Job Summary: We are seeking a Senior Marketing Analyst to lead Top-of-Funnel and Mid-Funnel media strategies, ensuring intelligence and integration. Key Highlights: 1. Strategic involvement in building and evolving communication initiatives. 2. Management and optimization of campaigns with a results-oriented focus. 3. Consultative role and integration with internal and regional teams. Are you passionate about building media strategies that truly move the needle for brand and business? Do you enjoy going beyond execution—connecting channels, messages, and data to generate real impact across awareness and consideration stages? Then this role is for you. We are looking for a Senior Marketing Analyst focused on Top-of-Funnel and Mid-Funnel media, who will strategically contribute to building, guiding, and evolving our communication initiatives. This position plays a central role in defining media strategies, managing and directing our partner agency, and critically analyzing results—linking branding efforts to impacts on consideration, search behavior, and user behavior. Here, you will be responsible for ensuring our media investments become increasingly intelligent, integrated, and results-driven—informing decisions, connecting departments, and elevating the quality of our strategies. \#LI\-GT1 \#LI\-HYBRID **Responsibilities and Duties** **1\) Media Strategy (Top-of-Funnel and Mid-Funnel):** * Lead the development of strategic media briefs aligned with brand and business objectives. * Define channel, format, and segmentation guidelines, proactively co-creating with the advertising agency. * Lead internal discussions on investment allocation, advocating for strategies grounded in data, market context, and brand goals. * Support the development and evolution of the annual media strategy. * Manage investments and commitments with strategic partners, ensuring consistency and efficiency in budget allocation. **2\) Campaign Management and Optimization:** * Lead the management and direction of the media agency, ensuring visibility, consistency, and continuous performance improvement. * Monitor campaign execution across media platforms, ensuring adherence to the defined strategy. * Track performance of active campaigns and promptly and critically guide course corrections. * Ensure clarity and consistency in defining and tracking KPIs per funnel stage (awareness and consideration). **3\) Measurement and Impact Analysis:** * Analyze campaign results across multiple impact signals: media metrics, user behavior, search trends, and brand indicators. * Correlate media metrics with business and behavioral metrics (e.g., search lift, direct visits, engagement). * Translate data into clear recommendations for optimization and investment decisions. * Build executive presentations with structured storytelling, connecting strategy, results, and next steps. **4\) Consultative Role and System Integration:** * Serve as the media reference point for internal and regional teams (Centrais), supporting strategic decisions and alignment. * Develop close relationships with Centrais’ marketing teams to ensure alignment and identify integration opportunities. * Proactively share strategies, learnings, studies, and relevant initiatives across the system. * Collaborate integrally with partner areas (performance, CRM, brand), linking different funnel stages. **Requirements and Qualifications** **1\) Technical Competencies:** * Solid experience in planning, executing, and evaluating offline media (TV, OOH, Radio), including schedule analysis, formats, and key performance indicators. * Consistent experience in digital media focused on awareness and consideration, including critical evaluation of plans and campaigns. * Advanced knowledge of funnel-stage-based segmentation, with ability to connect top- and mid-funnel strategies to conversion and CRM. * Experience with GA4 for post-click analysis, linking user behavior to consideration progression. * Ability to evaluate and guide creative quality based on media objectives and funnel stage. * Experience managing media investments and tracking results. **2\) Behavioral Competencies:** * Inquisitive and proactive profile: asks questions, analyzes, and proposes solutions grounded in data and context. * Strong prioritization, organization, and autonomy to manage strategic initiatives. * Clear and collaborative communication: translates complexity into objective decisions. * Ability to connect departments and influence stakeholders. * Relationship-building skills and effectiveness in environments with multiple stakeholders (internal and external). * Owner mindset and results orientation. **3\) Differentiators:** * Agency experience or experience leading media agencies. * Knowledge of or experience with Marketing Mix Modeling (MMM). * Experience measuring brand campaigns (brand lift, impact studies, etc.). * Experience managing and measuring media sponsorships. * Experience in regionally structured marketing organizations. * Knowledge of the financial sector or cooperatives. **Additional Information** At the **Sicredi Administrative Center (CAS)**, for positions in business areas, we adopt a hybrid work model consolidated as 3 days onsite at the company headquarters located at Av. Assis Brasil, 3940, São Sebastião, Porto Alegre/RS, and 2 days remote. \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ At **Sicredi**, you’ll have: 14th and 15th fixed salaries; Profit Sharing (based on seniority); Health and Dental Plans with no co-payment; Well-being Programs via Wellhub (formerly Gympass), Nutrition, Psychology, Occupational Health, Massage, Running Group, and Local Gym; Meal Allowance and Food Voucher—with flexible % allocation between VA/VR cards and no co-payment; Extended maternity and paternity leave; Childcare or babysitter allowance for children up to 6 years and 11 months; Assistance for children with disabilities, with no age limit; Life Insurance; Private Pension Plan up to 8% of salary; Training Platform – Sicredi Aprende, offering diverse courses; 40-hour weekly workload – using a time-banking system; Remote Work Allowance (except for roles requiring 100% onsite presence). **Nice to meet you—we are Sicredi.** Our journey began over 120 years ago as Brazil’s first financial cooperative institution. Today, we continue growing and transforming daily alongside **over 50,000 employees**. They make us the **Best Place to Work**, once again ranking #1 according to Great Place To Work Brasil (GPTW). Together with **over 10 million members**, across all Brazilian states, we believe in the power of cooperation to **build a more prosperous society and generate positive impact in people’s lives**—a purpose that unites and inspires us, promoting local and sustainable development, education, and financial inclusion. We continue seeking talents eager to help build a better world—and we want you on board. **\#JoinSicredi!**
João Silva
Indeed · HR
João Silva
Indeed · HR
