Built and scaled Zalando’s creator-first TikTok Shop framework, onboarding 400+ creators and testing shoppable formats that delivered 60%+ of revenue through authentic creator content.

Designed and launched Zalando’s Cultural Reactivity newsroom, enabling rapid-response content around cultural moments like the Oscars and Met Gala while boosting brand agility and cultural fluency.

Developed Zalando’s 2025 creator strategy, introducing tiered segmentation, transparent guidelines, and diverse partnerships to elevate creator storytelling and community authenticity.

Pioneered the “Comments-as-Creative” strategy, transforming community comments into bold, witty brand content that helped define Zalando’s playful social tone of voice.