In 2024 I developed H&M's TikTok strategy to align with their new brand direction, with a focus on building cultural relevance on the platform without losing H&M's fashion credibility. The strategy defined content pillars for both always-on content and campaigns, with clear creative direction and examples for each.

Alongside the TikTok strategy I built a Creator Strategy, defining the profile types H&M should be working with and providing a shortlist of globally relevant examples. The strategy led to H&M partnering with social-first fashion talent including Gabriette, a New York-based model and style icon with a strong cult following in fashion circles, and Bernard, a French creator known for his distinctive personal style. The team also implemented creative sound design for their MET Gala content on Instagram, a direct outcome of the strategic direction.

Beyond the core strategy I provided ongoing support across several key moments: developing the strategy and creative concepts for the Rokh x H&M collaboration, the Spring campaign launch with film director Albert Moya, and the H&M Studio pop-up in Paris designed by Crosby Studios. I also established H&M's measurement framework for TikTok, giving the team a clear structure for evaluating performance going forward.