A collage of various images including people, products, and art. Top row has two women laughing and having fun, a logo with a white 'A' on an orange background, and a close-up of a woman with braided hair holding a pink makeup product. Second row features a girl with curly hair among plants, a tube of Avon foundation, and a girl in casual clothes on a pink background. Third row shows a woman smiling and holding a skincare product, three women in red outfits, and red lipstick with lipstick smudges. Fourth row includes a character resembling a dragon or dinosaur, a bedroom with a bed, and a space-themed rocket with corporate branding. Fifth row has two women laughing and making a playful gesture, a marketing or logo image with names and plus signs, and a stylized portrait of a woman with curlers in her hair.

About Matt

A proven transformational leader with over 25 years of experience shaping how brands look, feel and connect with people, and building the organisational capability to do it at scale. He operates at the intersection of creative vision and business leadership; equally at home setting the aesthetic direction of a global brand, landing award-winning campaigns, and designing the in-house structures and AI-powered operations that make creative excellence deliver brand fame and performance.

At Avon, where Matt joined as Global Creative Director in 2022, his remit has recently expanded to encompass the global content and communications functions, across 30+ markets. Under his direction, Avon has delivered the most ambitious brand transformation in its history: a complete overhaul of visual identity, radical product re-design spanning 4,500 SKUs across 52 brands, and a reinvention of how the brand shows up across retail, social and digital channels, all in partnership with WPP VML, Free The Birds and IPG London. Matt also led the AI-powered in-house centralised creative team transformation. This has fundamentally improved how a complex global business produces top notch brand content, multi channel campaigns and disruptive consumer retail experiences with speed, consistency and creative quality at its core.

At John Lewis Partnership (2018–2022), as Director of Creative and Content, Matt held creative and operational accountability for a 200+ strong in-house team and £26m annual budget. He drove some of the most celebrated brand work in the partnership’s history, collaborating with both Pentagram London and Adam & Eve DDB on a new brand vision that ran across TV, digital, print and in-store. He also built the partnership’s first dedicated content team, pioneered immersive in-store experiences with A-list rand partners such as Google and Apple. He also lead the creation of the ANYDAY brand (with Pentagram Design London) from identity and visual language through to campaign, (at the time the most successful full-category own-brand launch in John Lewis’s history).

Earlier in his career, Matt spent nearly two decades at iconic fashion brand Boden. Here he worked his way to creative director accountable for leading and developing the exceptional in-house creative team that produced its famed iconic seasonal campaigns, flagship retail design and press launch experiences. In 2018 he was accountable for the brand’s global identity and channel transformation in partnership with BBH London across the UK, US, Europe and Asia.

Contact Matt via linkedIn

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