Heather Williams

I am an experienced, creative, trend strategist, supporting businesses by defining and directing opportunities for innovation. I identify and distill macro trends and combine them with consumer and market understanding to identify what's next for the evolving needs of end users. 
My background includes design, creative management, product development (toys and gifts) and strategic trend application. Design-thinker, innovator, thought-leader, ‘imagineer’, I am now looking to bring my skills, knowledge and experience to other industries. 
 

A caree spanning creative leadership, trend strategy, innovation, and foresight-driven product development. As Trend Strategist I served an authority on cultural and consumer insight, shaping long‑term innovation pipelines and influencing product direction across Hallmark’s brands and major retail partners. I created compelling trend narratives, delivered high‑impact presentations, supported major pitches, and developed strategic frameworks. I also mentored creative talent and represented Hallmark across industry panels, universities, and thought‑leadership platforms.

Across earlier creative roles, I led design teams, and delivered award‑winning product ranges for M&S. My work spans brand creation, children’s toys, greetings, stationery, and gifting, consistently blending insight, creativity, and commercial strategy. I continously championed trend‑led design, cross‑functional collaboration, and immersive storytelling to win business and shape category growth.

BA(Hons) Typography & graphic communication