Matthias Gray

Trust is collapsing and patience is gone. In a world of ad tiers, algorithmic noise, and experiences designed to extract, brands do not earn belief through loud campaigns. They earn it through behaviour. Most organisations still split strategy, technology, and marketing into separate worlds. I integrate them to ship coherent experiences that reduce friction, build credibility, and convert trust into revenue.

• Experience strategy & integration · End-to-end brand, product, and service design and go-to-market. Orchestration from proposition to production.
• Tech × marketing convergence · I bridge the gap between CMOs and CTOs so nothing gets lost between slide deck and codebase.
• AI-native workflows · I use AI to compress timelines, sharpen research and ship faster. Not to generate filler.

• Opportunity · User research, Friction mapping, White space identification.
• Blueprint · Proposition development, Service design, Experience architecture.
• Build & Test · Product strategy, Prototyping and orchestration, Brand development.
• Scale · Go-to-market strategy, Campaign development, Lifecycle optimisation.

Embed. Synthesise. Build. No jargon, high candour: Clear language, direct feedback. You get my strategic thinking and my hands on keyboard.

• Novum · Built a repeatable service factory for regulated contexts. Rapid research, proposition, service design, and go-to-market shipped at pace.
• Between Streets · Rapid development & experimentation platform for my personal SaaS products and digital services.
• IKEA · Transformed ikea.com from product catalogue to integrated brand and commerce experience. Global content strategy adopted across markets. Engagement and conversion up.
• E.ON · Redefined the global brand experience during major business pivot. 360° framework, perception-shifting campaigns, measurable brand lift.
• Jägermeister · Launched the global brand refresh across Europe and the US. Re-anchored the brand in cultural truths and night-out rituals to strengthen affinity and consistency across channels.
• Indeed · Built culturally grounded GTM guidance for new markets. Deep audience insight and localised strategy guidance to de-risk brand launch.
• Checkout.com · Created modular message architecture for global markets. Clear hierarchy and guardrails that made localisation faster and higher quality.
• Agoda · Reframed social from global playbook to market behaviour. Formats and cadence designed for local motivations, not HQ assumptions.

Tech/SaaS · Energy · Retail · Public Sector · Financial Services · Food & Beverages · Commodities

Humans · Brandwatch · Kantar · Mintel · YouGov · GWI · Tracksuit · Talkwalker · Hotjar · Google Analytics · Ubersuggest · Claude · Perplexity · Gemini · Figma · Pixelmator · Miro · Notion · Linear · Cursor · Lovable · Vercel · Supabase · Coffee

Strategy Director with 15+ years at the intersection of culture and code. Experience across global agencies including Engine, IBM iX, Cognizant, and FutureBrand, plus independents. Delivered work for multinationals across markets and continents. German native, UK-based for a decade. Remote by default, with on-site availability across Europe and beyond when the work calls for it.