Overdrive Names Alex Mathews as Senior Vice President, Media
Boston, MA — October 6, 2025 — Overdrive, a Boston based Performance Media and Advanced Analytics Agency, today announced the appointment of Alex Mathews as Senior Vice President, Media. In this role, Mathews will lead Overdrive’s integrated media organization across paid search, paid social, programmatic/CTV, retail media, and emerging channels, with a mandate to drive measurable growth through analytics, creative excellence, and AI-powered optimization.
Mathews joins Overdrive with more than a decade of performance media leadership, building and scaling high-impact programs at growth-minded companies like Nanigans, Elite SEM, and most recently at Typeface. His expertise spans full-funnel media strategy, channel expansion, advanced measurement, and operational rigor—bringing together attribution, incrementality testing, and creative-to-media feedback loops to improve efficiency and accelerate revenue.
“Alex is the modern media leader clients want at the table—equal parts strategist, operator, and performance purist,” said Rob Murray, Chief Executive Officer of Overdrive. “He knows how to connect media to business outcomes, and he’ll be instrumental as we continue to advance our analytics-driven approach and unlock compound gains for our clients.”
As SVP of Media, Mathews will:
- Architect Overdrive’s cross-channel media frameworks and testing roadmaps—paid search, paid social, display/video/CTV, audio, retail media, and affiliates/partners.
- Expand the agency’s AI-assisted planning and bidding practices, unifying MMM/MTA signals, incrementality testing, and creative intelligence to drive smarter budget allocation.
- Strengthen integration between media, analytics, and creative to shorten learning cycles and scale what works faster.
- Advance team development and operating standards, including media forecasting, pacing, QA, and transparent executive reporting tied to business KPIs.
“I’m thrilled to join Overdrive at a pivotal moment for the industry,” said Mathews. “With AI changing how audiences discover and decide, media must be more accountable, more inventive, and more connected to measurement than ever. Overdrive’s culture of outcomes and experimentation is the perfect platform to push what’s possible for clients.”
The appointment underscores Overdrive’s continued investment in AI-enabled performance media and advanced analytics, helping brands win in an environment reshaped by new search behaviors, retail media growth, and privacy-driven measurement shifts.
About Overdrive
Overdrive is a performance media and advanced analytics agency that helps ambitious brands turn media, content, and analytics into measurable growth. From demand generation and AIO/SEO to paid media, creative, and advanced measurement, Overdrive builds integrated strategies that connect marketing to revenue. The agency is headquartered in Boston, MA and partners with category leaders across fitness & wellness, financial services, multi-location retail, technology, and more. Learn more at ovrdrv.com.
Media Contact:
Overdrive– Joel Breen CRO
jbreen@ovrdrv.com | (508) 380-2279
Overdrive Names Alex Mathews as Senior Vice President, Media
Download the guide to:
Boston, MA — October 6, 2025 — Overdrive, a Boston based Performance Media and Advanced Analytics Agency, today announced the appointment of Alex Mathews as Senior Vice President, Media. In this role, Mathews will lead Overdrive’s integrated media organization across paid search, paid social, programmatic/CTV, retail media, and emerging channels, with a mandate to drive measurable growth through analytics, creative excellence, and AI-powered optimization.
Mathews joins Overdrive with more than a decade of performance media leadership, building and scaling high-impact programs at growth-minded companies like Nanigans, Elite SEM, and most recently at Typeface. His expertise spans full-funnel media strategy, channel expansion, advanced measurement, and operational rigor—bringing together attribution, incrementality testing, and creative-to-media feedback loops to improve efficiency and accelerate revenue.
“Alex is the modern media leader clients want at the table—equal parts strategist, operator, and performance purist,” said Rob Murray, Chief Executive Officer of Overdrive. “He knows how to connect media to business outcomes, and he’ll be instrumental as we continue to advance our analytics-driven approach and unlock compound gains for our clients.”
As SVP of Media, Mathews will:
- Architect Overdrive’s cross-channel media frameworks and testing roadmaps—paid search, paid social, display/video/CTV, audio, retail media, and affiliates/partners.
- Expand the agency’s AI-assisted planning and bidding practices, unifying MMM/MTA signals, incrementality testing, and creative intelligence to drive smarter budget allocation.
