Creative Director
& Brand Design Leader

I’m a London-based Creative Director with 15+ years of experience creating ideas where culture, commerce, and technology collide. I’ve worked across agency and in-house roles, leading multidisciplinary teams to deliver campaigns that are not only creative but also measurable.

What I do

Guide Fortune 500 brands (P&G, Samsung, Mars, PepsiCo, BMW, and Porsche) on how to advertise effectively across complex ecosystems like Amazon.

  1. Transform emerging technologies, voice, shoppable video, and interactive campaigns into human, story-driven experiences.

  2. Build scalable creative frameworks and cross-market campaigns, turning insights into impact.

The result

£42M+ in campaign value, including first-of-its-kind launches like Amazon Live EU for Samsung Galaxy S25.

  1. Award-winning campaigns recognized by Digiday, Webby, The Drum, and PIAF Gold.

  2. Teams that thrive on collaboration, innovation, and storytelling across Europe and global markets.

“I don’t just create campaigns; I build experiences that shape how people feel about brands.”
— Matthew Swan

Trusted By

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).

Experience

  • 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.