Linda Li

Managing Director COS North America

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.