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Matt Hicks
Director of Technology & Customer Experience

Matt Hicks

Over the last 20 years, I have learned how to manage, research, implement, and analyze systems that allow departments to accomplish tasks and achieve their goals. I strive to curate a team dynamic that emphasizes innovation and progress through collaboration.

It all starts with listening and asking the right questions.

What I Do

Leadership

I am fortunate to have the opportunity to lead the Yeti Cycles Technology Department. I understand that my role as a leader is to provide the expectations, resources, and time my team requires to succeed in their roles.

As a leader, I believe it is essential to celebrate the team's successes and that I own any failures. I strive for team collaboration and am willing to assist with any task a team member may need help with.

Business Intelligence & Analytics

Using tools such as Salesforce, PowerBI, Google Analytics, and other software reporting tools has provided data insights that have improved the effectiveness of Marketing, Sales, Operations, and Customer Support initiatives.

My portfolio shows many examples of creating PowerBI reports for Department Budgets, Bike Registrations, and Yeti Bike Demos. It also illustrates examples of Salesforce dashboards used for measuring goals for our Customer Support department and reporting on Warranty claims.

Salesforce Administration

I am a Certified Salesforce Administrator with 13 years of Salesforce experience. My first project in 2007 with Salesforce included building a customizing a helpdesk ticketing system for an architecture and design firm. I have now consulted, implemented, developed, and administrated a vast array of Salesforce's products for many large and small companies.

I have quite a bit of knowledge and experience with Salesforce Sales Cloud, Service Cloud, Marketing Cloud, and Communities. At Yeti, I have utilized Salesforce to collect and share consumer data that has benefited multiple departments. The Sales, Warranty, Customer Support, and Marketing departments are logging into Salesforce daily to support their roles and gain insights into our customers and operations.

Systems Integration

I have been mapping systems and configuring integrations for over 10 years. This involves understanding database structures and APIs.

At Yeti, I have integrations connecting our ERP system and e-commerce program for sales orders, inventory, invoicing, and shipments. I have connected multiple systems into Salesforce to collect and analyze data for Warranties, Pro Applications, Bike Demos, Bike Registrations, Event Registration, Email Lists, Marketing Journeys, and B2C, PRO, B2B purchase behavior.

Project Management / Team Management

Collaboration and organizational skills have allowed me to implement and manage projects of any scale. Examples range from rebuilding our website tech stack to designing and configuring a shipping program for our e-commerce store.

I have hired and managed staff that have proven to be hardworking and valuable to Yeti. I continue to work closely with these individuals to solve problems and further develop their skills.

Team Building

Working with others to host potlucks, chili cookoffs, Cranksgiving, Zoom Happy Hours, etc has been fun, rewarding, and important to promoting and maintaining our culture, here at Yeti.

I want to continue to work with all departments to improve and promote communication by building strong internal relationships in formal and informal settings.

Ecommerce & Web

Recently, I have worked on configuring a brand new website and completely rebuilding the technology stack that runs it. This project first involved assembling an RFI and selecting our design, development, and integration consultants. During this time, I have spent many hours configuring backend systems and mapping integrations. While working with our consultants to organize and complete tasks that we scoped, I have expanded my skills on how to manage a project effectively and efficiently.

Currently, I am working with Jasper (PIM), BigCommerce (e-commerce platform), Prismic (Headless CMS), and eBridge (Integration Platform). Configuring these systems from the ground up has taught me not only how to support them, but also how to continue developing them to improve business processes.

Marketing Automation

After researching and implementing Salesforce Marketing Cloud, I focused on developing Customer Journeys to create personalized experiences for Yeti's current and future customers.

Resume

15 Years of Experience

Professional Experience

2020 - Present
Yeti Cycles

Director of Technology & Customer Experience

I am fortunate to have the opportunity to lead the Yeti Cycles Technology and Customer Experience Departments. I understand that my role as a leader is to provide the expectations, resources, and time my team requires to succeed in their roles. I am continuing to build out the Technology Department by providing direction and strategy to aid in the planning and implementation of impactful projects. I believe in empowering individuals to manage their projects and cultivating a culture that pursues personal growth.

