On-Demand Expertise · San Francisco
The difference is in the workflow — bringing people, intelligence, and technology together.
Deep experience in enterprise operations, digital commerce, and platform transformation — applied to the challenge most marketing organizations haven't solved yet: building the workflows that turn AI investment into consistent, measurable output.
Start a conversation →What this looks like in practice
"The technology is rarely the problem. The operational foundation, stakeholder alignment, and workflow integration — that's where initiatives succeed or stall."
The through-line
A career at the intersection of business strategy, enterprise technology, and operational execution — now focused on the AI challenge most organizations haven't solved yet.
From managing Walmart.com's PIM launch and Holiday Blitz campaigns to leading Salesforce Commerce Cloud migrations for national retailers, to supporting enterprise AI adoption programs across a portfolio of large marketing and creative organizations — the work has always been the same: helping large, complex organizations close the gap between what they intend to do with technology and what actually happens.
AI is the most significant operational challenge marketing and creative organizations have faced in a generation. The tools exist. The pilots have run. What most organizations are missing is the operational infrastructure, workflow design, and stakeholder alignment that turns AI investment into durable, measurable output quality — consistently, at scale.
That's the work I do now. And sustained experience doing it across ecommerce, Salesforce, major enterprise platforms, and SaaS is what makes it possible to do it well.
Experience
Current · AI Enablement
Supporting AI adoption programs across a portfolio of enterprise marketing and creative organizations — helping teams move from pilot to production by building the operational infrastructure that makes AI outputs consistent, on-brand, and measurably better than manual processes.
B2C · B2B · B2B2C · DTC
Sustained experience leading requirements, stakeholder coordination, and implementation support across major commerce platform migrations and optimizations — national retailers, B2B distributors, DTC brands, and omnichannel operations spanning 50+ physical locations.
Enterprise · PIM · CMS · AEM
Deep background in the content and product data infrastructure that enterprise commerce and marketing depends on — PIM systems, CMS platforms, AEM implementations, and the operational workflows that keep product data accurate, accessible, and scalable across complex environments.
Walmart.com · 8+ Years
Six years at Walmart.com across production systems, business systems leadership, and multi-channel operations — managing the kind of operational complexity that most organizations never encounter. The foundation for everything that followed.
DTC · Retail · Hospitality · Automotive
A decade of senior consulting embedded within digital transformation engagements — leading business analysis, platform migrations, and re-platforming initiatives for enterprise clients across luxury retail, apparel, spirits and hospitality, automotive, and consumer goods. Requirements, UAT, and stakeholder delivery across complex, multi-vendor programs.
Agile · Waterfall · Hybrid
Senior embedded and consulting roles inside enterprise organizations — managing multi-locale requirements portfolios, leading payment and checkout implementations, and coordinating UAT and delivery across business, product, engineering, and executive stakeholders. Comfortable in Agile, Waterfall, and hybrid environments.
Domain & format experience
Focus areas
The AI challenge
Most organizations have run the pilot.
Most are still waiting for AI to actually change
how the work gets done.
What's typically missing
The tools are in place. The pilots generated interest. But the workflows haven't changed, brand consistency is still a manual problem, and creative teams are spending more time on production compliance than on the work that moves campaigns forward. AI is adjacent to the work, not embedded in it.
What actually closes the gap
Operational infrastructure — the governance frameworks, approval workflows, automation touchpoints, and adoption scaffolding that makes AI outputs reliable rather than occasional. This is the work that requires understanding both the technology and the organizational dynamics that determine whether it gets used. That combination is rare. It's what I bring.
Who I work with
Mid-sized & enterprise
Teams where AI adoption, workflow consistency, and cross-team coordination are active challenges — not theoretical ones. Typically 200–2,000 person organizations where the gap between AI ambition and operational reality is widest and most costly.
Retail & commerce brands
Companies running Commerce Cloud or Marketing Cloud who are layering in AI tooling and need operational and implementation support that bridges business and technical teams — particularly in B2B commerce and omnichannel retail environments.
Growth stage
Series B/C organizations building out marketing operations infrastructure and evaluating AI-assisted content production. Often underserved by large agencies and well-suited for senior on-demand support that scales with their actual needs rather than a retainer they can't fill.
Professional services
Agencies under pressure to bring generative AI into client deliverables without undermining creative quality or team confidence. The need is workflow design and change management — not tool training — and the clients who feel that most acutely are the ones worth working with.
"We've been talking about AI for a year. We have the tools. Nothing has actually changed."
This is the most common starting point. The technology isn't the problem. The operational foundation — workflows, governance, adoption scaffolding, stakeholder alignment — hasn't been built. That's the engagement.
Engagement model
Engagements are structured around defined scope and hours — not open-ended availability. I take on a limited number of new clients each year. Most engagements begin with a conversation and an assessment. If there's a fit, we'll know quickly.
About
I'm an independent consultant based in San Francisco with over 20 years of experience at the intersection of enterprise technology, digital operations, and business transformation.
My career has taken me from Production Systems Engineer at Walmart.com — where I helped launch their PIM system and coordinated a $50M+ Holiday Blitz campaign — through a decade of senior consulting across Salesforce, major enterprise software platforms, SAP, and digital transformation engagements, to my current work supporting enterprise AI adoption at scale.
I've worked inside complex organizations and alongside them — as an embedded analyst, a senior consultant, and now as an independent advisor. I understand what it takes to move initiatives through large organizations because I've done it across 20 years and dozens of enterprise environments.
I work with organizations that want a senior practitioner who understands both the technology and the organizational dynamics that determine whether it actually gets used. Independent. Vendor-neutral. Focused on outcomes.
Sustained enterprise experience across Walmart, Salesforce ecosystems, and major platform environments
Active engagement supporting enterprise AI adoption across large-scale marketing and creative organizations
New engagements accepted per year — intentionally limited to ensure depth and quality of work
Sudbury Advisory is an independent practice. Not affiliated with or endorsed by any technology vendor.
Get in touch
I take on a limited number of new engagements each year. If you're navigating an AI adoption challenge, a Salesforce initiative, or a workflow transformation that needs senior support — the right starting point is a direct conversation.
matt@sudbury.ccSend a brief note
Describe your situation — what you're working on and where you're stuck. No lengthy brief required.
Discovery conversation
A focused 30–45 minute call to understand the scope, timeline, and whether there's a genuine fit.
Clear proposal
If there's a fit — a straightforward proposal with defined scope, deliverables, and pricing. No ambiguity.