Owned Media Lead

H&M; Toronto; On-site; CAD 87,000 - 107,000; Full time

Job summary

H&M is seeking an Owned Media Lead in Toronto to plan and optimize CRM communications across Email, Push, SMS, and WhatsApp, using customer data for personalized journeys via a MAP. You’ll collaborate with marketing, membership, and commercial teams to ensure consistent omni‑channel communications supporting growth.

The role reports to the Marketing Manager and is based at the Toronto Support Office, requiring on‑site presence in Canada.

Qualifications

• Degree in Marketing, Communications, Business, or related field.
• Knowledge of email, app, and digital channel management.
• Strong analytical and data interpretation skills.
• Proficient in campaign performance tracking and reporting tools.
• Excellent communication and stakeholder management.
• Experience in CRM or media planning (retail/e‑commerce preferred).

Responsibilities

• Plan and optimize CRM communications across Email, Push, SMS, and WhatsApp.
• Leverage MAP to deliver data-driven customer journeys and campaigns.
• Oversee global Email and Push activities with local alignment.
• Use customer data and segmentation to personalize content and drive conversions.
• Collaborate with cross‑functional teams and membership activation initiatives.

Skills

CRM experience

Email & digital channels

Data analytics

Campaign measurement

Stakeholder management

Education

Marketing / Communications / Business degree

Tools

Marketing Automation Platform (MAP)

Job description

As an Owned Media Lead, your main focus will be to plan and optimize CRM communication across email, push, SMS, and WhatsApp, using customer data to enable personalized journeys through the marketing automation platform. You collaborate across teams to align owned media, campaigns, and membership activities, ensuring consistent communications and supporting commercial goals.

This on-site role reports into our Marketing Manager and is based out of Toronto Support Office.

A Day in the Life

Working at H&M means no two days are ever the same, but a typical day will include the following responsibilities*

• Plan and optimize communication across CRM channels (Email, Push, and when applicable SMS and Whatsapp) in line local marketing calendar
• Leverage the Marketing Automation Platform (MAP) to enable data-driven, automated customer journeys and campaign communications across CRM channels
• Oversee global E-mail and Push activities to ensure global and local communications align
• Use customer data and segmentation to deliver personalized and relevant content that drives conversion and membership growth
• Support Commercial team with SEO actions

Cross Functional Collaboration & Membership Activation

• Coordinate with Paid Media Leads to align owned media activities with paid and earned campaigns, ensuring omni-channel consistency
• Collaborate with production and commercial roles to brief and execute campaign plans that balance brand and sales objectives, and ensure alignment with QCP
• Responsible for planning local events and partnerships related to the H&M Membership program and planning local Mission activation according to global guidelines

Qualifications

Who You Are:

• Degree in Marketing, Comms., Business or related field
• Knowledge of email, app, and digital channel management
• Strong analytical and data interpretation skillsProficient in campaign performance tracking and reporting tools
• Excellent communication and stakeholder management skills
• Experience in CRM, or media planning (preferably in retail or e-commerce)

Additional Information

Why You’ll Love Working at H&M

• We value diverse backgrounds, including but not limited to race, ethnicity, gender, age, religion, sexual orientation, and disability
• We pride ourselves on being a values-driven organization, guided by our 7 unique values that have been part of our success story for over 75 years
• You’ll have access to our Colleague Resource Groups (CRGs) to find community and networking opportunities among colleagues

• We are an inclusive company where you’re encouraged to be yourself at work
• You will have access to a large global talent community, where career growth and aspirations have no limits
• You’ll be able to express your personal style with our employee discount at H&M, & Other Stories, and COS

Compensation: salary is $ 97,200

*This job posting highlights the most critical responsibilities and requirements of the job and is not all-inclusive. There may be additional duties, and responsibilities assigned for this job at the company’s discretion.

**H&M, in good faith, has assessed this posted range of compensation as the accurate range for this role and location at the time of this posting. H&M may ultimately pay more or less than the posted range depending on candidate qualifications. This range may be modified in the future.

Job Status: Salaried, Exempt