AB Test and Conversion Rate Optimization Specialist

at  HM

Job Description
As the AB Test and Conversion Rate Optimization Specialist, you contribute to added customer value, a strong brand, and increased sales by supporting the region’s markets with customer selections and target audiences for media, rewards, and segmented customer communication. You work towards aligned and cross-functional goals, driving omni sales performance and customer-centricity in all parts of your work. As a Test and Learn Specialist, you design, perform, and analyze A/B and multivariate tests across media channels to generate actionable recommendations.

COMPANY DESCRIPTION

H&M is a fashion brand that offers the latest styles and inspiration, from fashion pieces and unique designer collaborations to affordable wardrobe essentials. Our business idea is fashion & quality at the best price in a sustainable way. Learn more about H&M here

• You support the sales markets in the region to make the right customer selections and target audiences for the activity based on globally available segment structures in tools like Adobe and SAS (e-mail, push, rewards, on-site, and eventually targeting other media channels).
• Setting up the right test approach for the hypothesis from the Strategy & Planning and commercial teams, following up and presenting findings and recommendations of the tests on a short- and long-term basis.
• Recommend customer-centric commercial actions using the existing CRM customer segment structure to identify locally relevant audiences where there is a potential for activities to increase customer engagement, sales, or profitability.
• Build and drive the test and learn agenda in the region, utilizing existing media toolbox (MMM, Attribution Models) and upskilling regional teams on the importance of testing, and how to interpret test results.
• You are the point of contact for targeting and testing between regional organizations and global functions, actively learning and cooperating with global teams to increase customer relevance and media effectiveness.
  Qualifications
  To be successful in the role as the AB Test and Conversion Rate Optimization Specialist, you should have a strong commercial focus, with a proven ability to drive results and work towards goals. As a specialist, you translate marketing and sales opportunities to customer target segments and design a test set-up, understanding the applied statistics to drive business growth. You enjoy working hands-on with coding and learning new tools (e.g. SAS, Adobe Lab) and data visualization to perform analysis.