Matthew Noble
Manager, Virtual Product and MTX · MyWhoosh Indoor Cycling - Abu Dhabi, UAE
San Jose, CA
In My Own Words
I’m passionate, dedicated, hard-working, positive, and courageous. I’m a marketing profession- al specializing in strategy, communications, partnerships, athlete management, digital marketing, brand- ing, and leading projects and campaigns with over 10 years of experience. I’m an imaginative individual whose career focus has always centred on developing teamwork, creativity, and championing for positive, impactful change. I’m observant of others in how they interact and approach situations which helps me respectfully connect with individuals creating great working relations to encourage a strong team effort. Some of my strongest skills are to listen, learn, adapt and move. Cycling is one of my greatest passions and all of the unique facets of the sport and industry fascinate me. I've raced competitively in DH, XC, CX, BMX and road cycling taking a few regional champ titles along the way but don’t classify myself as a specific type of cyclist, I am a cyclist with a love of the freedom and simplicity that two wheels bring. To be able to combine my educational and career experi- ence whilst utilising my unique learnings from within the roots of the sport makes marketing thereof a natural fit.
Work Experience
Manager, Virtual Product and MTX
MyWhoosh Indoor Cycling - Abu Dhabi, UAE2021 – Present
- Leader of game virtual product system, physics, animations, garage UX, achievements system and how it all connects with marketing and future potential of micro-transactions and monetization (MTX) - Developing the cycling culture and knowledge with the product and staff. - Working from San Jose, California managing the Game Development, Game Art, Partnerships and Content teams based out of Abu Dhabi, UAE. - Established efficient workflows and processes with an entirely new working culture and time zones.
Cycling Growth Marketing Manager
Zwift2017 – 2021
- Spearheaded the development, management & deployment of Zwift growth marketing cycling programs and strategies. - Collaborated with and managed internal team workflow, including Creative Studio, Game/Product, Web, Partnerships, Marketing, Media, Analytics, Legal, and Broadcast teams to build cohesive, successful growth marketing programs. - Responsible for the introduction of the virtual national championships and managed partnerships with over 5 World Tour Pro teams. - Created, managed and built the first UCI world tour backed Esports team with Movistar Team. - Created, introduced and led the off-road vertical at Zwift, bringing an entirely new growth market that has previously been untapped with the road cycling audience. (off-road accounts for >50% of global bike sales) - Created and led successful campaigns with partners such as Tour de France, Nascar, Patrick Dempsey Foundation, Specialized, Trek, Cannondale, Giant, Cervelo, Scott and other leading Nutrition/ Bicycle/apparel/training companies and other cycling World Tour connections, maximizing growth marketing efforts - Grew subscription base through marketing programs with the first of its kind in-game global mass participation events. (existing accounts now over 1.5million) - Optimized and directed legal communications and planning for promotional campaigns, partnerships and ambassadors
Digital Content Manager
Specialized Bicycle Components, Inc.2015 – 2017
- Managed the Specialized.com b2c and b2b websites for the UK network and worked with retailers looking to better their websites inline with marketing initiatives - Managed the Specialized social media channels and implemented paid media strategies aiding reach and growth (global following >1.6 million - Grew UK Instagram by >20k, FB > 50k ) - Managed the email marketing ecosystem ensuring clear and punctual communication with B2B & B2C (+100k rider base) - Assisted the PR team with asset creation for editorial, advertising, and promotional videos - Planned and staffed consumer facing physical events around the UK for celebratory events, VIP events and bike test events - Adapted and created UK bike launch campaigns for Specialized Diverge, Venge, Turbo Levo, Stumpjumper any other equipments items
Web Manager/Designer/Marketer
NipNip2014 – 2015
- Created and managed a website to provide additional support to the successful b2b bicycle service network - Strategized and implemented marketing campaigns to further mark their authority as a professional service provider - Established relationships with product suppliers to extend product offering to customers
Retail Product Manager and Buyer
Koo Bikes2010 – 2014
While working in the competitive, multi-channel retail industry, I have strived with commitment and passion to ensure that the company I work for has an understanding of why we are in the market. Our unique selling points and intricate detail have led us to a strong customer following through experience and trust. I believe in honouring every distributor and understand that this is developed through continuous communication and an innovative approach. • In charge of all products bought in. • Overlooked all suppliers. • Attended all trade shows to liaise with suppliers for coming seasons. • Organised all buying with warehouse, marketing, product creators and design teams to increase performance. • Product logistics and online booking systems. • Provide account management, planning and development. • Find, research and pitch for new business relationships. • Cultivate positive relationships with all contacts, including PR, ensuring they are used appropriately & effectively
Marketing Manager
Koo Bikes2010 – 2014
- Created the brand image and personality of an ecommerce retail enterprise - One of founding five and helped grew company to 50 staff in 3 years - Managed ecom product merchandising and communications team of more than 10 staff - Increased customer retention and sell through via impactful and enhanced product listing of over 30k products - Managed relationships with key product distributors
