Owned Media Lead - Sales Market Finland, Latvia, Lithuania & Estonia
About this role
AWHAT YOU'LL DO
As a Owned Media Lead at H&M, you plan and optimize CRM communication across email, push, SMS, and WhatsApp, using customer data to enable personalized journeys through the marketing automation platform. You collaborate across teams to align owned media, campaigns, and membership activities, ensuring consistent communications and supporting commercial goals.
You will: Plan and optimize communication across CRM channels (Email, Push, and when applicable SMS and WhatsApp) in line with the local marketing calendar
Leverage the Marketing Automation Platform (MAP) to enable data-driven, automated customer journeys and campaign communications across CRM channels
Oversee Global E-mail and Push activities to ensure global and local comms are aligned
Use customer data and segmentation to deliver personalized and relevant content that drives conversion and membership growth
Support Commercial team with SEO actions
Coordinate with Paid Media Leads to align owned media activities with paid and earned campaigns, ensuring omni-channel consistency
Collaborate with production and commercial roles to brief and execute campaign plans that balance brand and sales objectives, and ensure alignment with QCP
Responsible for planning local events and partnerships related to the H&M Membership program and planning local activation according to global guidelines
WHO YOU ARE
You bring a background in marketing or digital communication, with strong analytical skills and solid experience in CRM or digital channel management. You communicate clearly, manage stakeholders effectively, and feel confident using data, platforms, and tools to deliver targeted and impactful customer communication.5-7 years of experience in CRM, or media planning (preferably in retail or e-commerce)
Degree in Marketing, Comms., Business or related field
Knowledge of email, app, and digital channel management
Strong analytical and data interpretation skills
Proficient in campaign performance tracking