Audience Marketing Specialist
- São Paulo - SP
- Permanente
- Período integral
We are thrilled to announce our rebranding as Wellhub, marking a significant milestone in our journey. This transformation reflects our evolution from a “pass for gyms” to a comprehensive employee wellbeing solution. With our refreshed identity, we are poised to embark on an exciting new chapter of growth and expansion. We are elevating our offerings, including a completely new app experience and an expanded network of wellbeing partners. Learn more about itTHE OPPORTUNITYWe are hiring a Audience Marketing Specialist to join our User Growth team in São Paulo!This role is the key resource responsible for overseeing and optimizing the user database, ensuring accurate campaign execution, and delivering actionable audience insights. The specialist will work closely with cross-functional teams to ensure that data-driven insights and process improvements drive user engagement and overall campaign success.YOUR IMPACTThis role is critical in ensuring the integrity and effectiveness of user database operations. By monitoring key audience metrics and developing playbooks for communication frequency, the Database & Audience Specialist directly influences the efficiency of campaign execution and overall marketing performance.
- Database Management:
- Serve as the go-to-person for the campaign audiences considering the available user database, ensuring data integrity and optimal performance.
- Identify cohort opportunities for improving campaign results.
- Propose campaign setup changes (e.g., timezone adjustments, frequency, channel modifications) as needed.
- Audience Monitoring & Insights:
- Track key audience health metrics such as reachability rate, contacted audience percentage, unsubscribe rates, bounce rates/deliverability, and opt-in/opt-out trends.
- Flag anomalies and emerging trends that require action, such as unusually high unsubscribe rates or low reachability in key segments.
- Bring intelligence to the database to better explore audiences, understanding what works for each segment.
- Communication Frequency & Playbooks:
- Define and continuously optimize rules for communication frequency by segment and channel.
- Build and maintain frequency caps, exclusions, and rules within the marketing automation platform (e.g., Braze).
- Develop and update playbooks and guidelines for ideal outreach cadence tailored by lifecycle stage, persona, region, etc.
- Cross-Functional Collaboration:
- Create and maintain good relationships with the Client Success, Client Sales, and Product Marketing teams to lead the Reachability initiatives focusing on increasing our reachable database.
- Work closely with Lifecycle, Paid Media, Martech, and Legal teams to support and refine the overall communication strategy.
- Analysis & Reporting:
- Monitor and report on key performance metrics (reachability, engagement, opt-out rates) on a monthly basis.
- Explore and identify trends, success cases, and areas of opportunity, recommending improvements and A/B tests to optimize engagement and reduce opt-outs.
- Live the mission: inspire and empower others by genuinely caring for your own wellbeing and your colleagues. Bring wellbeing to the forefront of work, and create a supportive environment where everyone feels comfortable taking care of themselves, taking time off, and finding work-life balance.
- Academic Background: Bachelor's degree in Marketing, Data Analytics, Business, or a related field.
- Technical Knowledge:
- Strong strategic and analytical mindset with hands-on experience in CRM, lifecycle marketing, and marketing automation platforms (e.g., Braze).
- Proficiency in database management and audience segmentation methodologies.
- Understanding of communication best practices and playbook development.
- Python knowledge is a plus.
- Experience with Metabase is a plus.
- Experience with Segment (a CDP) is also considered a plus.
- Experience:
- Proven experience in managing user databases and audience insights.
- Demonstrated ability to work cross-functionally to support campaign planning and execution.
- Experience in analyzing key performance metrics and implementing data-driven process improvements.
- One or two years of experience as a specialist.
- Languages: Fluent English is mandatory for working with regional and global teams.
- Fit with Wellhub: Alignment with the culture of well-being and work-life balance.