Matthew Dickinson

A Digital Marketing Expert, 20 Years in the Making.

Matthew Dickinson is one of the top digital marketing minds in Christchurch, New Zealand, with experience across three continents for numerous global and local businesses.

A Digital Marketing Expert, 20 Years in the Making.

People and connections drive our planet.

I'm betting that you want to live in a positive world for both yourself and the people around you.

All of this digital media can be both the best and the worst of our modern world.

I still believe that driving positive change through digital platforms for a better future is the best way forwards.

I'm an international digital marketing & e-commerce expert with years of experience across multiple sectors, currently based in Ōtautahi Christchurch in the stunning Aotearoa New Zealand.

I've delivered growth and pushed the digital forefront for outdoor, extreme sports, primary sector and future-focused businesses across three continents, always dedicated to crafting and implementing focused digital strategies.

I've also raced internationally at an elite level, navigating and running across mountain ranges and forests throughout Europe. I'm also a co-founder and digital director of creative agency TwoScoops, perhaps New Zealand's first multi-disciplinary creative agency focused on positivity.

My experience in digital marketing, warehouse systems, customer service operations, content structure, multi-channel retailing and team management has enabled me to run and increase revenue for leading e-commerce, corporate and digitally focused businesses.

No matter what is thrown my way, I'm always focused on the development of my team and delivering results when it matters. For a better planet and future!

What I do

Analytics & ReportingAnalytics that change decisions: monthly performance reviews at ChristchurchNZ, data-led budget decisions at PGG Wrightson and a pandemic pivot that protected growth targets.Brand Strategy & PositioningBrand strategy and positioning: TwoScoops' 'here to fight vanilla', glerups New Zealand from start-up to standalone business, and a wool story for global brands.Budget & Resource ManagementBudget management from £1.5m of marketing spend at GO Outdoors to programme budgets and forecasts at ChristchurchNZ and payroll for a team of 13.Business MentoringBusiness mentoring for founders: marketing, digital and comms support for WorkRide (formerly Shutl), plus running coaching and community working groups.CommunicationsCommunications that earned trust: working groups for Community of Strangers and InCommon after March 15, and a city agency team across comms, social and content.Community & Stakeholder EngagementCommunity and stakeholder engagement: InCommon and Community of Strangers after March 15, leadership groups at ChristchurchNZ and sponsored athletes and events at Bivouac.Content StrategyContent strategy for wool brands, a city agency and a retailer: set the voice at Bivouac, pivoted through the pandemic at ChristchurchNZ and told the ethical wool story for NZ Merino.Creative ExecutionTwoScoops is here to fight vanilla. Creative execution for 20+ clients and household brands, because strategy only earns its keep when it gets made.Digital IntegrationsConnecting systems that were never designed to talk to each other: a company-wide app at PGG Wrightson, a DAM and CRM at NZ Merino, and courier and warehouse links at Bivouac.Digital MarketingDigital marketing across four industries at once at PGG Wrightson, with Real Estate traffic up 25% in a falling market and Livestock up 900%, then one global wool story for NZ Merino.Digital StrategyDigital strategy for a city agency, a wool exporter and TwoScoops clients, including a pandemic pivot at ChristchurchNZ after international users fell by 70%.Digital Transformation & Change ManagementDigital transformation with real outcomes: ZQRX at NZ Merino, 14 websites merged into one at ChristchurchNZ, and three platform upgrades at Bivouac that cut costs by 15%.Digital UX DesignUX for Bivouac Outdoor's group of online stores: three platform upgrades, a full redesign in 2012 and a customer base that included hikers, climbers and runners.Digital VisibilityGetting New Zealand wool growers seen by global fashion brands, and a city seen by the world again after the pandemic. Visibility comes from clarity, not volume.e-CommerceNine years of e-commerce leadership: GO Outdoors (300% growth in a year, UK's most visited outdoor site) and Bivouac Outdoor (Wilderness Retailer of the Year 2014 to 2016).Email MarketingEmail that does a job: persona-based automation at PGG Wrightson, overseas sales up 40% a year at Bivouac, and a customer database up 300% at GO Outdoors.Logistics & OperationsHands-on logistics and operations: warehouse picking routes redesigned for 120% more productivity at GO Outdoors, and courier tenders and dispatch at Bivouac Outdoor.Paid Media & Digital AdvertisingPaid media at scale: a £1.5m search, social and email budget at GO Outdoors, programmatic and PPC for a city agency, and B2B campaigns across APAC and the USA.Project ManagementProject management that gets work delivered: ZQRX at NZ Merino, a 14-into-1 website merge at ChristchurchNZ, a company app at PGG Wrightson and two acquisitions at Bivouac.Role RecruitmentHiring that built teams: ten hires at GO Outdoors to grow e-commerce from three to 13, and a team of six at ChristchurchNZ.SEO, AEO, GEO & LLMsFrom ranking GO Outdoors as the UK's most visited outdoor website in 2010 to making sure AI tools understand and recommend your business today. Same discipline, new reader.Team Management & Capability GrowthManaging teams of six, 13 and more: ChristchurchNZ, Bivouac Outdoor and GO Outdoors, backed by five years of running coaching and elite orienteering coaching.Vendor & Supplier ManagementVendor and supplier management that saves money: a tender process that cut costs by 9% at Bivouac, and RFPs for platform builds at NZ Merino and PGG Wrightson.Website DevelopmentWebsite development for retail, agriculture and a city agency: three platform upgrades at Bivouac, 14 websites merged into one at ChristchurchNZ, and a global supply chain platform at NZ Merino.

The full list of skills

Brands I have worked with

Allbirds, ChristchurchNZ, PGG Wrightson, Red Bull, 27 Seconds, Sugar Loaf Wines, GO Outdoors, Inovo, Icebreaker, IKEA, British Orienteering, The Crossing, Ballantynes, Hugo Boss, New Zealand Story, Bivouac Outdoor, Airborne Honey, Nurse Maude, Zentera (The New Zealand Merino Company), Smudge, Home and Family, The University of Canterbury, planetFear, (She) Support Heal Empower, Lady Khadija Trust, NatureShop, Yes Mila.

Want to get in touch?

Message me or connect on LinkedIn — or Pick My Brain if that's what you'd prefer.

Don't forget my semi-regular newsletter, Slightly More Fun Than Doomscrolling, or The Scoop, TwoScoops' nearly-monthly updates.

Watch on YouTube

A semi-recent TwoScoops showreel

TwoScoopsPick My Brain

Quick answers

What does Matthew Dickinson do?

I do digital marketing and e-commerce. The work falls into content and campaigns, marketing strategy, and web design and development.

How much experience do you have?

20+ years across three continents. I was running e-commerce at 22 for GO Outdoors in the UK, then flew to Aotearoa and did the same in Ōtautahi Christchurch. Today I'm Digital Director at TwoScoops.

Do you do SEO and AI search?

I've been doing SEO since 2008, when I ran it for GO Outdoors in the UK. By 2010 Hitwise had it as the most visited outdoor retail site in the country.

Can I book an hour of your time?

Book a one hour chat and mine my head for 20+ years of digital marketing experience across three continents. Pick My Brain has the calendar.