Matthew joined TikTok in September 2021, and worked with publishers, book retailers and creators to launch the Books category on TikTok Shop in November 2022, as #BookTok grew from strength to strength...now at over 113 billion views! Prior to TikTok Shop, Matthew led the Ecommerce consultancy team at Wavemaker, a WPP Media Agency, and before that he managed the School Books business at Amazon UK. Matthew loves reading anything by Murakami or Atwood.