# Matt Collins

> Matt Collins is the chief marketing officer of FORM, the enterprise software company behind GoSpotCheck. After roughly a decade in director-level retail roles spanning Whole Foods Market, Amazon and Kroger, he joined FORM in 2019 and moved from senior director of brand marketing to vice president of marketing in 2022 and CMO in 2023. His career connects physical-store operations with the marketing of mobile task management and image-recognition technology.

- **Role:** Chief Marketing Officer at FORM
- **Organizations:** FORM, GoSpotCheck, Whole Foods Market, Amazon, Kroger, Lucky's Market, University of Colorado Boulder
- **Education:** Bachelor's degree, University of Colorado Boulder
- **Known for:** Advanced from senior director of brand marketing to chief marketing officer at FORM between 2019 and 2023., Helped take FORM's image-recognition technology to market for consumer-goods and retail customers., Led marketing, merchandising and loyalty work during roughly ten years in grocery retail, including initiatives involving store experience, new stores, culinary programs and local producers.

## Career timeline

- **2005-2008** — Studied at the University of Colorado Boulder and earned a bachelor's degree.
- **circa 2009-2019** — Held director-level roles connected to Whole Foods Market, Amazon and Kroger, leading marketing, merchandising and loyalty functions; public bios describe this period as ten years.
- **2019** — Joined FORM as Senior Director of Brand Marketing, bringing retail operating experience to the go-to-market work for image-recognition technology.
- **2021** — Published practical FORM articles on beverage image recognition, FMCG launches, retail signage and the company's consolidated brand.
- **2022** — Promoted to Vice President of Marketing with responsibility for demand generation, go-to-market innovation and paid media strategy.
- **2023** — Promoted from VP of Marketing to Chief Marketing Officer.
- **2026** — Continued as CMO on the leadership team formed after the strategic merger of FORM and Trax Retail.

## Achievements

- Advanced from senior director of brand marketing to chief marketing officer at FORM between 2019 and 2023.
- Helped take FORM's image-recognition technology to market for consumer-goods and retail customers.
- Led marketing, merchandising and loyalty work during roughly ten years in grocery retail, including initiatives involving store experience, new stores, culinary programs and local producers.
- Received multiple Whole Foods Market regional marketing recognitions between 2012 and 2018.
- Earned Google Ads Search, Google Analytics Individual and Waze Advertising certifications in 2019, followed by Marketo Certified Expert status in 2020.
- Serves on FORM's post-merger executive leadership team following its 2026 combination with Trax Retail.

## Latest updates

- **2026-08** — FORM was named to the 2026 Inc. 5000 while Collins remained listed as chief marketing officer.
- **2026-07** — Collins highlighted GoSpotCheck's new capability for detecting point-of-sale materials, linking it to his own grocery-signage experience.
- **2026-06** — He promoted a GoSpotCheck deployment across more than 50 U.S. and Canadian airports for SSP America.
- **2026-05** — He attended Hy-Vee's Nourishing Change event with FORM colleagues to demonstrate augmented-reality shelf intelligence for produce.
- **2026-02** — FORM and Trax Retail merged with backing from Gemspring Capital; Collins continued as CMO in the combined leadership team.

## Links

- Website: https://form.com
- LinkedIn: https://www.linkedin.com/in/matt-r-collins
- Twitter/X: https://twitter.com/Form_com
- Facebook: https://facebook.com/formdotcom

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Profile page: https://yespress.io/matt-collins
Published by YesPress — https://yespress.io
Last updated: 2026-09-04