Paid Media Analyst

About this role

Responsibilities

• At H&M, we are on a journey to become a truly data-driven company, where insights and analytics help shape better customer experiences and smarter business decisions. Within Consumer & Marketing Insights, we partner closely with Marketing, Media, and Commercial stakeholders to understand what drives growth and how we can maximize the impact of our paid media investments.
• We are now looking for a Paid Media Analyst to join our team.
• As a Paid Media Analyst, you will help H&M understand the impact of our paid media investments across markets. By combining performance data from paid media channels, measurement outputs, and business context, you will generate insights that support decision-making, deepen our understanding of media effectiveness, and help identify future opportunities for growth.
• You will work closely with media specialists, analysts, and measurement experts, connecting insights across different audiences, from creating performance narratives for leadership to helping activation teams understand performance drivers, optimization opportunities, and areas for testing and learning.
• You will also play an important role in shaping how paid media performance is reported across the organization, partnering with BI and data specialists to improve reporting frameworks, automate processes, and develop scalable dashboards and performance views.
• Your responsibilities will include:
• Analyzing paid media performance to understand what drives business outcomes and media effectiveness.
• Synthesizing insights across channels, markets, and measurement frameworks.
• Creating clear visualizations, presentations, and performance narratives for different stakeholder audiences.
• Interpreting results from attribution, incrementality measurement, marketing mix modeling, and other measurement approaches.
• Identifying trends, performance drivers, and opportunities for future testing and learning.
• Investigating business questions, identifyin