Marketing Analyst – Branding

Role Overview

• Analyze, develop, provide technical guidance for, and oversee the planning and execution of institutional actions, campaigns, and projects to achieve the brand’s strategic positioning. This includes managing projects, loyalty programs, crises, brand guidelines and partnerships, and establishing analysis and reporting workflows and routines, as well as generating insights and ensuring cross-functional alignment to improve customer experience and retention, increase brand awareness, and maintain consistent communication across all brand touchpoints.
• Know and monitor all our personas and the roles of each area in the customer journey to ensure consistent communication at every brand touchpoint and identify opportunities to improve the customer experience. Respond to requests from all areas that need support to ensure this is reflected in customer communication.
• Manage social projects, donations, partnerships, sponsorships, loyalty programs, crisis management, brand guidelines, events, institutional actions, and campaigns—ensuring the design, organization, and execution of workflows, analysis and reporting routines for deliverables and results; provide technical guidance to involved teams; participate in meetings and maintain relationships with internal and external partners; and validate briefs and materials. Manage budgets in accordance with the funds allocated to each initiative.
• Monitor the promotional calendar and coordinate with activation teams, customer segments, growth, and other strategic teams to analyze and develop institutional actions that contribute to business results and customer retention (loyalty, brand benefits, promotional gifts/delight initiatives, etc.).
• Develop, implement, provide technical guidance on, and validate the use of brand guidelines and institutional materials to maintain consistent brand positioning and communication across all channels and customer touchpoints. Promote and carry out adjustments and tailored training for each area to ensure proper understanding and use of the guidelines.
• Monitor the Voice of the Customer and plan improvement actions related to the customer experience.
• Analyze, develop, and oversee the institutional planning and execution of all marketing actions and campaigns.
• Support commercial teams in negotiations with suppliers and partners by providing data and insights, seeking opportunities for the brand’s relationship projects and programs.
• Request research and studies from the MI/CRM teams, develop and maintain dashboards and other analytical tools provided by the company, analyze and report on deliverables, KPIs and results to leadership, generate relevant insights for strategic teams (e.g., activation, segments, others), and identify and implement improvements.

Requirements

• Bachelor's degree (completed);
• Experience with institutional campaigns and branding;
• Experience in brand strategy and positioning;
• Ability to translate brand strategy into actionable initiatives;
• Creativity and analytical skills;
• Knowledge of brand metrics;
• Proficiency in Excel;
• Experience with presentation tools (PowerPoint).

Benefits

• Health plan (Unimed)
• Dental plan (Bradesco Dental)
• Pharmacy discount program
• Zenklub: emotional support and sessions with specialists
• Life insurance
• Gympass (Wellhub)
• Workplace exercise program
• Meal voucher or food allowance (choose the option you prefer)
• Breakfast or afternoon snacks (depending on schedule)
• Extended maternity leave (180 days)
• Extended paternity leave (20 days)
• Continuation of meal/food allowance during the entire leave period
• Job stability guaranteed for 3 months upon return from maternity leave
• Childcare allowance
• Transportation voucher
• Air-conditioned rest area
• Free on-site parking
• HSB Talks: our monthly company happy hour
• Birthday day off (one day in your birthday month)
• Baby kit for new mothers and fathers
• School supplies kit for employees’ school-age children
• Christmas gift card
• 50% discount on aligners from CA Clear Aligner
• 20% discount on purchases at our e-commerce (Utilidades Clínicas)
• Corporate learning platform
• Partnerships with universities and language schools