Zalando appoints new VP of creative direction

Zalando has appointed Morten Grubak in the newly created role of vice president of creative direction

Reporting to Anne Pascual, senior vice president of product design at Zalando, Grubak will start the role on 1 October. 

He will be responsible for setting the overarching creative direction for the Zalando brand, ensuring unified and consistent creative approaches and solutions along the entire customer journey and across all customer touchpoints at Zalando.

Grubak is joining Zalando from the VICE media group, where he headed the global innovation lab of the virtue agency. Under his leadership, Virtue launched industry-defining work at the intersection of culture and technology, such as Coca-Cola Creations and the Cannes Lions Grands Prix-winning initiative ‘Backup Ukraine’ in partnership with UNESCO. He also co-authored The Screenwear Paper, the first global report on consumer perceptions of virtual goods.

On the appointment, Grubak said: “I have followed Zalando progressively building a strong voice in style and culture in the last few years, and I’m very excited to join this journey. I feel that my passion for innovation and optimism for creative opportunities in the online space perfectly match Zalando’s spirit. I can’t wait to embark on shaping Zalando’s creative vision hand in hand with the creative teams.”

Pascual said: “Introducing the role of vice president of creative direction is part of our ambition to make Zalando an emotion- and story-led brand and a destination where customers get inspired. Morten brings an impressive creative track record, with many of his projects being recognized as groundbreaking within the industry. We are thrilled to bring his vision to Zalando and are ready to create exciting moments together!”