Origins

As Founder and Principal of Real Matter, I consult to Founders, Management Teams and Principal Investors at the “yearling” stage of development, and with established brands facing a turning point. Previously, I was engaged by the Founders of Immersive Gamebox to develop the strategic business plan and customer journey for its groundbreaking multi-unit entertainment concept, culminating in the launch of a global network of 30 immersive "gamebox" destinations with strong 4-wall economics. More recently, I consulted to international loyalty coalition program, Flybuys, leading business transformation for more personalized data-driven customer experiences and communications at scale.

Formerly, I served as Chief Experience Officer for The VOID, leading a high-visibility platform launch of the first successful commercial model of location-based VR. I led a cross-functional team spanning most major functions in the company to deliver a mainstream consumer experience starting with "Star Wars: Secrets of the Empire," in concert with the development of 12 new entertainment centers in the US, UK, and Canada, including two Disney flagships in Orlando and Anaheim.

Prior to The VOID, I served as VP of Customer Experience & Engagement for Uniqlo, where I introduced systematic personalization and omni-channel experiences in Japan and the US, leveraging a flourishing e-commerce business in the two biggest markets to catapult it to 2nd largest apparel retailer in the world. 

Previously, I designed and implemented a first-of-its-kind loyalty program for kids as VP Customer Loyalty and Minister of Citizenship at KidZania, providing real-time recognition on premise and online while generating critical behavioral insights across a global network of more than 30 locations. As KidZania’s most successful development initiative, the program measurably increases guest repeat and delivers a significant rise in related merchandise sales.

At Virgin America, I launched the first domestic revenue-managed loyalty program, Elevate, putting focus back on guest experience while providing the most economic leverage for the carrier. Previously, I launched Discovery Channel’s online video subscription product, Cosmeo.com, a precursor to streaming. I have also led program strategy and transformation as consultant to Disneyland’s Annual Passholder Program and Warner Bros. Digital Distribution.

I am passionate about helping you to accelerate growth and ownership of the customer experience. Ready to play your part? I'd love to hear more. Let's connect: smarsh@therealmatter.com.