- Strengthen integration between media, analytics, and creative to shorten learning cycles and scale what works faster.
- Advance team development and operating standards, including media forecasting, pacing, QA, and transparent executive reporting tied to business KPIs.
“I’m thrilled to join Overdrive at a pivotal moment for the industry,” said Mathews. “With AI changing how audiences discover and decide, media must be more accountable, more inventive, and more connected to measurement than ever. Overdrive’s culture of outcomes and experimentation is the perfect platform to push what’s possible for clients.”
The appointment underscores Overdrive’s continued investment in AI-enabled performance media and advanced analytics, helping brands win in an environment reshaped by new search behaviors, retail media growth, and privacy-driven measurement shifts.
About Overdrive
Overdrive is a performance media and advanced analytics agency that helps ambitious brands turn media, content, and analytics into measurable growth. From demand generation and AIO/SEO to paid media, creative, and advanced measurement, Overdrive builds integrated strategies that connect marketing to revenue. The agency is headquartered in Boston, MA and partners with category leaders across fitness & wellness, financial services, multi-location retail, technology, and more. Learn more at ovrdrv.com.
Media Contact:
Overdrive– Joel Breen CRO
jbreen@ovrdrv.com | (508) 380-2279
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Overdrive Names Alex Mathews as Senior Vice President, Media
Download the guide to:
Boston, MA — October 6, 2025 — Overdrive, a Boston based Performance Media and Advanced Analytics Agency, today announced the appointment of Alex Mathews as Senior Vice President, Media. In this role, Mathews will lead Overdrive’s integrated media organization across paid search, paid social, programmatic/CTV, retail media, and emerging channels, with a mandate to drive measurable growth through analytics, creative excellence, and AI-powered optimization.
Mathews joins Overdrive with more than a decade of performance media leadership, building and scaling high-impact programs at growth-minded companies like Nanigans, Elite SEM, and most recently at Typeface. His expertise spans full-funnel media strategy, channel expansion, advanced measurement, and operational rigor—bringing together attribution, incrementality testing, and creative-to-media feedback loops to improve efficiency and accelerate revenue.
“Alex is the modern media leader clients want at the table—equal parts strategist, operator, and performance purist,” said Rob Murray, Chief Executive Officer of Overdrive. “He knows how to connect media to business outcomes, and he’ll be instrumental as we continue to advance our analytics-driven approach and unlock compound gains for our clients.”
As SVP of Media, Mathews will:
- Architect Overdrive’s cross-channel media frameworks and testing roadmaps—paid search, paid social, display/video/CTV, audio, retail media, and affiliates/partners.
- Expand the agency’s AI-assisted planning and bidding practices, unifying MMM/MTA signals, incrementality testing, and creative intelligence to drive smarter budget allocation.
- Strengthen integration between media, analytics, and creative to shorten learning cycles and scale what works faster.
- Advance team development and operating standards, including media forecasting, pacing, QA, and transparent executive reporting tied to business KPIs.
“I’m thrilled to join Overdrive at a pivotal moment for the industry,” said Mathews. “With AI changing how audiences discover and decide, media must be more accountable, more inventive, and more connected to measurement than ever. Overdrive’s culture of outcomes and experimentation is the perfect platform to push what’s possible for clients.”
The appointment underscores Overdrive’s continued investment in AI-enabled performance media and advanced analytics, helping brands win in an environment reshaped by new search behaviors, retail media growth, and privacy-driven measurement shifts.
About Overdrive
Overdrive is a performance media and advanced analytics agency that helps ambitious brands turn media, content, and analytics into measurable growth. From demand generation and AIO/SEO to paid media, creative, and advanced measurement, Overdrive builds integrated strategies that connect marketing to revenue. The agency is headquartered in Boston, MA and partners with category leaders across fitness & wellness, financial services, multi-location retail, technology, and more. Learn more at ovrdrv.com.
