Within H&M’s Global Media Innovation & Strategy team, I was responsible for managing the business partnership with TikTok. This involves understanding the dynamics of TikTok as a social media platform, identifying opportunities for advertising, and devising effective methods for collaborating with content creators. The strategy was established in collaboration with in-house experts and is not limited to a specific market but extends across more than 60 markets, highlighting the global nature of the responsibilities. The goal was to enhance H&M's brand presence and engagement on TikTok, aligning with the company's broader media and marketing objectives.

• Trend analysis. Staying ahead of TikTok trends, analyzing market-specific nuances, and adapting the strategy to suit diverse cultural and demographic contexts.

• Cross-functional collaboration. Collaborate internally and with TikTok's teams to optimize campaigns, ensuring they resonate with the platform's user base.

• Developing localized guidelines. Turning the global strategy into a locally adapted version which can be implemented by the regional marketing teams. This role requires a keen understanding of TikTok's ecosystem and an ability to tailor strategies from a global to a local level which can be implemented by the regional marketing teams.