SENIOR CRM ANALYST

Description

Job Summary: Responsible for transforming data into commercial intelligence, supporting sales, marketing, and procurement teams in making strategic decisions. Key Highlights: 1. Transform data into commercial intelligence 2. Drive growth of customers, categories, and channels 3. Optimize processes with AI for data analysis Responsible for transforming data into commercial intelligence, supporting sales, marketing, and procurement teams in decision-making. Working strategically, generating alerts, identifying risks and opportunities, segmenting customer portfolios, and proposing actions to drive growth of customers, categories, and channels. **Key Responsibilities** Structure and analyze sales, customer, category, and channel data, ensuring data integrity and accuracy; Create and structure processes that improve data usage and quality; Ensure AI is employed to optimize analysis and distribution of information; Segment the customer portfolio (e.g., bakeries, ice cream shops, bars, restaurants), identifying the optimal product mix for each profile; Map key customers per sales representative and identify customers with growth potential (classified by purchase potential); Develop daily/weekly/monthly alerts for the sales team, such as: at-risk customers, declining purchases, frequency disruptions, loss of average transaction value; Produce analyses to support sales representatives and leaders in prospecting, retention, and portfolio expansion strategies; Monitor major contracts, commercial agreements, and sales campaigns (JBP); Present insights clearly and practically, transforming data into actionable steps; Participate in commercial meetings, bringing relevant alerts, data, and opportunities; Monitor purchasing behavior across digital channels; Generate internal team alerts regarding: abandoned carts, traffic or conversion drops, customers migrating to digital channels, and identify activation and recovery opportunities; Collaborate with the marketing department to identify trends, campaign demands, and communication opportunities; Conduct in-depth analyses to guide portfolio, pricing, campaign, and promotional decisions; Act as an agent to enhance leadership’s analytical capabilities; Use analytical tools (Excel, Power BI, or similar) to generate intelligence and dashboards; Translate technology and data into practical, business-applicable solutions; Propose continuous improvements to systems, processes, and KPIs. **Responsibilities and Expected Outcomes** * Increased commercial effectiveness based on data intelligence; * Reduced customer attrition through early-alert mechanisms; * Greater utilization of the portfolio’s purchase potential; * Improved segmentation and targeting of sales strategies; * Enhanced targeting of marketing initiatives focused on growth; * Ensured efficiency of CRM processes; * Supported integrations between CRM, ERP, and BI systems; * Strengthened e-commerce and channel performance through data-driven actions. **Preferred Qualifications** * Basic English proficiency; * Experience managing KPIs, dashboards, and market analysis; * Experience with Power BI, AI, Microsoft Office Suite, Canvas, ERP (preferably Winthor); * Experience developing reports and dashboards; * Operation of CRM and automation tools; * Experience in data and KPI analysis; * Basic knowledge of system integrations and data flows;