高级数据分析师 - SME CRM

#### Company Description

Experian is a global data and technology company that drives opportunities for people and businesses around the world. We operate in diverse markets, such as financial services, healthcare, automotive, agribusiness, insurance, among others. Experian invests in people and in new advanced technologies to unlock the power of data. We have an amazing team of 25,200 employees in 32 countries.

Our uniqueness is valuing yours. Experian's culture, centered on people, inclusive and driven by purpose, is recognized by various awards — including World's Best Workplaces™ 2025 (Fortune Global Top 25) and Great Place To Work™ in 26 countries, among others. Check out Experian Life on social media or explore our careers site to understand why. Experian is also proud to be an employer that promotes equal opportunity and affirmative action.

#### Job Description

We are looking for a person to act as Senior Data Analyst – SME CRM, with a strategic role in evolving analytical intelligence applied to relationship management with SME customers. This position will be responsible for connecting data, customer behavior, journeys, campaign performance and analytical recommendations to CRM decisions, supporting more personalized, relevant and results-driven actions.

This person will play an essential role in bridging SME CRM and the NBO/NBA models — Next Best Offer and Next Best Action, already developed by the Data Science team. Their role will be to translate the model outputs into CRM hypotheses, communication opportunities, actionable audiences, structured tests and analyses that facilitate the adoption of intelligence in journeys, campaigns and relationship channels.

This person will work in partnership with CRM, Marketing, Commercial, Product, Data Science, Analytics, Channels and Technology, contributing to turn analytical intelligence into practical actions that increase engagement, conversion, retention, monetization, product penetration and customer value.

We are looking for a senior, analytical, strategic and impact-oriented person, able to act as a business partner in identifying opportunities, prioritizing actions and evolving the intelligence applied to SME CRM.

This person will not be responsible for developing NBO/NBA models, but will play an essential role in connecting existing models to CRM operations, turning analytical recommendations into hypotheses, tests, campaigns, journeys and actionable learnings.

We expect someone with analytical depth, business vision and influence capacity to help the team better adopt the use of intelligence in communications, making interactions with SME customers more relevant, personalized, measurable and efficient.

#### Qualifications

**What we are looking for in you:**

- Solid experience in data analysis, CRM analytics, marketing analytics, customer intelligence, lifecycle analytics or related areas.
- Advanced command of SQL for extraction, processing, analytical modeling and crossing large volumes of data.
- Advanced knowledge of Excel or Google Sheets.
- Experience with BI and data visualization tools, such as Power BI, Tableau, Looker or similar.
- Experience with lifecycle analyses, cohorts, funnels, segmentations, clusters, behavior, propensity and campaign performance.
- Consistent knowledge of CRM, digital marketing, retention, churn, LTV, conversion, engagement, usage frequency, product penetration and incrementality metrics.
- Familiarity with **NBO/NBA** applications, propensity models, offer recommendation, audience prioritization and journey personalization.
- Experience translating analytical outputs or predictive models into actionable communication, segmentation and relationship strategies.
- Experience with A/B testing, control groups, impact measurement, basic statistical reading and experimentation methodologies.
- Knowledge of CRM platforms, marketing automation or MarTech, such as Salesforce, Adobe Campaign, Braze, Oracle, RD Station or similar.
- Knowledge of Python, R or other languages for data analysis will be considered a differential.
- Desirable experience with CDPs, CRM datamarts, integration between data and channels, predictive models or recommendation engines.

_Soft Skills_

- Advanced analytical thinking and ability to structure complex problems.
- Strategic business vision, with the ability to connect data, customers, products, channels and financial results.
- Ability to act as a bridge between technical and business areas.
- Strong communication to translate analyses, models and recommendations into clear actions for CRM and stakeholders.
- Investigative curiosity, critical sense and consultative posture.
- Proactivity in identifying opportunities, risks, inconsistencies and paths for evolution.
- Ability to influence decisions based on evidence, tests and results.
- Organization, autonomy and responsibility for highly relevant deliverables for the business.
- Collaboration to work in multifunctional environments with CRM, Marketing, Commercial, Product, Data Science, Analytics and Technology.
- Results orientation, focused on impact, continuous learning and performance improvement.

_Differentials_

- Prior experience with B2B CRM, SMEs, financial services, credit, collections, data, marketing services or digital products.
- Experience with Next Best Offer, Next Best Action, offer recommendation, advanced personalization or lifecycle marketing strategies.
- Experience activating analytical models in campaigns, journeys, digital channels or commercial actions.
- Experience with Salesforce, CDPs, automation tools, data platforms or integration between analytical models and activation channels.
- Knowledge of portfolio analysis, product penetration, portfolio expansion, cross-sell, upsell and base monetization.
- Experience in environments driven by revenue, conversion, retention, commercial efficiency and campaign performance goals.

