In 2024 I partnered with influencer agency Joli for a six-month engagement on the social media presence of Zalando Lounge, the members-only flash sale platform of Zalando. My role combined strategic and creative work: developing social media reporting with consumer, social and cultural insights, ideating always-on content to keep the brand culturally relevant, and building out the content calendar.

A big part of the work was reactive cultural strategy, identifying the right moments, trends and references for Zalando Lounge to tap into and developing the creative concepts around them. This included content around Sabrina Carpenter, Emily in Paris and the Demure trend, as well as weekly Instagram Stories content.

One highlight was the Girl Math concept for Cyberweek, which I developed specifically for the campaign. The idea tapped into the viral Girl Math trend on TikTok and applied it to the Zalando Lounge shopping moment in a way that felt native to the platform and genuinely funny. The concept was produced and published by Zalando Lounge directly.