Mat Braddy, former chief marketing officer for Just Eat and founder of stylist listing app Rock Pamper Scissors, has joined The Drum as its agony uncle for start up brands to pose questions and receive words of wisdom from.
'Uncle Mat', who starts today, will be available to answer questions from start ups about the major problems they face, sharing insights and knowledge from his own experience of growing new brands to become market leaders.
Braddy was involved in the growth of Just Eat, the takeaway delivery app, from 2009 until 2015. Prior to this, he was marketing director at Top Table, the restaurant booking site and senior product marketing manager at the FT before that.
"I'm a startup enthusiast that loves passing on the lessons hard learnt in building the Just Eat brand to new businesses. And now I've foolishly started another, Rock Pamper Scissors. I learn just as much from them as they do from me," explained Braddy.
"Marketing is sadly often boring. Great campaign ideas often get the edges knocked off them by internal processes and focus grouping. Like a beautiful concept car that ends up on sale as a box on wheels, many campaigns end up boring and a mental shrug to apathetic customers. Another 'meh' campaign on the communication landfill. My aim is to encourage interesting exciting work that delivers real ROI - if you do something that people have to think about then they recall it better and you get better growth."
Last week, Rock, Pamper, Scissors announced that it had closed a £1,200,000 investment round from venture capital groups 500 Startups and Seedcamp, alongside a number angel investors including Tom Singh OBE, the founder of New Look.
Read the first piece of Uncle Mat's advice on how to raise the profile of a start-up business on budget.
If you are a start up in need of guidance, then look no further. To ask Uncle Mat his advice through firstname.lastname@example.org