Mid-Level Planning Analyst - SME CRM

Company Description

Experian is a global data and technology company that powers opportunities for people and businesses around the world. We operate in diverse markets, such as financial services, healthcare, automotive, agribusiness, insurance, among others. Experian invests in people and new advanced 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-centric, inclusive, and purpose-driven culture is recognized by numerous awards—including World’s Best Workplaces™ 2025 (Fortune's Top 25 global) and Great Place To Work™ in 26 countries, among others. Check out Experian Life on social media or explore our careers site to understand why. Experian is also proud to be an equal opportunity employer and affirmative action employer.

Job Description

We are looking for someone to act as a Mid-Level Planning Analyst – SME CRM, supporting the planning, construction, and execution of relationship strategies with SME customers throughout different stages of the lifecycle.

This position will play an important role in connecting business agendas, commercial opportunities, customer needs, and CRM operations. The person will be responsible for participating in forums with partner areas, discussing and proposing journeys, structuring campaigns, operating Marketing Cloud tools, and tracking the main results of actions.

The goal of the position is to contribute to a more organized, relevant, and business-oriented CRM, ensuring that campaigns, communication flows, and journeys are aligned with the priorities of the SME BU, the correct audiences, the appropriate channels, and the objectives of acquisition, activation, engagement, retention, monetization, and base protection.

We are looking for an organized, collaborative, and business-oriented person who can connect strategy and execution in the day-to-day of SME CRM.

This person should be comfortable participating in discussions with partner areas, understanding business objectives, proposing journey paths, and transforming demands into well-structured, operable, and measurable campaigns.

We expect someone with a critical eye, attention to detail, and the ability to operate CRM tools with quality, contributing to more relevant communications, more efficient journeys, and a better experience for SME customers.

Qualifications

What we are looking for in you:

• Experience in CRM, relationship marketing, campaign planning, lifecycle marketing, or related areas.

• Experience with Marketing Cloud tools, marketing automation, or CRM platforms.

• Knowledge of building journeys, relationship flows, segmentations, and multichannel campaigns.

• Familiarity with CRM and digital marketing indicators, such as delivery, open rate, click-through rate, conversion, engagement, opt-out, and revenue.

• Ability to organize calendars, briefings, workflows, schedules, and campaign processes.

• Intermediate knowledge of Excel or Google Sheets.

• Understanding of base segmentation, eligibility rules, contact frequency, and CRM best practices.

• Desirable knowledge of Salesforce Marketing Cloud, Journey Builder, Automation Studio, Email Studio, or similar tools.

• Desirable familiarity with SQL, dashboards, BI, or basic data analysis.

Soft Skills

• Good organization and prioritization skills.

• Business vision and understanding of commercial objectives.

• Clear communication to interact with different areas and stakeholders.

• Collaborative profile to work with cross-functional teams.

• Ability to transform business demands into CRM actions.

• Attention to detail in the operation of campaigns and journeys.

• Proactivity to propose improvements in processes, communications, and workflows.

• Critical sense to question briefings, audiences, messages, and objectives.

• Result-oriented and focused on continuous improvement.

Differentiators

• Experience with B2B CRM, SMEs, digital products, financial services, credit, collections, or data.

• Experience with Salesforce Marketing Cloud.

• Experience with automated journeys and lifecycle flows.

• Knowledge of retention, activation, onboarding, cross-sell, upsell, or reactivation strategies.

• Experience with multichannel campaigns involving email, WhatsApp, phone, SMS, push, or in-app.

• Familiarity with A/B testing, personalization, and experimentation best practices.

• Basic knowledge of SQL, Power BI, Tableau, or Looker.

What your main responsibilities will be:

• Participate in the business agendas of the SME BU, understanding priorities, challenges, opportunities, and needs of partner areas.

• Support the construction of CRM planning, connecting campaigns, journeys, and communications to the area's strategic objectives.

• Discuss and propose relationship journeys based on customer stage, contracted product, behavior, channel, and business opportunity.

• Support the organization of the CRM calendar, ensuring an integrated view of actions, priorities, audiences, channels, and messages.

• Contribute to the definition of audiences, objectives, offers, messages, and campaign channels.

• Work in partnership with Marketing, Sales, Product, Data, Analytics, Channels, and Technology to enable CRM actions.

• Ensure alignment between strategy, execution, and measurement of campaigns and journeys.

Journeys, Campaigns, and Operations

• Plan, build, and operationalize CRM campaigns and journeys in Marketing Cloud or similar tools.

• Create and configure segmentations, workflows, flows, sends, automations, and multichannel communications.

• Support the execution of campaigns through channels such as email, WhatsApp, SMS, push, in-app, or other available channels.

• Perform tests, validations, and quality controls before sending.

• Ensure compliance with CRM best practices, such as eligibility, opt-out, contact frequency, audience prioritization, and message consistency.

• Monitor the execution of campaigns, identifying possible adjustments, operational failures, or opportunities for improvement.

• Support the documentation of journeys, rules, workflows, learnings, and operational processes.

Performance and Optimization

• Monitor the main indicators of campaigns and journeys, such as delivery, open rate, click-through rate, conversion, revenue, engagement, and unsubscribe.

• Analyze results to identify learnings and propose improvements in future actions.

• Support the construction of A/B test hypotheses, variations in message, channel, audience, offer, and approach timing.

• Work in partnership with Data and Analytics to interpret results and transform learnings into optimizations.

• Identify opportunities for personalization, automation, and improvement of the customer experience.

• Contribute to the continuous evolution of CRM journeys, making communications more relevant, efficient, and aligned with customer behavior.

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 complements 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 career with their personal commitments and interests, valuing well-being.

We are 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, in addition to being recognized as one of the best companies for young professionals and having a 4.6 rating on Glassdoor. Each recognition indicates that we are on the right path, providing an increasingly better work environment for our talent.

Experian Careers - Creating a better tomorrow together

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