Description: * Completed higher education in Administration, Marketing, Social Communication or related fields; * Solid experience in the CRM area, preferably in retail; * Knowledge of Oracle Responsys, GA4 and Martech tools; * Responsible for managing the B2C customer database of brands, stores and activation and retention channels, serving as the strategic and analytical reference for the area; * Create and monitor CRM strategies aimed at improving e\-commerce performance; * Disseminate and monitor best CRM practices with teams from other brands; * Manage campaigns, calendars and CRM actions, supporting e\-commerce in expanding the active customer base and re-engaging customers; * Develop lifecycle strategies by segmenting customers and creating specific communications for each subscriber group; * Explore and test different campaign models and formats, monitoring their respective results; * Analyze data from key KPIs of the area to guide e\-commerce growth; * Develop and monitor user base lifecycle and profitability metrics; * Conduct studies and analyses of requirements according to calendar seasonality; * Holistically evaluate database performance, identifying potential opportunities and underperformers for multi-channel activation; * Identify strategic opportunities for various business challenges; * Support the technical team in implementing proposed strategies, providing feedback to brands and management. 2510290202531836166