B2B Marketing Analyst – Mid

Role Overview

• ⭐ It may look like a lot, but you will have a Global Marketing team to support many of these areas. In addition, this position receives direct support from the Gestão PJ Squad!
• Demand Generation (~50%)
• Channel strategy: Map, test and iterate acquisition channels (organic and paid). There is real opportunity to build this from scratch — paid media should act as an amplifier, not the primary channel.
• Top of funnel: Develop campaigns and initiatives that generate qualified leads and meetings for BDRs and the Sales team.
• AI-first content production: Produce content, landing pages, rich materials, emails and tools with high proficiency in generative AIs. You are expected to handle a large portion of production autonomously, while intersecting with the Marketing team.
• Nurturing and lifecycle: Create nurture flows to move leads through the funnel, combining educational content with conversion CTAs. Implement in partnership with CRM.
• Segmentation and lists: Work with Sales to segment the database and identify prospecting and cross-sell opportunities.
• Events and PR liaison: Coordinate with the Global Marketing team to capitalize on events (the main channel today), PR and major campaigns (e.g., industry reports) to drive top-of-funnel activity.
• Strategic partnerships: Identify and lead collaborations and partnerships with players in the HR and people-management ecosystem.
• Product Marketing (~40%)
• Product positioning: Collaborate on defining the commercial narrative and competitive positioning for the Gestão PJ product. Translate this into materials such as presentations, pages, battlecards and more.
• Go-to-market: Plan (with the team) and lead feature and product launches, ensuring alignment across Product, Sales, CS and Marketing.
• Translating features into benefits: Turn technical features and releases into clear, actionable arguments for the target audience (HR and people managers).
• Sales enablement materials: Create presentations, one-pagers, comparisons, battlecards and supporting materials for Sales and BDR teams. You will produce a lot of this — excellence in decks and visual documents is essential.
• Cross-sell and upsell campaigns: Plan and execute campaigns to the customer base to drive adoption of new features and benefits.
• Competitive intelligence: Monitor competitors, trends and HR audience behavior to inform positioning and campaigns.
• Marketing ↔ Gestão PJ Interface (~10%)
• Marketing representative inside Gestão PJ: Be the voice of Marketing in routines, decisions and priorities within the Gestão PJ team. Ensure marketing strategy is connected to the needs of Sales, CS and Product.
• Gestão PJ representative inside Marketing: Bring the unit’s demands, context and opportunities into the Marketing team (~12 people). Ensure Gestão PJ has a voice in design, events, PR and global campaign priorities.
• Cross-functional alignment: Participate in the routines of both teams (key rituals), ensuring there is no disconnect between product strategy and marketing execution.
• Metrics you will influence The success of this role is measured by revenue 🚀 Everything you do should converge to generate qualified demand.
• Qualified meetings: Number of meetings scheduled and completed with Gestão PJ prospects (HR and people managers);
• New Gestão PJ customers: Conversions originating from Marketing;
• Pipeline influenced: Revenue in pipeline with a Marketing touchpoint;
• Cross-sell and upsell within the base: Campaigns that drive adoption of new features and benefits among current customers;
• NPS and base engagement (~5-10%): Contribution to satisfaction and retention via communication and community.

Requirements

• Experience
• 3–5 years in B2B Marketing, preferably in SaaS.
• Experience at startups or scale-ups with high dynamism and growth.
• Generalist background: has worked with multiple channels and formats, not specialized in a single one.
• Professionals transitioning into Product Marketing or Demand Generation are also welcome.
• Technical competencies
• Demand generation: Understands the B2B funnel, sales cycle, pipeline metrics (MQLs, SQLs, meetings, conversion) and how to connect marketing to revenue.
• Product marketing: Ability to build positioning, commercial narrative and go-to-market materials. Knows how to translate technical features into clear customer benefits.
• Presentations and visual materials: Excellence in creating decks, one-pagers, battlecards and materials for sales and stakeholders. You will produce a lot of these — you need to be strong at it.
• Generative AIs: High proficiency using LLMs (ChatGPT, Claude), image and video AI tools. This is not a nice-to-have — it’s a requirement.
• Analytical mindset: Able to work with data to make decisions, track funnel metrics and iterate quickly.
• Paid media (basic): Sufficient understanding of Google Ads and Meta Ads to use them as amplifiers.
• Tools
• Google Slides/Docs/Sheets
• LLMs (Claude, Gemini, ChatGPT, etc.)
• Meta Ads, Google Ads
• Figma
• Notion
• HubSpot (differential)
• Differentiators
• Experience with an HR audience or people-management tools (HRTechs)
• Prior work close to Sales and CS
• Experience in product marketing (positioning, GTM, enablement)
• Experience with community management and activation
• Content and copywriting: Ability to produce clear, persuasive copy across formats (posts, emails, landing pages, rich content) — with the help of AI.

Tech Stack

• Go

Benefits

• 💻 Equipment provided
• 🛫 Paid time off for rest
• 🩺 Health benefit
• 🦷 Dental benefit
• 🗒️ Accounting allowance
• 🧬 Life insurance
• 💰 Private pension
• 💲 Accident insurance
• 🎂 Day off on your birthday month
• 💪 WellHub
• 👶 Baby Pause: days to spend with your baby after birth
• 💍 Pause for marriage
• 🤑 Childcare reimbursement
• 📧 Virtual Office Hero
• ✈️ OnHappy benefit: discounts on travel and accommodations
• 🎉 Great work environment with leisure space, game room and a relaxed atmosphere!