At The MarTech Summit Stockholm 2026, we’re excited to feature Ibrahim Patat, Global Paid Social Media Lead at H&M. With over a decade of experience across SaaS, e-commerce, startups, and agencies, Ibrahim brings a well-rounded perspective on growth, performance, and innovation. He will join the Panel Discussion | [Innovation & Experimentation] Designing a Culture of Test-and-Learn for Continuous Growth, where he will share how global organisations can embed experimentation into everyday workflows while maintaining speed and consistency.
About H&M
H&M is a global fashion retailer known for offering style, quality, and sustainability at accessible prices. Operating in numerous markets worldwide, H&M combines creativity with data-driven insights to deliver engaging customer experiences across channels. With a strong focus on digital innovation and performance marketing, the brand continues to evolve its approach to meet the demands of a fast-changing retail landscape.
Quick Q&A with Ibrahim Patat
Could you tell us a bit about your current role at H&M and what you like most about working in paid social today?
I work as the Global Paid Social Lead at H&M’s central office, overseeing our global paid social strategy and execution. What I enjoy most is the dynamic nature of social channels; there’s always something new to learn, test, and optimise. Paid social blends creativity with data-driven decision-making, which keeps the work both challenging and inspiring.
Why did you choose to participate in this summit?
I chose to participate because the summit’s themes of emerging technologies, digital transformation, and data-driven marketing closely align with my passions. I’m especially drawn to conversations that balance innovation with customer-centric thinking. Being part of such a forward-looking and collaborative environment feels energising and meaningful.
What is one campaign or project you’ve worked on that you’re particularly proud of, and why?
I’m proud of many initiatives we’ve delivered at H&M. Despite our scale, we operate with the agility of a startup when it comes to adopting new products and ways of working. Seeing our teams embrace innovation and move quickly to test and implement solutions has been incredibly rewarding.
What does a strong test-and-learn culture look like in practice within a global organisation like H&M?
A strong test‑and‑learn culture is central to how we operate in performance marketing at H&M. We rely on data, not assumptions, to guide decisions, and we continuously refine our testing frameworks to ensure we generate meaningful insights. Collaboration across partners, agencies, and regional teams is key, enabling us to scale learnings globally with consistency and speed.
You have worked across different industries like SaaS, e-commerce, and startups. How have those experiences shaped the way you approach growth now?
Working across SaaS, e‑commerce, and startups has shaped my approach to growth, providing a balance of structure and agility. SaaS taught me the value of precision and lifecycle thinking, e‑commerce sharpened my performance mindset, and startup environments strengthened my ability to move fast, experiment, and adapt. Together, these experiences help me build scalable yet flexible growth strategies.
Looking ahead, what is one area of innovation or experimentation in marketing that you are most excited about?
I’m especially excited about the intersection of AI, automation, and creative optimisation. The ability to personalise at scale, generate insights faster, and enhance creative relevance opens entirely new possibilities for performance marketing. As these technologies mature, they will fundamentally reshape how we test, learn, and deliver value to customers.
Ibrahim’s approach highlights the importance of combining agility with structure to drive meaningful experimentation at scale. His experience at H&M demonstrates how even large organisations can operate with a startup mindset, continuously testing, learning, and adapting to new opportunities. As AI and automation continue to reshape performance marketing, his insights offer a forward-looking view on how teams can unlock smarter, faster, and more impactful growth strategies.
The MarTech Summit Stockholm– Simple, Smart, Scalable: MarTech Best Practices for Growth
Join us on 26 May 2026 at Courtyard by Marriott Stockholm Kungsholmen! This English-language event offers a comprehensive exploration of the evolving MarTech landscape. You’ll explore global best practice alongside regional insights, connect with peers facing similar challenges, and leave with actionable strategies and meaningful connections that last well beyond Stockholm.
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Last updated: April 2026
