The Challenge
Vitru is Brazil's largest private distance education institution, operating three major brands serving hundreds of thousands of students. You'll own channel performance across their entire conversion funnel-from organic to paid to sales-identifying and scaling what works while killing what doesn't.
Your Mission
Map current performance baseline across all conversion channels (organic, paid, social, commercial, call center) and identify top 3 quick wins for CAC/ROI improvement
Establish real-time KPI monitoring dashboard (CPL, CAC, ROI, conversion rates, lead quality) across channels with weekly stakeholder reporting
Design and launch first 2-3 A/B tests on high-impact conversion levers (landing page CRO, lead qualification rules, or segment-specific campaigns)
Document current channel playbooks and identify critical gaps in data tracking, segmentation, or attribution methodology
Deliver 15-20% improvement in blended CAC or 25%+ increase in qualified lead volume through optimization initiatives
Build and execute 5+ structured experiments (CRO/growth tests) with documented learnings and scaling roadmaps
Complete 2-3 proof-of-concept projects with external partners (AI via WhatsApp mentioned as priority) and recommend go/no-go decisions
Create repeatable growth operating system: channel-specific optimization playbooks, testing cadence, and cross-functional decision framework
KPIs You'll Own
CAC (Customer Acquisition Cost)
Cost per acquired student across channels; primary driver for profitability in education
CPL (Cost Per Lead)
Cost to generate qualified leads; directly impacts channel efficiency and media spend allocation
Conversion Rate by Channel
% of prospects converting to leads or students; identifies underperforming funnels for CRO focus
Lead Quality Score
% of leads that convert to paid students; separates vanity metrics from real pipeline
ROI by Channel
Revenue generated per dollar spent; ultimate measure of channel viability and scaling potential
LTV (Lifetime Value)
Total revenue per student; essential for calculating payback period and growth payback efficiency
Tools & Stack
Your Team
Your Manager
Head of Marketing or Chief Commercial Officer (likely Marketing/Growth leadership)
Current Team
Working across multiple stakeholders: Marketing, Commercial/Sales, Academic, Data/Analytics, IT teams, and external vendors
New role or expansion-specifically addressing gap in conversion optimization and channel management
The Package
Salary
R$80K-R$110K base
Remote
On-site only, Itaim Bibi (São Paulo), Monday-Friday 9am-7pm
Benefits & Perks
Company Intelligence
Vitru Educação is Brazil's largest private distance education institution, operating three major brands (Vitru, Unicesumar, Uniasselvi) serving hundreds of thousands of students across online and in-person programs. Founded on principles of accessibility and continuous learning, they're scaling aggressively while maintaining quality across a diverse student base.
Customers
Hundreds of thousands of students; B2C education market across online and on-campus
Culture
Knowledge-focused, growth-minded, collaborative across departments. Emphasis on continuous improvement and learning as core value.
Is This Role For You?
- You've optimized conversion funnels in high-volume, multi-channel environments and obsess over CAC/LTV unit economics
- You're comfortable with ambiguity and wear multiple hats-this role spans analytics, project management, and strategic prioritization
- You think in experiments: A/B tests, POCs, and learning loops are your native language
- You've worked in education, infoproducts, or other subscription/high-volume B2C models where data quality matters
- You thrive in cross-functional settings and can influence without formal authority (marketing, sales, product, data teams)
- You need complete remote flexibility-this is 100% on-site in São Paulo (9am-7pm Mon-Fri)
- You're uncomfortable with hands-on data work; this role requires SQL, Excel, and analytics tool fluency
- You prefer execution over strategy; success here is 60% analysis/prioritization, 40% implementation support
Interview Process
Phone/Video Screen
Recruiter screens for channel optimization background, familiarity with CAC/LTV metrics, and timeline
Case Study / Take-Home
Likely a real or realistic conversion funnel analysis scenario; analyze provided data, identify top 3 opportunities, recommend test priorities
Manager Interview
Conversation with Head of Marketing or Growth leadership about approach to channel optimization, experimentation philosophy, and cross-functional project management
Stakeholder Panel
Brief conversation with representatives from Commercial, Data, or Academic teams to assess collaboration fit
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About Growth Marketing roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.