Andrea Åberg Email & Phone Number

Adyen is the financial technology platform of choice for leading companies. By providing end-to-end payments capabilities, data-driven insights, and financial products in a single global solution, Adyen helps businesses achieve their ambitions faster. With offices around the world, Adyen works with the likes of Facebook, Spotify, Uber, H&M, eBay, Elgiganten and Åhléns.

Stockholm, Sverige

New Business (now dissolved and part of H&M Business Tech) was a business development unit and acted as an internal consulting firm in matters related to expansion, business solutions, and new tech implementations for the H&M New Business brands; COS, & Other Stories, Weekday, Monki & Arket. All brands work autonomously and operate on their own and the approach was co-working with them as a sort of intern third-party customers.As head of education for the New Business brands, my key tasks were to cater to and support the business users in the digital platform systems in terms of education, training, and competence enhancing activities linked to the digital roadmap. The core of my work was to engage and participate in developing the platforms in terms of user-friendliness and technical functionality and to project manage my backlog in connection to this. I worked strategically and operationally with the setup, form, and performance of training within projects. Within these, I cooperated on producing and editing the educational material together with a subject expert. The way of working and my approach to business, both internally and externally, was agile and cross-functional to generate speed in time to market and to add as much value as possible for stakeholders across touchpoints. In addition to my daily involvement in projects, I maintained an internal knowledge hub that was a digital platform for sharing and storing educational materials linked to the digital platform on which the New Business brands are based. I developed this both technically and in terms of content to fill the need for training and skills-enhancing activities for business users.

My main responsibility was to increase conversion by presenting a strong and commercially inspiring store as well as securing the best customer journey. Managing and building site content including campaigns, localised activities, strategic product placement, and optimised ranking was daily business. Performance analysis and data follow-up were included and debauched in acting on receipts for optimisation of selling. Here I worked strategically long-term and more operationally ad-hoc to stay abreast and open for fast market shiftings. Keeping and following the visual profile and communicating values were of great importance and testing and evaluating content before launching was therefore integrated into the plan to hold the line. Together with marketing we worked cross-functionally for planning and executing big campaigns and products in focus. One of my takeaways from this role is my deep understanding of the Asian e-commerce market and the importance of ”glocalisation”.

As a buyer, I was responsible for driving sales by filling our stores with fashionable products that were right in time and style as well as sold according to my planned stock. A big part of the role was the budget responsibility and analysing selling and follow-up on inventories and forecasting customer demands was a priority above all. On a weekly basis, we optimised stock and future buying working towards weekly selling goals. To stay current to future selling I analysed market trends, negotiated for best prices, and scheduled deliveries to our selling markets. Here we worked cross-functionally together with our social media channels to drive campaign products and big seller products by launching simultaneously in all channels for an omni experience. My knowledge extends from planning, developing and buying towards both store and online.

During my two-month project, my main responsibility was to monitor and assist the sales team introduction and building of the back-end during a transition to a new digital platform for stories.com. I was also driving a big SEO project of writing, creating, and implementing optimised texts and descriptions for Google search and ranking for the new URLs. This along with daily business such as securing the customer journey, optimising for conversion, keeping the site new and fresh, and mirroring the store campaigns and newsletters on-site for an omni feeling was my main priorities. As an add-on I also built some of the permanent parts of the webpage such as the tabs for Promotion and Sale.

When working as a stylist I carried out editorials for international and Swedish fashion magazines, styled runway shows for acclaimed designers as well as photoshoots for renowned brands. Here I collaborated with production companies and agencies in large productions of tv-commercials and advertising. The role required extensive knowledge of the industry as well as fashion foresight to support the projected image my clients requested. These assignments demanded I used my innovative skills and my creative mind to build up images and scenarios to increase buyer attention. The experience I bring with me from these years is an agile approach that fits well within both business and creative settings.

As a visual merchandiser, I was in charge of the overall visual display for one of the biggest stores in Stockholm. Planning ahead for big campaigns and securing the visual impact were two of my main responsibilities. Here I used my creativity to enhance the aesthetic appeal of our windows, walkways, and in-store displays.

My everyday responsibility was to play a key role in driving sales by engaging visitors and assisting in selecting and handling customer purchases. Main responsibility was that to always have the customers best at hand and ensure a high-quality experience. Operating the cash register, maintain the store tidy and orderly as well as restock merchandise.

Business Economics & Marketing

Design & Fashion