Bottle Rocket Taps Matt Smith as President to Spearhead AI and Growth

DALLAS, TX – January 14, 2026 – Digital product agency Bottle Rocket today announced the appointment of Matt Smith as its new President, a strategic move signaling a deepened focus on artificial intelligence, global delivery, and client-centric innovation. The eight-year company veteran steps into the role, effective immediately, at a pivotal moment for the digital transformation industry.

As President, Smith is now charged with guiding the company’s strategic direction, expanding its AI initiatives, and strengthening its global delivery capabilities. His promotion from Executive Vice President, Client Engagement and Growth, positions a leader known for cultivating strong client partnerships at the forefront of the agency’s future.

A New Chapter in Leadership and Growth

Smith's appointment is a clear endorsement of his track record within the WPP-owned agency. During his tenure, he was instrumental in managing and growing the company's client portfolio, leading cross-functional teams through periods of significant expansion and change. His leadership has been a cornerstone of the firm's success in delivering large-scale digital products across a wide range of industries, including hospitality, healthcare, automotive, and retail.

Marcelo Szuster, CEO of dti digital and Bottle Rocket, lauded the promotion, highlighting Smith’s proven ability to translate vision into tangible results. "Matt has been absolutely central to shaping how we partner with clients and deliver significant value," said Szuster. "He knows how to turn ideas into action, building trust along the way. His leadership really reflects where Bottle Rocket is headed — our focus is truly on our clients, delivering real value and making a positive difference for both our business and our people."

In his new capacity, Smith will focus on driving stronger collaboration between the agency's core disciplines of strategy, experience, product, design, and technology. He will work closely with the executive team to execute growth plans centered on four key pillars: Quality, Value, Efficiency, and Connection, aiming to deepen client relationships and ensure excellence across all projects.

Championing the 'Experience-First' Philosophy

Central to Smith's success and Bottle Rocket's market reputation is its 'experience-first' approach—a philosophy he was crucial in establishing. This methodology prioritizes the creation of exceptional digital experiences that not only meet but exceed customer expectations, thereby driving tangible business outcomes for clients. The effectiveness of this approach is reflected in the market, where the agency has cultivated a reputation for what clients describe as a true partnership model, distinguishing it from a typical vendor relationship.

Independent industry reviews consistently praise the firm for its high-quality UI/UX design, innovative solutions, and top-tier execution. This external validation underscores the value of an approach that embeds deep understanding and responsiveness into the product development lifecycle. By focusing on the end-user experience, Bottle Rocket has successfully delivered impactful digital platforms and applications for a diverse client base seeking to differentiate themselves in crowded markets.

Smith himself emphasized the human element of the company's success. "Bottle Rocket is an incredibly special place, fueled by some of the most talented, thoughtful, and driven people in our industry," Smith stated. "I'm truly humbled by this opportunity and so excited to help our clients move faster, adapt with confidence, and realize long-term value from their digital investments. Plus, I want to help our Rocketeers grow, find fulfillment, and feel a strong sense of purpose in their work."

AI at the Forefront of Digital Transformation

Smith’s mandate to expand Bottle Rocket’s AI efforts comes as the technology is fundamentally reshaping the digital product landscape. With industry projections indicating that over 80% of organizations will utilize generative AI by 2026, the imperative for agencies to lead with AI-driven solutions has never been greater. The industry is rapidly moving beyond using AI for simple automation to leveraging it as a co-design partner that can guide UX flows, anticipate user friction, and enable hyper-personalized experiences in real-time.

This shift requires a leader who can integrate advanced technology with strategic client goals. Smith’s appointment positions Bottle Rocket to harness these trends, using AI to deliver smarter, more predictive, and more impactful digital products. The focus is not just on working faster but on using AI-powered data analysis to uncover deeper consumer insights, optimize campaign performance, and create uniquely tailored customer journeys. By placing a leader with deep client engagement experience at the head of this charge, Bottle Rocket aims to bridge the gap between experimenting with AI and delivering measurable value from it.

A Strategic Play within the WPP Network

Smith's promotion also aligns with the broader strategic priorities of parent company WPP, the world's largest advertising and media holding company. WPP is in the midst of a major push to cement its leadership in digital transformation, underscored by a planned £300 million investment in AI for 2025 and the continued development of its proprietary AI marketing operating system, WPP Open.

Bottle Rocket serves as a key strategic partner within the WPP network, contributing deep expertise in customer and employee experience (CX/EX). Its agile, pod-based delivery model allows it to scale specialized teams across the network, complementing the offerings of larger WPP agencies like VML. WPP’s recent strategic moves, including an expanded five-year, $400 million partnership with Google to integrate advanced AI into its operations, highlight the network's commitment to technology-driven efficiency and creativity.

Under the guidance of its new CEO, Cindy Rose, WPP is undergoing a strategic review focused on simplifying client offerings and scaling AI-driven solutions that deliver measurable business impact. Elevating a proven leader like Matt Smith at a specialized digital powerhouse like Bottle Rocket is a direct reflection of this strategy, designed to strengthen the network's transformation muscle and ensure its agencies are equipped to meet the evolving demands of global clients.

As President, Smith is poised to guide Bottle Rocket through this next era of technological evolution. His leadership will be critical in ensuring the agency not only adapts to the rapid changes brought by AI but also continues to set the standard for quality, value, and connection in the digital products it delivers for its clients worldwide.