Nadejda Popova Global Head - Loyalty
london
English, Bulgarian, Spanish, Castilian, French, Russian
I am a strategist, with effective problem-solving skills, who helps generate innovative ideas and thought leadership content to maximise business growth and improve competitive advantage.
About Nadejda
Nadejda leads Euromonitor's new, innovative Loyalty offering. In this role, she delivers thought leadership insights to help companies understand customer preferences and sentiment, evaluate industry trends and technological impacts, outline effective roadmaps to accelerate growth opportunities and inspire informed actions.
Expertise
Nadejda has a cross-industry focus on the evolving role of customer loyalty and its intersection with fintech and the digital economy at large. Key topics and focus areas include customer loyalty, reward programs, customer retention and customer experience. Nadejda has extensive experience in project management, particularly in the travel and tourism industry and investment banking.
Recently Published Work
Loyalty Under Pressure: Navigating Economic Volatility, Tariffs and Consumer Fatigue
30 Jun 25As global economic conditions tighten and consumer behaviour shifts, loyalty programmes across regions are being reimagined to stay relevant and resilient.
Nadejda Popova
Designing Loyalty for Scale and Impact – Learnings and Trends from Loyalty Summit, London
12 Jun 25The Loyalty Summit in London (4-6 June) revealed just how far loyalty strategy has evolved – and how fast it must continue to.
Nadejda Popova
Paid Loyalty Subscriptions: Breaking New Ground or Business as Usual?
29 May 25In a volatile, tariff-disrupted market with pressured consumer spending and declining sales, companies are rethinking how to diversify and grow revenue – placing renewed focus on paid subscriptions within loyalty programmes.
Nadejda Popova