As Global Media Innovation and Strategy Manager, I was responsible for bringing the outside-in perspective through gathering insights and running in-depth analysis. I was intrigued by the Direct-To-Avatar commerce developments. Based on that research I’ve built business recommendations to tap into this space. In addition, collaboratde with key stakeholders internally (i.e. Business Units, Brand Development department, local markets) and externally (i.e. Meta) to build and implement the global media test and learn plan.

• Research & business development. I led the research which explored and defined the role of Direct-to-Avatar commerce, as well as the business potential for H&M

• From research to test. For our Innovation Metaverse Design Story campaign, we were intrigued by the intersection between physical and digital and wanted to find new and fascinating ways to connect with our audience and show off both our virtual and physical collection for the campaign.

• Results. Meta helped us convert positive insights around virtual creators and turn it into a project to connect with the young female audiences in the US. In doing so, we learned that including a virtual creator in our campaign helped H&M get noticed by 11X more people.