Loyalty Analyst

WHAT YOU’LL DO

As a Loyalty Analyst, you’ll play a key role in driving data-led decision-making across H&M Group’s loyalty programme. You’ll analyse performance, customer behaviour and campaign impact to identify opportunities that improve engagement, retention and customer lifetime value.

You’ll work closely with cross-functional teams to translate insights into actionable recommendations that strengthen the programme and support business growth.

Your key responsibilities include:

Owning loyalty programme performance measurement across markets, including member growth, engagement, retention, tier movement and incremental revenue

Analysing customer lifecycle and behavioural data to identify key value drivers

Providing actionable recommendations to optimise retention and customer lifetime value (CLV)

Evaluating and quantifying the business impact and ROI of loyalty initiatives, campaigns, benefits and partnerships

Supporting test-and-learn initiatives to continuously improve programme performance

Collaborating cross-functionally with Loyalty, CRM and Commercial teams to drive ongoing optimisation

WHO YOU’LL WORK WITH

You’ll work closely with Loyalty, CRM and Commercial teams, collaborating across functions to ensure insights are translated into impactful actions and continuous improvements across the programme.

WHO YOU ARE

You are an analytical and insight-driven professional with a strong interest in customer behaviour and loyalty. You are comfortable working with data, drawing conclusions and communicating clear recommendations to stakeholders.

We are looking for people with…

Experience working in analytics, CRM, loyalty or digital marketing roles

A Bachelor’s degree in Business, Economics, Data Analytics or a related field

Strong analytical skills and experience working with customer and performance data

Ability to translate complex data into clear insights and actionable recommendations

Experience evaluating campaign or programme performance and ROI

Strong colla