Paid Media Analyst

Job Description WHAT YOU WILL DO   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, identifying root causes behind performance shifts, and proactively recommending actions and opportunities for optimization.  Contributing to the development of reporting frameworks, dashboards, and automated reporting solutions in partnership with BI and data specialists.  Collaborating with media, activation, analytics, and measurement teams to continuously improve reporting and insight generation.    WHO YOU ARE    Experience in paid media, media analytics, performance marketing, digital performance analysis, or media effectiveness.  Strong analytical skills and the ability to connect data, business context, and commercial outcomes.  Experience translating complex analyses into clear insights and actionable recommendations.  Strong data visualization and storytelling skills.  Advanced Excel and PowerPoint skills.  Understanding of media performance measurement and marketing effectiveness.  Understanding of attribution principles and how different paid media platforms measure and report performance.  Experience working with data from major paid media platforms such as Meta, Google, TikTok, or similar environments is highly valued.  Familiarity with incrementality measurement, marketing mix modeling, or similar methodologies is an advantage.  Experience working cross-functionally and building strong stakeholder relationships.  Fluency in English.  Curious about what drives media performance and customer behavior.  Comfortable navigating ambiguity and turning data into clear hypotheses, insights, and recommendations.  Comfortable working with large amounts of performance data to identify trends, opportunities, and business impact.  Structured and detail-oriented, while keeping focus on business outcomes.  A strong communicator who can