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Matthew Sweet - web optimisation specialist headshot

UX/UI Deisgner - Digital Strategist

Address: 8/1 Bibb Place, Greenway ACT 2900
Mobile: 0404 072 631


I am a creative innovator and problem solver with a unique blend of creative and technical skills. I have a pragmatic and creative way of solving problems that enables KPI's to be successfully measured and acted upon. I love metrics and backing up ideas with data. Websites that convert into real leads and sales are my passion. I’m a big picture person and team player with a desire to bring a blend of intuition and data-driven insight that solves real world problems.

I use Lean concepts like MVP (Minimum Viable Product) to quickly iterate on an idea. I use DRY (Don't Repeat Yourself) in my designer's toolkit to quickly develop landing pages using popular HTML and CSS frameworks.


  • Communication Skills
    • Strong presentation skills
    • Strong active listening skills
    • Strong consultative style
    • Strong people skills
    • Relational leadership style
  • Web Analytics
    • KPI performance measurement & analysis
    • Setting up goals for funnel conversion analysis
    • Strong interpretation of traffic metrics & performance data
  • Strong Technical SEO skills
    • Strong content development and copywriting skills
    • Strong on-page SEO optimisation skills
    • Website crawlability & sitemaps
    • Theme siloing & site architecture
    • Local, eCommerce & International SEO skills
    • Structured data, Open Graph and authorship experience
    • Duplicate & thin content cleanup
    • Content development & strategy
    • Website speed optimisation skills
  • Conversion Rate Optimisation Specialist
    • User Experience
    • Persuasion Design
    • A/B Split Testing
    • Funnel Performance Optimisation
  • Skilled Web Designer & HTML coder
    • Foundation & Bootstrap HTML5 Frameworks
    • CSS using SASS and LESS
    • Wordpress Theme Development
  • Software
    • Coda 2
    • Optimizely
    • Visual Website Optimiser
    • LiveReload
    • Photoshop
    • Illustrator
    • Adobe Cloud Suite
  • Personal Skills
    • Teamwork and collaboration
    • Strong research skills
    • Strong networking
    • Showing initiative with innovative problem solving
    • Stakeholder management


07 / 2009 - Present

Digital Marketing Consultant. Website design and development including on-page technical SEO audits and website architecture. Content marketing strategies. eCommerce website development in Magento, Woocommerce, Shopify and Bigcommerce. Campaign measurement with goals in Google Analytics.

Brisbane Area Training Company
07 / 2013 - 10 / 2013
Digital Marketing Officer

My primary role was managing all digital marketing initiatives and ensuring that all paid and unpaid traffic sources were bringing ROI. I developed a comprehensive search engine compliance strategy along with a sophisticated content marketing and production workflow that complemented dedicated Adwords and Facebook landing pages by location and course. The content marketing strategy focussed on supporting the buying intention of the prospect, as well as providing valuable and informative content that drove brand awareness over the longer term in accordance with business outcomes.

pd training
05 / 2012 - 06 / 2013
UX Designer / SEO Specialist

As a Conversion Rate Optimisation (CRO) and SEO specialist, I was responsible for troubleshooting problems with website landing page usability and devising A/B split tests to solve these problems. I created a course landing page variation which performed 220% better than the original version. I also increased the growth of website traffic by 30% by removing duplicate content with 301 redirects and use of the canonical tag along with other technical SEO methods.

I also created valuable BDM content instruments for the CPD and Recruitment sections of the website.

Webdiem Group Pty Ltd
08 / 2011 - 12 / 2011

Developed a full daily deal eCommerce solution including website, social media campaign management, email campaigns and logistics. Logistics were outsourced to Sydney and all orders automatically sent from our eCommerce platform into the logistics systems each morning for packing and delivery. After 6 months the site now has 7,200 Facebook fans and enjoys an average of 1500 visitors a day.

01 / 2010 - 09 / 2010
Web Developer

Designed and developed a health foods website using Wordpress. Filmed a number of promotional videos with a full studio kit using a Canon 7D, Lowell lighting kit and teleprompter. All video was edited using Adobe Premiere and After Effects. I also filmed 250 personalised shopping cart receipt thank you videos of the top children’s names from 1975.

Whilst at Deliahealth I learnt about conversion optimisation. I became aware of the need to measure the viability of conversion experiments, funnels and campaigns with passionate zeal.

Mentoring, Research & Development
11 / 2007 - 07 / 2009
IT Administrator

At MRD I facilitated the rollout of a and Cisco phone system implementations, managed all aspects of their online activities and set up Microsoft servers for email and file sharing. I also provided IT support for staff.

Generation Church
11 / 2005 - 11 / 2007
Tech Pastor

High-level oversight of all IT and web activities. This included implementation of Microsoft Small Business Server and MS Exchange on locally-hosted virtual machines and infrastructure. Facilitated the move from self-hosted applications to cloud-based tools such as Dropbox and Google Apps. Researched and recommended new web strategies for giving online, social media campaigns and transitioning CMS from Joomla to Wordpress. Executive support for the Senior Pastors regarding research into new technologies and web strategy.

The Salvation Army
01 / 2004 - 12 / 2004
Work for the Dole Activity Coordinator

As a Coordinator I ran two activities: web development and computer hardware. In the web development stream I coordinated a group of up to eight people managing various non profit websites for the Salvation Army and community groups. The computer hardware activity sourced end of life computers from the corporate and public sectors to then be on-sold to underprivileged youth and families. It was also a position that gave me a great deal of personal satisfaction helping people find a purpose and direction in life. I saw a number of people gain full-time work as a result of the experience they gained while working with me.

Hillsong Church
2002 - 2004
Tech Services Volunteer

Helped maintain the Hillsong Church website. Developed a prototype web application called ChurchStat that helped collate and present statistical data for weekend services. A derivative of this software is still in use today.

2000 - 2001
Web Designer

Web Design & Development of various vertical portals. Application design & project development of an events management system in Cold Fusion. Webmaster of the website.

The Orator Corporation
1998 - 2000
Multimedia Designer

Designed a large number of private and public sector presentations for executives. Clients included Brisbane City Council, Price Waterhouse Coopers and Logan City Council. Software used: Photoshop, After Effects, Premiere, Director, Dreamweaver. Specialised in motion graphics, animation and video production for CD-ROM development.

SouthBank Tafe
01 / 1997 - 12 / 1997

I tutored in multimedia development at Southbank TAFE.

Open Learning Institute
07 / 1996 - 12 / 1996
CBT Developer

As a computer-based training developer at OLI I was on a team that developed a frontline management training course on CD-ROM.

Resource Development Services
01 / 1995 - 12 / 1995
Multimedia Designer

I developed computer-based training courses for BHP.


QaNTm Multimedia
1996 - 1999
Diploma of Multimedia , Multimedia
John Paul College
1989 - 1993
High School Certificate


Standup Paddle Boarding, Reading on my Kindle, Social Media, Blogging, new technology, gadgets, Apple


Generation Church Volunteer