Global Industry Marketing Lead managing marketing strategies and campaigns across tech sectors in Germany. Collaborating with teams to define target groups and execute integrated marketing initiatives.
About the role
- Senior Marketing Analyst focused on automating marketing journeys and data strategy at Unicred. Collaborating with multiple teams to drive engagement and retention.
Responsibilities
- Develop, optimize and ensure excellence in automated marketing and relationship journeys, connecting strategy, data and technology to drive acquisition, engagement, activation, retention and monetization of cooperative members throughout the entire lifecycle.
- Plan, design and implement complex marketing automation journeys based on behavior, transactional data, lifecycle stages and advanced segmentations.
- Create flows oriented to business needs, including onboarding, cross-sell, upsell, re-engagement, churn prevention and loyalty strategies.
- Ensure consistency, personalization and adherence to CRM and 1:1 communication best practices.
- Serve as a technical and strategic reference for Marketing Automation within the team.
- Continuously map and review the cooperative member lifecycle, identifying communication opportunities that generate value.
- Collaborate with areas such as Marketing, Product, Martech and Data to define goals, KPIs and process improvements.
- Develop and maintain automations, segmentations, triggers and integrations within Salesforce (Marketing Cloud or equivalent).
- Ensure quality, governance, versioning and best practices in tool usage.
- Monitor automation performance, perform troubleshooting and implement continuous improvements.
- Produce reports with views on CAC, churn, LTV, cohort analysis and RFV.
- Track journey metrics and automation indicators (open rate, conversion, reach, engagement, funnel progression, revenue generated, etc.).
- Generate insights, identify bottlenecks and propose data-driven optimizations.
- Oversee A/B tests and experiments aimed at continuous improvement of journeys.
- Work closely and collaboratively with partner areas, vendors and internal stakeholders.
- Translate business needs into feasible technical requirements.
- Provide consultative support to the team and other areas in defining solutions and opportunities.
- Ensure compliance with privacy policies, LGPD (Brazilian Data Protection Law) and best practices for consent and communication.
- Ensure the quality of data used in segmentations and automations.
- Document processes, flows and technical standards.
Requirements
- Advanced mastery of Salesforce (especially Marketing Cloud and Data Cloud).
- Advanced knowledge of SQL for querying databases.
- Experience with API integrations and data management.
- Proven experience with CRM automations and Marketing Automation platforms.
- Deep understanding of concepts such as customer journey, lifecycle, behavioral automations, omnichannel, cross-sell and upsell.
- Strong analytical skills and a data-driven mindset.
Benefits
- Meal and food allowance: assistance for purchasing meals and groceries
- Home office / hybrid allowance: monthly stipend for employees working from home or in a hybrid model
- Childcare reimbursement: monthly reimbursement for daycare, preschool or nanny expenses
- Mobility allowance: financial support for transportation expenses
- Results Participation (PPR): strategic compensation characterized by employee participation in Unicred's results
- Group life insurance: financial protection and assistance to provide additional security and peace of mind
- Private pension plan: support to plan a more secure future, with company cost-sharing
- Health insurance: medical and hospital care coverage for you and your dependents
- Dental care: dental coverage for you and your dependents
- English Pass: digital English learning platform for personal and professional development
- Wellhub (Gympass): access to gyms and studios nationwide
- Zenklub: platform offering psychologists and self-development content for you and your dependents
- Holiday gift basket: provided so you can organize a special moment
- Birthday day off: one paid day off during your birthday month to celebrate
- Children’s birthday day off: one paid day off during your children’s birthday month to celebrate with family
- Maternity leave: 180 days (six months)
- Paternity leave: 20 days
Job title
Job type
Experience level
Salary
Not specified
Degree requirement
Tech skills
Location requirements
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