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
Top 100 City Destinations Index 2025: Driving Growth and Innovation
2 Dec 25The Euromonitor International Top 100 City Destinations Index 2025, produced in collaboration with Lighthouse, assesses 100 cities using more than 50 metrics across six core pillars to deliver an overall city attractiveness score. Covering economic and business activity, tourism performance, infrastructure, tourism policy and appeal, health and safety, and sustainability, the Index offers a holistic perspective on the factors driving urban success and resilience.
Vitalij Vladykin
Gamified Loyalty: Underrated Today but Poised for Future Growth
15 Oct 25While loyalty programmes continue to be a key driver of customer retention, gaps in engagement and reward redemption often hinder their impact. To address this, brands are leveraging gamification to drive sustained participation, strengthen emotional connections and convert memberships into dynamic, interactive ecosystems that keep shoppers returning through meaningful experiences.
Nadejda Popova
Loyalty Winners and Losers for Q2 2025
14 Aug 25In today’s hypercompetitive landscape, loyalty is more than just a customer retention tool. It has become a strategic lever for growth, brand differentiation and long-term value creation. Companies are investing heavily in loyalty programmes, but many still fail to monitor how their public commitment to loyalty compares to others in the market. Euromonitor International’s Loyalty Index offers valuable perspective, tracking and comparing how frequently leading brands and companies mention loyalty in public documents.
Jared Conway