I spearheaded Zalando’s entry into TikTok Shop UK, designing a creator-first social commerce model that positioned the brand at the forefront of Europe’s shoppable content landscape.

Working with over 400 onboarded creators, I built and scaled a framework that empowered talent to sell Zalando products through authentic, high-performing TikToks. From briefing and education to content optimisation and product selection, I ensured creators had the tools to drive both cultural impact and measurable sales.

The pilot delivered record-breaking GMV — with over 60% consistently driven by creators — and was extended through 2025 by Zalando’s founders as a strategic growth area.

My role:

• End-to-end pilot ownership (strategy, execution, reporting)

• Creator outreach, onboarding, and community building

• Testing and optimising content formats to maximise conversions

• Aligning stakeholders across Zalando leadership, TikTok, and agencies

Impact:

• 7+ consecutive weeks of high GMV

• Extended pilot through 2025 by executive sponsorship

• Established Zalando as a leader in EU social commerce innovation