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Experian

Senior Data Analyst - CRM SME

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

5 day weekFortune 100 Best '26Remote · 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 person to work as a Senior Data Analyst – CRM SME, with a strategic role in the evolution of analytical intelligence applied to SME customer relationships. This position will be responsible for connecting data, customer behavior, journeys, campaign performance, and analytical recommendations to CRM decisions, supporting more personalized, relevant, and results-driven actions.

The person will have an essential role in bridging CRM SME and NBO/NBA models — Next Best Offer and Next Best Action, already developed by the Data Science team. Your role will be to translate model outputs into CRM hypotheses, communication opportunities, actionable audiences, structured tests, and analyses that facilitate the adoption of intelligence in journeys, campaigns, and relationship channels.

This person will work in partnership with CRM, Marketing, Sales, Product, Data Science, Analytics, Channels, and Technology, contributing to transforming analytical intelligence into practical actions that increase engagement, conversion, retention, monetization, product penetration, and customer value.

We are looking for a senior, analytical, strategic person oriented toward impact, capable of acting as a business partner in identifying opportunities, prioritizing actions, and evolving intelligence applied to CRM SME.

This person will not be responsible for developing NBO/NBA models, but will have an essential role in connecting existing models to CRM operations, transforming analytical recommendations into actionable hypotheses, tests, campaigns, journeys, and learnings.

We expect someone with analytical depth, business vision, and influence capacity to help the team better adopt the use of intelligence in communications, making interactions with SME customers more relevant, personalized, measurable, and efficient.

Qualifications

What we are looking for in you:

  • Solid experience in data analysis, CRM analytics, marketing analytics, customer intelligence, lifecycle analytics, or related areas.
  • Advanced SQL proficiency for extraction, processing, analytical modeling, and cross-referencing large volumes of data.
  • Advanced knowledge of Excel or Google Sheets.
  • Experience with BI tools and data visualization, such as Power BI, Tableau, Looker, or similar.
  • Experience with lifecycle analyses, cohorts, funnels, segmentations, clusters, behavior, propensity, and campaign performance.
  • Consistent knowledge of CRM metrics, digital marketing, retention, churn, LTV, conversion, engagement, usage frequency, product penetration, and incrementality.
  • Familiarity with NBO/NBA applications, propensity models, offer recommendations, audience prioritization, and journey personalization.
  • Experience translating analytical outputs or predictive models into actionable communication, segmentation, and relationship strategies.
  • Experience with A/B testing, control groups, impact measurement, basic statistical reading, and experimentation methodologies.
  • Knowledge of CRM platforms, marketing automation, or MarTech, such as Salesforce, Adobe Campaign, Braze, Oracle, RD Station, or similar.
  • Knowledge of Python, R, or other languages for data analysis will be considered a differential.
  • Desirable experience with CDPs, CRM datamarts, data and channel integration, predictive models, or recommendation engines.

Soft Skills

  • Advanced analytical thinking and ability to structure complex problems.
  • Strategic business vision, with the ability to connect data, customers, products, channels, and financial results.
  • Ability to act as a bridge between technical and business areas.
  • Strong communication to translate analyses, models, and recommendations into clear actions for CRM and stakeholders.
  • Investigative curiosity, critical thinking, and consultative approach.
  • Proactivity to identify opportunities, risks, inconsistencies, and paths for evolution.
  • Ability to influence decisions based on evidence, tests, and results.
  • Organization, autonomy, and responsibility for high-relevance deliverables to the business.
  • Collaboration to work in multifunctional environments with CRM, Marketing, Sales, Product, Data Science, Analytics, and Technology.
  • Results orientation, with focus on impact, continuous learning, and performance improvement.

Differentials

  • Previous experience with B2B CRM, SMEs, financial services, credit, collections, data, marketing services, or digital products.
  • Experience with Next Best Offer, Next Best Action, offer recommendations, advanced personalization, or lifecycle marketing strategies.
  • Experience activating analytical models in campaigns, journeys, digital channels, or commercial actions.
  • Experience with Salesforce, CDPs, automation tools, data platforms, or integration between analytical models and activation channels.
  • Knowledge of portfolio analysis, product penetration, portfolio expansion, cross-sell, upsell, and base monetization.
  • Experience in environments driven by revenue, conversion, retention, commercial efficiency, and campaign performance targets.

