The Challenge
AB InBev's BEES platform moves $40B+ GMV annually across 26 countries and 3.5M retailers. You'll own CRM campaign execution and optimization for a global retail media network that's reshaping how CPG companies reach their customers.
Your Mission
Launch and optimize 8-12 CRM campaigns across local markets using Braze, tracking engagement and conversion lift vs. baseline
Map audience segmentation strategy for 3+ key customer cohorts, defining channel mix (email, SMS, push) with success thresholds
Conduct A/B testing roadmap for creative, send times, and messaging-document learnings in playbook format for local teams
Establish campaign reporting dashboard with weekly performance summaries: open rates, click-through, conversion, and ROI by market
Scale CRM playbook to 5+ markets with documented SOPs, reducing campaign launch time by 40% and improving consistency
Identify and execute 3+ optimization opportunities from data analysis (audience expansion, channel optimization, timing), driving 15%+ engagement lift
Build customer case studies: 2-3 detailed campaign retrospectives showing concrete results (revenue impact, customer LTV improvement) for sales enablement
Partner with data team to develop predictive segmentation model for high-value customer targeting, improving conversion efficiency by 20%+
KPIs You'll Own
Campaign Open Rate
Track email/push open rates by segment and market; target 30%+ for core audiences.
Click-Through Rate (CTR)
Measure engagement depth; benchmark against industry standards (3-5%) and optimize creative/copy based on performers.
Conversion Rate
% of campaign recipients completing desired action (purchase, sign-up, repeat order); tie to business revenue impact.
Customer Lifetime Value (LTV) Lift
Measure incremental LTV for campaign participants vs. control group; quantify ROI of CRM investment.
Campaign Execution Velocity
Time from brief to launch; reduce from current baseline, targeting 10 days for standard campaign.
Tools & Stack
Your Team
Your Manager
BEES Global Retail Media & CRM Lead (not specified)
Current Team
Global CRM team + local market specialists; data analytics support; creative/artwork team
New role to strengthen centralized CRM execution and optimization capability
The Package
Salary
$65K-$85K BRL equivalent (approx. ~R$360K-R$470K annually based on 2026 Brazil market for mid-level analyst)
Remote
On-site in São Paulo, Brazil. Full-time.
Benefits & Perks
Company Intelligence
AB InBev is the world's #1 brewer with 500+ brands (Corona, Budweiser, Michelob Ultra). The Growth Group (founded 2022) unifies B2B, DTC, sales, and marketing-driving digital transformation at scale. BEES, their flagship subsidiary, is a multicategory B2B marketplace with 3.5M users and $40B+ annual GMV across 26 countries.
Customers
3.5M+ registered retailers (bars, restaurants, hotels, grocery stores, pharmacies) + 1st/3rd party CPG partners (Nestlé, Mondelēz, L'Oréal, Gloria)
Culture
Data-driven, growth-obsessed, customer-centric; focus on scaling digital products and leveraging technology for commercial advantage
Is This Role For You?
- You've managed CRM or email marketing campaigns using platforms like Braze, Klaviyo, or Marketo and can speak to concrete performance improvements
- You're comfortable with SQL queries and can pull/analyze campaign data independently-dashboards and charts are your language
- You thrive in cross-functional environments: you translate between marketing, data, and local teams without friction
- You're excited about B2B2C dynamics and understand how retail media networks create value for both suppliers and retailers
- You're based in or willing to relocate to São Paulo and comfortable working in a global, English-speaking org
- You need remote flexibility-this is 100% on-site in São Paulo
- You're expecting to lead a team or manage budgets; this is an execution-focused individual contributor role
- You lack hands-on CRM platform experience or data analysis skills-you'll be doing this work, not just strategizing
Interview Process
Screening Call
30 min with recruiter: CRM background, Braze experience, relocation willingness, availability
Technical Case Study
Take-home: Analyze sample campaign dataset (open rates, CTR, conversion by segment); recommend optimizations and audience strategy
Manager Interview
45 min with BEES CRM Lead: Deep dive on campaign execution approach, past testing learnings, cross-functional collaboration examples
Stakeholder Conversation
30 min with local market partner or data specialist: Discuss how you'd support their teams, handle conflicting priorities, scale playbooks
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Context
About CRM & Lifecycle roles
CRM & lifecycle marketers own the post-acquisition journey. They design onboarding sequences, retention campaigns, win-back flows, and loyalty programs that maximize customer lifetime value.