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 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
Chart of The Month: The Blueprint for Strategic Loyalty Programmes
30 Jul 25Our latest Chart of The Month explores the rewards offered by traditional and next-gen loyalty programmes and how this influences their score on Euromonitor's Loyalty Engagement Index.
Nadejda Popova
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