Commercial Business Analyst (WEB &… at H&M Group · Helsinki

companyDescription jobDescription WHAT YOU'LL DO As the Commercial Business Analyst at H&M, 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. You will: 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 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 You are an analytical and insight‑driven thinker who enjoys exploring data from multiple angles to understand customer behaviour, performance trends, and what drives business results. You have a strong ability to translate complex findings into clear, meaningful insights that support decision‑making across teams. 2+ years’ web analytics experience, preferably in eCommerce or fashion retail 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 Bachelor’s degree in business, Marketing, Data Science, Statistics, Economics, or related field. 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. ​ All our employees receive a staff discount card, usable on all our H&M Group brands in stores and online. Brands covered by the discount are H&M (Beauty and Move included), COS, Weekday, Monki, H&M HOME, & Other Stories, ARKET, Afound. In addition to our staff discount, all our employees are included in our H&M Incentive Program – HIP. You can read more about our H&M Incentive Program here. 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.​ If you feel your experience, skills and ambitions are right for this role, apply by sending your application through the career site in ENGLISH as soon as possible but no later than 29th May, 2026. As we review applications continuously, the role may be closed early. This is a full-time permanent position and it is based in our Helsinki Support Office. Local contract will be offered for this role. 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.​ qualifications additionalInformation