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I am a commercially minded creative and digital lead with more than 20 years’ experience across consumer brands, e-commerce, hospitality and retail. My work brings together creative direction, campaign delivery, Meta advertising, e-commerce and performance analysis—taking a project from initial idea through to production, launch and review. I translate commercial goals into clear creative activity, plan what needs to be produced, coordinate the people involved, and ensure work is delivered on time and ready for its channel. I use performance data to shape future content, introduce clearer workflows, and operate comfortably independently and asynchronously—keeping everyone aligned with a straightforward approach: understand the objective, create a clear plan, and deliver high-quality work.…I am a commercially minded creative and digital lead with more than 20 years’ experience across consumer brands, e-commerce, hospitality and retail. My work brings together creative direction, campaign delivery, Meta advertising, e-commerce and performance analysis—taking a project from initial idea through to production, launch and review. I translate commercial goals into clear creative activity, plan what needs to be produced, coordinate the people involved, and ensure work is delivered on time and ready for its channel. I use performance data to shape future content, introduce clearer workflows, and operate comfortably independently and asynchronously—keeping everyone aligned with a straightforward approach: understand the objective, create a clear plan, and deliver high-quality work.

Matthew Bull

Digital Marketer, Creative Director, Web Developer, +2

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I am a commercially minded creative and digital lead with more than 20 years’ experience across consumer brands, e-commerce, hospitality and retail. My work brings together creative direction, campaign delivery, Meta advertising, e-commerce and performance analysis—taking a project from initial idea through to production, launch and review. I translate commercial goals into clear creative activity, plan what needs to be produced, coordinate the people involved, and ensure work is delivered on time and ready for its channel. I use performance data to shape future content, introduce clearer workflows, and operate comfortably independently and asynchronously—keeping everyone aligned with a straightforward approach: understand the objective, create a clear plan, and deliver high-quality work.…I am a commercially minded creative and digital lead with more than 20 years’ experience across consumer brands, e-commerce, hospitality and retail. My work brings together creative direction, campaign delivery, Meta advertising, e-commerce and performance analysis—taking a project from initial idea through to production, launch and review. I translate commercial goals into clear creative activity, plan what needs to be produced, coordinate the people involved, and ensure work is delivered on time and ready for its channel. I use performance data to shape future content, introduce clearer workflows, and operate comfortably independently and asynchronously—keeping everyone aligned with a straightforward approach: understand the objective, create a clear plan, and deliver high-quality work.

Available to hire

I am a commercially minded creative and digital lead with more than 20 years’ experience across consumer brands, e-commerce, hospitality and retail. My work brings together creative direction, campaign delivery, Meta advertising, e-commerce and performance analysis—taking a project from initial idea through to production, launch and review.

I translate commercial goals into clear creative activity, plan what needs to be produced, coordinate the people involved, and ensure work is delivered on time and ready for its channel. I use performance data to shape future content, introduce clearer workflows, and operate comfortably independently and asynchronously—keeping everyone aligned with a straightforward approach: understand the objective, create a clear plan, and deliver high-quality work.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Work Experience

Freelance Head of Marketing at Dunkertons Cider

November 1, 2024 - May 1, 2026

Led planning and delivery of marketing and creative activity across Dunkertons Cider, including its hospitality venue, events, gifting and e-commerce. Connected commercial priorities with campaign concepts, creative production, Meta advertising, email marketing and Shopify. Developed campaign briefs from initial idea through key messages, audience strategy, creative requirements and channel plan. Produced core assets and coordinated internal teams, suppliers and senior stakeholders to maintain realistic timelines and multiple concurrent campaigns. Managed Facebook and Instagram advertising across products, events and hospitality audiences, adapting creative and messaging. Used sales, audience and campaign data to identify what was working and where to improve in the next round of activity. Owned Shopify storefront and email marketing experience, regularly reporting commercial performance to stakeholders to agree priorities and future creative direction.

Creative Lead and Shopify Store Developer at Malibu Ski

January 1, 2023 - January 1, 2023

Led creative and e-commerce delivery for the launch of Malibu Ski. Took the project from visual concept through photography, image production, product presentation and the completed Shopify storefront. Produced and retouched product imagery, structured collections and built the store around the brand direction and assets. Managed creative and digital delivery together to maintain consistency across customer touchpoints and ensure the final storefront was both visually strong and commercially practical. Planned independently with careful quality control and close communication with the founder, managing delivery from initial direction through to launch.

Brand Activation at JACK1T Co and Trench London

January 1, 2019 - January 1, 2020

Led the delivery of pop-up store launches in Courchevel 1850 and Regent Street, London. Sourced locations, coordinated setup, managed visual presentation and created localised paid campaigns to generate relevant footfall and sales. Brought together creative direction, logistics, external partners and tight deadlines to deliver live commercial results. Required clear planning, regular communication and rapid problem-solving while maintaining a strong customer experience.

Shopify Developer and E-commerce Lead at JACK1T Co and Trench London

January 1, 2019 - January 1, 2020

Developed customised Shopify stores for both brands alongside digital marketing responsibilities. Worked on theme development, merchandising, product presentation, customer journeys, payments, inventory and marketplace integration. Supported usability, SEO, product presentation and marketplace onboarding, including Zalando. Strengthened understanding of how performance creative connects with the rest of the customer journey by observing what happened after ad click-through and where the online experience could be improved. Enabled practical, quick changes without relying solely on separate departments or agencies.

Freelance Head of Digital Marketing at JACK1T Co and Trench London

January 1, 2019 - January 1, 2022

Led digital marketing and campaign activity for two fashion brands, combining creative direction, performance marketing and e-commerce to support customer acquisition and international growth. Translated commercial priorities into campaign concepts and digital creative across paid and organic channels. Developed content for paid and organic channels, managed Meta advertising, and worked across photography, video, graphics, landing pages and e-commerce presentation. Treated campaign performance as part of the creative process by using advertising and trading results to determine which audiences, messages and visual approaches produced the strongest response, then used insights to improve future creative. Worked across multiple launches and markets, requiring fast turnaround, prioritisation and consistent communication. Contributed to a wider international initiative generating more than £10 million in revenue.

Freelance Creative, E-commerce and Digital Consultant at The Big Click

January 1, 2019 - Present

Works with fashion, beauty, lifestyle and consumer brands on creative campaigns, Shopify development, digital content and customer acquisition. Typically starts by clarifying brand goals, audience needs and the required assets across the customer journey, then shapes creative direction, plans outputs and delivers content across websites, email, advertising and social. Provides campaign concepts plus product photography, video, graphics and copy, including Shopify pages, Klaviyo assets and paid social creative. Bridges creative and technical delivery to maintain brand consistency across ads, landing pages and conversion journeys. Uses AI tools for ideation, visual development, content variation, research and production efficiency while retaining human control over concept quality and final decisions.

Managing Director at Sparkmedia Ltd

January 1, 2000 - January 1, 2019

Founded and grew a hospitality business from one venue to three locations across Cheltenham and Gloucester, employing up to 60 people. Held responsibility for commercial and operational leadership while also leading creative and marketing activity across the group. Developed venue concepts and brand identities, planned promotional campaigns, directed content and managed customer acquisition through social media, events and paid advertising. Introduced systems and processes that enabled delegation while maintaining standards, deadlines and accountability. Regularly coordinated designers, photographers, performers, promoters, suppliers, managers and venue teams. Took ideas through planning and resourcing to ensure outputs met both creative ambition and commercial objectives. One venue achieved approximately £900,000 annual turnover. Later completed the successful sale of the businesses, including Six Degrees of Separation (~£180,000) and Liquor & Chow (~£120,000).