Matthew Finlayson
Personal Operating System13:11:48Jul 10, 2026

Notes on software, marketing, sports, and ideas.

Matthew Finlayson

[also Matt]

Marketing, software & systems

Building things. Learning constantly. Sharing what works.

Read what I'm up to nowBrowse projects

What I work on

  • 01Marketing, software & systems
  • 02Writing & ideas
  • 03Sports & media
[Index]The contents

A living index of what I'm building, learning, and thinking about.

01
NowA snapshot of what I'm focused on right now.
02
ProjectsThings I'm building, shipping, and maintaining.
303
NotesEssays and dispatches, published when there's something worth saying.
04
CareerA working record of roles, work, and milestones.
05
ToolsSmall utilities I used to open other sites for. Runs in your browser.
806
AboutWho I am and how this site works.
01[Status]
Now

Current focus

What's actually getting my hours this season. Everything else waits.

[Starting]Building

ShopView: marketing lead

Joining in July to build and run marketing for heavy-duty repair shop software: content, SEO, demand gen, PR, and brand in a vertical legacy tools never served well.

[Building]Building

Athlete Hunt: recruiting marketplace

Shipping the first version of athlete profiles and scout search. Marketplace liquidity is the whole game.

[Growing]Ongoing

Up In The Rafters

Independent sports publication with my dad: explainers, history, and takes for fans who care.

02[Project]
All projects

Featured projects

A few things I'm building, maintaining, or quietly proud of.

P-01Building

Athlete Hunt

A recruiting marketplace connecting athletes with programs, agents, and opportunities.

#marketplace#sports#next.js
P-02Ongoing

PawShot

A dog camera that plays attention sounds in sync with the shutter, so your pup looks at the lens.

Visit pawshot.io
P-03Ongoing

Up In The Rafters

Independent sports publication: clear writing, real opinions, and research that respects how fans actually think.

Visit upintherafters.com
04[Record]
Full record

Career highlights

The short version. The full record keeps the footnotes.

Jul 2026 – Present

Marketing Lead / ShopView

Leading marketing for a vertical SaaS platform built by heavy-duty repair shop operators: workflow automation, inventory, customer engagement, and profitability for independent diesel, truck, trailer, fleet, and equipment shops across North America.

Apr 2024 – Jun 2026

Senior SEO Strategist / Powered by Search

B2B SaaS demand generation at a Toronto agency focused on high-ACV software. Advanced SEO, topical authority, and organic pipeline for cybersecurity, business software, fintech, and proptech.

Dec 2022 – Jan 2024

General Manager / Twelverays

Led operations at a full-service digital marketing, CRM, and web development agency in Vancouver. Managed delivery for 20+ B2B and SaaS clients across North America.