About
Services
Articles by Matt
Activity
4K followers
-
Matt Wilkinson, PhD MBA shared thisWhat a great article from my friend Nancy Marshall. Absolutely love this section: "How do I become irreplaceable? What about me can’t be swapped out for an LLM? What makes you irreplaceable is a strong personal brand. It is a strong reputation for not just experience, but expertise. " https://lnkd.in/ecPP8qtMHere’s How To Be Irreplaceable When AI Can Displace PRHere’s How To Be Irreplaceable When AI Can Displace PR
-
Matt Wilkinson, PhD MBA shared thisMarketing meets should always blend this much culture, creativity and blue skies! What a great event - thank you for organising such a great group Joeri Billast, with Mark Schaefer, Charlotte Wilkinson, Loretta Ní Ghabháin Megan Stark Roxana Hurducas and Jo Smets
-
Matt Wilkinson, PhD MBA shared thisMeta bought a social network last month. Every user is a bot. That should be on your board agenda. Because Meta understood the future of purchasing is agentic. Agent infrastructure - the connective tissue that allows AI to find, evaluate, and recommend products before any human gets involved - is the next commercial battleground. Meta and OpenAI both made significant acquisitions in March to control it. Bill Gross, who invented paid keyword search, has already started a company placing contextual ads inside AI responses. These are not bets on the future. They are bets on something already running. Your buyers are already using AI to research suppliers. Forrester: 89% of B2B buyers use generative AI somewhere in the purchase process. INSEAD researchers developed the concept of "Share of Model" - measuring how often and how favourably a brand appears in AI-generated responses. Their finding: there is no page two. Either your brand appears or it does not. At SLAS 2026, 62% of exhibitors had never tested whether AI would recommend their company to a buyer. The top of the adoption curve is beginning to separate from the field. That separation is the competitive moat question for the next 36 months. The brands building machine-readable, verifiable, expert-cited content now are accumulating the authority signals that AI will use when the infrastructure matures. The brands that wait are not neutral. They are falling behind. #lifescience #strategy #AIstrategy #commercialization #marketingYour Next Buyer Might Be an Algorithm. Is Your Brand Ready?Your Next Buyer Might Be an Algorithm. Is Your Brand Ready?
-
Matt Wilkinson, PhD MBA shared thisSearch engines crawl pages. AI models build a picture of who you are. They aggregate signals across every authoritative source that mentions your company - your LinkedIn page, your Crunchbase profile, your Select Science listing, your website About page. If those descriptions don't agree, the model doesn't know how to place you. Not in the wrong category. Not ranked lower. Just - unclear. Unresolvable. Skipped. Most life science marketing teams treat entity consistency as a one-afternoon fix. And tactically, they're right. It is. But the reason it matters isn't tactical. It's foundational. Before a large language model can recommend you, cite you, or include you in a buyer's consideration set - it has to understand who you are. That starts with consistency. Across every platform that feeds it. We talked about this in this week's episode of A Splice of Life Science Marketing.
