CEO and Co-Founder
Matthew
Roberts
MSc Project Management (Agile), Valedictorian · University of South Australia
Matt spent fifteen years inside tier-one banking and telco transformation before starting ContentClicks. Executive Director of Transformation at Standard Chartered, enterprise transformation lead on D360, the greenfield digital bank backed by Saudi Arabia's Public Investment Fund, and eight years at Telstra before that. He built this agency to apply that same discipline somewhere the rules are unforgiving. He picked healthcare.
Track record
Most agency founders come from marketing
Matt came from building and running institutions where a regulator reads what you publish and a wrong sentence is a licence problem, not a bad quarter. That is the whole reason ContentClicks works the way it does.
Built a bank
Owned the end-to-end operating model for a greenfield bank backed by Saudi Arabia's Public Investment Fund. From pre-launch to more than two million customers within ten months, across an operating budget over SGD 100 million.
Scaled the machine
Executive Director for transformation across wealth, retail and business banking. Scaled delivery across 45 tribes and 4,500 people, and lifted speed to market by more than 15% against the bank's own baseline.
Built AI businesses
Ventures built from almost nothing, including work in AI operations. The transformation discipline carried over cleanly. Running a P&L from zero was the steeper learning curve.
How he runs the agency
An operating model, not a service list
Marketing goes wrong in predictable ways. Nobody agreed what the work was for, nobody checked whether it worked, and the underperforming half stayed in the plan because cutting it was awkward. ContentClicks is built to close all three gaps, using the same discipline Matt applied to bank delivery.
Someone is accountable for every line
Work is briefed against the constraint, drafted, then reviewed by a person who owns the outcome. Tools assist the process. They do not sign anything off.
Everything leaves a trail
Audit-trail documentation and version-controlled compliance assets, because in a regulated field how the content got made can matter as much as the content.
Productised lines with real SLAs
Five service lines with explicit service levels and margin-protected delivery, run on documented playbooks by a team of seven across three continents.
One dashboard, live numbers
GA4, HubSpot, Stripe, Xero and ClickUp feeding a single real-time view. Billing runs automatically from deal close, which cut days sales outstanding by more than 60%.
Why healthcare
The same problem, a different regulator
Matt started at Telstra in Adelaide and stayed nearly nine years, moving from graduate through change management and project delivery into agile coaching across APAC. Then Singapore, where he rebuilt stalled delivery programs at DBS, before taking on the bank build in Riyadh and the transformation role at Standard Chartered.
Across all of it the underlying job was the same. Design how an organisation makes decisions, then make the constraint part of the design instead of a checkpoint at the end.
Same engineering problem as banking compliance. Different regulator.
Practice marketing runs inside tight constraints: restrictions on testimonials in Australia, rules about how treatments can be named, limits on what can be tracked when patient data is involved in the US. Most agencies in this space learned those rules after the fact. ContentClicks was designed around them, which is why clients across dentistry, plastic surgery, dermatology and aesthetic medicine sit under one system that changes with the market rather than assuming one set of rules travels.
Australian, based in Athens, running a Singapore-incorporated business across APAC, the Gulf and the US.
Credentials
Qualified where it counts
Master's degree in Project Management (Agile) from the University of South Australia, graduating as class valedictorian with a 6.25 GPA, plus a graduate diploma in human resources.
University of South Australia
HIPAA Awareness
HubSpot AcademyWriting
Articles by Matt
Mostly on where compliance and growth actually meet: what you can say about a treatment, how to answer a review without creating a problem, and why the content that satisfies a regulator tends to be the content AI search picks up.
How to Respond to Google Reviews: A Guide for Australian Healthcare Practices
Answering reviews as a health practice without running into AHPRA testimonial rules or the Privacy Act.
Read the guide
How Australian Plastic Surgeons Can Rank on AI Search Without Breaching AHPRA
Patients are asking AI tools before they ask a surgeon. Here is how to be the answer without creating a compliance problem.
Read the articleTGA Advertising Rules for Injectable and Cosmetic Treatments
What the rules mean for how injectables and non-surgical treatments can be advertised in Australia.
Read the overview
Smile Inn: A 74-Year-Old Practice Under New Ownership
A Bexley North practice reached 15.61% engagement and 1,608 new accounts inside eight weeks.
Read the case study
Exclusive Smiles Dental: Launching With No Social Presence
A new Belmore clinic went from zero to 154K views, 84K reached and 1,249 booking clicks, all AHPRA-compliant.
Read the case study
Integrated Marketing Campaign: A Practical Guide
How to run one message across channels so the spend compounds instead of competing with itself.
Read the guide
The Aesthetic Clinic Marketing Audit
Ten signs your current strategy will not survive the next three years.
Read the audit
The Monthly Newsletter That Actually Gets Read
Building a clinic newsletter people open during the quiet months, not one they filter.
Read the article
How Informational Emails Build Trust Before a Patient Books
The work between first contact and a booked consultation, and how email carries it.
Read the articleWant a straight answer about your marketing?
Tell Matt what you are spending, what you are getting back, and what you are not allowed to say in your market. He will tell you what he would change first.
