Annika Smith

Annika Smith is a seasoned professional with over two decades of experience in the retail and fashion industries, primarily with H&M Group since June 1999. As a Senior Business Expert, Annika specializes in bridging business strategy and product innovation, leading cross-functional teams to enhance customer satisfaction and business outcomes. Previous roles include Business Expert, where accountability for product alignment with business needs was paramount, and Global Info Tag Responsible, overseeing the operational and quality aspects of automated labeling. Annika's career began with roles in sales and management at various companies, including Levi's Store and JC Jeans Company, showcasing a strong foundation in sales, operations, and customer service. Annika holds educational credentials from Tillskärarakademin Stockholm and Östra Gymnasiet Umeå.