Senior Marketing Analyst – Awareness and Consideration Media

Role Overview

• Lead the development of strategic media briefs that connect brand and business objectives.
• Define channel, format, and targeting guidelines, proactively co-creating with the advertising agency.
• Drive internal discussions on investment allocation, advocating strategies based on data, market context and brand goals.
• Support the development and ongoing evolution of the annual media strategy.
• Manage media investments and commitments with strategic partners, ensuring consistency and efficiency in budget allocation.
• Lead oversight and direction of the media agency, ensuring visibility, consistency and continuous improvement of results.
• Monitor campaign execution on media platforms to ensure adherence to the defined strategy.
• Track performance of active campaigns and direct course corrections with speed and critical analysis.
• Ensure clarity and consistency in defining and tracking KPIs by funnel stage (awareness and consideration).
• Analyze campaign results considering multiple impact signals: media, user behavior, search and brand indicators.
• Correlate media indicators with business and behavioral metrics (e.g., search lift, direct traffic, engagement).
• Translate data into clear optimization recommendations and investment decisions.
• Build executive presentations with structured storytelling that connect strategy, results and next steps.
• Serve as the media point of reference for internal and regional teams (Centrais), supporting strategic decisions and alignments.
• Develop close relationships with the marketing teams of the Centrais, ensuring alignment and identifying integration opportunities.
• Proactively share strategies, learnings, studies and relevant initiatives across the system.
• Work collaboratively with partner areas (performance, CRM, brand), connecting the different stages of the funnel.

Requirements

• Solid experience in planning, executing and evaluating offline media (TV, OOH, Radio), including reading schedules, formats and key performance indicators.
• Consistent experience in digital media focused on awareness and consideration, including critical evaluation of plans and campaigns.
• Advanced knowledge of funnel-stage segmentation, with the ability to connect upper
• and mid-funnel strategies to conversion and CRM.
• Experience with GA4 for post-click analyses, connecting user behavior to consideration growth.
• Ability to evaluate and guide creative quality based on media objectives and funnel stage.
• Experience managing media investments and monitoring results.
• Investigative and proactive mindset: asks questions, analyzes and proposes directions based on data and context.
• Strong prioritization, organization and autonomy to drive strategic initiatives.
• Clear and collaborative communication: translates complexity into objective decisions.
• Ease in connecting areas and influencing stakeholders.
• Strong relationship skills and experience working with multiple interlocutors (internal and external).
• Sense of ownership and results orientation.

Benefits

• Fixed 14th and 15th salaries.
• Results participation / profit-sharing (depending on seniority).
• Health and dental plans with no co-pay.
• Wellness programs with Wellhub (formerly Gympass), including nutrition, psychology, occupational health, massage, running groups and a local gym.
• Meal and grocery allowances (VR/VA) with flexible percentage allocation between cards, no co-pay.
• Extended maternity and paternity leave.
• Childcare or nanny allowance for children up to 6 years and 11 months.
• Support for children with disabilities, no age limit.
• Life insurance.
• Private pension plan up to 8% of salary.
• Training platform – Sicredi Aprende, offering a variety of courses.
• 40-hour workweek – using a time bank system.
• Remote work allowance (except for positions that are 100% on-site).