About me

I turn insight, culture, and technology into campaigns that inspire, influence, and perform. With 15+ years in creative leadership including a decade at Amazon’s Brand Innovation Lab; I’ve built and led multi-disciplinary teams delivering work that’s bold, innovative, and effective.

I’m known for bridging the gap between innovation and non-technical audiences. Whether it’s AI, AR/VR, or retail media, I make technology feel compelling and accessible helping clients not just see its potential, but feel its power.

Impact Snapshot

  • Delivered £6.5M+ incremental revenue through creative innovation
    and storytelling frameworks at Amazon Ads.

  • Directed Pepsi MAX x Big Zuu (Amazon Fresh integration), winner of Digiday Media Awards Europe 2024 and Webby Awards nominee 2024.

  • Pioneered BMW iX global-first lead-gen campaign with Amazon: 23.5M impressions, 83% view ability, 281 test-drive leads.

  • Ran 110+ C-suite creative workshops across Europe with Mars, Puma, L’Oréal, and Colgate-Palmolive, unlocking new briefs and building long-term trust.

  • Recognised with PIAF Gold and Drum Marketing Award for Laphroaig “Opinions Welcome”.

Core Strengths

  • Creative & Brand Direction.

  • Pitching & Client Communication.

  • Multi-Channel Campaigns (TV, Social, Digital, OOH).

  • Data-Driven Storytelling.

  • AI & Emerging Tech Integration.

  • Team Leadership & Mentorship.

Experience Snapshot

  • Creative Director, Endemics, EMEA, Amazon Ads Brand Innovation Lab | 2024–Present.

    • Multi-market creative strategy and innovation for Amazon’s largest campaigns.

  • Creative Director, CPG & Grocery, EMEA, Amazon Ads Brand Innovation Lab | 2022–2024.

    • Oversaw creative across Amazon’s largest verticals, delivering measurable outcomes.

  • Creative Director, Financial Services & Autos, Amazon Ads Brand Innovation Lab | 2021–2022.

    • Directed integrated campaigns across auto, finance, and tech sectors.

  • Senior Art Director, Amazon Ads Custom Team | 2019–2021.

    • Led concept and execution for top-tier brand partnerships.

  • Senior Designer, White Label UK | 2013–2014.

    • Developed brand toolkits and standout campaigns for Laphroaig, Krug, and others.

  • Lead Designer, Melli UK | 2011–2013.

    • Led brand identities, digital campaigns, and shopper activations for Mars, Pedigree, Britvic.

Awards & Recognition

  • Media Week Awards 2025 – Shortlist, Best Use of Retail Media (Alpro Barista).

  • Digiday Media Awards Europe 2024 – Winner, Best Brand/Publisher Partnership (Pepsi MAX).

  • Webby Awards 2024 – Nominee, Social (Food & Drink) (Pepsi MAX).

  • The Drum Awards Marketing EMEA 2024 – Shortlist (Pepsi MAX).

  • Campaign Media Awards 2024 – Finalist (Pepsi MAX).

  • Media Week Silver 2018 – Volvo V40 x Amazon Prime.

  • PIAF Gold 2015 – Laphroaig “Opinions Welcome”.

  • Drum Marketing Award 2015 – Advertising Strategy of the Year (Laphroaig).

Trusted By

“I thrive on complex challenges, turning insight and technology into experiences that scale. Always curious about people, tech, and behaviour, I bring fresh energy and innovation into every campaign.”

— Matthew Swan