H&M Group names Lina Wall Borgenbring as global communications and PR community lead

H&M Group is widening the remit of one of its senior communicators. Lina Wall Borgenbring has stepped into the role of global communications and PR community lead within the group’s insight and strategy team, following three years as head of PR and communications for H&M North Europe.

The move, effective this month, sees Wall Borgenbring shift from a regional brief to a cross-market one, tasked with connecting people, strengthening capabilities and supporting the communications community across the group globally.

Reflecting on her North Europe stint, Wall Borgenbring said the role had been defined less by the work itself and more by “the conversations, collaborations, challenges and shared ambition” that shaped her growth over the past three years.

Wall Borgenbring brings a communications CV spanning fashion, lifestyle and consumer brands. Before rejoining H&M in 2023, she held senior PR and communications posts at Marshall Group, Babyshop Group, A World Beneath, J.Lindeberg and The Cords & Co. She first cut her teeth at H&M between 2012 and 2017, working her way from campaign project manager in the global social media department to global press officer.

Her specialisms include strategic communications, global brand positioning, influencer and ambassador programmes, crisis and financial communications, and internal change messaging, skills honed across more than 15 years in the industry.

With retail brands under growing pressure to speak with one voice across markets, H&M Group’s bet on a dedicated global PR community lead signals just how seriously it’s taking the coordination challenge. Wall Borgenbring’s in-tray, evidently, just got a great deal bigger.