H&M appoints Aneta Pokucinska as managing director of North America and US general manager

H&M has appointed Aneta Pokucinska managing director of North America and general manager for the United States, combining regional oversight with direct control of the group's largest market outside Europe.

Pokucinska has held the North America managing director role since July 2026. The addition of the US general manager title gives her responsibility for day-to-day performance in the market alongside the wider regional brief covering the United States and Canada. She sits on H&M's executive management team and reports to group chief executive Daniel Ervér.

The company said her focus will be on strengthening market performance, improving the customer experience and supporting the development of the business across both countries.

"I'm honored to take on these expanded responsibilities and help shape the future of H&M across North America," Pokucinska said. "Our success is driven by our customers and our teams, and our ability to continuously evolve. Together, we will strengthen our market position, elevate the customer experience, and deliver growth across both the U.S. and Canada."

Two decades inside the business

Pokucinska joined H&M in 2006 as a part-time sales associate in Katowice, Poland, while studying at the University of Silesia, moving into visual merchandising the following year. She was named head of merchandising for the East Europe region in 2014, covering five countries, before relocating to the Stockholm head office as global head of merchandising for the H&M brand in 2018. She has also served as head of business transformation.

Her regional experience spans three continents. Before the North America appointment she was regional manager for the Americas as well as North East Asia and East Asia, having earlier led the business in Japan and other Asian markets.