Inside Fashion Marketing by Zalando Marketing Services

Step into a decade of transformation with Joanna Rogers, Managing Director of Zalando Marketing Services, and Andreas Antrup, former ZMS MD and host of this podcast, and now MD Zalando China, as they join Heike Lari to celebrate 10 groundbreaking years of ZMS. From sketching Sponsored Products on a whiteboard to leading full-funnel, insight-driven campaigns for over 50 million customers - this episode unpacks how ZMS grew into a powerhouse of retail media innovation, cultural creativity, and customer-centric storytelling.

Recorded live at our OMR Masterclass 2025 "Retail media reloaded: Shaping the love brands of tomorrow", this episode unveils the powerhouse panel with brand leaders Alma Lipa, CDMO at L’Oréal, Dunja Ehlert, Senior Director Sales eCommerce West at PVH, and Iwona Skolicka, Head of Marketing Strategic Accounts EMEA at Salomon. Step into the new era of retail media, decoding the shift from clicks to connection, exploring how trailblazing fashion, beauty, and sports brands are leveraging AI, personalisation, and immersive storytelling to create deeper customer connections. It’s a future-focused look at how trust is built and love brands are shaped. Watch the full Masterclass here [https://app.livestorm.co/zalando_zms/omr-masterclass-2025-retail-media-reloaded-building-the-love-brands-of-tomorrow?s=0c3c891b-a02b-40cc-af7e-b079752f29be] and join Heike Lari, Director Partner Marketing & Consultancy, as she presents how every touchpoint becomes shoppable, inspiring, and unforgettable.

Step into the piazza of possibilities with Chiara Grimoldi, Senior Marketing Manager at VF, with a focus on the iconic brand, Vans, as she joins Heike Lari to unpack Vans’ bold collaboration with Zalando’s “What do I wear?” campaign. From Sarah Jessica Parker swapping shoes to the Gen-Z style feed that took over a reimagined piazza — discover how authenticity, culture, and creativity shaped this standout moment in fashion marketing.

Watch our first ever video podcast episode which was recorded live. We had the pleasure of hosting Emma Helsloot, Co-founder of the Women in Retail Media Collective, and some of their members on the 22nd floor of our Zalando office, with Berlin stretching out beneath us and the sun as the ultimate paid actor of the day. Join us for an inspiring talk where Emma and Heike tackled industry challenges, the need for stronger female representation, and personal career milestones that shaped their journeys.

Kicking off a new podcast season with a lot of exciting firsts! Meet our new podcast host, Heike Lari, Director Partner Marketing & Consultancy at Zalando Partner Marketing Services, as she takes over from Andreas Antrup and unveils an expanded vision for the podcast. We’ll continue bringing you insights from partners and experts but will now also explore the full spectrum of retail media—including collaborations beyond Zalando. Tune in for fresh perspectives, new voices, and the future of retail media!