CRM and Segmentation Manager

Description

Job Summary: The CRM and Segmentation Manager leads the corporate CRM and Loyalty strategy, transforming data into relevance and driving sustainable growth. Key Highlights: 1. Lead the corporate CRM and Loyalty strategy, maximizing customer value. 2. Operate at the intersection of strategy, data, and technology to ensure data-driven decisions. 3. Responsible for customer segmentation, analytical operations, and evolution of the Martech stack. **What does the CRM & Loyalty area do at Porto?** It is the area responsible for leading the corporate CRM and Loyalty strategy, with the mission of transforming data into relevance, building and activating a single customer view across the Porto ecosystem. The central objective is to maximize customer value throughout their entire lifecycle, driving sustainable revenue growth, base retention, and profitability through truly individualized experiences. About the Role The CRM and Segmentation Manager is the most senior professional in Porto’s CRM operations, responsible for transforming data intelligence into actionable and measurable relationship strategies. This role leads customer segment vision, CRM analytical operations, the campaign factory, and Martech stack evolution, serving as the guardian of quality, scale, and incrementality in relationship initiatives. This professional operates at the intersection of strategy, data, and technology, ensuring every communication decision is guided by customer intelligence and that results are rigorously measured. **Responsibilities and Duties** **Segmentation and Lifecycle Strategy:** * Define and evolve the customer segmentation model for the Porto customer base, incorporating RFV, LTV, propensity, and transactional behavior insights; * Develop and orchestrate contextual journeys per segment, ensuring relevant communication at each stage of the customer lifecycle; * Lead the development of the 1:1 customer view, evolving from mass communication to predictive personalization using NBA/NBX models; * Identify activation, cross-sell, and retention opportunities through continuous analysis of the customer base; **CRM Data Operations:** * Ensure quality, integrity, and timeliness of databases used in CRM initiatives, in partnership with data and technology teams; * Lead database cleansing and evolution of critical datasets, ensuring data infrastructure supports the Loyalty engine and propensity models; * Collaborate with the data team to advance implementation of the 360° customer view via CDP; **CRM Analytics:** * Structure and lead measurement of CRM initiative incrementality, systematically applying control groups and lift analysis; * Define operational KPIs: incremental revenue lift, LTV, churn, average order value, redemption rate, and journey-level outcomes; * Conduct exploratory analyses of the customer base to generate strategic insights and feed back into product and service portfolio development; * Promote an analytical culture within the team through hypothesis testing and continuous experimentation; **Campaign Factory and Martech:** * Lead campaign factory operations, ensuring excellence in planning, personalization, automation, and omnichannel delivery (email, WhatsApp, push, SMS, app, media); * Manage the unified Martech backlog and evolution of CRM platforms, ensuring tool integration and reduction of manual processes; * Develop creative templates and automated journey workflows, prioritizing scale, speed, and personalization. **Governance and Leadership:** * Facilitate weekly performance and technical blocker resolution rituals with data, analytics, and Martech teams; * Ensure strategic alignment with business verticals (Bank, Health, Insurance, Services), translating business needs into actionable CRM strategies; * Develop and retain talent within the team, fostering analytical seniority and autonomous execution capability. **Requirements and Qualifications** * Completed undergraduate degree; postgraduate degree or specialization preferred * Solid senior experience in CRM, segmentation, and analytics within highly complex sectors (Finance, Insurance, or Retail) * Advanced expertise in segmentation modeling, RFV, LTV, propensity models, and control groups * Experience with Martech platforms and CDPs, journey automation, and omnichannel campaign factory operations * Ability to interpret and manage large-scale databases, with strong focus on data quality and governance * Analytically driven profile combined with strategic business vision * Experience leading multidisciplinary teams (analytics, operations, and technology) * Clear communication and cross-functional influence, with ability to engage effectively with business, data, and technology areas **Additional Information** **BENEFITS** **Flexible Meal and Food Allowance;** **Health Insurance;** **Dental Insurance;** **Wellhub and TotalPass;** **Bio Ritmo Gym exclusively for Employees:** located at the Matriz Complex; **Profit Sharing Program (PLR);** **Stock Option Program: Porto em Ação:** complementary to PLR until 2025; **Sand and Multipurpose Courts:** located at the Matriz Complex; **Transportation Allowance;** **Van Transportation Services;** available at major access stations to Porto (Luz, Barra Funda, Santa Cecília, and Júlio Prestes); **Extended Parental Leave:** up to 40 days for all family configurations; **Extended Maternity Leave** of 6 months; **Medical Clinic with Specialties:** located at the Matriz Complex and Barra Funda; **Childcare or Babysitter Assistance;** **Life Insurance;** **Private Pension Plan – PortoPrev;** **Discounts on Products and Services;** **Tuition Reimbursement: Reimbursement for undergraduate, graduate, or MBA studies;** **Monthly Running Events:** subsidy for major street races in São Paulo; **Language Reimbursement (English or Spanish);** **Teatro Porto:** exclusive sessions for Employees; **Library;** **Rest Room:** at the Matriz Complex; **Game Room:** at the Matriz Complex; **Massage and Podiatry Services:** at the Matriz Complex; **Work Location:** São Paulo/SP Downtown (On-site) Porto is much more than an insurance company: it is a vast ecosystem leveraging technology to create solutions across four business verticals: **Porto Bank, Porto Saúde, Porto Seguro, and Porto Serviço**. Its reputation and recognition built over more than 7 decades underscore Porto’s scale — a business reference company, built by and for people. Here, 13,000 employees proudly wear their hearts on their sleeves for being part of a solid, ethical organization that **transforms dreams into fantastic realities** for our 15.8 million+ customers. We operate through more than 101 branches and regional offices across Brazil. Learning is embedded in our DNA, and here you’ll find **incentives, tools, and supportive people to learn and grow every day**, in an inclusive, welcoming, and secure environment where everyone can be themselves and take pride in who they are — promoting respect and **living holistically and with wellbeing, in a genuinely human company.** **DIVERSITY & INCLUSION AT PORTO** At Porto, we value diversity and believe that a plural team is essential for developing our entire business, society, and every individual — because we understand that each person is unique in building a more innovative and inclusive environment. Together, we work daily to build a safe, free, and welcoming space with greater plurality and respect. Therefore, **we strongly encourage applications from women, Black and Indigenous people, people with disabilities, and LGBTQIA+ individuals** for all our open positions.