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Experian

Senior Data Analyst - CRM SMB

Auto-translated from Portuguese · original: Analista de Dados Pleno - CRM PME

5 day weekFortune 100 Best '26Hybrid · São Paulo, Brazil

Company Description

Experian is a global data and technology company that drives opportunities for people and businesses around the world. We operate in diverse markets, including financial services, healthcare, automotive, agribusiness, insurance, and others. Experian invests in people and advanced new technologies to unlock the power of data. We have an incredible team of 25,200 employees in 32 countries.

Our uniqueness is valuing yours. Experian's people-centered, inclusive, and purpose-driven culture is recognized by various awards — including World's Best Workplaces™ 2025 (Top 25 global by Fortune) and Great Place To Work™ in 26 countries, among others. Check out Experian Life on social media or explore our careers website to understand why. Experian is also proud to be an employer that promotes equal opportunity and affirmative action.

Job Description

We are looking for a Senior Data Analyst – CRM SMB to strengthen the CRM analytics front with a focus on data intelligence, segmentation, personalization, performance measurement, and evolution of customer relationship journeys with SMB clients.

This position will be fundamental to support the construction of an increasingly data-driven CRM, connecting behavior analysis, lifecycle, engagement, conversion, and customer value to acquisition, activation, retention, monetization, and base protection strategies.

The person will work in strong partnership with CRM, Marketing, Sales, Product, Data, Analytics, and Technology teams, contributing to transform data into practical decisions, more precise campaigns, smarter journeys, and actions with greater business impact.

We are looking for an analytical, curious, and business-oriented person who has the ability to dive into data, identify patterns, structure hypotheses, and transform analyses into practical recommendations for CRM.

It is important that this person can balance technical depth with clear communication, supporting the team in building smarter, personalized, and measurable campaigns, journeys, and decisions.

More than generating reports, we expect someone capable of asking good questions, finding opportunities in the database, measuring impact, and directly contributing to the evolution of analytical maturity in SMB CRM.

Qualifications

What we are looking for in you:

  • Experience in data analysis
  • Proficiency in SQL for data extraction, processing, and analysis
  • Knowledge of Excel/Google Sheets and BI tools, such as Power BI, Tableau, or Looker
  • Knowledge of CRM metrics, customer lifecycle, churn, retention, conversion, and LTV
  • Experience with database segmentation, cohorts, funnels, A/B testing, and performance analysis
  • Ability to translate data into actionable insights.

Key Responsibilities Strategy, CRM, and Business:

  • Support the evolution of SMB CRM strategy based on data, customer behavior, lifecycle, and business opportunities.

  • Analyze the SMB customer base to identify opportunities for acquisition, activation, engagement, retention, reactivation, cross-sell, upsell, and churn reduction.

  • Build analyses that support the personalization of communications, offers, and journeys, considering profile, segment, channel, behavior, contracted product, and stage in the relationship.

  • Connect analytical insights to CRM decisions, contributing to increase conversion, engagement, frequency of use, product adoption, LTV, and campaign efficiency.

  • Support the definition, monitoring, and interpretation of CRM KPIs, such as delivery, open rate, click-through rate, conversion, revenue, retention, churn, reactivation, engagement, product penetration, and customer value.

  • Conduct database studies to understand usage patterns, behavior, consumption, journey, propensity, and opportunities for evolution of the relationship with SMB customers.

  • Contribute to the dissemination of a data-driven CRM culture, helping the team make decisions based on data, hypotheses, tests, and learnings.

Analytical Operations and Processes

  • Support the construction, execution, and optimization of segmentations for campaigns, nurture sequences, journeys, and specific CRM actions.

  • Work in partnership with operations, channels, and technology teams to ensure quality, consistency, and accuracy of the databases used in communications.

  • Contribute to the evolution of automated, dynamic journeys oriented by behavior, lifecycle stage, and engagement signals.

  • Support the orchestration of multi-channel communications, such as email, WhatsApp, phone, push, in-app, and other channels, considering performance data, eligibility, prioritization, and impact overlap.

  • Support the integration and organization of different data sources to improve customer view, segmentation accuracy, and measurement of results.

