Matt Jones is a visionary strategist, keynote speaker, entrepreneur, and now an author, known for his innovative approach to brand building and storytelling. With a diverse career spanning over two decades, Jones has worked in politics, communication, brand strategy, and ultimately co-founded one of Australia’s most iconic craft gin brands, Four Pillars Gin. His journey showcases a unique blend of creativity, strategic thinking, and entrepreneurship, which has positioned him as one of the leading voices in business and brand innovation.

Early Career and Evolution

Jones began his professional career in 1997, initially focused on economic analysis before transitioning into roles in speechwriting, political strategy, and communication. His expertise in crafting compelling narratives quickly propelled him into influential positions in both the public and private sectors. From 2001 to 2005, he served as the Chief Political Adviser to the UK Conservative Party, becoming the youngest person in the party’s history to hold such a role.

In 2006, Jones shifted his focus from politics to brand experience, joining Jack Morton Worldwide as their first Chief Creative and Strategy Officer. Over the next several years, he worked in Sydney, New York City, and London, helping major brands like IBM, Microsoft, Qantas, Sony, Samsung, and Volkswagen navigate the emerging world of brand experience and socially-connected consumers. His expertise in storytelling and experience design positioned him as one of the most influential strategists in the field.

Founding Four Pillars Gin

In 2013, Jones co-founded Four Pillars Gin alongside Cameron Mackenzie and Stuart Gregor. This venture marked a significant turning point in his career as he moved from advising brands to building one from the ground up. Four Pillars Gin, based in Healesville in Victoria’s Yarra Valley, quickly became a standout in the global craft spirits market. Known for its dedication to craft, innovation, and community, the brand has been named the world’s best gin three times.

Jones has been instrumental in shaping Four Pillars’ brand identity and customer experience. He used his experience in creative strategy to define the company’s core values—craftsmanship, modern Australia, community, and cocktail culture. These values have driven the brand’s global success, positioning it as Australia’s fastest-growing gin brand.

Thought Leadership and Coaching

Beyond his work at Four Pillars, Jones founded Think Story Experience, a creative growth partnership where he mentors and advises startup founders, CEOs, and business leaders. His coaching emphasizes the power of storytelling, design, and customer experience as tools for business growth. A regular keynote speaker, Jones shares his insights on purpose, strategy, creative thinking, and brand growth at conferences, workshops, and boardroom discussions.

Jones is also a mentor at Startmate, Australia’s leading startup accelerator, helping nurture the next generation of entrepreneurs. He chairs the City of Sydney’s Business Advisory Panel and sits on the Trust Board at SCEGGS Darlinghurst, further contributing to his commitment to leadership and community engagement.

Author and Speaker

In 2024, Jones will publish his first book, Lessons From Gin: Business the Four Pillars Way. The book offers an insider’s guide to business success, detailing the decisions that helped grow Four Pillars into a world-leading craft gin brand. With chapters on storytelling, brand design, product excellence, and community building, the book translates his gin journey into actionable insights for entrepreneurs and business leaders across industries.

Passion and Personal Interests

Jones is passionate about art and culture, social impact, technology, design, and leadership. His love for storytelling and brand experience extends beyond his professional work, as he frequently engages in discussions on podcasts, panels, and workshops about these subjects.

In addition to his professional pursuits, Jones has a deep interest in photography, food, wine, travel, architecture, and contemporary art. His eclectic passions influence both his personal and professional outlook, fueling his creative endeavors and strategic thinking.

Conclusion

Matt Jones is a multifaceted business leader whose career has spanned politics, brand strategy, and entrepreneurship. As the co-founder of Four Pillars Gin and a sought-after creative strategist, he continues to influence industries with his deep understanding of storytelling, purpose-driven brand building, and customer experience. His leadership in the craft spirits industry and his passion for helping other entrepreneurs grow their businesses make him a dynamic and influential figure in today’s business landscape.