Zalando Circularity & Global Communications
Zalando needed to proactively position its circularity agenda in anticipation of emerging EU regulatory developments and increasing stakeholder scrutiny around sustainability claims and environmental impact.
The key challenge was ensuring consistent and credible circularity positioning across multiple jurisdictions while navigating evolving regulation and heightened reputational sensitivity.
I developed and led Zalando’s global circularity communications strategy (2023), aligning corporate priorities with regulatory expectations, policy narratives, and external stakeholder requirements across 25 markets. establishing governance for cross-market policy communications
Brand
Zalando
Strategic Impact
Strengthened Zalando’s proactive internal/external positioning on circularity. Shaped messaging for Public Affairs to communicate with the EU Commission. Fueled discussions around fighting Ultra Fast Fashion with the EU Commission.
EU Circular Textile Law
The European Union is advancing a regulatory agenda requiring all textiles placed on the market to be durable, repairable, and recyclable by 2030. This created significant implications for fashion platforms operating across multiple markets and brand partners. The key challenge was translating complex and fast-evolving EU textile legislation into clear, actionable guidance for internal teams and external brand partners, while shaping policy positioning and aligning in dialogue with EU institutions. I developed narrative frameworks and briefing materials to support consistent messaging across corporate, commercial, and public affairs teams,. This included preparing strategic talking points and supporting structured engagements with EU policymakers in Brussels, contributing to discussions on the operational impact of proposed regulatory measures on platform-based business models.
Brand
Zalando
Strategic Impact
Achieved full compliance readiness across Zalando brand partners. Contributed to the removal of EU monitoring on platform compliance. Strengthened Zalando’s credibility as a responsible and policy-aligned platform.
Copenhagen Fashion Week
I've strategically repositioned and rebranded the Zalando Sustainability Award from a Sustainability and E&I perspective towards the Zalando Visionary Award. The new concept expanded beyond sustainability alone, incorporating a broader set of values including creativity, craftsmanship (with a focus on circular and sustainable materials), and equality & inclusion. The new format was more authentic and credible in the space.
Brand
Zalando
Strategic Impact
The new awars increased the credibility and relevance of the role and positioning of Zalando within the international fashion ecosystem, steering away the focus on sole sustainability and incorporating a wider set of values.
XIAOMI
In 2021, the U.S. Department of Defense designated Xiaomi as a “Communist Chinese military company,” triggering immediate geopolitical scrutiny and significant reputational and operational risk across international markets. Xiaomi was blacklisted in the U.S. region. As regional spokesperson, I led the crisis communications response, operating at the intersection of geopolitical sensitivity, media scrutiny, and business continuity.
Brand
Xiaomi
Strategic Impact
Through stakeholder management and targeted media engagement, I stabilized regional and political sentiment, contained reputational impact.