Matt Harrison
Ho Chi Minh City
Summary
Dynamic and visionary brand strategist leading high-impact campaigns and marketing transformations across Europe, the US, and Asia.
Known for leveraging deep human insights to shape culturally resonant brand strategies, I bridge behavioral psychology with commercial innovation to build brand affinity, and drive growth.
My methods combine imagination, strategic rigor, and collaborative leadership to shift consumer behavior, and deliver effective results.
A specialist in harnessing the power of diverse cross-functional teams around coherent and effective brand strategies.
Overview
34
34
years of professional experience
1
1
Certification
Work History
Strategy Director
Ogilvy Vietnam
Ho Chi Minh City
08.2024 - Current
- Leading brand strategy, brand innovation, and brand creation for BAT's Vietnam portfolio
Strategy Planning Director
Geometry Global
Tokyo & Ho Chi Minh City
03.2017 - 02.2022
- Brand architecture and messaging hierarchy for BAT’s Next Generation Products in Japan
- End-to-end strategic development for brand portfolios and NPD across Vietnam
- Shaping consumer journeys and marketing frameworks for product launches
Director, Strategy & Innovation
Leo Burnett
Switzerland
01.2010 - 01.2017
- Executed global brand positioning for Philip Morris International brands in top 20 markets.
- Solutions driven initiatives to apply global strategies tailored for local execution.
- Unified global brand communications under a cohesive brand strategy.
Regional Planning Director
Saatchi & Saatchi
Hong Kong
01.2008 - 01.2010
- Stewarded Olay Skin Care brand across Southeast Asia, enhancing regional market presence.
- Unified brand strategy across culturally diverse Southeast Asian markets to ensure consistency.
- Developed targeted marketing initiatives tailored to specific regional demographics.
- Enhanced brand visibility through localized campaigns and partnerships with regional influencers.
Planning Director
Sugartown Creative
USA
01.2004 - 01.2008
- Formulated global strategies for premium brands including Grey Goose, Bombay Sapphire, and Godiva Chocolatier.
- Conceived and launched 'Swash' by Tide, targeting millennial consumers in clothing care.
- Executed product innovation and brand positioning strategies for P&G clothing care brands: Downy, Tide, and Bounce.
Account Management Roles
Arc Advertising, CDP, Lowe, Simons Palmer
London
01.1991 - 01.2004
- Schooled at some of the most iconic agencies in London (Simons Palmer, CDP, Lowe) in client relations and project delivery
Education
BA (Hons) Combined Studies - History, American Studies, Sociology, Psychology
University of Manchester
01.1990
7 O-Levels -
Latymer Upper School
01.1987
3 A-Levels -
Latymer Upper School
01.1987
Skills
- Brand creation, innovation and reinvention specialist
- A proven leader in global, regional, and local brand development
- Strategic vision and innovation specialist who creates brand buy-in from multiple stakeholders
- A specialist in building brands around the notion of the highest common denominator, ensuring that brand rationale seamlessly fits into human consumer needs
- Creating inflection points for brands to pivot to future iterations and actions
Certification
Harness the emotional power of brands to positively influence human behavior and inspire meaningful change.
Professional Interests
- Lifelong student of geopolitics, cultural systems, and social behaviors.
- Passionate about deploying strategies that make brands more human and humane.
Certificates
- Generative AI | AI in Action | Behavioral Economics | Meta Creative Strategy
References
References available upon request.
Timeline
Strategy Director
Ogilvy Vietnam
08.2024 - Current
Strategy Planning Director
Geometry Global
03.2017 - 02.2022
Director, Strategy & Innovation
Leo Burnett
01.2010 - 01.2017
Regional Planning Director
Saatchi & Saatchi
01.2008 - 01.2010
Planning Director
Sugartown Creative
01.2004 - 01.2008
Account Management Roles
Arc Advertising, CDP, Lowe, Simons Palmer
01.1991 - 01.2004
BA (Hons) Combined Studies - History, American Studies, Sociology, Psychology
University of Manchester
7 O-Levels -
Latymer Upper School
3 A-Levels -
Latymer Upper School
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