Matthew Dinovo

My Untappd profile goes back to 2013 — before I had a business reason to be there. I was just paying close attention to what small craft producers were building and what their digital presence actually looked like from a guest’s perspective.

The day job, for 25 years, was something most people would consider completely different. Enterprise digital consulting at Accenture, EY, Sitecore, and Merkle — CRM platforms, e-commerce engines, and payment integrations for Fortune 500 brands. Work where a wrong architectural decision costs millions and a right one holds for a decade.

After my third layoff in six years — enterprise consulting is cyclical in ways that compound — I made a deliberate choice. Not to leave the field, but to build something alongside it that I actually owned. That became My Pub Marketing, founded in April 2021. Two things I’d been doing in parallel for years finally had a reason to connect.

The catalyst came from time in Northern Michigan. Every tasting room on Old Mission Peninsula had the same situation: product excellent, hospitality genuine, digital operation quietly losing money. Email lists untouched. Wine clubs leaking members because joining required a perfect conversation at exactly the right moment on a busy Saturday. These operators faced the same challenges I’d spent two decades solving for enterprise brands — they just couldn’t afford the same resources.

The way I think about it: operational plumber for the tasting room — find where the revenue is leaking under the bar, and fix it before another season slips by.

In 2025, I joined Uncorked Wine Tastings in Dublin, Ohio as a part-time floor operator. Not a brand exercise — a deliberate design choice. Working the counter means I see, in real time, where the guest journey breaks. The member whose digital perks won’t load at checkout. The Friday night where the POS slows exactly when the room is fullest. I can describe those problems because I experience them.

I hold a B.S. in MIS from The Ohio State University and a WSET Level 1 certification (Level 2 in progress). I don’t recommend platforms for referral fees. If a free tool solves the problem, I’ll say so. If the problem isn’t a technology problem at all, I’ll say that too.