Nadejda Popova

Nadejda leads Euromonitor International’s innovative Loyalty offering, delivering data-driven insights and thought leadership that help businesses understand consumer preferences, anticipate market shifts and identify opportunities for growth. She combines strategic foresight with product innovation to translate emerging consumer behaviours, industry trends and technological developments into actionable business strategies. Her cross-industry expertise focuses on the evolving role of customer loyalty and its intersection with fintech, e- commerce and the wider digital economy. Her areas of specialisation include loyalty strategy, rewards programmes, customer retention, engagement and experience, and the commercial implications of emerging technologies. Nadejda also has extensive experience in travel and tourism, spanning industry research, digital transformation and project management. She has contributed to the development of innovative research products, including Euromonitor Interna