-
Matt Wilkinson, PhD MBA shared thisWithin 18 months, Citation Compression will have sorted life science vendors into two groups: - The ones who appear when a researcher asks AI who to trust. - And the ones who don't. Here is the mechanism that makes that inevitable. AI-generated search - ChatGPT, Perplexity, Google AI Mode - does not return ten blue links. It returns three named companies, confidently, with reasons. The researchers using these tools are not cross-checking. They are shortlisting from that answer and moving on. The companies that get cited consistently are not winning on brand spend or content volume. They are winning on infrastructure - entity consistency across platforms, ungated technical content structured for extraction, schema markup, named expert authorship with verifiable credentials. These are decisions that compound. A company that builds this foundation now is not just visible today. It is progressively harder to displace as the models update and recalibrate toward the sources they already trust. The companies that move in the next 90 days build that compounding advantage. The ones that treat this as a future problem hand the early movers a structural head start that content spend alone will not close. Across our exhibitor surveys at ELRIG Drug Discovery 2025 and SLAS 2026, 62% of life science vendors had never run the basic test - opening an AI model and asking whether they appear in their own category. That is the gap, in its simplest form. And it is open right now. The six-phase AI Discoverability Audit is designed to be run by your existing team. No agency. No specialist hire. A clear before picture, a prioritised action list, and a citation monitoring habit that tells you whether it is working. The window for a meaningful first-mover advantage in AI discoverability is not permanently open.The AI Discoverability Audit for Life Science BrandsThe AI Discoverability Audit for Life Science Brands
-
Matt Wilkinson, PhD MBA posted thisYour SEO strategy is already obsolete. Google gave you a list of links. AI gives users one answer. And if that answer isn't yours, you don't exist. ChatGPT, Perplexity, and Gemini aren't ranking your content — they're extracting it, synthesizing it, and handing users a verdict. The agencies still obsessing over keywords and backlinks are playing a game that quietly ended. The new game? Getting AI to trust you enough to quote you. That means structured page mapping. Answer objects. Opinionated content with proof. Topical depth that makes you the undisputed authority in your niche. PR, SEO, and content working in lockstep — not in silos. I was part of a Forbes Agency Council piece alongside Amy Packard Berry, Vincent DeCastro, Nataliya Andreychuk, Chintan Shah, Brock Murray, Lars Voedisch, Starr Million Baker, Ajay Prasad, Lior Eldan, Jade Bartholomew, Robert Burko, Boris Dzhingarov, Yi Sun, Mike Demopoulos breaking down exactly how agencies are already winning this shift — with real campaigns, real tactics, and real results. If you're still optimizing for clicks, you're optimizing for yesterday. https://lnkd.in/evbGcsxp
-
Matt Wilkinson, PhD MBA reposted thisMatt Wilkinson, PhD MBA reposted this🧠 The agency model is changing fast, and the leaders who adapt now will be the ones still standing in five years. The latest edition of Agency Pulse tackles the questions every agency owner and senior leader should be asking: Are you selling time, or are you selling outcomes? Are you focused on production or on solutions? If AI can do the execution, where does your value actually live?
