GP
Grupo PanvelSenior CRM Analyst
Senior CRM Analyst understanding consumer needs for Hygiene and Beauty products. Managing and executing CRM communications and customer journeys within Salesforce Marketing Cloud.
About the role
- Define the CRM strategy and roadmap aligned with revenue, retention, and experience goals.
- Orchestrate omnichannel customer journeys (email, push, SMS, WhatsApp) with a focus on personalization and automation.
- Manage the CRM/CDP/Marketing Automation stack (e.g., Segment, Adobe, Salesforce Marketing Cloud), prioritizing data governance and integrations with the banking core and data lake.
- Work with Data Science to develop predictive models (propensity, churn, CLTV, next-best-offer) and operationalize those models in campaigns.
- Lead A/B tests and controlled experiments to optimize messages, offers, and journeys; institutionalize a culture of experimentation.
- Produce executive reporting (dashboards for the CEO/Board) showing the financial impact of initiatives (lift, ROI, run-rate) and providing actionable narratives.
- Manage teams (analysts, specialists, product owners) and vendors; ensure SLAs and high-quality execution.
- Ensure compliance and privacy (LGPD), data security, and best practices in financial communications.
Requirements
- Proven experience in CRM/Retention/Growth at high-scale companies (banks, fintechs, e-commerce, or marketplaces).
- Strong command of CRM/MA/CDP tools (e.g., Salesforce Marketing Cloud, Segment) and messaging platforms.
- Advanced Excel / SQL — ability to extract, segment, and validate hypotheses directly from databases.
- Practical understanding of analytics: cohort metrics, LTV, churn, propensity modeling; hands-on experience with models in production.
- Experience with experimentation (A/B testing) and lift measurement.
- Knowledge of APIs, integrations, and data architecture (data lake / event streaming) — ability to collaborate with internal teams.
- Familiarity with AI tools/approaches applied to personalization and scoring (recommendation models, NLP for message triage).
- Leadership and influence: experience interacting with C-suite and ability to drive a cross-functional agenda.
- Impact-oriented mindset: prioritizes initiatives with clear, measurable ROI.
- Clear communication and executive storytelling — production of reports and presentations for the board and executive team.
- Strong execution and prioritization skills in a complex, regulated environment (banking).
- Data-driven and experimental culture; curiosity about new technologies and channels.
Benefits
- Health insurance with no monthly premium and Telemedicine;
- Dental plan;
- Meal and food allowance;
- Life insurance;
- Private pension plan;
- Competitive annual variable compensation (bonus);
- PPR - Profit Sharing Program;
- Único Skill (free educational benefit);
- Bicycle parking and locker rooms;
- Childcare assistance;
- Internet subsidy;
- Wellness programs;
- On-site clinic;
- Pregnancy support program;
- Extended maternity and paternity leave;
- Psicologia Viva - free online therapy sessions;
- PAP - Financial, legal, and psychological advisory program;
- Gympass - discounts at gyms;
- Fresh fruit provided daily;
- Birthday day off;
- Flexible dress code;
- Hybrid work model.
Job title
Job type
Experience level
Salary
Not specified
Degree requirement
No Education Requirement
Tech skills
Location requirements
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