Commercial Business Analyst

Role overview

H&M is looking for a Commercial Business Analyst to support commercial decision-making through advanced analysis of customer behavior, web performance, sales trends, and campaign results. The role focuses on customer segmentation, cohort analysis, product performance evaluation, and using SQL and data platforms to pull and interpret data. You will also help assess campaign impact, including attribution and return on ad spend.

This is an on-site position based at the Toronto Support Office and reports to the Commercial Manager.

A day in the role

In this role, you will work across commercial, digital, and marketing data to surface actionable insights for the business. The work involves end-to-end analysis, experimentation support, dashboarding, and close collaboration with multiple stakeholders.

• Review customer, web, and sales data from multiple angles to generate insights useful to the commercial team.
• Study full-funnel performance across the website and app, including traffic, customer actions, product performance, and sales outcomes.
• Measure campaign performance, with attention to attribution and return on ad spend.
• Analyze sales, customer, and web information to understand QCP, product mix, assortment, and pricing patterns.
• Help plan, support, and review A/B tests and multivariate tests aimed at improving customer experience and online conversion in the store and CRM/email channels.
• Build customer segments, cohort studies, and product performance reviews.
• Set up tagging, tracking, and SEO measurement so that data capture is reliable and owned-channel visibility improves.
• Use SQL and data platforms confidently to extract data and help colleagues improve their own analytical capability.
• Create recurring reports and dashboards that translate analysis into clear actions for stakeholders.
• Work with the Experience Lead, E-com Leads, Commercial Managers, and Marketing team on analytics requests and insight sharing.

Requirements

The ideal candidate brings a strong mix of analytical thinking, digital measurement knowledge, and stakeholder communication skills. A background in web analytics, especially in eCommerce or fashion retail, is preferred.

• A bachelor’s degree in Business, Marketing, Data Science, Statistics, Economics, or a similar field.
• Hands-on experience with Google Analytics, Adobe Analytics, SQL, Tableau, and Power BI.
• Solid understanding of A/B testing methods and implementation of web tracking.
• Strong capability in analysis, reporting, and presenting insights clearly.
• At least 2 years of web analytics experience, ideally in eCommerce or fashion retail.

Additional information

This is a values-driven workplace that emphasizes inclusion and diversity across race, ethnicity, gender, age, religion, sexual orientation, and disability. The company highlights its long-standing culture, built on seven core values over more than 75 years.

You will also have access to Colleague Resource Groups for community and networking, and an employee discount across H&M, & Other Stories, and COS.

The stated compensation for this role is $97,200.

The posting notes that responsibilities listed are the main duties but may not cover every task, and additional responsibilities may be assigned at the company’s discretion.