-
Matt Wilkinson, PhD MBA shared thisMy first Forbes Agency Council article was just shared in the Agency Pulse newsletter. Happy reading!
-
Matt Wilkinson, PhD MBA shared thisHot take: life science is the only sector where the marketing team is sitting on a structural AI citation advantage - and mostly not using it. Peer-reviewed publications. Named scientists with verifiable credentials. Application notes with real experimental data. Clinical validation backed by methodology. AI models in health and science domains do not behave like consumer search. They prefer exactly this kind of content. But only if it is accessible, attributed correctly, and not locked behind a form. Most of it isn't. I've written about the three moves that change this. They do not require a content overhaul. They require a different frame. What would you prioritise first - auditing gated content, building entity profiles for named scientists, or running the discoverability test? Genuinely curious where people are starting.Your Scientific Credibility Is an AI Search WeaponYour Scientific Credibility Is an AI Search Weapon
-
Matt Wilkinson, PhD MBA reacted on thisMatt Wilkinson, PhD MBA reacted on thisWhat you say, How you say it, What you do, How you do it, Who you do it with, Who you do it for, ALL of it positions people and brands. Each piece and all of them together. So simple in theory, yet very hard in practice. 😊 #branding #brandstrategy #B2B #marketing #howto
-
Matt Wilkinson, PhD MBA reacted on thisLinda Hill always worth a readMatt Wilkinson, PhD MBA reacted on thisA recent Business Insider article describes how companies like Meta and Block are redefining management roles, introducing titles such as “org leads” and “player-coaches” as they reorganize around AI. The structural changes are visible. Layers are being reduced. Teams are becoming smaller and more autonomous. What deserves closer attention is how the work of leadership is being carried out in these new configurations. AI can take on aspects of coordination and expand access to information. That changes how work gets done day to day. It also changes where leadership is required. In research on organizations that are able to innovate repeatedly and at scale, three roles consistently show up: 🟢 Architects design the environment. They shape culture, structure, and ways of working so people can contribute, experiment, and learn. 🟢 Bridgers connect across boundaries. They bring together perspectives and capabilities that do not naturally sit in one team or function. 🟢 Catalysts generate movement. They mobilize networks and ecosystems so ideas can move from possibility to impact. The Business Insider piece points to the continued need for roles that help teams integrate their work and navigate differences in expertise. That work becomes more important as structures flatten. Organizations experimenting with new titles and structures are testing important ideas. The outcomes will depend on whether they also redesign how leadership responsibilities are distributed, how decisions are made, and how people work together across boundaries. The article is worth reading for the examples and perspectives shaping this shift. Sarah E. Needleman K., Harvard Business School, Emily Tedards, Jason Wild
