Commercial BA (Web & Mktg)

Job Description

WHAT YOU’LL DO ​​
As a Commercial BA (Web & Mktg), you analyse customer, web, and sales data from multiple sources to generate insights that strengthen commercial performance and improve the overall customer and online experience.

 You combine consumer and market research with full‑funnel web analytics, A/B testing, segmentation, and campaign evaluation to uncover behavioural patterns, identify opportunities, and guide strategic decisions.

Insights and analytics

• Conduct consumer and market research to uncover behavioral patterns, brand perceptions, and emerging trends that influence commercial performance.
• Conduct 360 analysis from customer, web and sales perspective to gather insights relevant for Commercial team
• Analyze full funnel web performance across .com and app, including traffic, user behavior, product performance, and sales
• Provide insights on campaign effectiveness, including conversion attribution and return on ad spend
• Analyze sales, customer and web data to draw insights related to QCP, product, assortment and pricing
• Analyze customer feedback across touchpoints to identify opportunities to enhance customer experience and measure the impact of commercial activities.
• Plan, support, and evaluate A/B and multivariate testing to optimize customer experience and conversion in online store and CRM/Email
• Conduct 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
• Act as expert user of SQL and data platforms, supporting data extraction and team upskilling

Collaboration Partner

• Generate regular reports and dashboards with actionable insights for stakeholders
• Support Experience Lead, E-com Leads, Commercial Managers and Marketing team with analytics activities and share insights

WHO YOU ARE ​​

We are looking for people with…​

• Bachelor’s degree in business, Marketing, Data Science, Statistics, Economics, or related field.
• Proficiency in Google Analytics, Adobe Analytics, SQL, Tableau, and Power BI
• Strong knowledge of A/B testing methodologies and web tracking implementation
• Strong analytical, reporting, and presentation skills
• 2+ years’ web analytics experience, preferably in eCommerce or fashion retail​​

WHO WE ARE ​​

H&M Group is a global company of strong fashion brands and ventures. Our goal is to prove that there is no compromise between exceptional design, affordable prices, and sustainable solutions. We want to liberate fashion for the many, and our customers are at the heart of every decision we make.​​

We are made up of thousands of passionate and talented colleagues united by our shared culture and values. Together, we want to use our power, our scale, and our knowledge to push the fashion industry towards a more inclusive and sustainable future. ​​

WHY YOU’LL LOVE WORKING HERE ​​
At H&M Group, we are proud to be a vibrant and welcoming company. We offer our employees attractive benefits with extensive development opportunities around the globe. ​​

• Staff discount card;
• Meal voucher;
• Transportation allowance;
• Life insurance;
• Dental insurance;
• Health insurance.

JOIN US ​​

Our uniqueness comes from a combination of many things – our inclusive and collaborative culture, our strong values, and opportunities for growth. But most of all, it’s our people who make us who we are.​​​​

Take the next step in your career together with us. The journey starts here.​​

​​*We are committed to a recruitment process that is fair, equitable, and based on competency. We therefore kindly ask you to not attach a cover letter in your application. ​​