I created and launched Zalando’s first Cultural Reactivity strategy, introducing a newsroom model that positioned the brand to engage in real time with cultural moments across Europe.

The framework blended planned activations (major cultural tentpoles like the Oscars, Met Gala, and Women’s Euros) with rapid-response content driven by signals and trends. By building cross-functional workflows with agencies (VaynerMedia, Smarts) and internal teams, I ensured Zalando could ideate, approve, and publish reactive content within hours, not weeks.

My role:

• Designed and implemented the newsroom operating model

• Built cross-agency and internal collaboration processes

• Activated cultural signals (e.g., Oscars, Met Gala) with high-engagement content

• Presented and secured alignment from senior stakeholders

Impact:

• Strengthened Zalando’s cultural fluency and brand relevance

• Increased agility of social content production

• Established reactivity as a strategic differentiator for the brand