Product Growth Specialist driving product marketing and demand generation for Lagos - based fintech startup. Collaborating across teams to launch and localize products for African markets.
About the role
- Senior Analyst focusing on growth and lifecycle marketing at Afya, driving data-driven strategies and collaboration across teams in the healthcare industry.
Responsibilities
- Structure, execute and optimize end-to-end CRM journeys (email, WhatsApp, push, SMS, InOne/Insider, Blip);
- Design and evolve nurture and conversion flows based on behavior, funnel stage, UTM parameters, interests and purchase potential;
- Implement prioritization, re-engagement, eligibility and offer rules guided by potential to generate GMV, OPPs and contracts.
- Develop hypotheses and A/B tests for continuous campaign improvement;
- Analyze performance across initiatives and channels (CTR, CVR, OPP Rate, Contract Rate, Inbound Share, attributed GMV, etc.);
- Identify bottlenecks, scaling opportunities and quick wins.
- Consume and interpret data from robust dashboards (BI, Looker Studio, Salesforce, internal tools) to enable fast decision-making;
- Consolidate information from multiple sources (CRM, BI, GA4, Insider, Blip, Salesforce/ActiveCampaign);
- Conduct full-funnel analyses and weekly/monthly performance reports;
- Work closely with the Data/BI team to align on metrics, queries, modeling and lead behavior insights.
- Lead recurring performance analyses by campaign, initiative, channel and product;
- Support team rituals (weeklies, retrospectives, cycle alignments);
- Own strategic areas such as inbound, contracts, WhatsApp flows, promotional campaigns, seasonal peaks, etc.;
- Collaborate within multidisciplinary squads (Data, Sales/Commercial, Product, Content, Branding and BI).
- Think critically and propose data-driven actions to accelerate results;
- Convert deep analyses into practical, actionable recommendations;
- Defend hypotheses clearly and work autonomously to execute.
Requirements
- Strong experience in Growth, CRM, Digital Analytics, Performance or Lifecycle;
- Proficiency in CRM platforms (Salesforce/ActiveCampaign/HubSpot/Insider/Blip or similar);
- Advanced Excel/Sheets skills (XLOOKUP/VLOOKUP, Pivot Tables, modeling and handling large datasets);
- Hands-on experience creating and optimizing automated flows;
- Strong analytical skills and command of funnel metrics (CTR, CVR, OPP Rate, Contract Rate, GMV);
- Experience with A/B testing and experimentation;
- Ability to analyze, prioritize and make autonomous decisions;
- Executive-level communication for presenting insights.
- Preferred: Prior experience with Agile methodology and OKRs (strong plus);
- Experience with education journeys, subscription products or B2C models;
- Basic SQL knowledge (plus);
- Knowledge of GA4, UTMs and tracking tools;
- Experience with InOne/Insider, Braze and WhatsApp Blip;
- Copywriting knowledge focused on CRM and behavioral segmentations.
Benefits
- Meal allowance / food voucher;
- Flexible working hours and arrangements (for remote positions);
- Commuter benefit / transportation allowance (for hybrid or on-site positions);
- Profit-sharing (PLR);
- Multi-benefit: flexible benefit via Flash Card to use as desired.
- Gympass / Wellhub;
- Psicologia Viva (online platform for psychological and nutrition consultations);
- Health and dental insurance;
- Life insurance;
- Extended parental leave (up to 6 months for mothers and 20 days for fathers);
- Rede D'Ór: support and important information for mother and baby health with a network of accredited nurses;
- Partnership with your regional SESC (varied programming in education, health, culture, leisure and assistance);
- Birthday Day Off (one day off to take on the birthday or during the birthday month).
- Platform with various courses to enhance your skills (UCA);
- Language academy (AIA);
- Leadership development program;
- Mentoring program for Afya women (MMA);
- Discounts on undergraduate and graduate courses at Afya educational units.
Job title
Job type
Experience level
Salary
Not specified
Degree requirement
No Education Requirement
Tech skills
Location requirements
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