Roles & Responsibilities:

  • Lead the Technology Department by aligning our projects and tasks with the company’s overall strategy and requirements, organizing/setting priorities, and providing the team with their needs to successfully add value to the company.
  • Curate a team dynamic that emphasizes innovation and progress through collaboration and setting realistic goals.
  • Create and manage the Technology Department’s budget
  • Carry out supervisory responsibilities that include hiring new team members, planning, assigning, directing work, celebrating team successes and owning failures, negotiating salaries and setting bonuses, and addressing problems.
  • Continue as the Lead Administrator and innovator for Salesforce Sales Cloud, Marketing Cloud, Service Cloud, Community Cloud, BigCommerce, Jasper, eBridge Connections, Codeless Platform Integrations, and additional custom integrations.

2018 - 2020
Yeti Cycles

Marketing Technology Manager

As the Yeti Cycles Marketing Department grows, so has the need for new automation tools that allow us to build individual customer journeys. This position has allowed me to enhance and personalize our marketing through the use of Salesforce and other e-commerce tools. I also continue to maintain many of the roles and responsibilities listed in my Systems and Technology Manager position below. 

Roles & Responsibilities:

  • Selected, implemented, and currently administrate our Marketing Automation Platform, Salesforce Marketing Cloud.
  • Build Customer Journeys using Salesforce Journey Builder utilizing customer data and triggers within Salesforce Sales Cloud. 
  • Research, scope, and implement a new web stack that includes an e-commerce platform, Headless CMS, PIM, and integration system that powers our B2C, B2B, and Pro/Ambassador websites. 
  • Lead Administrator and innovator for Salesforce Sales Cloud, Marketing Cloud, Service Cloud, BigCommerce, Magento, Jasper, eBridge Connections, and custom integrations.

2015 - 2018
Yeti Cycles

Systems & Technology Manager

Salesforce implementation/administration and technology experience allowed me to gain a position at Yeti Cycles. The Systems & Tech Manager role provided an open door to work closely with the Operations, Sales, and Marketing Departments. 

Roles & Responsibilities:

  • Integrate our ERP, e-commerce, and CRM systems to collect customer data and report on B2C, B2B, and Pro/Ambassador behavior. 
  • Build and support our B2B and Pro/Ambassador websites.
  • Continue to build out Salesforce to support our Customer Support, Sales, Operations, and Marketing departments. 
  • Upgrade & Administrate our ERP system, as well as learn the database tables to build custom reports for the Sales, Finance, and Ops departments. 
  • Work with outside consultants to build and implement internal systems and e-commerce platforms. 
  • Create Power BI dashboards and reports to support departmental budgets, track Bike Registrations and Demos, and provide the sales department with forecast to actuals insights. 
  • Support and configure all technology systems such as Microsoft Office 365, Citrix, Syspro, Magento, MS Azure, Dropbox, Box, Adobe, Salesforce, etc...
  • Troubleshoot and configure all technology hardware such as networking equipment, staff computers, servers, and printers. 
  • Manage all integrations with our ERP system for shipping, sales, ops, and marketing. 

2013 - 2015
Outdoor Industry Association

Salesforce Administrator

The Outdoor Industry Association allowed me to achieve my goal of working in an industry that supported my passion for being in the outdoors.  I had the privilege of meeting and working with executives and founders of many leading outdoor brands.

Roles & Responsibilities:

  • Configured and administrated a custom AMS using Salesforce as the platform. 
  • Built and distributed reports that tracked OIA membership renewals, attrition, and dues. 
  • Assembled confidential reports featuring sponsorship and membership revenue that the CFO presented to the OIA Board of Directors.
  • Created custom public analytical dashboards that highlighted OIA's membership and industry activism statistics.
  • Attended several industry tradeshows and conferences supporting event technology and promoting memberships.
  • Supported and trained staff on technologies such as Salesforce Pardot and ExactTarget, Salesforce Sales Cloud, and a custom CMS Solution.

