A Decade of Impact
Inside Aymen Nebti-Cherif's Thriving Career in Partnerships
By Pooja Shah
Aymen Nebti-Cherif’s career is a testament to adaptability, passion, and the power of building meaningful relationships. Born and raised in France, Aymen was always drawn to the dynamic energy of the media landscapes in the U.S. and the U.K. Initially aspiring to be a journalist, he ultimately found himself on the commercial side of the industry, where his talent for partnerships and sales flourished.
After completing business studies, he started at PUBLICIS, the media agency, a role that, while valuable, did not fully align with his strengths. He eventually transitioned into media, beginning with a French weekly publication in the digital space and his career took a significant turn when he joined Time Out, a brand he deeply resonated with due to his love for food and culture.
Then came 2020, a year that shook the industry. Because of the pandemic and after spending 3 years at Time Out, Aymen pivoted toward Hypebeast, a publication he had long admired for its fast-paced coverage of fashion, street culture, and music. There he was a senior business manager for almost a year and a half.
“Hypebeast was perfect for me because it combined my obsession with fashion and street culture and music. I really enjoyed the fast-paced environment and the synergy.”
There, he thrived in the commercial team, developing brand partnerships that mirrored the dynamic nature of the editorial team. In May 2023, he left to go to Highsnobiety as their brand partnerships director where he was deeply involved in high-level networking and crafting organic brand stories. He worked on notable collaborations including the Louis Vuitton Backstage exclusive fashion show coverage, a Balmain x Ant Kai sneaker customization and launch event in Atlanta, Georgia and the Not in Paris x Cédric Grolet partnership.
However, as his vision continued to evolve, he eventually transitioned into freelancing and, most recently, took on a role at AT Paris, an agency built by industry professionals from the music and cultural sectors, which focuses on strategy, talent collaborations, and high-impact projects. In his current role, Aymen works with brands and creatives to develop compelling narratives that seamlessly blend business and culture.
With nearly a decade of experience, Aymen prioritises creating partnerships between fashion, luxury and cultural brands with a focus on storytelling. When it comes to collaboration, Aymen values adaptability and is quite open about how to communicate with brands and talent.
Though his strength is the UK market, he is open to international partners if the story aligns.
Aymen prefers Instagram or WhatsApp when it comes to outreach and is not as active on LinkedIn or TikTok. He usually endeavors to respond to people within 24 hours, though might be slightly longer if not an urgent request. Over the course of his career, he gets various pitches for collaborations and if something isn’t a fit immediately, he adds that contact to his arsenal of connections for future projects.
“I honestly try to take as many meetings as possible because even if I can’t make something out of a connection immediately, I try to fit them in down the line even if that’s years from now. Not everything happens right away and it’s important for those who are reaching out to understand that and to still have an open conversation.”
Aymen does filter through his requests, and looks for pitches that align with his mission which is creating something that is unique in this market and depends on a case by case basis. There’s no formula, according to him, of what works. With such a busy inbox, it’s inevitable that sometimes emails fall through the crack.
“Sometimes I don’t have the time to immediately respond so emails get lost in my inbox. A good rule of thumb is following up twice. After that, if I don’t respond it’s probably a no.”
Aymen also talks about managing expectations with prospective clients and collaborators; when it comes to deadlines, he tries to accommodate many requests but also is adamant about being firm if something will not happen in an allotted time frame. This is where communication and professionalism play a key factor.
“It’s okay to have friction between partners because it helps shape the right angle for a story, but my focal point is to take a step back and think of projects from a distance. If something is not my expertise, I collaborate with colleagues who might have more experience,” he added.
How to Approach Aymen
With a decade of experience building impactful brand partnerships, he values storytelling, authenticity, and collaborations that feel organic rather than transactional. If you're hoping to work with him, focus on aligning your pitch with a strong cultural narrative and a clear, creative vision.
Clarity is Key
Aymen is selective about the opportunities he pursues and appreciates pitches that are concise, thoughtful, and tailored to his mission. There’s no one-size-fits-all formula and he evaluates ideas on a case-by-case basis.
Making Contact
He prefers Instagram or WhatsApp when it comes to outreach and is not as active on LinkedIn or TikTok. He usually endeavors to respond to people within 24 hours, though might be slightly longer if not an urgent request.
Follow-Up Etiquette
He receives a high volume of messages, so some emails may fall through the cracks. If you don’t get a response, a maximum of two follow-ups is considered appropriate. Anything beyond that likely means the opportunity isn’t the right fit at this time.
Long-Term Relationships
If something isn’t a fit immediately, Aymen adds that contact to his arsenal of connections for future projects. He tries to fit opportunities down the line even if that’s years from now. Not everything happens right away and it’s important for those who are reaching out to understand that and to still have an open conversation
Professionalism Matters
Aymen is transparent about timelines and expectations. He aims to accommodate requests when possible, but sets boundaries when necessary. Respectful communication, patience, and a collaborative spirit go a long way in building a lasting working relationship with him.