Hi, I’m Matt

Strategic Product Marketer & Storyteller

6+ years of experience building comprehensive GTM strategies for complex SaaS portfolios. Expert in translating AI-driven features into clear, differentiated value propositions for buyers, driving over $1M in new product revenue and $13M in portfolio revenue.

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Selected Work

$1M AI Product Launch

GTM Strategy & Product Storytelling
Translating an AI-powered EdTech solution into a clear narrative and positioning that secured $1M in first-year revenue and an engaged community of fans.

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$13M Portfolio Growth

Full-Funnel Growth & Sales Enablement
Driving $13M+ in revenue through data-driven sales enablement, GTM strategy, acquisition strategies, and retention loops.

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The Brand Pivot

Messaging & Campaigns
Unifying 10 EdTech products under a single, emotion-led narrative framework to clear up market confusion and drive cross-sell.

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The Legacy Brand Turnaround

Lifecycle Marketing & Sales Revival
Reversing a sales decline for a 60-year-old product portfolio by modernizing the brand voice and re-igniting the sales force with “Why DI?“ & "Lead with DI" enablement.

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$0 Budget Rebrand

Branding & Leadership
Leading a 0-to-1 rebrand with targeted content and multi-channel execution that drove 15% YoY sales growth for a local small business.

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$120M Research & Insight Engine

Market Intelligence & Strategic Insights
Building a research engine that completed 20+ mixed-method studies to directly shape the roadmap of a $120M SaaS product portfolio.

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Miscellaneous

Creativity & Experiments
Exploring content creation, short-form video, podcast production, and original creative ideas that help me bring a unique perspective to my work.

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Dopamine Brand Identity

Brand Identity & Storytelling
Repositioning a one-person art business through a bold visual identity, Gen Z storytelling, and art trends like "Dopamine Decor."

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About Me

My interest in marketing started at 11 years old, when I created a 'Need a Dog Walker?' ad and turned it into a surprisingly profitable sixth grade business. That first experience in entrepreneurship and marketing grew into a career of telling stories that connect people to solutions.

I've been using AI since 2016 and marketing AI-powered solutions since 2020. I’ve watched AI, and its messaging, evolve over the years and I’m trying to predict where it’s going in the future. Today, I combine that curiosity with 6+ years of EdTech experience.

When I’m not spying on competitor messaging, you’ll find me reading The Wall Street Journal or keeping up with the latest Generative and Agentic AI trends.

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Kind Words from Colleagues

“Matt, I just want to say how much I appreciate you and all the help and support you offer to me…you’ve added an extra layer of knowledge, experience, and support in an area that I am still learning [product marketing]. Thanks so much for being you and know you’re a wonderful teammate!”

— Tracy, Sr. PMM at McGraw Hill

“@MatthewCannida, Great success story for Number Worlds! What a powerful story around the growth of these students. They recognize the value of the whole program - what a difference this makes!”

— Mary, VP of Product at McGraw Hill

“I would highly recommend Matt to any company making a big leap or pivot into a new endeavor. Matt’s organization and commitment to collaboration was just what we needed as we expanded our service options and shifted our social media strategy.”