Vasil Shterev

Project Lead at H&M Central Europe

Led cross-market digital and retail initiatives across Central Europe (DE, NL, CH, AT) that generated €11M+ in profit. Coordinated multi-stakeholder collaborations, negotiated scope across functions, and aligned senior partners in Marketing, Sales, Communications, and Customer Experience to translate strategy into measurable commercial and brand impact.

Independent Cultural Brand Founder at This is Zurich

Founded and scaled the independent cultural brand This is Zurich, forging partnerships with brands (FREITAG), artists, and major Zurich cultural institutions (National Library Switzerland) and securing editorial coverage in leading Swiss media (Tages-Anzeiger, NZZ Bellevue). Lead end-to-end cross-market partnership projects (DE, NL, CH, AT) from opportunity identification to execution in digital and retail environments. Built a brand from concept to market with defined brand strategy, voice, visual identity, and go-to-market approach. Delivered Phase 1 (2024): 600+ copies sold of a self-published book, distributed across 5 countries and placed in major Zurich museums and institutions. Delivered Phase 2 (2026): orchestrated a collective exhibition with 8 artists and brand partners, aligning creative, commercial, and logistical requirements. KPIs included Instagram reach growth (+23,000%), 77% new audience acquisition, and coverage in Tages-Anzeiger and NZZ Bellevue. Ongoing through 2024

Regional Digital Experience Projects Lead at H&M Hennes & Mauritz

Led cross-market digital and retail initiatives across Central Europe (Germany, Netherlands, Switzerland, Austria) generating €11M+ in profitability; orchestrated multi-stakeholder collaboration across Marketing, Sales, Communications and Customer Experience; aligned senior partners to translate strategy into measurable commercial and brand impact; developed phase-based cultural brand initiatives like 'This is Zurich' and expanded partnerships with brands and cultural institutions; achieved significant KPI gains (e.g., 23,000% Instagram reach growth and 77% new audience during campaigns); secured editorial coverage in leading Swiss media (Tages-Anzeiger front page, NZZ Bellevue).