I’m currently Head of Consumer & Marketing Insights at H&M, where I lead the team responsible for understanding and measuring marketing and brand performance across investments, markets, and customer segments. My work focuses on connecting data and analytics with real business impact, ensuring that marketing efforts are both effective and measurable.
Over the past eight years at H&M Group, I’ve worked across brand strategy, innovation, and analytics, leading initiatives that strengthen global brand positioning and drive digital transformation in marketing. This includes developing unified brand strategies and advancing the use of data, AI, and analytics to improve decision-making and marketing effectiveness.
My background sits at the intersection of insights, strategy, and execution, with a strong focus on understanding consumer behavior and translating it into actionable, results-driven marketing.