Key Strategic, CRM, and Business Responsibilities

  • Support the evolution of SME CRM strategy based on data, customer behavior, lifecycle, campaign performance, and business opportunities.
  • Connect customer analyses to acquisition, activation, engagement, retention, reactivation, cross-sell, upsell, protection, and churn reduction strategies.
  • Identify opportunities for personalizing communications, offers, and journeys based on profile, segment, channel, contracted product, behavior, customer maturity, and relationship moment.
  • Translate complex analyses into practical recommendations for CRM, Marketing, Sales, Product, and other stakeholders.
  • Support the definition of audiences, journeys, hypotheses, messages, channels, and approach moments based on evidence and data.
  • Contribute to the evolution of CRM indicators, such as engagement, conversion, revenue, retention, churn, reactivation, product penetration, LTV, customer value, and campaign efficiency.
  • Act as an analytical reference for SME CRM decisions, helping to elevate the quality of hypotheses, results reading, and the team's data-driven culture.

Connection with NBO/NBA and Intelligence Applied to CRM

  • Act as a bridge between the SME CRM team and the Data Science team responsible for NBO/NBA models.
  • Interpret NBO/NBA model outputs and translate them into actionable opportunities for campaigns, journeys, workflows, digital channels, and commercial actions.
  • Support the definition of hypotheses for using models in communications, considering audience, offer, recommended action, channel, message, frequency, and approach moment.
  • Propose A/B tests, incrementality tests, pilots, and controlled experiments to evaluate the effectiveness of using NBO/NBA in CRM actions.
  • Build analyses that facilitate the adoption of intelligence use in communications, demonstrating gains, learnings, limitations, and evolution opportunities.
  • Monitor the performance of actions using NBO/NBA, evaluating engagement, conversion, revenue, offer acceptance, product usage, retention, cross-sell, upsell, and incremental impact.
  • Identify response patterns by segment, product, channel, journey moment, and recommendation type, generating learnings for continuous optimization.
  • Support the prioritization of audiences and recommendations, connecting the model's analytical rationale to the real needs of CRM and SME business.
  • Work with Data Science to feed models with CRM learnings, campaign results, response behavior, and opportunities observed in operations.
  • Ensure that NBO/NBA use is applied in a practical, measurable, and aligned manner with the SME customer relationship strategy.

Analytical Operations, Data, and Processes

  • Lead analyses of base, cohorts, funnels, journeys, channels, products, clusters, behavior, propensity, and campaign performance.
  • Build and evolve dashboards, executive reports, and recurring analytical views for SME CRM monitoring.
  • Support the structuring of analytical bases, segmentations, eligibility rules, prioritization criteria, and opportunity studies.
  • Ensure clarity, reliability, and actionability of indicators used in CRM decisions.
  • Work with different data sources to build a more integrated view of the customer, considering relationship, consumption, engagement, commercial history, channel interactions, and contracted products.
  • Identify inconsistencies, data gaps, automation opportunities, and improvements in CRM analytical processes.
  • Contribute to reducing communication overlap, improving contact pressure, and increasing interaction relevance.
  • Support the evolution of automated, dynamic, and responsive journeys to customer behavior.
  • Contribute to greater operational efficiency of campaigns, segmentations, and performance analyses.

Measurement, Experimentation, and Learnings

  • Define and conduct performance analyses to evaluate the impact of campaigns, journeys, workflows, offers, commercial actions, and intelligence-driven communications.
  • Structure A/B tests, multivariate tests, control groups, and incrementality analyses, whenever applicable.
  • Evaluate business hypotheses with analytical rigor, connecting results to clear learnings and optimization recommendations.
  • Measure the impact of CRM actions on indicators such as conversion, revenue, engagement, product usage, retention, churn, cross-sell, upsell, and LTV.
  • Create analytical narratives that facilitate decision-making by different audiences, from technical teams to business leadership.
  • Transform complex data into diagnoses, recommendations, and action plans.
  • Document learnings about what works, for which audiences, in which channels, at which journey moments, and with which types of recommendations.
  • Support the creation of a continuous learning routine, connecting hypotheses, tests, results, and next steps.

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, every 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 where 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 have been 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.

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