Audience Marketing Specialist

Summary

Join Wellhub, a corporate wellness platform, as an Audience Marketing Specialist in São Paulo! This crucial role involves overseeing and optimizing the user database, ensuring accurate campaign execution, and providing actionable audience insights. You will collaborate with cross-functional teams to leverage data-driven insights and process improvements to boost user engagement and campaign success. The position demands expertise in database management, audience monitoring, communication frequency optimization, and cross-functional collaboration. You will analyze key performance metrics, identify trends, and recommend improvements to enhance engagement and reduce opt-outs. This role is vital for maintaining the integrity and effectiveness of user database operations, directly impacting campaign efficiency and overall marketing performance. Wellhub offers a flexible work environment and a comprehensive benefits package.

Requirements

• Bachelor's degree in Marketing, Data Analytics, Business, or a related field
• Strong strategic and analytical mindset with hands-on experience in CRM, lifecycle marketing, and marketing automation platforms (e.g., Braze)
• Proficiency in database management and audience segmentation methodologies
• Understanding of communication best practices and playbook development
• Proven experience in managing user databases and audience insights
• Demonstrated ability to work cross-functionally to support campaign planning and execution
• Experience in analyzing key performance metrics and implementing data-driven process improvements
• One or two years of experience as a specialist
• Fluent English is mandatory for working with regional and global teams
• Alignment with the culture of well-being and work-life balance

Responsibilities

• Serve as the go-to-person for the campaign audiences considering the available user database, ensuring data integrity and optimal performance
• Identify cohort opportunities for improving campaign results
• Propose campaign setup changes (e.g., timezone adjustments, frequency, channel modifications) as needed
• Track key audience health metrics such as reachability rate, contacted audience percentage, unsubscribe rates, bounce rates/deliverability, and opt-in/opt-out trends
• Flag anomalies and emerging trends that require action, such as unusually high unsubscribe rates or low reachability in key segments
• Bring intelligence to the database to better explore audiences, understanding what works for each segment
• Define and continuously optimize rules for communication frequency by segment and channel
• Build and maintain frequency caps, exclusions, and rules within the marketing automation platform (e.g., Braze)
• Develop and update playbooks and guidelines for ideal outreach cadence tailored by lifecycle stage, persona, region, etc
• Create and maintain good relationships with the Client Success, Client Sales, and Product Marketing teams to lead the Reachability initiatives focusing on increasing our reachable database
• Work closely with Lifecycle, Paid Media, Martech, and Legal teams to support and refine the overall communication strategy
• Monitor and report on key performance metrics (reachability, engagement, opt-out rates) on a monthly basis
• Explore and identify trends, success cases, and areas of opportunity, recommending improvements and A/B tests to optimize engagement and reduce opt-outs
• Live the mission: inspire and empower others by genuinely caring for your own wellbeing and your colleagues. Bring wellbeing to the forefront of work, and create a supportive environment where everyone feels comfortable taking care of themselves, taking time off, and finding work-life balance

Preferred Qualifications

• Python knowledge is a plus
• Experience with Metabase is a plus
• Experience with Segment (a CDP) is also considered a plus

Benefits

• We believe in our mission and encourage our employees and their families to take care of their wellbeing too. Access onsite gyms and fitness studios, digital fitness programs, and online wellness resources for meditation, nutrition, mental health support, and more. You will receive the Gold plan at no cost, and other premium plans will be significantly discounted
• Health, dental, and life insurance
• At Wellhub, flexibility fosters a happier, healthier, and more productive work environment for everyone. As a Flexible First company, we offer two work model options: flexible hybrid and full remote, and make the office a place for collaboration, community, and team building. The model for this role can be discussed with your recruiter and hiring manager. We offer all employees a home office stipend and a monthly flexible work allowance to help cover the costs of working from home
• Wellhubbers and their leaders can make the best decisions for their scope. This includes flexibility to adjust their working hours based on their personal schedule, time zone, and business needs
• We know how important it is that our employees take time away from work to recharge. Vacations after 6 months and 3 days off per year + 1 day off for each year of tenure (up to 5 additional days) + extra day off for your birthday
• Welcoming a new child is one of the most special moments in your life and we want our employees to take the time to be present and enjoy their growing family. We offer 100% paid parental leave to all new parents and extended maternity leave
• Outstanding opportunities for personal and career growth. That means we maintain a growth mindset in everything we do and invest deeply in employee development
• An exciting and supportive atmosphere with ambitious people from around the world! You’ll partner with global colleagues and share in the success of a high-growth technology company disrupting the health and wellness space. Our value-based culture of trust, flexibility, and integrity makes this possible every day