Mid-Level Data 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-first, 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 Data Analyst – SME CRM, strengthening the CRM analytical front with a focus on data intelligence, segmentation, personalization, performance measurement, and the evolution of SME customer relationship journeys.

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

The person will work in strong partnership with the CRM, Marketing, Sales, Product, Data, Analytics, and Technology teams, contributing to transforming 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 is comfortable diving into data, identifying patterns, structuring hypotheses, and transforming 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 just generating reports, we expect someone capable of asking good questions, finding opportunities in the base, measuring impact, and contributing directly to the evolution of the SME CRM analytical maturity.

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 base segmentation, cohorts, funnels, A/B testing, and performance analysis
• Ability to translate data into actionable insights.

Main Responsibilities Strategy, CRM and Business:

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

• Analyze the SME 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 relationship stage.

• Connect analytical insights to CRM decisions, contributing to increased 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 base studies to understand patterns of use, behavior, consumption, journey, propensity, and opportunities for evolving the relationship with SME customers.

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

Analytical Operation and Processes

• Support the construction, execution, and optimization of segmentations for campaigns, relationship rules, journeys, and ad-hoc CRM actions.

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

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

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

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

• 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 SME CRM initiatives.

Data Analysis and Performance

• Build in-depth analyses on customer behavior, journeys, cohorts, funnels, channels, products, segments, and SME base clusters.

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

• Perform segmentations based on registration, 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 of 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 and data visualization tools, 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 capacity.

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

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

• Communication clarity 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 cross-functional teams, such as CRM, Marketing, Sales, Product, Data, and Technology.

• Result-oriented, with responsibility for deliverables, analytical quality, and impact of actions.

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

Differentiators

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

• Experience with lifecycle marketing strategies, personalization, next best offer, relationship rules, 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 goals.

Additional Information

Serasa Experian is much more than you imagine. With the purpose of creating a better future by 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 complements 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, 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 have been 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

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