brief.
As a Brand Experience Specialist at H&M, I supported the creation and execution of high-volume, multi-channel digital campaigns across the fashion, beauty, and home categories. The goal was to drive online conversion, strengthen category storytelling, and deliver a cohesive brand experience across all touchpoints.
strategy + execution.
My work included analyzing competitor positioning and category trends, optimizing ad copy and promotional messaging, writing targeted web/email/social content for segmented audiences, and ensuring clarity, consistency, and strong brand identity across channels.
results.
The campaigns I supported consistently delivered high engagement and rapid product sell-through, with featured collections selling out within 1–3 days of launch.
I created strategic messaging for several high-profile product launches and limited-edition collections. Below are a few standout campaigns targeting the French-Canadian market:
S/S 2019 | EYTYS Designer Collab
I developed campaign messaging highlighting the collection’s bold, nostalgic aesthetic while positioning it as a fresh, modern take on vintage trends. The strategy leaned into the concept of reimagining classics for a new generation, creating copy that resonated with both trend-forward and retro-loving audiences.
S/S 2019 | Premium Collection
For this campaign, I highlighted the collection’s distinctive use of innovative, premium materials and elevated design details to position it as a limited-edition, fashion-forward release. My messaging strategy emphasized craftsmanship, exclusivity, and storytelling around the collection’s unique textures and fabric origins to capture audience interest and drive conversion.
S/S 2019 | Stranger Things Collab
For this product launch, I developed messaging designed to drive product awareness and discovery for H&M’s limited-edition collection. By aligning content with audience interests and creating a sense of limited-time availability, I supported a successful sell-through within days of release.
F/W 2017 | Animal Print Campaign