Media Contact:
Overdrive– Joel Breen CRO
jbreen@ovrdrv.com | (508) 380-2279
Overdrive Names Alex Mathews as Senior Vice President, Media
Key Insights From Our Research
Boston, MA — October 6, 2025 — Overdrive, a Boston based Performance Media and Advanced Analytics Agency, today announced the appointment of Alex Mathews as Senior Vice President, Media. In this role, Mathews will lead Overdrive’s integrated media organization across paid search, paid social, programmatic/CTV, retail media, and emerging channels, with a mandate to drive measurable growth through analytics, creative excellence, and AI-powered optimization.
Mathews joins Overdrive with more than a decade of performance media leadership, building and scaling high-impact programs at growth-minded companies like Nanigans, Elite SEM, and most recently at Typeface. His expertise spans full-funnel media strategy, channel expansion, advanced measurement, and operational rigor—bringing together attribution, incrementality testing, and creative-to-media feedback loops to improve efficiency and accelerate revenue.
“Alex is the modern media leader clients want at the table—equal parts strategist, operator, and performance purist,” said Rob Murray, Chief Executive Officer of Overdrive. “He knows how to connect media to business outcomes, and he’ll be instrumental as we continue to advance our analytics-driven approach and unlock compound gains for our clients.”
As SVP of Media, Mathews will:
- Architect Overdrive’s cross-channel media frameworks and testing roadmaps—paid search, paid social, display/video/CTV, audio, retail media, and affiliates/partners.
- Expand the agency’s AI-assisted planning and bidding practices, unifying MMM/MTA signals, incrementality testing, and creative intelligence to drive smarter budget allocation.
- Strengthen integration between media, analytics, and creative to shorten learning cycles and scale what works faster.
- Advance team development and operating standards, including media forecasting, pacing, QA, and transparent executive reporting tied to business KPIs.
“I’m thrilled to join Overdrive at a pivotal moment for the industry,” said Mathews. “With AI changing how audiences discover and decide, media must be more accountable, more inventive, and more connected to measurement than ever. Overdrive’s culture of outcomes and experimentation is the perfect platform to push what’s possible for clients.”
The appointment underscores Overdrive’s continued investment in AI-enabled performance media and advanced analytics, helping brands win in an environment reshaped by new search behaviors, retail media growth, and privacy-driven measurement shifts.
About Overdrive
Overdrive is a performance media and advanced analytics agency that helps ambitious brands turn media, content, and analytics into measurable growth. From demand generation and AIO/SEO to paid media, creative, and advanced measurement, Overdrive builds integrated strategies that connect marketing to revenue. The agency is headquartered in Boston, MA and partners with category leaders across fitness & wellness, financial services, multi-location retail, technology, and more. Learn more at ovrdrv.com.
Media Contact:
Overdrive– Joel Breen CRO
jbreen@ovrdrv.com | (508) 380-2279
Overdrive Names Alex Mathews as Senior Vice President, Media
Get the Complete Whitepaper
Overdrive Names Alex Mathews as Senior Vice President, Media
Boston, MA — October 6, 2025 — Overdrive, a Boston based Performance Media and Advanced Analytics Agency, today announced the appointment of Alex Mathews as Senior Vice President, Media. In this role, Mathews will lead Overdrive’s integrated media organization across paid search, paid social, programmatic/CTV, retail media, and emerging channels, with a mandate to drive measurable growth through analytics, creative excellence, and AI-powered optimization.
Mathews joins Overdrive with more than a decade of performance media leadership, building and scaling high-impact programs at growth-minded companies like Nanigans, Elite SEM, and most recently at Typeface. His expertise spans full-funnel media strategy, channel expansion, advanced measurement, and operational rigor—bringing together attribution, incrementality testing, and creative-to-media feedback loops to improve efficiency and accelerate revenue.
“Alex is the modern media leader clients want at the table—equal parts strategist, operator, and performance purist,” said Rob Murray, Chief Executive Officer of Overdrive. “He knows how to connect media to business outcomes, and he’ll be instrumental as we continue to advance our analytics-driven approach and unlock compound gains for our clients.”
As SVP of Media, Mathews will:
- Architect Overdrive’s cross-channel media frameworks and testing roadmaps—paid search, paid social, display/video/CTV, audio, retail media, and affiliates/partners.
- Expand the agency’s AI-assisted planning and bidding practices, unifying MMM/MTA signals, incrementality testing, and creative intelligence to drive smarter budget allocation.
