CRM Planning Specialist – Insurance

Role Overview

• Act as the CRM project client, representing business needs to Technology, Data Engineering and external vendors;
• Define and detail the Single Customer View briefing, specifying:
• Data required, sources, construction rules, relationships between entities and data granularity;
• Usage requirements for campaigns, segmentation, personalization and consumption by peer areas (pricing, claims, customer service, operations, among others);
• Ensure the Single Customer View is built according to the approved briefing, monitoring schedule, dependencies, risks and deliverables;
• Lead the implementation of Salesforce platforms (Data Cloud, Marketing Cloud and Personalization), translating business needs into functional requirements together with the PO;
• Define and validate CRM business rules, such as:
• campaign typologies;
• rules linking campaigns to sales channels;
• prioritization of sends, quarantine, blocks and customer eligibility;
• Prioritize, monitor and validate strategic campaigns delivered within the project scope, ensuring alignment with business goals and quality of implementation.
• Planning and execution of monetization and relationship campaigns:
• Develop the monthly campaign plan (consolidated view), with projected commercial and financial returns aligned with company targets;
• Develop individual campaign plans (unit view), defining:
• objective, target audience and segmentation;
• value proposition, promotional mechanics and offer;
• customer journey, contact channels, frequency and duration;
• Ensure correct execution of campaigns by validating journeys, rules, segmentations, sends and final approvals;
• Run governance forums with peer areas, including planning, prioritization and results meetings;
• Analyze campaign performance, ensuring results, continuous learning and strategic evolution;
• Work collaboratively with areas such as Brand Experience, Sales Channels (B2C, B2B, Bancassurance), Products, CX, Operations, Market Intelligence, IT and Data Engineering, influencing decisions from a customer-centered perspective.
• Strategic direction for the company:
• Serve as an internal reference on the use of customer data, supporting peer areas in decision-making through the Single Customer View;
• Contribute to strategic decisions such as pricing, commercial policies, claims management, customer service and operations, expanding the use of CRM as a corporate customer intelligence platform.

Requirements

• Bachelor's degree in Marketing, Business Administration, Economics or related fields;
• Solid experience in CRM, direct marketing and data projects with a business focus;
• Strong analytical skills, critical thinking and systemic vision;
• Clear communication, ability to engage multiple stakeholders and an ownership mindset;
• Ability to prioritize and manage multiple concurrent projects in dynamic environments;
• Genuinely customer-centric mindset with a focus on value creation and measurable results.
• Differentials:
• Postgraduate degree or specialization in related areas;
• Experience with CRM and data platforms (Salesforce, Responsys, Dynamics, SQL or similar);
• Experience with agile methodologies and working on complex projects;
• Strong Excel skills and data analysis capability;
• Previous experience in insurance, financial services, banking, insurtechs or complex service companies;
• Experience with multiple sales channels (direct, partners, bancassurance, B2B2C);
• Experience in contexts of transformation, organizational structuring or implementation of new operating models.

Tech Stack

• Cloud
• SQL

Benefits

• Work model: Hybrid (2 days onsite per week and 3 days remote)
• Working hours: 7.5 hours/day
• Employment type: CLT (Brazilian employment contract)