Matthew
Janette
Founder & Principal, Janettix
A decade leading integrated campaigns across agency and in-house teams — now running a consultancy that builds the systems most consultancies only advise on.
The short version
I started on the agency side, managing national brand campaigns at one of the largest independent agencies in the country. I moved into growth leadership — cross-functional teams across data, creative, paid, and strategy in more than fifteen countries — and then into a marketing director role inside a startup, where I learned what it costs when the measurement layer does not exist.
Along the way the thing I got known for stopped being campaigns and started being the infrastructure underneath them: the tracking, the reporting frameworks, the systems that let a small team behave like a large one.
Since 2023 that has been Janettix. What changed over the last two years is the tooling. Research, reporting, catalogue work, and content production now run through agent systems I build and govern myself — which is why one person carries fifteen accounts without the quality falling over, and why the AI operations line exists as a service rather than as a talking point.
Based in East Lansing, Michigan, working remotely across the US. Trilingual in English, Arabic, and Spanish. B.A. in International Studies with a focus on global economics from The Ohio State University.
How I work
01
The person who sells it builds it
The most common complaint about agencies is that senior people win the work and junior people deliver it. A solo practice cannot do that. It is structural, not a promise.
02
Technical depth is the differentiator
Most marketing consultants stop at the brief. This one writes the tracking, ships the site, builds the agent, and deploys it. Strategy that cannot be implemented is an opinion.
03
Numbers survive the follow-up question
Every figure recomputed fresh, with its denominator stated and its real date window. Organic and paid never blended into one lift number. Client work has to survive a CEO asking how it was calculated.
04
Bracket the gap, never fill it
When a specific number is not known, the copy says so instead of reaching for a plausible one. There are brackets on this very site where the evidence is not in yet.
- Oct 2023 — present Founder & Principal Janettix Fifteen clients. Integrated campaigns end to end, plus the agent and automation layer the practice itself runs on — catalogue pipelines, reporting, research workflows, and internal tooling. Directs a ~30-person cross-disciplinary creative network, scoping work and developing talent to budget and timeline.
- 2022 — 2023 Partner Growth Leader Growth consultancy Led cross-functional teams across data, creative, paid, and strategy in 15+ countries. Built the measurement frameworks that tied campaigns to business impact rather than outputs. Converted clients to long-term partnerships at a 100% upsell rate. Scaled one marketplace’s paid investment 10x at positive return.
- 2020 — 2022 Marketing Director Healthcare technology startup Owned brand, campaigns, content, and the data infrastructure behind them while the company searched for product-market fit. Managed cross-functional delivery across creative, development, and vendors, plus B2B accounts from enterprise to SMB.
- 2018 — 2020 Growth Leader Digital marketing agency Fifty simultaneous client accounts, directing multi-disciplinary workflows across creative, paid media, search, email, and social. Average account revenue up 40% year over year.
- 2015 — 2018 Brand Manager Major independent agency Integrated, multi-channel brand campaigns for national retail, automotive, and hospitality accounts at one of the largest independent agencies in the US. One campaign drove $3.7M in digital revenue at 5:1. Another year delivered a national retailer’s record sales.
Certifications
Google Ads Certified · Google Analytics Certified
Education
B.A. International Studies (Global Economics), Arabic minor — The Ohio State University
Languages
English · Arabic · Spanish
Employer-side accounts are listed as career background. Those brands were clients of the agencies I worked for, not of this practice, and are not presented as Janettix work.