TikTok & Creator Strategy: At H&M, I spearheaded the TikTok strategy to align with the new brand direction. My primary focus was enhancing H&M's cultural relevance on the platform while preserving its fashion credibility. I developed a comprehensive strategy that included defining content pillars with clear examples for both always-on content and specific campaigns. Additionally, I crafted a Creator Strategy, providing an overview of the types of profiles to collaborate with, featuring globally relevant examples. The strategy resulted in H&M working with relevant social first fashion talent such as Gabriette and Bernard.As well as using creative sound design for their MET Gala content on Instagram.

Ongoing strategic support: In addition to developing H&M's TikTok and Creator strategies, I provided continuous strategic support by establishing their measurement framework. I also developed the strategy and creative concepts for the Rokh x H&M collaboration, their Spring campaign launch with director Albert Moya and H&M Studio pop-up in Paris designed by Crosby Studios.