Over more than a decade at H&M and Zalando I built up deep expertise in values communication, D&I strategy and crisis communication, working across departments and closely with PR, influencer, sustainability and corporate communications teams.

At Zalando between 2019 and 2022 I led the D&I and Sustainability Communication Strategy across social media, developing marketing-wide communication principles and social media plans for some of the most significant cultural and social moments of that period, including Covid-19, #BlackLivesMatter, #StopAsianHate and the war in Ukraine. I also developed and implemented Zalando's D&I Communication Strategy across PR, social media and talent, including key activations for Black History Month, Pride, Transgender Visibility Day and the launch of adaptive fashion. This work spanned departments and involved stakeholder management at the highest level, including the management board, D&I and sustainability teams and corporate communications.

At H&M between 2011 and 2019 I was involved in crisis communication across a range of topics including sustainability, racism and operational issues, supporting the brand in navigating sensitive moments with clarity and care.