Commercial Business Analyst

About the role

You will join the commercial analytics team at H&M Group, using data and insights to support sales, marketing and e‑commerce performance. The role focuses on analysing campaigns, customer behaviour and performance metrics to drive informed commercial decisions across online and offline channels.

Key responsibilities

• Plan, quantify and drive execution of tactical activations in the Sales Market in collaboration with Continent Supply Planning.
• Conduct sales follow‑up, analysing reports and dashboards to generate actionable sales insights.
• Analyse full‑funnel web performance across .com and app, including traffic, user behaviour, product performance and sales.
• Provide insights on campaign effectiveness, conversion attribution and return on ad spend.
• Support A/B and multivariate testing to optimise customer experience and conversion in the online store and CRM/Email.
• Perform customer segmentation, cohort analysis and product performance reviews.
• Implement tagging, tracking and SEO analytics to ensure accurate data collection and improve visibility in owned channels.

Required profile

• Bachelor’s degree in Business, Marketing, Data Science, Statistics, Economics or a related field.
• 2+ years of experience in commercial analytics, preferably in e‑commerce or fashion retail.
• Strong analytical thinking, reporting, presentation and communication skills.

Required skills

• Proficiency with Google Analytics.
• Experience using Adobe Analytics.
• Advanced skills in Tableau.
• Advanced skills in Power BI.
• Knowledge of A/B testing methodologies and web‑tracking implementation.
• Tagging, tracking and SEO analytics implementation.

What we offer

• 25% staff discount on all H&M Group brands, both in stores and online.
• H&M Incentive Program (HIP) rewarding long‑term dedication.
• Ticket Restaurant benefit.
• Supplementary health coverage and optional private pension plan.
• Anniversary gifts at 5, 10, 15 and 20 years of service.
• Extensive development opportunities and a vibrant, inclusive work environment.