At HexClad, Matthew led the global influencer strategy across North America, Europe, and Australia. He managed a team of five and a roster of more than 15 creators, overseeing all aspects of campaign execution from outreach and contracting to content production and reporting.

He negotiated creator partnerships ranging from $6,000 to $250,000 and managed a six-figure budget focused on performance. Under his leadership, HexClad’s TikTok audience grew from fewer than 1,000 followers to more than 130,000. Ambassador campaigns consistently drove a 12 percent month-over-month increase in new customer acquisition. Matthew also integrated influencer content into paid media, retail placements, and event activations to support full-funnel growth.

At Gibson Overseas, Matthew led marketing strategy for multiple consumer cookware brands, where he focused on social growth, influencer campaigns, and conversion optimization. He launched content systems and creative testing frameworks that drove a 36 percent year-over-year increase in direct-to-consumer revenue and a 4.2x return on ad spend.

Matthew oversaw the production of more than 30 branded videos and over 100 pieces of social content. He also launched segmentation models using first-party data to identify entry-point products and inform upsell strategy, resulting in a 28 percent increase in add-to-cart rate.

By combining content performance insights with consumer research, he influenced product positioning, creative direction, and packaging updates that contributed to a 31 percent reduction in PDP bounce rate.