H&M Group
Regional Marketing & Communications Controller
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Regional Marketing & Communications Controller
EU Regional Brand Controller – Marketing & Communications (Controlling)
Location: London
Team: EU Regional
Reports To: Regional Brand Controller
Key Responsibilities & KPIs:
- Traffic & Marketing & Communications Metrics (Impressions/Reach, EMV, ROAS)
- Budgeting & Planning Accuracy
About the Role
The EU Regional Brand Controller will develop and implement strategies for advertising investments, ensuring all marketing and communications activities are aligned with measurable business outcomes. You’ll act as a key cross-functional partner between Controlling, Marketing, and Communications teams, driving performance through data-driven decision-making and strategic financial oversight.
This role sits at the intersection of finance and marketing, delivering tangible results for a scalable, data-driven team.
Key Responsibilities
1. Advertising Planning & Budgeting
- Lead the budgeting and forecasting process to allocate omnichannel advertising spend effectively.
- Align investments with the full marketing funnel to drive both physical store traffic and online conversions.
- Oversee investment planning while maintaining strategic focus across all marketing campaigns.
2. KPI Setting & Performance Analysis
- Define, track, and analyze financial and advertising KPIs for campaigns, collaborations, and partnerships.
- Identify trends, assess performance against targets, and provide data-backed recommendations for improvement.
- Monitor metrics such as traffic, conversion rates, average order value (AOV), and returns to refine strategies.
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3. Cross-Functional Collaboration
- Partner with Regional and Global teams to optimize marketing spend and maintain alignment with brand strategies.
- Serve as the primary commercial strategist for the region, working closely with the Regional Head of Marketing & Communications.
- Ensure seamless cross-team communication to support business growth objectives.
4. Process Improvement & Tool Development
- Automate and enhance marketing operations by designing and implementing standardized workflows.
- Develop in-house tools for efficiency gains, such as:
- Invoice tracking (to ensure timely and accurate cost bookings)
- Sample ordering processes
- Spend trackers & budget dashboards
- Continuously improve processes to drive data accuracy and operational efficiency.
5. Data Management & Business Intelligence
- Support the growth and optimization of BI systems and marketing analytics tools.
- Narrative data insights in a way that enables stakeholders to make data-driven business decisions.
Key Requirements
1. Qualifications & Experience
- Strong background in marketing, communications, or financial controlling, ideally within a brand-driven commercial environment.
- Proven experience in budgeting, forecasting, and financial reporting within a marketing or communications function.
- Ability to analyze commercial KPIs (e.g., traffic, conversion, AOV, ROAS, impressions) and translate them into actionable strategy.
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2. Key Skills & Competencies
- Commercial acumen with a track record of aligning marketing spend with profitability and growth.
- Analytical mindset – can distill complex financial and marketing data for stakeholders at all levels.
- Strategic thinking – understands how marketing investments contribute to long-term ROI.
- Strong stakeholder management – adept at negotiating, collaborating, and influencing cross-functional teams.
- Excellent communication skills – comfortable presenting financial insights to executives, marketing teams, and finance departments.
3. Technical Requirements
- Proficiency in financial modelling, spreadsheet analysis (Excel/Google Sheets), and marketing BI tools.
- Experience with invoicing, reporting, and compliance tracking in a retail or FMCG context.
- Familiarity with marketing attribution models (ROI, MER, LTV) is a plus.
About the Company
(Optional — Includes company vibe, mission, and perks: See original for specific details.)
Work Arrangement
This is a full-time, hybrid role based in London, with a requirement for 3 days a week in-office presence.
To Apply: Submit your application and CV as soon as possible via [Company’s Application Link]. We encourage applications from candidates with relevant experience in brand management, financial controlling, or data-driven marketing.
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