2020, Palo Alto 🇺🇸
Hospitality
David Fallarme
VP Marketing, Owner
Results
Achieved top #3 Google rankings for key competitor comparison pages
50k+ organic impressions within just two months for bottom-of-the-funnel, qualified intent
Cut sales cycle by providing fresh battle cards and content to the sales team
Overview
Matteo is the rare breed of consultant that pushes his clients to operate faster. He has such a high tempo of execution that projects get completed way faster than I had imagined, and in many cases, I became the blocker.
Matteo can do this because he’s seen so many different kinds of companies. His pattern recognition for how to solve problems is extremely valuable.
As a result, Matteo will not only increase the pace of execution on your team, but improve your overall output as well.
Scope
During my 6-month engagement with Owner.com, I acted as a fractional Head of Product Marketing, partnering with the VP of Marketing, Sales Enablement, and Design teams to refine messaging, optimize content strategy, and drive measurable growth through SEO and customer storytelling.
Month 1-2: Competitor Analysis and pSEO Comparison Pages
Conducted a detailed competitor analysis, evaluating over 10 major players, including UberEats and DoorDash, to identify gaps and opportunities in positioning.
Built 12+ SEO-optimized comparison hub pages, securing top #3 rankings on Google for critical competitor-related keywords.
Month 3-4: Customer Case Studies, eBooks, and Landing Pages
Developed dedicated landing pages for customer success stories, showcasing real-life restaurant transformations to drive credibility and engagement.
Authored and designed restaurant marketing ebooks to nurture leads and position Owner as a thought leader in the space.
Created an internal case study database to streamline access to success stories, enabling faster and more impactful sales conversations.
Month 5-6: Website Optimization and AI-translated Content
Overhauled key website sections, including product release pages and customer review sections, to improve conversions and user engagement.
Leveraged AI tools like Eleven Labs to dub customer case studies into multiple languages, broadening reach across international markets.
Use AI tools like Swell AI to create short video clips from existing case studies for social media, creating a compelling video-based storytelling strategy to expand brand visibility.
This strategic collaboration equipped Owner.com with a robust content engine, improved SEO rankings, and a scalable approach to customer storytelling, cementing its position as a market leader in restaurant marketing and customer engagement.
Matteo is the rare breed of consultant that pushes his clients to operate faster. He has such a high tempo of execution that projects get completed way faster than I had imagined, and in many cases, I became the blocker. Matteo can do this because he’s seen so many different kinds of companies. His pattern recognition for how to solve problems is extremely valuable. As a result, Matteo will not only increase the pace of execution on your team, but improve your overall output as well.
David Fallarme
Impact
By focusing on strong product marketing fundamentals and leveraging insights at the intersection of messaging and SEO, the collaboration with Owner yielded substantial results:
50k+ organic impressions within just two months, thanks to the newly created comparison pages that drew traffic away from competitor queries.
Stronger sales enablement, giving the sales and success teams the tools and data they needed to close deals faster and onboard new hires with minimal ramp time.
Future product marketing investment, as internal conviction grew around the need for a dedicated product marketing function— leading to the eventual hire of a full-time Head of Product Marketing.
Overall, these initiatives not only boosted Owner’s brand awareness but also improved operational efficiency, helping the company capture new restaurant customers and position itself as a leader in the restaurant tech market.
