A'mya Matthews is a visionary strategist specializing in international marketing, brand partnerships, and consumer engagement, with a track record of conceptualizing, pitching, and executing high-impact brand campaigns. She led the ideation-to-execution process for Closet Confessions, transforming it into a full-scale commercial initiative that secured brand partnerships with Maybelline and established connections with Coach.
Her strategic pitch to senior leadership reinforced Sony Music India’s cultural influence. She collaborated with art directors to develop Wish’s brand identity, overseeing its font, logos, and overall visual strategy while also pitching merch concepts to Sony Music India’s senior leadership as part of a 360° artist branding and marketing revamp. She managed events, live IP, and fan engagement platforms, ensuring seamless execution and audience impact. Utilizing internal data analysis platforms and project management tools, she streamlined campaigns, optimized performance metrics, and enhanced cross-team collaboration. Her data-driven approach to social media and digital marketing led to a 30% increase in consumer engagement, a 40% boost in GRM through brand collaborations, and measurable improvements in audience sentiment and conversion rates.
At Wish, she drove a 56% increase in social following (90K → 141K) through:
- Brand Identity & Merchandising – Defined the visual direction, pitched merch ideas, and worked with art directors on execution.
- Brand Partnerships – Secured collaborations and led cross-promotional campaigns.
- Strategic Marketing – Optimized content, leveraged data analytics, and integrated cultural branding insights.
- Events & Fan Engagement – Managed live IP activations, community-driven campaigns, and interactive audience experiences.
A’mya Matthews executed creative branding and digital marketing strategies for Ferozi’s pre-launch at Sony Music India, shaping the collective’s digital identity and generating social media buzz. She developed branding aesthetics, defined positioning, and curated visual elements inspired by influential boy bands to establish a cohesive identity.
Matthews also provided creative direction and editing for Ferozi’s YouTube visualizer, ensuring a polished and engaging introduction. Utilizing her industry relationships, she connected key contacts to support the rollout, strengthening the collective’s reach and visibility across digital platforms.
A'mya Matthews collaborated on partnership efforts for the Made In America music festival, including upfront selling, sponsorship renewals, and partnership marketing. Matthews played a key role in managing $16 million AUM in partnerships and branding, ensuring strategic alignment with business objectives and maximizing sponsorship value.
Matthews gained valuable insight from Megan Thee Stallion’s collaboration with Flamin' Hot Cheetos and the launch of "Flamin' Hot University," which informed her approach to developing and pitching fitness-focused and wellness brand extensions for Roc Nation artists. Leveraging these learnings, she proposed brand initiatives for artists like Normani and Alicia Keys, ensuring alignment with her brand positioning and audience engagement strategy.
Applied expertise in e-commerce, analyzing digital brand activations and direct-to-consumer strategies to enhance sponsorship opportunities and revenue growth.
- Developed business development strategies to drive revenue growth for major events and high-profile artist activations, including the Made In America Music Festival.
- Built and nurtured relationships with key stakeholders, including clients, vendors, and event partners, fostering long-term collaborations.
- Created compelling sales pitch decks for potential brand partners, incorporating innovative on-site activation strategies to drive engagement and brand visibility.
- Led activation and execution of sponsorship agreements, ensuring seamless delivery on all contracted assets while optimizing partner ROI.
A'mya Matthews contributed to pitching and securing brand deals and partnerships for Amrit Ramnathan while curating social media activations and events for his participation.
A'mya Matthews led regional marketing efforts for Central Cee in the Indian and Southeast Asian markets, overseeing the "Can't Rush Greatness" album release party and executing on-ground marketing initiatives.
A'mya Matthews assisted in event planning for BLACKPINK's Lisa's debut solo album "Alter Ego" release party, collaborating with international marketing teams to enhance global reach.
A'mya Matthews led international and NYC regional social media strategy for Radiate during NYC Tech Week, creating data-driven content and engaging short-form videos for Instagram and YouTube. Matthews also spearheaded event execution, overseeing staging logistics and project coordination. Matthews handled outreach to secure brand collaborations, ensured space feasibility for activations, and maintained detailed Excel documentation. Additionally, Matthews pitched a strategic initiative on leveraging college parties to drive user growth for the app.
- Created data-driven social media content for global and regional audiences.
- Coordinated staging logistics and ensured activation feasibility for NYC Tech Week.
- Managed project documentation and operational execution.
- Developed and pitched a college-focused user acquisition strategy that was successfully implemented.
Matthews played a key role in Sony Music India's Bollywood Film/TV Department, leading marketing campaigns for movie rollouts while leveraging organizational tools to manage campaigns and gain a deep understanding of India's film industry.