Managing Director, COS North America
COS
Linda Li currently serves as Managing Director for COS North America, a London-based fashion retailer owned by H&M Group. In her role, she is responsible for setting the overall strategic vision for the region, spanning across physical retail, e-commerce, and growth, whilst holding full omnichannel P&L responsibility.
Linda first joined H&M Group in 2014, working across various functions within the Americas region before transitioning to the COS brand. In her previous position as Head of Customer Activation & Marketing, she oversaw the marketing and customer insights & engagement functions of the business as well as customer-facing activations across H&M’s US, Canada, and Latin America markets. She has also held leadership roles in E-Commerce, Merchandising, and Store Development & Expansion at the company.
Prior to H&M Group, she worked at the Boston Consulting Group and at Bath & Body Works, where she focused on strategy, merchandising, and brand development.
Linda graduated from Harvard College and received her MBA from Harvard Business School.
Monday Jan 12
10:30am - 11:00am
Javits North, Level 4, Mirakl Stage
AI is fundamentally changing how consumers discover, consider and convert — from hyper-personalized media to site experiences that feel more like dialogue than digital shelf. This panel will feature brands actively experimenting with AI at each stage of the path to purchase — discovery, media and site — and explore how these innovations are driving results, what’s still emerging and how to balance experimentation with brand-building.
Monday Jan 12
11:20am - 11:40am
Overview Lounge, Javits North, Level 5
A dynamic, interactive format where attendees can engage directly with NRF speakers: leading retail executives, experts in their field and technology innovators. These 20-minute sessions are an open mic opportunity for attendees with an All-Access Pass to ask their most pressing questions — whether about strategy, technology adoption, consumer behavior, talent or future trends. The topics discussed are decided by the audience-driven questions. These sessions are closed to press and off the record.
The session is designed to:
• Foster candid dialogue with industry leaders
• Surface real challenges attendees are facing in their businesses
• Provide practical insights that go beyond the prepared remarks of a keynote
• Encourage peer-to-peer learning as questions from the audience often spark ideas relevant to all
It’s less presentation, more conversation — an opportunity for attendees to hear personalized perspectives from the experts shaping the industry today.
