Innocean | Brand, SEO, GEO, AI Builder & Word of Mouth
About Matthew
I am senior marketer, now based in Brisbane, with 13 years leading brand and digital at major agency networks in London and Sydney – Saatchi & Saatchi, Publicis Sapient, Performics, Zenith and Innocean. I've led digital teams of more than 30 people, mentoring and developing some of today's most visionary marketers.
I’ve been Head of Digital at Innocean for Hyundai, Kia and Genesis, Chief Strategy Officer (secondment) at Innocean for Hyundai & Genesis, Managing Director of lowercase (Innocean Group), Head of Marketing at Publicis Sapient, Head of Content at Performics and Strategy Director at Saatchi & Saatchi.
Results include:
+ $ millions in digital lead revenue and +270% social leads – Hyundai
+536% digital home loan applications – St.George
+136% sales – Dettol
More leads in six months than the previous full year, by moving Hyundai’s paid social to creator- and employee-led content
Hyundai and Genesis’ GEO programme, getting brands found in ChatGPT and AI search
What I bring: big-brand strategy, delivered at small-business speed. I co-founded Vouch, which turns customer and employee word of mouth into top-performing ads, and I build bespoke AI tools, apps and websites myself, so strategy gets built, not just presented.
Best fit: brand repositioning, growing traffic from search and AI, marketing audits, and fractional leadership for growing businesses.
A bit about what I'm doing in the Word of Mouth & AI space:
Vouch
I built Vouch using AI to code, to create a world where marketing spend drives sales and customer loyalty by rewarding customers, rather than simply contributing to the profits of big tech platforms.
Vouch is Australia’s first platform designed to scale word of mouth. It pays real customers and curated creators to share the brands they love on social media, helping businesses of all sizes, from enterprise and mid-market companies to local cafés, turn genuine recommendations into a measurable marketing channel.
I taught myself to code using AI and built the entire Vouch app from scratch. If you want to see how word of mouth can be tracked, scaled and paid for like any other marketing channel, search for “Vouch For That”.
AI Consulting
I help marketers and enterprise businesses build their own AI tools safely and strategically. This includes developing comprehensive AI roadmaps for boards, ensuring business purpose sits at the centre of every decision.
I also work hands-on with teams through collaborative vibe coding for app and web development, Generative Engine Optimisation (GEO), and digital marketing strategy, helping businesses move at the pace AI makes possible.
Experience
Vouch & independent consulting
Co-founder, Vouch | AI Product Builder & Coach (2026 – Present)
Co-founded Vouch, Australia's new customer acquisition channel that incentivises and scales word-of-mouth content for brands on social. Vouch turns customer, creator and employee generated content into a brand's top-performing ads – the model I proved on Hyundai's paid social.
Coded the platform end to end, including Meta and TikTok integrations; host its content series 'Between Two Laptops'.
Build web apps and AI tools for SMEs (Mine Signs, F.E.R.A.L. Education, Parity); run AI Marketing Accelerator sessions for TMA, Optus, Westpac, Salesforce, Publicis and Omnicom.
Innocean Australia
Head of Digital | Managing Director, lowercase (2022 – 2026)
Hyundai | Kia | Genesis
Led digital, CX and social for Hyundai, Kia and Genesis. Also Managing Director of lowercase, Innocean Group Australia's customer intelligence advisory.
Turned the content team from a service department into a hybrid AI/human studio run on four KPIs: ROI on media and creative, cost per asset, launch time and output per head.
Created TV series 'The Big Trip' for Hyundai and delivered 135 personalised social and CRM assets around it, lifting brand consideration by 23%.
In 2025 moved Hyundai's entire paid social channel from 'metal' product ads to organic-first, creator- and employee-led content, delivering more Meta and website leads in H1 2025 than in all of 2024. The lead creator ad ran at 5.1x the CTR of metal ads and became the top-performing Santa Fe ad.
Hyundai (secondment from Innocean)
Chief Strategy Officer (2022 – 2024)
Dec 2022 – Jul 2024
Re-launched Hyundai and Genesis brand strategies as end-to-end brand experience platforms, moving decision-making from channel silos to customer journeys; led the employee experience programme.
Publicis Sapient
Head of Marketing (parental leave cover) (2022 – 2022)
Led the go-to-market refresh, repositioning Sapient as a challenger to the Big Four consultancies with vertical GTM and CVP frameworks.
Delivered 2.3x YoY digital business transformation revenue and a $1.9m Salesforce pipeline in six months.
Saatchi & Saatchi
Strategy Director (2020 – 2022)
St.George | nib | Heineken | Dettol | MSF | NRMA
Led brand and creative strategy re-platforms through COVID.
St.George: briefed to grow consideration by 25%; delivered +72%. Christmas campaign ranked #9 Christmas ad (UnrulyEQ), +237% brand preference.
Dettol: +340% ROI on above-the-line during the most critical hygiene moment in history (Cartology Gold, 2021).
Performics, Sydney
Head of Content (2018 – 2020)
Westpac | Qantas | Google | SBS | Aldi | Bayer
Turned the SEO team into a full-service owned-marketing function, adding CX, UX and PR teams.
Westpac CX digital transformation: traffic +420%, applications +110%.
Qantas SEO: lifted booking-intent traffic by 45%.
Launched a Performance Content product: +230% in non-SEO sales (CRO, marketplace optimisation, ASO, UX).
Promoted two Directors to Business Director.
Performics, London
Business Director (2017 – 2018)
Aviva | Harvey Nichols
Zenith, London
Account Director (2015 – 2017)
P&G | Forevermark | Alamo
Forward3D, London
Team Lead (2014 – 2015)
New Look | Ralph Lauren
Forward3D, London
SEO Specialist (2013 – 2014)
New Look | Bottega Veneta
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