Nadejda Popova
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Nadejda Popova

Global Head - Loyalty

London

English, Bulgarian, Spanish, Castilian, French, Russian

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.

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.

Expertise

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.

Recently published

Article

How Algorithms Are Rewriting the Retail Model

Retail competition’s next phase will be shaped by how effectively retailers influence demand, conversion and loyalty across an increasingly connected journey. Discovery, conversion and speed are becoming competitive battlegrounds as technology reshapes how demand is created and captured. GenAI, social commerce and quick commerce are opening new routes to consumers, forcing retailers to rethink how they earn and sustain loyalty, not just how they sell.

Loyalty Retail and E-Commerce
Author image
Nadejda Popova
Global Head - Loyalty
Article

Loyalty Enters the Age of Algorithmic Choice

For decades, loyalty has been designed around the human decision-maker. Customers choose the brand, engage with the programme, earn rewards and decide when those rewards are worth using. Agentic commerce is changing that model.

Loyalty
Author image
Nadejda Popova
Global Head - Loyalty
Article

The Changing Economics of Loyalty Programmes

Traditional loyalty KPIs are losing relevance. Metrics such as enrolment rates, breakage and points liabilities increasingly fail to show whether a programme is truly effective. They capture activity, not impact. What now matters is whether loyalty schemes measurably change customer behaviour.

Loyalty
Author image
Nadejda Popova
Global Head - Loyalty

Events

In person Past event
4 November 2025 09:30 GMT

World Travel Market London 2025

UK - ExCeL, London

WTM London 2025, the leading global event for travel professionals, held 4–6 November at ExCeL London. This year’s programme explores six key tracks: Sustainability, Technology, DEAI, Marketing, Geo-Economics, and Travel Trends—all designed to reimagine travel in a changing world. Expect expert-led sessions, immersive experiences, and cutting-edge insights.

Travel
Speakers: Stephen Dutton, Nadejda Popova

Press releases

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