Annie Wu

Annie is a purpose-driven and visionary leader, currently serving as the Global Head of People Identity & Purpose at H&M Group. She is deeply committed to building a more inclusive, equitable, and values-led organization—where purpose is not just stated, but actively lived every day.

At the heart of her work is a belief that business can and should be a force for good. Annie partners closely with executive leaders and board members to embed purpose into strategy, culture, and operations—ensuring the company’s mission and values drive meaningful outcomes for colleagues, customers, and communities around the world. She plays a key role in shaping governance practices and advising on people-related risks, aligning business performance with ethical leadership and long-term sustainability.

Annie leads global initiatives that foster belonging, well-being, and engagement, while also overseeing H&M’s employer brand to attract and retain talent whose values reflect the company’s own. Her work enhances company culture by bringing values to life—through everyday actions, leadership behaviors, and moments that matter. She believes culture is not what we say, but what we consistently do—and works to create an environment where those behaviors are intentional, inclusive, and inspiring.

As a passionate advocate for inclusion and diversity, Annie has delivered transformative programs and forged meaningful partnerships that champion underrepresented voices and create systemic change. Her impact extends beyond H&M’s internal culture, setting a new standard for inclusion across the fashion industry.

With deep expertise in global people strategy, change management, employment law, and inclusive leadership, Annie brings both vision and action to everything she does. Her ability to influence at the highest levels—while remaining grounded in empathy and authenticity—makes her a powerful driver of cultural transformation, a trusted voice in governance, and a role model for values-led leadership.