Senior Media BI Specialist

• Analyze awareness, consideration, and performance campaigns across paid media channels, connecting media metrics to real funnel and business outcomes.
• Evaluate CAC, CPA, ROI, payback, marginal efficiency, and internal KPIs (e.g., BHT) by channel, campaign, audience, and time period.
• Go beyond CTR and CPM to assess true value creation and long-term impact.
• Build and analyze cross-sell and retention cohorts by channel and acquisition period.

• Connect paid media performance with product activation, usage, and revenue generation.
• Partner with product, growth, and finance teams to align marketing metrics with business outcomes.
• Support investment decisions with clear, data-backed insights focused on value and incrementality.

• Measure the impact of top- and mid-funnel campaigns beyond standard media metrics (reach, CPM, CTR).
• Apply internal methodologies, Marketing Mix Modeling (MMM), and incrementality frameworks to assess real business impact.
• Challenge attribution models and assumptions when they fail to explain observed results.

• Develop models for:
• Volume, ROI, and investment forecasting
• Budget allocation and scenario simulations
• Support monthly and quarterly media planning with data-driven recommendations.

• Design, structure, and analyze A/B tests, holdouts, and geo experiments.
• Measure the true incremental impact of campaigns, channels, and audiences.
• Inform decisions to scale, optimize, or pause paid media investments.

• Guarantee consistency, reliability, and trustworthiness of paid media and business data.
• Own the definition of official media and marketing metrics, including internal KPIs such as BHT.
• Be responsible for audience governance, including targeting audiences, control groups, test bases, and exclusions used across media platforms.
• Define standards for dashboards and reporting, ensuring a single source of truth.
• Produce executive-level reports with clear insights and recommendations for senior leadership.

• 5+ years of relevant experience in marketing analytics, growth analytics, media analytics, or similar roles.
• Strong hands-on experience analyzing paid media performance and large-scale marketing investments.
• Proven experience with incrementality, experimentation, and/or attribution models.
• Advanced proficiency in SQL and BI tools (e.g., Looker, Power BI, Tableau).
• Solid experience with cohort analysis, LTV, CAC, ROI, and funnel metrics.
• Strong foundation in applied statistics and experimental design.
• Ability to translate complex analyses into clear, actionable insights for non-technical stakeholders.
• Business-oriented mindset with a critical approach to metrics and hypotheses.
• Proficiency in English.

• Experience working closely with paid media platforms such as Google, Meta, or similar ecosystems.
• Background in fintech, digital products, or data-driven growth environments.
• Experience influencing budget allocation and investment decisions at scale.

• Chance of earning equity at Nubank
• Food/ Meal Card (Vale-Refeição and/or Vale Alimentação)
• Public Transportation Commuting Benefit (Vale-Transporte)
• NuCare - Psychological, Financial and Legal Assistance Program
• Life Insurance
• Medical Plan
• Dental Plan
• NuLanguage - Language Course Program
• Nucleo - Our learning platform of courses
• Extended Parental Leave
• Daycare Allowance
• Parental Consultancy
• Work-from-home Allowance
• Gym Partnerships
• 30 days of paid vacation
• Relocation Assistance Package, if applicable

Nubank