  • Identify opportunities for improvement in data processes, database governance, segmentation rules, data cleansing, audience prioritization, and campaign monitoring.

  • Ensure recurring and structured analyses that support decision-making in SMB CRM initiatives.

Data Analysis and Performance

  • Build in-depth analyses on customer behavior, journeys, cohorts, funnels, channels, products, segments, and clusters of the SMB database.

  • Create, maintain, and evolve dashboards, reports, and executive views of CRM performance, ensuring clarity, reliability, and actionability of indicators.

  • Perform segmentations based on registration data, transactional, behavioral, commercial, engagement, and product usage data.

  • Support the creation and analysis of models, scores, propensity audiences, clusters, and prioritization rules for campaigns and journeys.

  • Structure A/B tests and incrementality analyses whenever applicable, evaluating the real impact of CRM actions.

  • Interpret data from different channels to build an integrated view of the customer journey and recommend optimizations.

  • Transform complex data into clear narratives, connecting analytical findings to practical business opportunities.

  • Generate recurring learnings about what works, for which audiences, in which channels, and at which moments in the journey.

Requirements and Expected Competencies Hard Skills

  • Experience with data analysis, CRM, marketing analytics, customer intelligence, or related areas.

  • Proficiency in SQL for data extraction, manipulation, and analysis.

  • Advanced knowledge of Excel or Google Sheets.

  • Experience with BI tools and data visualization, such as Power BI, Tableau, Looker, or similar.

  • Ability to build performance analyses, funnels, cohorts, segmentations, and behavioral studies.

  • Knowledge of CRM metrics, digital marketing, customer lifecycle, retention, churn, LTV, conversion, and engagement.

  • Familiarity with CRM platforms, marketing automation, or MarTech, such as Salesforce, Adobe Campaign, Braze, Oracle, RD Station, or similar.

  • Knowledge of A/B testing, business hypotheses, impact measurement, and experimentation methodologies.

  • Desirable knowledge of Python, R, or other languages for data analysis.

  • Desirable familiarity with predictive models, clustering, propensity, offer recommendation, or audience prioritization.

Soft Skills

  • Strong analytical thinking and investigative ability.

  • Business vision to connect data to decisions, actions, and results.

  • Curiosity, critical thinking, and ability to question hypotheses.

  • Clear communication to translate technical analyses into objective recommendations for different audiences.

  • Organization and attention to detail, especially in data processing, segmentations, and indicators.

  • Proactivity to identify opportunities, risks, inconsistencies, and improvements.

  • Collaboration to work with multifunctional teams, such as CRM, Marketing, Sales, Product, Data, and Technology.

  • Results orientation, with responsibility for deliverables, analytical quality, and impact of actions.

  • Ability to prioritize in a dynamic environment, with multiple demands and business fronts.

Differentials

  • Previous experience with B2B CRM, SMBs, digital products, financial services, credit, collections, data, or marketing solutions.

  • Experience with lifecycle marketing strategies, personalization, next best offer, nurture sequences, onboarding, retention, or base monetization.

  • Experience with Salesforce, CDPs, automation tools, or integration between data and communication channels.

  • Knowledge of portfolio analysis, product penetration, consumption behavior, and cross-sell/upsell opportunities.

  • Experience in environments driven by revenue, conversion, retention, and operational efficiency targets.

Additional Information

Serasa Experian is much more than you imagine. With the purpose of creating a better future, expanding opportunities for people and businesses, in Brazil we are more than 4,000 people working in diverse teams and specialties. Here, each knowledge and diversity complement each other and you can work on what you love most. We are committed to building an inclusive culture and an environment in which people can balance their careers with their personal commitments and interests, prioritizing well-being.

We are very dedicated to being one of the best and most innovative companies to work for in the country, enabling incredible experiences and careers for our people. Our strong people-first approach is recognized externally through various market certifications: we were awarded by Great Place To Work™ in 24 countries and by the international Top Employers certification, and we are recognized as one of the best companies for young professionals and have a 4.6 rating on Glassdoor. Each recognition indicates that we are on the right path, providing an increasingly better work environment for our talents.

Experian Careers - Creating a better tomorrow together

Find out what its like to work for Experian by clicking here