Matt Kundo

Leading growth programs

• One owner for the whole program. I run growth programs for consumer and business-to-business clients: the strategy and budget, the channels, the landing pages, the measurement and the systems underneath.
• Contractors who reported to me. From April 2022 to March 2025 I hired and managed a team of contractors who reported directly to me across paid media, SEO, content and client success. I wrote their scopes and weekly priorities and held weekly one-on-ones.
• Unit economics across every channel. A 98% gross ROI in October 2025 for a Texas residential energy sales organization: $153,360 in modeled commission on a $77,439 channel mix, every enrollment source counted. Read the case study

B2B strategy

• A small-business launch plan. When a Texas energy sales organization opened commercial enrollment to small businesses in 2026, I planned the push around the customers it wanted, strip-center businesses like restaurants, law offices and franchise owners: plan pages, small-business content and the lead path behind the form. The first audit found its commercial form's leads were reaching nobody.
• Commercial leads counted without skewing the bidding. For the same organization, I shipped separate residential and commercial lead events and imported both into Google Ads, the commercial one as a secondary conversion, so the residential campaigns keep optimizing on what they sell.
• A B2B product of my own. I built and run Texas Commercial Plans, a price-comparison product for businesses buying electricity in Texas: a twice-daily feed of commercial plans, a provider registry, Stripe subscriptions and a weekly market report, with AI coding agents writing most of the code.
• Outbound for my own agency. I designed my agency's outbound to local businesses: email first and calls only when needed, a separate sending domain behind a send gate that checks its authentication and fails closed, suppression across both channels, and subject lines A/B tested one lever at a time.

B2B sales operations and CRM

Since 2020 I've worked in the Texas retail electricity space, consulting on growth marketing, go-to-market engineering and marketing technology. On the commercial side, I run the systems behind one retailer's B2B sales team: its HubSpot pipelines, the syncs that feed them and the reporting on top. Much of the work is getting systems that were bought separately to talk to each other, so the leadership team decides from one current set of numbers.

• A sales pipeline rebuilt around deals. I moved the commercial sales team from working contacts to working deals in HubSpot: two new pipelines for new business and renewals on the client's own stages, 904 commercial deals and 406 renewals migrated, and the three legacy pipelines emptied in August 2026.
• A renewals sync that stopped fighting the reps. A daily integration was resetting every rep's stage and owner changes on renewal deals. I changed it to update the account data and leave the pipeline alone, and proved it on the next live run: 403 of 406 deals updated, and the stages held.
• Billing to CRM for the small-business book. I built the sync that turns billing records into HubSpot deals: 1,131 deals created and 700 existing ones linked in the first load, every write read back, zero write errors. The ongoing sync runs as a scheduled flow inside the client's own Power Automate.
• Win/loss and deal velocity. I built win/loss and deal-velocity reports for the commercial pipeline.
• A CRM audit with the fixes in order. I audited the CRM read-only and gave the person who runs marketing eight fixes in priority order, answering each problem he'd raised with what the data showed. One finding: the customer type was blank on every one of the 400-plus small-business deals.
• Accounts, not just contacts. I found that none of the CRM's 853 company records was tied to a deal, the gap that kept account-level reporting from working.
• Leads to the right team. I diagnosed and patched a lead router that was sending a whole acquisition segment to the wrong team, with the rollback tested.
• Won when the account goes live. For small-business deals, I proposed marking a deal won when the account goes live rather than when the contract is signed, because some signed commercial enrollments never go live.
• Salesforce, then HubSpot. I configured Salesforce for its sales team in 2020. Today the commercial team works in HubSpot pipelines I run at admin depth, API included.

Paid media

• $20 million in client ad spend. Across the accounts I've worked on, from campaigns I ran hands-on to programs where a paid media specialist I direct makes the account changes.
• Hands-on in the platforms. I ran clients' Google Ads accounts myself from 2018 to 2022. As a subcontractor in 2019 and 2020, I launched Facebook, YouTube, Snapchat and Google campaigns for a community college and a coffee-milk brand, including cart-abandon remarketing.
• Built through the platforms' APIs. I built and launched a client's Meta Ads campaign through the Meta Marketing API, seed audiences included, and had AI agents stage a bike shop's ten holiday Google Ads campaigns through the Google Ads API, paused until launch.
• The decision rule before the money. I set a paid social test's read rule from power math before it ran, so no audience gets declared the winner on too few conversions.

Measurement and attribution

• A report that couldn't be built. A Texas electricity retailer wanted enrollments by promo code. I found why GA4 couldn't report them, specified the fix and had AI agents build it, and the share of conversion events carrying a promo code went from 0% to about 91%.
• Conversion data back to the platforms. I built an offline conversion feed that sends each paid deposit to Google Ads against the click that brought it, deduplicated on the payment ID.
• Working closely with engineers. I reviewed and extended a client developer's click-capture spec, then tested the build, where 8 of 9 fields first arrived empty.
• The funnel, not the ads. For a coffee-milk brand in 2020, I showed that only 93 of the 7,900 people who reached the homepage got to the join page, and recommended putting the money into checkout and site speed, since the ads were already working.

Landing pages and testing

• A search program that started converting. For a personalized video company I built a new search campaign and the landing page behind it. Its form conversions went from none in September 2025 to 35 in December at about the same monthly spend.
• Sign-ups for a new product. For the same company's self-serve slideshow editor, AI agents I directed built the landing pages and launched a search campaign. Sign-ups from it went from 34 in its first month, April 2026, to 86 in July.
• Pages matched to the ad. I directed AI coding agents to build a landing page that serves five versions chosen by the ad's URL, and built time-of-day messaging into another paid landing page.
• The test checked before the traffic. Before a planned landing page A/B test launched, I found both arms rendered the same page and rebuilt the variant to differ from the control in one thing, its header navigation.

Marketing systems and AI

• An agent-run practice. Since 2025 I've designed and directed a system of 29 AI agent roles that write client reports and audit client sites. None of them can mark a task done without citing evidence, and anything that spends more waits for a person.
• A billing-to-CRM sync. Billing records become HubSpot deals on a schedule inside a client's own Power Automate, with every write read back to confirm it landed.
• A content engine with checks. With AI agents doing the build, I stood up a content engine that has published more than 75 articles across three sites since June 2026, with quality and sourcing checks that can hold an article before it publishes.
• Creative automation, with a person in the loop. I directed AI agents to build a Meta ad pipeline that composes ads only from a client's own photography and needs a person's approval before a final render. Its ads ran in that client's first flight on a new ad account.

Before my own practice

• In-house at a direct-to-consumer brand. I ran marketing for a brand selling a running training product online. That meant its Facebook advertising, with audience campaigns for runners and triathletes and event campaigns around New England road races, and its Mailchimp program, with post-purchase onboarding and a partner sequence for gyms and coaches.
• At a full-service agency. I managed a large book of small client accounts and handled some of the fulfillment myself, including a paid media report for a national cleaning brand and a LinkedIn Ads campaign for an insurance carrier.
• Launch and event marketing. For a restaurant group in Austin, I wrote launch and event content, including a grand opening press release and an event recap under my byline in a local fitness magazine, and led the brand ambassadors who reported to me.