In 2022, as Zalando launched its partnership with Sephora, I led the social media and talent strategy for Zalando Beauty from within the team. The role covered the full scope of the function: developing the talent tiering framework, managing the content calendar, overseeing the budget and leading the team.

A key part of the work was making Zalando Beauty more culturally relevant in the fast-moving beauty social landscape, with a strong focus on TikTok and on building talent partnerships that felt genuinely connected to beauty culture rather than just transactional. The goal was to integrate creators and talent across every touchpoint, including the website, newsletters, social media, paid social and talent channels, to build strong relationships with both customers and the beauty brands sold on the platform.

We launched 360-degree campaigns around major moments including the Sephora collaboration launch, International Women's Day, Transgender Visibility Day, Pride, #TikTokMadeMeBuyIt, the Advent Calendar and Halloween. The talent roster included notable beauty founders and creators such as Charlotte Tilbury and Jecca Blac, the transgender makeup artist and founder known for her inclusive approach to beaut