Meet Heather Hyatt

This month, we spoke with Scentbird's Senior Manager of Integrated Marketing and Content, Heather Hyatt, about how their social team views community, how they use metrics like Entertainment Score and more.

Tell us a bit about yourself:

I’m a seasoned Senior Social Media & Content Manager with over a decade of experience in building and executing impactful social media strategies across the fashion, beauty and fragrance industries. After graduating from the University of Georgia, I began a career in social media, with a passion for connecting brands with audiences in creative and engaging ways. My early roles were in fashion and apparel, working with iconic brands like BCBG Max Azria and Z Supply, which provided a strong foundation to understand consumer behavior, trends and how to create compelling content that resonates. My expertise expanded into the fragrance and beauty category when I joined Scentbird in May of 2021.

At Scentbird, I’ve honed my ability to tell brand stories through social media channels. Throughout my career, I’ve played a critical role in launching new brands, managing creative social media campaigns and leading community-building initiatives that foster authentic connections with audiences.

What do you love about working in social?

What I enjoy most about social media is its ability to be both fun and dynamic. I believe in creating content that brings joy to followers by embracing creativity and thinking outside the box. The ever-evolving nature of social media excites me and I thrive on developing strategies that adapt to new trends and challenges, ensuring content remains fresh, engaging and impactful.

How do you stay on top of social trends?

I stay up to date on social media trends by starting each morning reading my favorite social media publications, followed by reviewing our data to monitor if we’ve seen positive traction on our posts or comment section. I value our community input and read through their comments to see what resonates with them. I do have to give a big shout-out to my amazing team — they keep me humble, inspired and always on top of the latest trends. And yes, I do a little doom scrolling (guilty!), but it helps me stay in tune with trends and reactions.

"We believe a community-driven approach is the future of social media, and in 2025, we’ll be engaging our followers in exciting new ways. Right now, we let our customers guide us, listening closely to what they want by reading, responding to all comments and monitoring social sentiment through Dash Hudson."

Heather Hyatt

Senior Manager, Integrated Marketing and Content

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

I'm most proud of Scentbird’s launch of our first licensed product with Strawberry Shortcake. It was an honor to recreate the iconic scent, and we wanted our social campaign to do it justice. Our integrated approach made the fragrance go viral.

tiktok screenshot of strawberry shortcake walking with scentbird mascot — Image credit: @scentbird

We focused on community based marketing, tapping into communities like fragrance lovers, DIY, baking and ASMR — we also introduced a real-life mascot (Misty) for our LA events and collaborated with Tatiana Clark on a custom sound for Instagram and TikTok. The goal was to bring the Scentbird x Strawberry Shortcake experience to life for all five senses, both online and offline.

tatiana clark girl in black sweater holding makeup product — Image credit: @mstatianaclark

Top tips on how to be a successful social media manager?

I believe a social media manager should constantly evolve, embrace creative bravery and not be afraid to ditch the ‘perfect aesthetic’ when needed. Active listening is key to understanding what your community loves (or doesn't). It’s important to stay organized, but flexible enough to pivot quickly and always make data-backed decisions. Balancing creativity with analytics is essential to driving success.

How does your brand view community?

We believe a community-driven approach is the future of social media, and in 2025, we’ll be engaging our followers in exciting new ways. Right now, we let our customers guide us, listening closely to what they want by reading, responding to all comments and monitoring social sentiment through Dash Hudson. In addition to this, we launched a first-of-its-kind ambassador program called Scent Society, which is quickly growing with brand loyalists and content creators across fragrance, lifestyle, and fashion.

How does your team use metrics like Entertainment Score or Effectiveness Rate to communicate internally? Do you use them in any other creative ways?

At Scentbird, we place a high value on Effectiveness Rate. With Meta’s new focus on prioritizing views and shares, this metric is becoming increasingly important for calculating social media KPIs. In 2024, we ramped up our short-form video output to align with this shift, optimizing for better performance. I’m confident we’ll continue to prioritize this social media strategy into 2025 as we focus on driving engagement and results.

hand reaching for vanilla woods 7 virtues perfume on dresser — Image credit: @scentbird

What is your favorite Dash Hudson feature?

My favorite Dash Hudson feature is the Campaign Reporting tool. I love having all the integrated components of a campaign in one place. Having the ability to analyze a campaign in just five minutes with streamlined data is a game-changer. The overview tab is incredibly useful, but I also appreciate how it breaks down insights by platform and relationships, giving me a clear, detailed picture of performance across the board.