**Main Responsibilities – Strategy, CRM and Business**

- Support the evolution of the SME CRM strategy based on data, customer behavior, lifecycle, campaign performance and business opportunities.
- Connect customer analyses to acquisition, activation, engagement, retention, reactivation, cross-sell, upsell, protection and churn reduction strategies.
- Identify opportunities to personalize communications, offers and journeys based on profile, segment, channel, contracted product, behavior, customer maturity and relationship moment.
- Translate complex analyses into practical recommendations for CRM, Marketing, Commercial, Product and other stakeholders.
- Support the definition of audiences, journeys, hypotheses, messages, channels and approach moments based on evidence and data.
- Contribute to the evolution of CRM indicators, such as engagement, conversion, revenue, retention, churn, reactivation, product penetration, LTV, customer value and campaign efficiency.
- Act as an analytical reference for SME CRM decisions, helping raise the quality of hypotheses, the reading of results and the team's data-driven culture.

_Connection with NBO/NBA and Intelligence Applied to CRM_

- Act as a bridge between the SME CRM team and the Data Science team responsible for the **NBO/NBA** models.
- Interpret the outputs of the NBO/NBA models and translate them into actionable opportunities for campaigns, journeys, communication flows, digital channels and commercial actions.
- Support the definition of hypotheses for using the models in communications, considering audience, offer, recommended action, channel, message, frequency and approach moment.
- Propose A/B tests, incrementality tests, pilots and controlled experiments to evaluate the effectiveness of using NBO/NBA in CRM actions.
- Build analyses that facilitate the adoption of intelligence in communications, demonstrating gains, learnings, limitations and opportunities for evolution.
- Monitor the performance of actions using NBO/NBA, evaluating engagement, conversion, revenue, offer acceptance, product usage, retention, cross-sell, upsell and incremental impact.
- Identify response patterns by segment, product, channel, journey moment and type of recommendation, generating learnings for continuous optimization.
- Support the prioritization of audiences and recommendations, connecting the model's analytical rationale to the real needs of CRM and the SME business.
- Work with Data Science to feed the models back with CRM learnings, campaign results, response behavior and opportunities observed in operations.
- Ensure that the use of NBO/NBA is applied in a practical, measurable way and aligned with the SME customer relationship strategy.

_Analytical Operations, Data and Processes_

- Lead analyses of base, cohorts, funnels, journeys, channels, products, clusters, behavior, propensity and campaign performance.
- Build and evolve dashboards, executive reports and recurring analytical views for SME CRM monitoring.
- Support the structuring of analytical bases, segmentations, eligibility rules, prioritization criteria and opportunity studies.
- Ensure clarity, reliability and actionability of the indicators used in CRM decisions.
- Work with different data sources to build a more integrated view of the customer, considering relationship, consumption, engagement, commercial history, channel interactions and contracted products.
- Identify inconsistencies, data gaps, automation opportunities and improvements in CRM analytical processes.
- Contribute to reducing communication overlap, improving contact pressure and increasing the relevance of interactions.
- Support the evolution of automated journeys that are dynamic and responsive to customer behavior.
- Contribute to greater operational efficiency of campaigns, segmentations and performance analyses.

_Measurement, Experimentation and Learning_

- Define and conduct performance analyses to evaluate the impact of campaigns, journeys, communication flows, offers, commercial actions and intelligence-driven communications.
- Structure A/B tests, multivariate tests, control groups and incrementality analyses, whenever applicable.
- Evaluate business hypotheses with analytical rigor, connecting results to clear learnings and optimization recommendations.
- Measure the impact of CRM actions on indicators such as conversion, revenue, engagement, product usage, retention, churn, cross-sell, upsell and LTV.
- Create analytical narratives that facilitate decision-making for different audiences, from technical teams to business leadership.
- Transform complex data into diagnoses, recommendations and action plans.
- Document learnings about what works, for which audiences, in which channels, at which journey moments and with which types of recommendation.
- Support the creation of a continuous learning routine, connecting hypotheses, tests, results and next steps.

#### Additional Information

Experian is a global data and technology company that drives opportunities for people and businesses around the world. We operate in diverse markets, such as financial services, healthcare, automotive, agribusiness, insurance, among others. Experian invests in people and in new advanced technologies to unlock the power of data. We have an amazing team of 25,200 employees in 32 countries.

Our uniqueness is valuing yours. Experian's culture, centered on people, inclusive and driven by purpose, is recognized by various awards — including _World's Best Workplaces™ 2025_ (Fortune Global Top 25) and _Great Place To Work™_ in 26 countries, among others. _Check out Experian Life on social media or explore our careers site to understand why. Experian is also proud to be an employer that promotes equal opportunity and affirmative action._

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