Viktoria Wyckman is a London-based creative entrepreneur and executive with 15+ years of experience shaping how the world’s most ambitious brands show up in culture. From Nike, Condé Nast and F1 to H&M’s newest ventures, she has led global creative work at the intersection of creativity, commerce, and community. As the founder of Culture Defined, Viktoria builds brand universes that go beyond product, blending strategy, storytelling, and cultural intuition to create lasting relevance. She believes the most influential brands behave less like corporations and more like friends: emotionally intelligent, culturally fluent, and built on meaningful connections.