2011 - 2013
initial.AEC

Systems Administrator

initial.AEC provided the opportunity to build my consulting skills by supplying 24/7 remote and on-site support for technology hardware and applications for more than 20 architecture, engineering, and construction firms throughout Colorado. 

Roles & Responsibilities:

  • Supported 20+ offices for all technology and application related troubleshooting. 
  • Built and maintained relationships with business owners and office staff in order to provide the highest level of support. 
  • Configured and monitored networking and technology security systems in each location.
  • Visited offices on scheduled intervals to address outstanding issues and perform system maintenance. 

2006 - 2011
Gensler

Technical Specialist

At Gensler, I was hired as the second corporate technology employee in the Denver office to work alongside our San Francisco team to assist with the administration and support of over 6,000 architect and design professionals working throughout 50 locations spread across the globe.

Roles & Responsibilities:

  • Served as a member of the Gensler Workstation Taskforce Team, SharePoint Team, Deployment Team, Macintosh Taskforce, and Change Management Implementation Team.
  • Operated as the System Administrator for Gensler's internal support desk using Salesforce Service Cloud. 
  • Built deployment packages and various Application Virtualization packages.
  • Performed GPO audit and maintenance for all users and computers.
  • Assisted with maintaining and auditing Gensler’s Active Directory Organizational Units.

 

2004 - 2006
Cerner Corporation

System Engineer

I started my professional career with Cerner Corporation directly out of college. I held two positions there as a Tradeshow Support Specialist and the only member on the Executive Support Team. 

  • Supported and configured computer and healthcare systems for over 50 demos a week.
  • Aided sales associates with product demonstrations.
  • Created documentation for system configurations.
  • Supported over 200 of Cerner’s local and remote top executives.
  • Provided 24/7 support for desktop software, hardware, and networking issues.

Education

2000 - 2004
University of Iowa

Bachelors of Business Administration - Management Information Systems

Technology Experience

Business & Data Analytics
PowerBI, Google Analytics, Geckoboard, MS Access, Excel, Salesforce

Marketing Automation
Salesforce Marketing Cloud, Salesforce Social Studio, Facebook Ads Manager, Campaign Monitor

CRM
Salesforce Sales Cloud

Customer Service & Support
Salesforce Service Cloud, Formstack, Salesforce Live Agent

E-commerce
BigCommerce, Magento, Shopify, Salesforce Community Cloud

ERP
Syspro

CMS
Prismic, Active Admin, Magento, WordPress

Product Information Management (PIM)
Jasper

Microsoft
Excel, Access, PowerBI, Word, Teams

Cloud Storage
Amazon S3, Dropbox, Box, Synology

Business Skills

Department Leadership

Budget Management

Staff Management

Business Intelligence & Data Analytics

Problem Solving

Project Management

Technology Implementation & Administration

15 years of Salesforce Experience 

 

Projects

Business Intelligence & Analytics

Department Budgets PowerBI Reports

Department Budgets

  • Developed PowerBI reports linking department budgets with our accounting system conveying budgeted dollars and percentages to actuals. 
  • Setup permissions where department information is only visible to its directors.
  • Created filters and drill-down options to review specific details. 

Bike Demo Event Registrations PowerBI Dashboard

  • Using PowerBI, I built dashboards and reports that show demographic, geographic, behavioral, and qualitative data relating to bike demo events. 
  • Key insights show which bike models are requested and ridden by specific genders, ages, and regions. 
    • Example: the data can be filtered further to show what models were ridden by females ages 30-39 in the midwest.  

Bike Registrations PowerBI Dashboard

  • Built a PowerBI dashboard displaying geographic, behavioral, and qualitative data relating to bike registration.
  • Key insights provide customer demographics that are not available through our dealers. We are able to see information such as brands' customers previously owned, if a customer demoed a bike before purchase, and the reason they purchased a Yeti. 