-
Matt Wilkinson, PhD MBA liked thisNone of us have the following excuses any more: 1. Good education about AI is too expensive 2. All the free stuff is low quality (that hasn't been true for ages) 3. I don't know where to look And, this isn't the only good, free education about AI fundamentals. It's everywhere. For all levels, all learning modes, all interest areas.Matt Wilkinson, PhD MBA liked thisStanford University 𝗽𝘂𝘁 𝗶𝘁𝘀 𝘄𝗼𝗿𝗹𝗱-𝗰𝗹𝗮𝘀𝘀 𝗔𝗜 𝗰𝘂𝗿𝗿𝗶𝗰𝘂𝗹𝘂𝗺 𝗼𝗻𝗹𝗶𝗻𝗲 [𝗙𝗥𝗘𝗘]. Each course is taught by Stanford professors, recorded, and free to access. If you master even half of this, you’ll understand more than 90% of people who just “use AI.” 𝟭. 𝗖𝗦𝟮𝟮𝟭 - 𝗔𝗿𝘁𝗶𝗳𝗶𝗰𝗶𝗮𝗹 𝗜𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲 → Foundations of AI: search, reasoning, planning, decision-making: https://lnkd.in/dyu3FsK8 𝟮. 𝗖𝗦𝟮𝟮𝟵 - 𝗠𝗮𝗰𝗵𝗶𝗻𝗲 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 (𝗔𝗻𝗱𝗿𝗲𝘄 𝗡𝗴) → Supervised learning, unsupervised learning, deep dive into algorithms. https://lnkd.in/da4J48v5 𝟯. 𝗖𝗦𝟮𝟯𝟬 - 𝗗𝗲𝗲𝗽 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 (𝗔𝗻𝗱𝗿𝗲𝘄 𝗡𝗴) → Neural networks, CNNs, RNNs, best practices for building deep models. https://lnkd.in/dmdgrn4Y 𝟰. 𝗖𝗦𝟮𝟮𝟵𝗠 - 𝗠𝗮𝗰𝗵𝗶𝗻𝗲 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗧𝗵𝗲𝗼𝗿𝘆 → Mathematical underpinnings and rigorous ML proofs. https://lnkd.in/dKGxgaCH 𝟱. 𝗖𝗦𝟮𝟯𝟰 - 𝗥𝗲𝗶𝗻𝗳𝗼𝗿𝗰𝗲𝗺𝗲𝗻𝘁 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 → Markov decision processes, Q-learning, policy gradients. https://lnkd.in/dWgsTMqY 𝟲. 𝗖𝗦𝟮𝟮𝟰𝗨 - 𝗡𝗮𝘁𝘂𝗿𝗮𝗹 𝗟𝗮𝗻𝗴𝘂𝗮𝗴𝗲 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 → Semantic analysis, dialogue systems, language meaning. https://lnkd.in/daxDtGpb 𝟳. 𝗖𝗦𝟮𝟮𝟰𝗡 - 𝗡𝗟𝗣 𝘄𝗶𝘁𝗵 𝗗𝗲𝗲𝗽 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 → Word embeddings, transformers, modern NLP architectures. https://lnkd.in/d3s2GwSh Enjoy! 𝗣.𝗦. 𝗜 𝗿𝗲𝗰𝗲𝗻𝘁𝗹𝘆 𝗹𝗮𝘂𝗻𝗰𝗵𝗲𝗱 𝗮 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 𝘄𝗵𝗲𝗿𝗲 𝗜 𝘀𝗵𝗮𝗿𝗲 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝘄𝗲𝗲𝗸𝗹𝘆 𝗱𝗿𝗼𝗽𝘀 𝗼𝗻 𝗔𝗜 𝗮𝗴𝗲𝗻𝘁𝘀, 𝗲𝗺𝗲𝗿𝗴𝗶𝗻𝗴 𝘄𝗼𝗿𝗸𝗳𝗹𝗼𝘄𝘀, 𝗮𝗻𝗱 𝗵𝗼𝘄 𝘁𝗼 𝘀𝘁𝗮𝘆 𝗮𝗵𝗲𝗮𝗱 𝘄𝗵𝗶𝗹𝗲 𝗼𝘁𝗵𝗲𝗿𝘀 𝘄𝗮𝘁𝗰𝗵 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝘀𝗶𝗱𝗲𝗹𝗶𝗻𝗲𝘀. 𝗜𝘁’𝘀 𝗳𝗿𝗲𝗲 — 𝗮𝗻𝗱 𝗮𝗹𝗿𝗲𝗮𝗱𝘆 𝗿𝗲𝗮𝗱 𝗯𝘆 𝟯𝟬,𝟬𝟬𝟬+ 𝗽𝗲𝗼𝗽𝗹𝗲. 𝗝𝗼𝗶𝗻 𝘁𝗵𝗲𝗺 𝗵𝗲𝗿𝗲: https://lnkd.in/dbf74Y9E
Experience & Education
-
Strivenn
View Matt’s full experience
See their title, tenure and more.
or
Licenses & Certifications
-
-
-
-
-
-
-
-
-
APMP Project Management Practitioner
Association of Project Managers
-
CMCE (Chartered Management Consultancy Essentials)
Chartered Management Institute
Projects
-
Trade Mission in China
More than a dozen Maine businesses and organizations took part in the mission that is providing valuable opportunities to meet with Chinese officials and business people to strengthen relations. The mission is a coordinated effort by the Maine Department of Economic and Community Development (DECD), Maine International Trade Center (MITC), and the U.S. Department of Commerce.
These meetings enable Maine job creators to meet face to face with distributors and importers. “The meetings…More than a dozen Maine businesses and organizations took part in the mission that is providing valuable opportunities to meet with Chinese officials and business people to strengthen relations. The mission is a coordinated effort by the Maine Department of Economic and Community Development (DECD), Maine International Trade Center (MITC), and the U.S. Department of Commerce.
