Especialista em Estratégia de CRM e Lifecycle - Inglês Avançado

Accountabilities: You will lead the development and execution of CRM and lifecycle strategies, ensuring that customer communications are relevant, coordinated, and aligned with business objectives. Key responsibilities include: Map customer lifecycles across multiple channels, including mobile apps, delivery, physical stores, drive-through, self-service kiosks, and loyalty programs. Identify key customer moments and opportunities to strengthen engagement throughout the journey. Design CRM strategies and automated customer journeys focused on acquisition, activation, purchase frequency, engagement, retention, loyalty, cross-selling, and upselling. Define appropriate messages, channels, offers, and incentives for different customer segments, lifecycle stages, and consumption moments. Prioritize initiatives based on business potential, incremental impact, margins, customer value, complexity, and operational feasibility. Manage coupon, promotional offer, and rewards strategies. Develop communication maps, eligibility rules, audience segments, automated triggers, and contact governance to prevent campaign overlap and customer fatigue. Build and optimize lifecycle journeys in Braze, leveraging Canvas, Connected Content, Content Cards, and Liquid to deliver personalized experiences at scale. Lead A/B testing, control groups, and holdout experiments, translating results into actionable insights and strategic recommendations. Share lifecycle CRM best practices with local and global teams. Requirements The ideal candidate combines strong CRM strategy expertise with analytical capabilities and practical experience managing multichannel customer journeys. Advanced English is essential for collaboration with international stakeholders. Required qualifications and skills include: Solid experience in CRM strategy, Lifecycle Marketing, Customer Journey, or Customer Experience. Proven experience designing customer journeys and automated communication workflows. Functional knowledge of Braze, including Canvas, campaign management, segmentation, testing, Liquid, Connected Content, and Content Cards. Strong analytical skills, with the ability to translate customer data, behavioral insights, and business objectives into actionable strategies. Experience with customer segmentation, personalization, and multichannel communication orchestration. Ability to collaborate effectively with business, digital product, and technology teams. Advanced English proficiency in reading, writing, and speaking. The following experience and knowledge are considered advantages: Background in retail, food service, delivery, consumer applications, e-commerce, or loyalty programs. Familiarity with Customer Data Platforms (CDPs) and CRM data environments such as Segment, mParticle, Snowflake, BigQuery, Databricks, or similar platforms. Knowledge of propensity models, Next Best Action strategies, behavioral RFM segmentation, and real-time personalization. Experience with A/B testing, control groups, holdout methodologies, incremental impact measurement, and promotional ROI analysis. Experience working with large-scale multichannel operations. Familiarity with key performance indicators such as conversion, engagement, customer lifetime value (LTV), churn, retention, purchase frequency, and profitability. Benefits Medical insurance fully subsidized by the company for employees and dependents. Dental insurance. Meal or food allowance, with no employee deduction. Life insurance. Private pension plan. Wellhub membership. TotalPass membership. Discounted employee stock purchase option. Pharmacy discounts. Childcare allowance. Language school partnership. Extended maternity and paternity leave. Performance-based profit-sharing program (PPR).