CRM Lifecycle LATAM

Description

CRM Lifecycle Analyst is responsible for designing, executing and optimizing lifecycle programs for different audiences, combining strategic thinking with technical and implementation skills. The role will cover 6 LATAM markets (Mexico, Argentina, Chile, Colombia, Ecuador and Peru) and collaborate with global teams. It will integrate digital tools like CRM, and CMS to drive user acquisition, activation, engagement, retention, and recovery.

Main Responsibilities

Design and execute lifecycle programs by audience (acquisition, onboarding, activation, engagement, retention, win-back) in LATAM markets. Orchestrate journeys and automations in Salesforce Marketing Cloud (Journey Builder, Email Studio, Automation Studio, Contact Builder) with advanced segmentation and use of data extensions. Define hypotheses and roadmap of A/B and multivariate experimentation; design and execute tests; analyze results (significance, uplift) and scale learning. Analyze campaign and journey performance (deliverability, open rate, CTR, conversion, cohorts, LTV, churn) and develop actionable dashboards and recommendations. Manage and improve data quality (normalization, deduplication, consent/opt-in), complying with privacy regulations applicable in the markets served. Implement technically: configuration of integrations, automations and triggers; construction of data extensions; SQL queries; adjustments to email/landing templates (basic HTML/CSS). Manage and update content in the CMS; execute changes to the website, optimize UX and perform A/B tests of key elements (copy, CTAs, layouts). Collaborate closely with marketing, product, IT, design/UX, and legal to prioritize initiatives, resolve dependencies, and ensure quality of deliverables in a timely manner. Document processes, standards and playbooks; train local teams and ensure CRM and CMS governance. Monitor trends and best practices in CRM, marketing automation, UX and CMS. Propose continuous improvements aligned with business objectives.

Qualifications (Training, Education & Prior Experience)

Education: Bachelor's degree in business, Administration, Digital Marketing, Design or related career.

Experience: 3-5 years working directly on CRM and marketing automation with a focus on lifecycle with the use of Salesforce Marketing Cloud; experience managing multiple countries in LATAM is a plus. Experience in UX and use of CMS content management system

Skills:

Technical and functional expertise of Salesforce Marketing Cloud (Journey Builder, Automation Studio, Email Studio, Contact Builder). Database management and segmentation with SQL (queries, joins, filters) and data quality criteria (consent, duplicates). A/B and multivariate experimentation (design, execution, significance analysis and interpretation of results). Digital analytics (GA4, CRM and web metrics), KPI definition and storytelling with data. Knowledge of UX (basic heuristics, light research, prototyping) and experience with CMS for publishing and on-site changes. Basic HTML/CSS for emails/landing pages, UTM tagging, and deliverability best practices. Project management, attention to detail, working with multiple stakeholders and markets, and prioritization skills.

 Other Commentaries

English level: Intermediate–Advanced (essential) to collaborate with global teams.

Preferred place of residence: Mexico

Availability for business travel and/or relocation: Occasional travel