- Strengthen integration between media, analytics, and creative to shorten learning cycles and scale what works faster.
- Advance team development and operating standards, including media forecasting, pacing, QA, and transparent executive reporting tied to business KPIs.
“I’m thrilled to join Overdrive at a pivotal moment for the industry,” said Mathews. “With AI changing how audiences discover and decide, media must be more accountable, more inventive, and more connected to measurement than ever. Overdrive’s culture of outcomes and experimentation is the perfect platform to push what’s possible for clients.”
The appointment underscores Overdrive’s continued investment in AI-enabled performance media and advanced analytics, helping brands win in an environment reshaped by new search behaviors, retail media growth, and privacy-driven measurement shifts.
About Overdrive
Overdrive is a performance media and advanced analytics agency that helps ambitious brands turn media, content, and analytics into measurable growth. From demand generation and AIO/SEO to paid media, creative, and advanced measurement, Overdrive builds integrated strategies that connect marketing to revenue. The agency is headquartered in Boston, MA and partners with category leaders across fitness & wellness, financial services, multi-location retail, technology, and more. Learn more at ovrdrv.com.
Media Contact:
Overdrive– Joel Breen CRO
jbreen@ovrdrv.com | (508) 380-2279
Overdrive Names Alex Mathews as Senior Vice President, Media
Get the Slides
Overdrive Names Alex Mathews as Senior Vice President, Media
Boston, MA — October 6, 2025 — Overdrive, a Boston based Performance Media and Advanced Analytics Agency, today announced the appointment of Alex Mathews as Senior Vice President, Media. In this role, Mathews will lead Overdrive’s integrated media organization across paid search, paid social, programmatic/CTV, retail media, and emerging channels, with a mandate to drive measurable growth through analytics, creative excellence, and AI-powered optimization.
Mathews joins Overdrive with more than a decade of performance media leadership, building and scaling high-impact programs at growth-minded companies like Nanigans, Elite SEM, and most recently at Typeface. His expertise spans full-funnel media strategy, channel expansion, advanced measurement, and operational rigor—bringing together attribution, incrementality testing, and creative-to-media feedback loops to improve efficiency and accelerate revenue.
“Alex is the modern media leader clients want at the table—equal parts strategist, operator, and performance purist,” said Rob Murray, Chief Executive Officer of Overdrive. “He knows how to connect media to business outcomes, and he’ll be instrumental as we continue to advance our analytics-driven approach and unlock compound gains for our clients.”
As SVP of Media, Mathews will:
- Architect Overdrive’s cross-channel media frameworks and testing roadmaps—paid search, paid social, display/video/CTV, audio, retail media, and affiliates/partners.
- Expand the agency’s AI-assisted planning and bidding practices, unifying MMM/MTA signals, incrementality testing, and creative intelligence to drive smarter budget allocation.
- Strengthen integration between media, analytics, and creative to shorten learning cycles and scale what works faster.
- Advance team development and operating standards, including media forecasting, pacing, QA, and transparent executive reporting tied to business KPIs.
“I’m thrilled to join Overdrive at a pivotal moment for the industry,” said Mathews. “With AI changing how audiences discover and decide, media must be more accountable, more inventive, and more connected to measurement than ever. Overdrive’s culture of outcomes and experimentation is the perfect platform to push what’s possible for clients.”
The appointment underscores Overdrive’s continued investment in AI-enabled performance media and advanced analytics, helping brands win in an environment reshaped by new search behaviors, retail media growth, and privacy-driven measurement shifts.
About Overdrive
Overdrive is a performance media and advanced analytics agency that helps ambitious brands turn media, content, and analytics into measurable growth. From demand generation and AIO/SEO to paid media, creative, and advanced measurement, Overdrive builds integrated strategies that connect marketing to revenue. The agency is headquartered in Boston, MA and partners with category leaders across fitness & wellness, financial services, multi-location retail, technology, and more. Learn more at ovrdrv.com.
Media Contact:
Overdrive– Joel Breen CRO
jbreen@ovrdrv.com | (508) 380-2279
Overdrive Names Alex Mathews as Senior Vice President, Media
