Matthew Sweet

Matthew Sweet

Digital Marketing · Full-Stack & Native Engineering · Agentic AI Coordination Logan, QLD

matthew@mjsweet.com +61 404 072 631 mjsweet.com

About Me

Profile

Digital marketing specialist with 25+ years’ experience in SEO, conversion optimisation and Google Ads, now building agentic AI systems and full-stack/native products that run real businesses end to end. Technical range spans Cloudflare edge infrastructure, SwiftUI app development and multi-agent AI orchestration. As director of Platform21, I apply the same systems I build for clients to my own ventures, including RouteBoard and EcoMow.

  • Design and build multi-agent AI orchestration pipelines (Claude Code) that run entire delivery pipelines end to end, with human approval gates at the points that matter
  • Native iOS, watchOS and macOS development in SwiftUI, alongside Cloudflare edge infrastructure (Workers, Pages, D1, R2)
  • 25+ years across technical and local SEO, Google Ads, GA4/Search Console reporting, and CRO/UX testing
  • Founder of RouteBoard, a field-service operations platform with a remote MCP server exposing the business to AI agents
  • Founder and director of EcoMow Sustainable Gardening, and director of Platform21, a digital agency with 150+ delivered projects

Work Experience

  1. Lead Developer

    – Present

    VerveLead (client engagement) Remote

    Building a wellbeing platform for Christian leaders on a Cloudflare-native stack (Hono, D1, React Router), with companion native iOS and watchOS apps in TestFlight.

    • Multi-tenant organisation dashboards with delegated duty-of-care access
    • Shipped passwordless auth, Stripe payments and automated content-matched reading emails
    • Backed by a 450+ test suite across the API and Swift codebases

  2. Founder & Developer

    – Present

    RouteBoard Loganlea, QLD

    Built a field-service operations platform (scheduling, ETAs, invoicing, field execution) to run EcoMow’s field operations, on a Cloudflare stack (Hono, Neon Postgres, React Router).

    • Native iPhone, Apple Watch and macOS apps sharing one Swift data and sync layer
    • Offline-first with a persistent outbound queue and automatic sync recovery in the field
    • Exposed the business to AI agents through a remote MCP server (OAuth 2.1, 20 tools) so Claude can query and manage jobs, quotes and customers directly
    • Integrates Xero, Google Contacts, SendGrid inbound email and background location tracking

  3. Founder & Director

    – Present

    EcoMow Sustainable Gardening Loganlea, QLD

    Founded and grew a sustainable garden care business to 350+ completed jobs in its first full year. I’m a sole proprietor specialising in quiet, electric-powered maintenance using organic fertilisers, composting systems, and regenerative gardening practices — now run on RouteBoard, the field-service operations platform I built for it.

  4. Director

    – Present

    Platform21 Logan, QLD

    Lead a digital agency delivering high-performance websites, SEO, Google Ads and CRO for South East Queensland businesses.

    What I have done:

    • Delivered 150+ projects with a 220% average conversion improvement and 95+ PageSpeed scores
    • Designed and built the agency’s AI orchestration system: a multi-agent pipeline (Claude Code) that takes a client from discovery through content, brand, deployment and reporting
    • Run Platform21 Hosting, a self-hosted infrastructure platform (Vultr VPS and Cloudflare Pages) with automated provisioning, SSL, backups and security scanning
    • Decades of experience managing Linux hosting servers, DNS and email services
    • Successfully managed many SEO and website hosting migrations

  5. Director Of Marketing & Business Development

    –

    SGR Audio Melbourne, VIC

    I worked for SGR Audio on an AusTrade funded contract for a manufacturer of hand-made high end audio products in Melbourne.

    • Went to the Munich High End trade show in May and I personally secured a US distributor as a result of my channel distribution strategy
    • Completely rebuilt the SGR website and branding, and separated product lines into separate web sites
    • Sales of Hi-Fi racks internationally increased substantially with a US distributor
    • Placed SGR racks into Australia’s most exclusive high end audio show room at Len Wallis Audio
    • My room design allowed SGR to win “Best presented room” at the 2018 Melbourne International Hi-Fi show

  6. Digital Marketing Officer

    –

    Australia Wide First Aid Brisbane, QLD

    My primary role was managing all digital marketing initiatives and ensuring that all paid and unpaid traffic campaigns were bringing a healthy ROI.

    • I developed a comprehensive search engine compliance strategy
    • Created a content marketing and production workflow
    • These complemented dedicated Adwords and Facebook landing pages by location and course
    • Content marketing strategy focussed on supporting the buying intention of the prospect
    • Designed and developed valuable and informative content that drove brand awareness over the longer term in accordance with business outcomes

  7. UX Designer / CRO

    –

    PD Training Brisbane, QLD

    I solved website problems by creating and analysing A/B split tests and using CRO principles.

    • I created a course landing page variation that is performing 220% better than the original landing page by reducing clicks
    • I produced BDM content marketing instruments for the Graduate Programmes, CPD, Recruitment Profiling, Six Sigma and Fish targeted to specific personas
    • The team I managed rebuilt the PDT website and rolled out international versions
    • Created a 30% lift in website traffic by implementing canonical and a robust information architecture

  8. Partner

    –

    Webdiem Group Pty Ltd Gold Coast, QLD

    Daily Baby Buys was a daily deals website for parents.

    • Developed a full daily deal eCommerce solution including website, social media campaign management, email campaigns and logistics.
    • After 6 months the site had 7,200 Facebook fans and enjoyed an average of 1500 visitors a day.
    • We sold 660 modern cloth nappies on one particularly successful day.

  9. Web Developer

    –

    Delia Health Kingscliff, NSW

    I contracted to Delia Health for an exciting health-food project.

    • I designed and developed a health foods website and shopping cart experience using Wordpress and Infusionsoft
    • I created promotional videos in a full studio with talent
    • I filmed 250 personalised shopping cart thank you videos of the founder using popular women’s names for the persona we were targeting

Education

  1. Diploma of Multimedia

    –

    QaNTm College Brisbane Brisbane QLD

  2. High School Certificate

    –

    John Paul College Daisy Hill, QLD

Skills

  • Technical SEO & Google Ads
  • CRO / UX Testing
  • Cloudflare Workers, Pages & D1
  • SwiftUI (iOS, watchOS, macOS)
  • Multi-Agent AI Orchestration (Claude Code)
  • MCP Server Design

Languages

  • English (native)

Interests

I run a hobby business as a worm farmer. Zoe Worm Farm takes organic residue from cafes and turns it into a powerful soil probiotic that revitalises tired and depleted soils.

I love stand up paddle boarding and mountain biking.

I enjoy tinkering with JAMStack websites in my spare time. This cv was built with the excellent 11ty static site generator and is based on Max Boeck’s resume 11ty starter.

Digital Marketing

As a digital marketing specialist and optimisation strategist with 25+ years’ experience, I help businesses grow their online presence through strategic, data-driven digital marketing. For the past 16 years I’ve worked primarily as an independent consultant across both in-house and agency environments, bringing a strong blend of technical and creative skills — from hand-coded front ends to Cloudflare edge infrastructure and native app development. From discovery to delivery, I enjoy collaborating with talented teams to build high-performing digital products and align them with core business goals.

Agentic AI

More recently, I’ve been designing multi-agent AI systems that run real production workloads — Platform21’s website delivery pipeline, and a remote MCP server on RouteBoard that lets Claude query and manage a live business directly. I’m interested in the practical, safe end of agentic coordination: schema-driven contracts, state machines and approval gates that keep autonomous systems accountable.