Customer Support Salesforce Dashboard

  • I created a dashboard that gives insights into the performance of our customer support team. 
    • Example: the information displayed is team workload, which contact methods are most popular, and the average time to close cases. 

Warranty Claims Salesforce Dashboard

  • I created a custom warranty dashboard that actively tracks claims submitted by dealers. 
  • Insights include the detection of recurring issues, specific issues with bike models, and RMA tracking. 

Ecommerce & Web

Website & Technology Stack Rebuild

  • Collaborated with our Marketing Director to build an RFI to select a new website design and development partner. 
  • Researched and vetted multiple e-commerce, PIM, CMS, and integration companies to rebuild our technology stack for our website. 
  • Scoped and assisted in the implementation of BigCommerce, Jasper, Prismic, and eBridge.
  • Acted as an internal project manager to assist with organizing project tasks and timelines.  
  • Participated in design and requirements planning for the new website project. 

E-commerce Platform

  • Selected and configured BigCommerce as our new e-commerce platform. 
  • Migrated customers, products, and pricing from Magento to BigCommerce.
  • Scoped and customized a shipping application to meet our company's dimensional shipping and packaging requirements.

Product Information Management

  • Researched, selected, and scoped a PIM system (Jasper) that would integrate with BigCommerce. 
  • Built custom import/export profiles that allow us to load all product information from our ERP system. 

B2B & Pro Websites

  • Worked with our web consultant to design and configure new B2B and Pro Deal specific websites. 
  • Continue to manage the products, promotions, pricing, and customers for all websites.

Systems Integrations

  • Mapped and aided in the integration of our ERP, CRM, and e-commerce platforms. This includes creating and updating orders, inventory, shipments, invoices, and customers.

Salesforce Customizations & Implementations

Customer Service & Support System

  • Customized Salesforce Service Desk to support our customer's inquires and issues through the use of a ticketing system.
  • All email and chat communication are recorded on the customer's record and support case within Salesforce. 
  • Yeti's Customer Support Team is able to view bikes registered, purchase history, events/demos attended, warranty claims, and demographic information for each customer's account in order to personalize the support experience. 
  • Created custom notifications to alert when a reply is required and when a case has been opened longer than usual. 

 

Warranty Claim Submissions

  • Constructed a dealer warranty claim system that integrates online forms, Salesforce cases, bike registrations, and our RMA system. 

Bike Registrations & Appreciation Bundles

  • Created a custom program in Salesforce that receives and validates Yeti Cycles bike registrations. 
  • Integrated with a Salesforce Marketing Cloud journey that sends personalized emails, updates Salesforce account records, and creates a case for our customer service to send out a thank you bundle.  

Pro Deal Applications & Renewals

  • Created a custom system within Salesforce that manages Pro Deal Applications, their approvals/renewals, and creates/updates a customer's specific access and pricing in our e-commerce platform. 

Dealer Account Tracking

  • Integrated Salesforce with our ERP system to provide dealer account information and purchase history to our sales team.
  • This provides insights into our dealer's performance and how they are tracking towards their trimester goals. 

Event Registrations

  • Integrated an online event registration site with Salesforce to track events and event registrations. 
  • Created Salesforce reports that provide purchase information to our Accounting Department for reconciliation. 

Marketing Automation

Salesforce Marketing Cloud

  • Researched, scoped, and implemented Salesforce Marketing Cloud & Social Studio as our marketing automation platform.
  • Connected our customer data within Salesforce Sales Cloud to Salesforce Marketing Cloud to allow personalized emails and to trigger customer journeys.
  • Created email templates that allow our marketing team to quickly create emails by adding new images and copy.

Personalized Customer Journeys

  • Outlined and implemented the Pro Application, Pro Renewal, Bike Registration, Event Registration, Post Bike Demo, and Onboarding journey using Draw.io and Marketing Cloud Journey Builder. 

Salesforce Social Studio Engagement

  • Configured social media dashboards within Salesforce Social Studio that could be used to actively listen and engage social media contributors. 

Contact

720.245.7691

Denver, CO

matt@mattghicks.com

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