SOCIAL MEDIA & SOCIAL COMMERCE LEADER
I’m Rachel Maxwell - a social media leader and consultant specialising in social commerce, cultural reactivity, and creator strategy.
From building Zalando’s TikTok Shop pilot to launching global campaigns with TikTok and PICO XR, I create the strategies and stories that connect brands to culture, drive growth, and make an impact.
Select Works
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![Promotion celebrating Zalando's 2024 arrival on TikTok Shop UK, featuring TikTok Shop and Zalando logos, and a woman wearing sunglasses and a black dress standing in front of a retro-style background.]()
TikTok Shop
Built and scaled Zalando’s creator-first TikTok Shop framework, onboarding 400+ creators and testing shoppable formats that delivered 60%+ of revenue through authentic creator content.
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![Three women in streetwear fashion standing outdoors, each representing different styles: Gorpcore with yellow jacket and sunglasses, Brat Summer with green crop top and black leather jacket, Mob Wife with red turtleneck, fur coat, and sunglasses.]()
Cultural Reactivity
Designed and launched Zalando’s Cultural Reactivity newsroom, enabling rapid-response content around cultural moments like the Oscars and Met Gala while boosting brand agility and cultural fluency.
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![Three young women standing together in front of a fountain with a rainbow, surrounded by trees and buildings, enjoying a sunny day.]()
Creators & Community
Developed Zalando’s 2025 creator strategy, introducing tiered segmentation, transparent guidelines, and diverse partnerships to elevate creator storytelling and community authenticity.
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![A collage of eleven various scenes, including people walking, cycling, posing, at events, and close-ups of nails, with backgrounds of city streets, indoor settings, and outdoor nature.]()
Comments as Creative
Pioneered the “Comments-as-Creative” strategy, transforming community comments into bold, witty brand content that helped define Zalando’s playful social tone of voice.