These meetings enable Maine job creators to meet face to face with distributors and importers. “The meetings exceeded my expectations. I met with qualified sales prospects who were genuinely interested in my products,” said Artel Corporation representative, Kevin Khovananth.Other creators -
Honors & Awards
-
Onestart 2013 - Top 10 in the World's Largest Life Sciences Business Plan Competition
SR-One & Oxbridge Biotech Roundtable
Provided strategic marketing and communications support to MPDx on its route to the finals of the world's largest life sciences business competition
Recommendations received
-
LinkedIn User
29 people have recommended Matt
Join now to viewOther similar profiles
-
Kelvin Golding CMktr FCIM FIDM FISM FHEA Influencer
Kelvin Golding CMktr FCIM FIDM FISM FHEA Influencer
“Kelvin is a highly experienced Chartered Marketer, and has made a major contribution to marketing and the marketing profession.” Former CEO and Chairman, Chartered Institute of Marketing.<br><br>“I have known Kelvin for many years, he keeps himself updated on all the latest trends, whilst not forgetting the underpinning fundamentals of marketing strategy. The outstanding fact about Kelvin is that he has a most likeable personality and gets on well with his colleagues, no matter what their status. To me, Kelvin is the perfect example of what all professional marketers should strive to be.” Prof. Malcolm McDonald (Times Top 10 Management Consultant). <br><br>- UK Marketing Expert (strategy to delivery): industry and government recognised, accredited, experienced, and professionally qualified. <br><br>- Top Marketing Educator: training the next generation of CMOs with a passion for social mobility, neurodiversity, and EDI.<br><br>Kelvin is an ethical professional, go-to-market, multi-award-winning senior Chartered Marketer with significant Executive Board experience. He is a strategic marketing and digital specialist (since 1997) with expertise in transforming marketing within organisations for measurable improvements in profit, sustainable growth, and exit strategies. <br><br>Previously, Kelvin has worked as Marketing Director within an FTSE100, CMO of an International Charity, and MD of a London advertising agency (sold to WPP). He has advised some of the world’s largest brands. Clients included: Apax, AT&T, BMW, Boots, BP, Lloyds Bank, M&S, P&G, RAC, Rolls-Royce, Samsung, Tesco, and Trinity Mirror Group. In addition, he was the marketing partner for a number of VC, PE and Angel-funded (pre-series A to series C) Tech startups.<br><br>Kelvin has experience in most industry sectors (B2C, B2B, NFP) including: FMCG, manufacturing, professional services, retail, service businesses and tech within established organisations, as well as startup & e-businesses.<br><br>Kelvin is an official CIM Marketing Consultant (GDF), and Course Director for the Chartered Institute of Marketing (CIM). In addition, he is a Corporate Trainer for the Institute of Data and Digital Marketing (DMA), and professionally trained marketers from Axa, Britvic, Co-op, Meta, Fujitsu, Google, O2, and Virgin. <br><br>Kelvin is industry-recognised as a Fellow of the CIM, IDM, ISM and HEA. He is an industry examiner (digital and social media expert), CIM Advisory Board member, CIM SME Ambassador, and CIM Chairman (East England). Institute of Practitioners in Advertising (IPA) Commentator in Digital Marketing, and Industry Awards Judge.
-
Ursula Petula Barzey
Ursula Petula Barzey
Do you need to generate more website traffic, leads or online sales? What about amplifying your presence on social media? If so, I can help.<br><br>As Founder/Digital Marketing Consultant at Moxee Marketing, I am laser focused on delivering ROI. I do this by leveraging nearly 20 years of business development and marketing experience. Specifically, after understanding a client’s goals and objectives, I will research, plan and implement cost-effective and transparent digital marketing solutions that are geared to help them stand out from the crowd and deliver measurable results. That means increased awareness on social media, website traffic, leads and revenue. I have worked with large corporates but primarily now work with SMEs in the travel and lifestyle sector. <br><br>For Caribbean brands, there are promotional and content marketing opportunities via Caribbean & Co. This is a digital platform/blog I launched with the specific purpose of promoting Caribbean travel and luxury lifestyle. It is also a great example of my digital and content marketing skills. <br><br>For assistance with launching or optimizing your website and social media channels, contact me for a free consultation via: ursula@moxeemarketing.com. <br><br>Specialties: ROI-based Digital Marketing, Content Marketing, Email Marketing, Search Engine Optimisation (SEO), Social Media Marketing, Facebook Marketing<br><br>Content Management Systems: WordPress, Sitecore, Drupal, Joolma!, Moveable Type
Explore more posts
Explore collaborative articles
We’re unlocking community knowledge in a new way. Experts add insights directly into each article, started with the help of AI.
Explore More