At Matriarch, our success is driven by the passionate people behind the scenes, bringing ideas to life through creativity, dedication, and innovation. Our Meet the Team series celebrates the incredible individuals who make experiential marketing magic happen. Today, we’re excited to introduce Sophie Harel, a talented Project Assistant who joined Matriarch in December 2023.
Q: What is your job title, what do you do, and when did you join Matriarch?
I joined Matriarch in December 2023 as a Project Assistant, working within the Durban team to support various projects. My role is a mix of creativity and campaign planning—I assist with graphic design, source suppliers and quotes, and help turn big ideas into reality. I especially love creating project decks and working on the creative side of campaigns.
Q: What has been the most impactful campaign you’ve worked on at Matriarch?
The NIVEA Clicks Beauty Playground campaign. It was incredible to follow the project from concept to execution and see the final stand design in person. I loved being on the ground, watching people interact with the stand, and knowing it resonated well with the audience. Seeing it win the People’s Choice Award was the cherry on top!
Q: What’s the most adventurous thing you’ve ever done (or would like to do)?
I worked for six months in a small ski town in the U.S. despite never having skied or lived abroad. It was a fantastic challenge where I learned so much. I capped it off with a two-week road trip—six of us crammed into a tiny van, navigating snowstorms and national parks. It was unforgettable.
Q: What are you most proud of in your life?
I’m incredibly proud of my friendship group. I’ve been lucky to maintain a close bond with my high school friends for over six years. Those relationships mean so much to me.
Q: Please share 3 interesting facts people don’t know about you.
👯♀️ I’m a twin.
👩🍳🧘♀️📚 I love to cook, do yoga, and read in my free time.
🌴☀️ My dad is from Mauritius, and I spent a fair amount of time there growing up.
Sophie’s creativity, adventurous spirit, and love for meaningful connections shine through in everything she does.
