The Challenge
Riachuelo is Brazil's fashion powerhouse with 430+ stores and 30k+ employees. You'll own multi-channel campaign execution and customer segmentation for one of Latin America's largest retailers, driving engagement at scale across email, SMS, and push.
Your Mission
Master Riachuelo's CRM tech stack (Insider or Salesforce Marketing Cloud) and execute 15+ campaigns with 95%+ on-time delivery
Build and validate 10+ high-performing customer segments using behavioral + profile data with documented segmentation logic
Establish A/B testing framework for email and SMS campaigns, establishing baseline metrics for open rate, CTR, and conversion
Document all current CRM processes and identify 3+ quick-win operational improvements
Own lifecycle automation: design and launch 5+ automated nurture flows (email/SMS/push sequences) with measurable conversion lift
Increase campaign delivery quality: reduce unsubscribe rates by 15% and improve data hygiene through systematic validation
Build SQL-based customer intelligence: create 5+ advanced segments using intermediate SQL for predictive behavioral targeting
Partner with merchandising and finance: deliver weekly campaign performance dashboards showing revenue impact and customer insights
KPIs You'll Own
Campaign Delivery Rate
% of campaigns executed on-schedule within approval windows each month.
Email Open Rate + CTR
Track baseline engagement metrics across segments; target 20%+ open, 3%+ CTR.
Conversion Rate by Channel
Revenue-attributed conversions from email, SMS, and push campaigns vs. control groups.
List Quality Score
Bounce rate, unsubscribe rate, and data completeness % for active customer segments.
A/B Test Statistical Significance
% of tests achieving 95%+ confidence level for actionable insights.
Tools & Stack
Your Team
Your Manager
Analytics Team Lead (implied)
Current Team
Multi-functional Analytics team focused on CRM, growth, and customer insights
New role to scale CRM operations and campaign execution
The Package
Salary
R$65K-R$85K base
Variable
PPR (Profit Sharing Program)
Remote
On-site in São Paulo, SP, Brazil
Benefits & Perks
Company Intelligence
Riachuelo is Brazil's largest vertically-integrated fashion retailer with 430+ stores, in-house manufacturing, distribution centers, and financial services (Midway). The company operates a fully integrated business model across retail, production, and logistics, serving millions of Brazilian customers annually.
Team Size
30,000+
Customers
Millions of Brazilian consumers across fashion retail
Culture
Diverse, empathetic, entrepreneurial culture rooted in Brazilian values and social impact through fashion
Is This Role For You?
- You've executed multi-channel campaigns in CRM platforms (Insider, SFMC, RD Station) and own campaign delivery end-to-end
- You think in SQL: comfortable writing intermediate queries to segment audiences and validate data quality
- You obsess over metrics-open rates, CTR, conversion, unsubscribe rates-and run A/B tests to optimize every send
- You thrive in fast-paced retail environments where you manage overlapping campaign calendars and cross-functional approvals
- You're looking for a fully remote role; this is on-site in São Paulo every day
- You've only done email template design or basic list management; this role requires strategic segmentation and campaign strategy
- You don't have hands-on CRM platform experience (Insider or equivalent) or you're uncomfortable learning complex automation tools
Interview Process
Phone Screening
Hiring manager discusses your CRM background, tools experience, and interest in retail/fashion growth marketing
Technical Assessment
Short exercise: design a customer segmentation strategy or write basic SQL queries based on sample data
Case Study / Campaign Walkthrough
Present a past campaign you've executed; discuss strategy, metrics, and learnings
Team Interview
Meet Analytics team lead and cross-functional stakeholders; discuss collaboration style and growth mindset
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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.