Matthew Neale
I’m Matthew Neale, a social-led editorial producer and creative strategist based in London, where I turn cultural insight into stories that deepen brand worlds.
About
I’m Matthew Neale, a social-led editorial producer and creative strategist based in London, where I turn cultural insight into stories that deepen brand worlds. I blend editorial development, interviewing, creative strategy, and on-set production across fashion, luxury, travel, and culture, always shaped by people, craft, and meaning-making.
In my recent work at Aman, I lead social-first content strategy for Aman Essentials, reviving and launching the Aman Essentials Journal and interviewing influential creative voices. I also commission and manage large creator networks, own luxury-toned website editorial copy, and collaborate end-to-end to take formats from concept through production and release.
- 12 years' experience
- Joined October 2026
Industry experience
- Media & Entertainment
- Travel & Hospitality
- Consumer Goods
- Retail
- Professional Services
- Other
More experts in London, United Kingdom
Work experience· 8 roles
Led social-first content strategy across Aman Essentials’ owned channels, shaping editorial direction, content planning and platform storytelling across website, social and product launches. Revived the Aman Essentials Journal, including launch editorial development and interviews with Master Perfumer Jacques Chabert and designer Kim Jones. Commissioned and managed 50+ creators and creatives across editorial, product and brand storytelling. Owned ongoing website copy for product, brand and editorial pages, maintaining a consistent luxury tone of voice across customer touchpoints.
Developed editorial and creative strategies for brands including Zalando, Birkenstock, Reebok, Frontrose and Dizziak. Produced interviews, cultural features, long-form editorial, paid media copy and social storytelling. Led end-to-end creative development across campaigns, formats and content launches.
Led social and editorial strategy across Horizn Studios and Suitcase Magazine. Conceived and produced Going Further With, a multimedia profiling format spotlighting cultural figures. Delivered Horizn x Refuge Worldwide cultural mix series with bi-weekly content drops. Grew Instagram by 26.5% and doubled average engagement rate from 1.4% to 3.1% through editorial-led content. Managed a creative team across production, campaign delivery and workflow, and contributed to company-wide creative direction, digital marketing planning, and talent negotiations and contracts for content and partnership campaigns.
Education
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