I’ve spent over 20 years shaping how brands look, feel and connect with people, and building the teams and operations that let that creativity scale. I bring creative vision and business leadership together: setting the aesthetic direction for global brands, delivering award-winning campaigns, and developing the in-house talent and AI-powered operations that turn great creative into brand fame and performance.

Currently I’m Global Creative Director of Avon. Since joining, my remit has grown to include global content and communications, giving me end-to-end creative and marketing leadership across 30+ markets. I’ve led the most ambitious brand transformation in Avon’s history: a new visual identity, a redesign of 4,500 SKUs across 52 brands, and a reinvention of how the brand shows up in retail, social and digital, in partnership with WPP VML, Free The Birds and IPG London. I also built Avon’s centralised, AI-powered in-house creative agency from the ground up, transforming how a complex global business produces content, multichannel campaigns and retail experiences with speed, consistency and creative impact.

In 2018 I grabbed the opportunity and became Director of Creative and Content for John Lewis. Responsible for all touch points (including the famous Christmas campaigns). During the 5years I led a 240+ in-house team and a £26m annual budget. Working with Pentagram and Adam & Eve DDB, I delivered a new brand vision across TV, digital, print and in-store, some of the most celebrated work in the Partnership’s history. I built its first dedicated content team, pioneered immersive in-store experiences including a landmark collaboration with Google Smart Home, and created the ANYDAY brand from scratch, from identity to campaign. At the time, it was the most successful full-category own-brand launch in John Lewis history.

Before John Lewis I spent nearly two decades at the fabulously British brand Boden. Here I rose to Creative Director, leading the in-house team behind its iconic seasonal campaigns, flagship retail design and press launches. In 2018 I led the brand’s global identity and channel transformation with BBH London across the UK, US, Europe and Asia.

Matt is based near London and can be contacted through linkedIn

Matt’s personal street photography can be found at RICHMOND35MM.COM