Strategy Director, Brand development, based in New York
One of Matt’s favorite memories from high school is a trip he took to the Soviet Union as part of a study abroad program. While visiting Moscow, Leningrad and other destinations, Matt and his classmates discovered that their Levi’s blue jeans, Polo shirts and Bic pens were very popular with the locals, who were more than willing to make a trade. It was an early lesson on the power of certain brands and how they can resonate across cultural and geographic boundaries.
Since then Matt has become an expert in developing brands around the world, including the U.S., Europe, South America, Africa and Asia. He has led a wide range of branding initiatives—from strategy, positioning and brand architecture engagements to naming, messaging and brand management programs. Matt has worked with many leading worldwide companies and organizations, including Samsung Group, LG Electronics, AT&T, Microsoft, Celcom Malaysia, South African Airways, Heineken, the Colombian Coffee Federation, Marriott International, Procter & Gamble, GlaxoSmithKline and Northrop Grumman.
Before joining Siegel+Gale, Matt was executive director of G2/Grey Group’s brand development and design practice. He also held management positions at brand consultancy FutureBrand and luxury goods purveyor LVMH/Moet Hennessy Louis Vuitton.
Matt graduated with a BS degree from Cornell University.