What you'll do
As Music Creative Lead, you will define and evolve H&M's sonic identity, ensuring music strengthens brand expression, cultural relevance and customer engagement across every touchpoint. You will translate creative vision into music direction that elevates storytelling, shapes memorable brand experiences and connects H&M to culture through sound, artists and creative collaborations.
In this role, you will:
Define and own H&M's sonic identity across consumer touchpoints, ensuring music consistently reinforces brand expression and cultural relevance.
Translate creative vision into clear music direction across content streams, events, in-store experiences and other key brand touchpoints.
Guide music and artist selection across production tiers, from Tier 1 campaigns to scalable content, ensuring consistency and creative excellence.
Partner closely with content, creative and PR teams to ensure music choices, artist collaborations and cultural moments strengthen creative concepts and audience resonance.
Provide creative direction to agencies and external partners on music selection, playlists, artists and sound references in line with overall brand and creative direction.
Identify opportunities where music, artists and culture can amplify H&M's brand positioning, storytelling and customer engagement.
Collaborate closely with the Music Operations & Partnerships Lead to ensure music direction is effectively delivered through the right partnerships, licensing solutions and operational frameworks.
Develop music frameworks, references and creative guidelines that support teams in making consistent and brand-aligned decisions.
Stay ahead of music trends, creator culture, emerging artists and platform developments to keep H&M's sonic expression current and forward-looking.
Champion innovative approaches to music and sound that enhance customer experiences across physical and digital channels.
Who you'll work with
You will be part of Creative Directi