Develop brand initiatives and activations through fashion, DEI/CSR and cultural moments to leverage brand and sales opportunities Oversee H&M’s organic/paid celebrity and influencer marketing strategy in North America & LATAM, building year-long partnerships and content to drive brand-building efforts and commercial activities Act as cross-functional strategic advisor on high-profile campaign talent, celebrities, influencers and events, collaborating with local and global stakeholders and serving as liaison to Global VIP teamAccountability for strategic management of Communications team budget, working in close partnership with Controller and Regional Head of Communications Manage showroom strategy and operations in New York, Los Angeles, Mexico City and Toronto, including management of teams, showroom events/activations, and master calendar for influencer and stylist engagement.

• Oversee H&M’s holistic celebrity and influencer strategy in North America, building year-long partnerships as well as short-term contracts to drive brand-building efforts and commercial activities • Leverage celebrity and influencer program to highlight all dimensions of diversity; identify opportunities to partner with sustainability on strategic social impact programs where talent can amplify CSR activities• Act as cross-functional strategic advisor on high-profile campaign talent, celebrities, influencers and events, collaborating with local and global stakeholders and serving as liaison to Global VIP team• Accountability for strategic management of Communications team budget, working in close partnership with Controller and Regional Head of Communications • Drive local celebrity dressing program to create bespoke designs and garments for high-profile celebrities throughout the year• Partner closely with the Fashion PR and Collaborations Manager to generate publicity for celebrity dressing, sync talent strategy with brand priorities• Build and maintain strong external relationships with important entertainment industry stakeholders including management teams, editorial, styling, celebrity, and influencer community• Shape and negotiate paid engagements/endorsements and ambassadorships• Execute all relevant contracts, travel and payment in conjunction with legal, travel and accounting for celebrity bookings and special projects• Support other H&M markets with the development of celebrity relations and talent outreach• Support special projects across the organization that provide internal and external brand building opportunities• Oversee development of team reports: Celebrity and Influencer Lead and three Influencer and Showroom specialists

•Develop and execute US Celebrity strategy based on campaigns and collaborations, including building communication strategies and budgets tied to all celebrity initiatives and events. Support all global markets with celebrity relations. •Build and maintain strong external relationships with celebrity, press and fashion communities•Strategize new and creative programs that will provide measurable results in achieving the brands Communication objectives (traditional, digital and social media)•Responsible for drafting, negotiating and executing celebrity contracts for official partnerships, campaigns and ambassadors. •National spokesperson conducting written and on air interviews speaking on behalf of H&M (NPR, CNN, local affiliates)

•Identify and execute key seeding opportunities on celebrities and influencers•Work cross functionally with category, retail and account marketing teams as well as senior Entertainment Manager to develop and oversee celebrity based marketing activations, promotions and projects. •Coordinate stylists and costumer requests for celebrity-specific opportunities, including magazine celebrity shoots, events and appearances. •Manage our entertainment & PR agency Norm Marshall & Associates/ BWR Public Relations to secure celebrity product placement in key celebrity driven publications, reaching out to media with celebrity items and celebrity product news/imagery.