Meet Heather Matthews

This month, we spoke with Heather Matthews, Global Social Media Manager at Mulberry to discover why she loves working in social, how analytics impacts trend forecasting and more.

Tell us a bit about yourself:

I am a global social media manager with 8 years of experience. I began my career agency-side, working with brands like Lego, Reese’s, and Russell & Bromley. I then transitioned in-house, where I managed social media at Burberry and fashion-tech scale-up Otrium. Now I work at Mulberry, where I manage organic and paid social across 13 social channels, engaging with a community of over 2 million followers.

What do you love about working in social?

I love that I'm always learning; no two days are the same due to the ever-evolving nature of the industry. The social teams I've been fortunate to work in have been incredibly inclusive, fostering environments where learning comes from all directions.

How do you stay ahead of trends and adapt its strategies to remain relevant and impactful?

Today’s social landscape moves so fast! It’s important to create environments where the entire team can share trends, ideas and observations, together discussing what’s worth exploring and aligned with the brand.

What role does analytics play in this process?

Social Media Reporting and Analytics provide valuable insights and optimization opportunities, helping us understand what really works and resonates with our audiences. Reflecting on performance and focusing on high-performing content is an essential part of our feedback loop.

woman wearing white dress and brown leather belt posing with grey mulberry purse — Image credit: @mulberry

"TikTok has totally disrupted luxury fashion. It has opened up exciting avenues for discovery, enabling small brands and creators to swiftly gain traction. Content reigns supreme, entertainment holds a lot of value and ‘followers’ is no longer core KPI. Brands are forced to reassess their social strategies, creativity, tone of voice and authenticity of the content they produce."

Heather Matthews

Global Social Media Manager at Mulberry

What social campaign are you most proud of from your time with Mulberry?

Our festive campaign last year really stands out, especially the element of our longstanding partnership with The Felix Project. Joining them once again in their mission to fight food waste and hunger across London, we created a social-first approach, launching a raffle with new prizes from our festive campaign revealed on our Instagram stories every week for 4 weeks in the run up to Christmas. Thanks to our incredible community, Mulberry delivered over 150,000 meals to vulnerable communities in need across the capital.

two people holding boxes of food for charity — Image credit: @mulberryengland

What future social trend or feature excites you most?

I think TikTok is a very exciting space within the social ecosystem. Originally renowned for viral dances like the Renegade, over the course of just a few years TikTok has evolved into a dynamic search engine. TikTok trends, language, and culture far extend beyond the confines of our screens, infiltrating everyday conversations and experiences. For instance, I just saw the TikTok of David Guetta sampling 'Man in Finance' in Montreal to a crowd of thousands and although I will forever be haunted by the thought of meeting a conscious baby, I find myself searching 'Four Seasons Orlando'.

TikTok has totally disrupted luxury fashion. It has opened up exciting avenues for discovery, enabling small brands and creators to swiftly gain traction. Content reigns supreme, entertainment holds a lot of value and ‘followers’ is no longer core KPI. Brands are forced to reassess their social strategies, creativity, tone of voice and authenticity of the content they produce.