Web Analyst

At H&M, our purpose is to liberate fashion for the many. We want to shape a new world in Fashion. A world with one ultimate goal: to unleash your self-expression. As an H&M colleague, you're encouraged to be yourself & more. You'll take on new responsibilities from day one, learn skills for life, and find new ways to make your big dreams come true.

Our company is committed to fostering a culture of inclusion and belonging, and we actively seek colleagues who share our commitment.

Job Description

About the Role

As a Web Analyst in the Digital function, you contribute to digital profitable growth in the region, playing a critical role in optimizing the digital customer experience. You are responsible for full funnel behavioral analysis related to website traffic, user behavior, product performance, and sales performance across all owned digital transactional channels (.com & app). You track key metrics, generate reports, and identify trends to make data-driven recommendations for improving website functionality, user engagement, and conversion. You collaborate with cross-functional teams to implement strategies that enhance the overall online shopping experience, such as A/B testing, all with the goal of increasing revenue and profit. You are responsible for driving the behavior analytics competence within the e-com team, acting as an expert user of SQL querying and extracting data from DEP.

• Responsible for full funnel web analytics per market and sales market, across all owned digital transactional channels (.com & app).
• Collect and analyze website performance data, including traffic, conversion rates, bounce rates, and user behavior to monitor trends and identify opportunities.
• Generate regular reports and dashboards, summarizing key findings and presenting actionable insights to the regional digital team and other stakeholders.
• Support in planning, execution and evaluation of A/B and multivariate testing
• Perform customer segmentation and cohort analysis to understand the behavior and preferences of different customer groups, including product performance and customer experience.
• Expert user for SQL and Data Enablement Platform; point of contact for the global teams and regional Digital team during data transformation and leads upskilling of regional Digital team.

• Collaborate with the Customer Activation & Marketing team in tracking the effectiveness of online advertising campaigns, including click-through rates, conversion attribution, and return on ad spend (ROAS).
• Work closely with E-Com Leads in monitoring daily performance of product listings and categories, recommending executional adjustments to improve sales and inventory management.

• Work closely with Experience Leads in understanding customer behavior onsite and identifying actions, testing hypotheses, and evaluating results to draw learning and new best practices.
• Supports Regional Digital team in cross-channel testing, targeting and evaluation.

• Bachelor's degree, preferably in Business, Marketing, Data Science, Statistics, Economics
• Some individuals may hold a Master's in Business Analytics, Data Science, Marketing Analytics, or a similar field
• 2+ years experience in web analytics, preferably within eCommerce or fashion retail,
• Experience in managing and executing A/B testing and experimentation programs
• Experience working in Google Analytics, Tableau and Power BI
• Expertise in SQL; experience working in cloud-based data platforms
• Specialized training or certification in web analytics tools and methodologies, such as Google Analytics or SQL certification ideal
• Proficiency in data analysis tools and platforms, including Google Analytics, Adobe Analytics, or similar analytics software
• Familiarity with web technologies and tracking implementations, including tagging, pixels, and cookies
• Excellent communication and presentation skills to convey complex data findings to diverse stakeholders
• Business acumen and a deep understanding of e-commerce trends, digital marketing strategies, and user experience principles
• Able to work independently and be self-motivated while still working within a team environment and fostering a strong team collaboration
• Inclusive, positive, open to feedback, willing to multitask and learn on the job

• We value diverse backgrounds, including but not limited to race, ethnicity, gender, age, religion, sexual orientation, and disability
• We pride ourselves on being a values-driven organization, guided by our 7 unique values that have been part of our success story for over 75 years
• You'll have access to our Colleague Resource Groups (CRGs) to find community and networking opportunities among colleagues
• We are an inclusive company where you're encouraged to be yourself at work
• You will have access to a large global talent community, where career growth and aspirations have no limits
• We believe in supporting your overall wellbeing and offer comprehensive benefits inclusive of health insurance, wellness and family support programs, company match 401k, paid leave programs, and paid time off, including a community day to serve your local community
• You'll be able to express your personal style with our employee discount at H&M, & Other Stories, and COS