Maven of the Month: An Interview With Matt Schilter

This month’s featured Movable Mavens Community member is Matt Schilter (Sr. Manager Digital Platform, Marketing Technology) of Milwaukee Tool. Discover how he uses Movable Ink to create truly customer-centric experiences that drive engagement.

Favorite project you’ve worked on recently?

At Milwaukee Tool, we’re deeply committed to supporting the trades by helping professionals be safer and more productive on the jobsite. Our innovation and rapid speed-to-market are just part of how we exemplify this commitment to our end users. In fact, we like to say that Milwaukee Tool launches new products every Thursday—a testament to our dedication and agility. From a digital product perspective, our pipeline landing page serves as the single source of truth for all new and upcoming products, keeping everything in one accessible place.

In previous years, we partnered with Movable Ink to create an automated monthly newsletter showcasing our new and "coming soon" products—one of our most engaging email campaigns to date. Building on this success and responding to direct feedback from our users, we recognized the need for improved communication around product availability. To address this, we introduced a "Notify Me" feature on our product pages, allowing users to sign up for real-time email notifications when items they had shown interest in became available for purchase. This simple feature further boosted engagement, underscoring the importance of listening to user feedback and delivering timely, actionable updates.

How would you describe Movable Ink and its value to your business to another marketer?

I often describe Movable Ink as an invaluable extension of our digital teams. They’ve been much more than a SaaS provider—they’re a true partner who really understand our business and the unique needs of our audience. For us, it’s like having an agency and development team we wouldn’t otherwise have, adding exponential value to everything we do. Personally, I like to say Movable Ink has made our small team appear much larger than it is. Their deep understanding of our goals and their innovative tools allow us to execute dynamic, high-impact campaigns that feel custom-built for our audience.

What are the main bottlenecks marketers face when creating true, customer-centric experiences?

One of the biggest bottlenecks in creating truly customer-centric experiences is a lack of genuine user focus. Too often, digital teams get sidetracked by the latest shiny feature or flashy functionality instead of digging deep into their users' real challenges and needs. When we put the user first, technology becomes a powerful enabler—not the solution itself. In today’s digital landscape, the root issue is rarely about having the latest tech; it’s about how effectively that tech can help solve the actual problems our users face.

Another common bottleneck is the tendency for teams to get caught up in silos. Creating a seamless experience requires collaboration and a holistic view of the customer journey, which can only happen when teams break down these silos and work together.

Finally, some marketers struggle to find the balance between personalization and privacy, which is critical in building trust. Customers today expect brands to know them but also to respect their data. Building an experience that is both tailored and respectful requires thoughtful data practices and transparent communication.

How has Movable Ink helped you in your career?

Movable Ink has redefined what I consider possible, opening new ways to think outside the box and push boundaries in personalization. Working with their team and learning from their community of partners has inspired me to take innovative ideas and adapt them to best serve our unique end users. Being a part of the Product Advisory Council has also been invaluable, as it has placed me at the forefront of industry innovation. This exposure and experience has helped me bring more creativity, strategic thinking, and customer focus to my work, ultimately driving greater value for our business.

What advice would you give to marketers who are looking to utilize real-time, data-driven personalization across their campaigns but aren't sure where to start?

My advice for marketers looking to leverage real-time, data-driven personalization is to avoid chasing a "perfect" vision right out of the gate. While it’s crucial to have a North Star guiding your strategy, meaningful progress is achieved gradually. We’re all customers, and we’re all impatient in today’s digital world—expectations can be high, and people often aren’t willing to wait for ideal solutions. And going from zero to a hundred overnight just is not realistic.

The key is to start somewhere. Begin with the basics and make the first step about really understanding your users. Focus on one or two core data points that can add value and use these as your foundation. From there, test your approach, learn from the results, and continuously iterate. Real-time personalization can be powerful, but it’s a journey of refining what resonates with your audience, not about achieving immediate perfection. I strongly believe that continuous improvement beats delayed perfection, and every step toward a better, more relevant experience counts. Taking incremental steps and building on small wins will keep you moving forward and closer to that North Star.