I developed Zalando’s 2025 Creator & Community Strategy, a blueprint for elevating the brand’s social presence through meaningful partnerships and authentic representation.

The strategy introduced a tiered creator framework, transparent compensation and deliverable guidelines, and a focus on diversity and platform expertise. It also prioritised creator-first storytelling, ensuring Zalando’s content reflected community culture while driving engagement and reach.

My role:

• Designed strategic segmentation for creators (Stars, Rising, Mid-Rising)

• Set clear deliverable, performance, and compensation guidelines

• Drove alignment with agencies and senior stakeholders

• Curated a refreshed creator pool with diverse, high-impact talent

Impact:

• Elevated Zalando’s creator partnerships to be more strategic and performance-driven

• Built trust and transparency with creators through clear guidelines

• Increased cultural resonance and authenticity of brand content