On Creator Strategy

As Lead Creative Strategist across On’s EMEA creator and influencer activity, I helped shape the brand’s ongoing approach to creators, communities and cultural storytelling across the region. Working across both long-term strategic positioning and campaign execution, I led creative thinking for creator partnerships, ambassador relationships and live experiential activations — ensuring the brand showed up in ways that felt authentic to both performance and lifestyle audiences.

My role spanned audience and creator strategy, partnership development, social-first campaign ideation and experiential storytelling, helping evolve On’s creator ecosystem beyond one-off collaborations into a sustained community-led brand presence across EMEA markets.