Matthew Cheng

About Matthew Cheng

I specialize in strategic media planning and execution, drawing on extensive experience with a broad client base, including industry leaders such as The North Face and Nike. With a focus on omni-channel management and data-driven decision making, I’ve helped brands efficiently allocate spend, scale customer acquisition, and exceed performance goals across paid social, search, and programmatic. My experience spans a wide range of initiatives, from leading loyalty and retention efforts to managing pivotal brand moments across all major media touchpoints. Now with AJS Creations and Grown Brilliance, I lead growth marketing efforts, with an emphasis on paid social, to grow and scale multiple direct-to-consumer lab-grown diamond brands - each with its own distinct voice, positioning, and customer base. As the lab-grown diamond vertical becomes increasingly competitive, we’re focused on cementing and expanding our strong market share through strategic paid media activations, performance-driven creative, and integrated organic efforts.

Experience

1. Agency Solutions Manager

   Meta

   Feb 2026 — Present · New York, NY, US

Education

• Wake Forest University

  Bachelor of Science - BS

  2016 — 2020