Experimentation Analyst, Region Central Europe (m/f/d) at H&M

• Job Location Berlin, Berlin, Germany
• Seniority Mid-Senior Level
• Type Full-time

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Description

Job Description WHAT YOU’LL DO​ As an Experimentation Analyst (Test & Learn Specialist) for Region Central Europe, you contribute as an analyst to added customer value, a strong brand and increased sales by supporting the regions with customer selections and target audiences for media, rewards and segmented customer communication.

You design, perform and analyze A/B and multivariate tests across media, Content and CRM channels to generate actionable recommendations.

You will: Set up and manage testing initiatives, defining hypotheses within Customer Activation & Marketing, tracking results, and presenting actionable insights to improve short- and long-term performance.

Lead the regional test-and-learn agenda, upskilling teams on testing methodologies, interpreting results, and leveraging tools such as MMM and attribution models to measure media effectiveness and incrementality.

Recommend customer-centric actions and experiments by analyzing media and CRM performance and identifying opportunities to increase engagement, sales, and profitability through targeted activities.

Collaborate with global and cross-regional teams, acting as the main point of contact for targeting and testing, sharing insights, and applying global strategies to enhance customer relevance.

Drive customer segmentation and targeting by collaborating with CRM, Loyalty, Content and Media teams to ensure accurate audience selections for regional activities using global segment structures and tools like Hightouch.

Validate and optimize audience relevance and size, ensuring selections align with business objectives and customer engagement goals.