The Challenge
Mallplaza (Grupo Falabella's retail network) is betting big on hyper-personalized CRM to drive LTV and recurring visits across physical and digital touchpoints. You'll architect the AI-powered engine that turns shopper behavior into real-time, one-to-one marketing at scale.
Your Mission
Map current CRM tech stack (Salesforce Marketing Cloud integration) and identify quick wins for omnichannel automation (Email, Push, WhatsApp, SMS)
Build and validate first predictive model (churn risk or purchase propensity) using existing customer data, establish baseline metrics
Design A/B testing framework and run initial 3-5 experiments on segmentation and content variations, document learnings
Establish weekly cross-functional syncs with Data & Analytics, Engineering, and Marketing teams to align on roadmap and KPI ownership
Launch full omnichannel automation suite with real-time behavioral triggers (mall visits + digital activity) across all channels
Implement generative AI for dynamic content personalization in campaigns; measure lift in CTR and conversion vs. baseline
Build attribution model linking digital interactions to offline mall sales and NPS; establish data pipeline from POS to CRM
Scale segmentation from broad campaigns to 1:1 personalization; achieve 20%+ improvement in campaign conversion rates via algorithmic targeting
KPIs You'll Own
Customer Lifetime Value (LTV)
Track average revenue per customer over relationship lifespan; target month-over-month growth via retention and upsell.
Campaign Conversion Rate
Measure % of contacts who take target action (purchase, visit mall, app engagement); benchmark by channel and segment.
Churn Prevention Rate
% of at-risk customers successfully re-engaged through predictive intervention; tied to retention KPIs.
A/B Test Velocity & Learnings
Number of experiments run per month and documented insights; ensure continuous iteration across audiences and channels.
Omnichannel Attribution
% of offline sales attributed to digital touchpoints; measure marketing influence on physical mall traffic and basket size.
Segment Performance
Compare engagement and revenue metrics across AI-driven segments; track precision of predictive models (purchase propensity, recommendations).
Tools & Stack
Your Team
Your Manager
Not specified; likely VP Marketing or Chief Marketing Officer
Current Team
Not specified; you'll work cross-functionally with Data & Analytics, Engineering, and Marketing teams
New role; filling a gap in CRM strategy and personalization leadership
The Package
Salary
$65K-$85K base
Remote
On-site, Huechuraba, Santiago Metropolitan Region, Chile
Benefits & Perks
Company Intelligence
Mallplaza is Chile's leading shopping mall operator and part of Grupo Falabella, a major LatAm retail powerhouse. The company operates premium retail destinations across Chile and manages a significant omnichannel customer base. They're investing heavily in digital transformation and data-driven personalization.
Customers
Retail shoppers and merchants across Mallplaza portfolio
Culture
Innovation-focused, collaborative, fast-paced; emphasis on shared challenges and entrepreneurial problem-solving
Is This Role For You?
- You've shipped CRM or marketing automation campaigns and understand the mechanics of segmentation, lifecycle marketing, and multi-channel orchestration
- You're comfortable with data—SQL, analytics platforms, and the ability to translate insights into action without being a data scientist
- You thrive in ambiguity; you can take a high-level goal (increase LTV, prevent churn) and design experiments to validate hypotheses
- You speak both English and Spanish (fluency likely required for daily collaboration in Santiago)
- You're excited by LatAm market dynamics and retail + e-commerce convergence
- You've only worked in traditional corporate marketing (no hands-on CRM, automation, or growth experience)
- You're uncomfortable with SQL, data querying, or collaborating closely with analytics teams; data fluency is non-negotiable
- You prefer greenfield projects over inheriting and optimizing existing systems; this role involves scaling and refining current CRM infrastructure
Interview Process
Initial Screening
Alignment on experience, CRM/marketing automation background, and data fluency. 30 mins.
Technical Case Study
Walk through a past CRM or marketing automation project: channels used, segmentation strategy, metrics tracked, and learnings. 45 mins.
Predictive Analytics & Data Discussion
Discuss experience with AI, predictive modeling, or advanced analytics; be ready to explain how you'd approach a churn prediction or personalization use case. 45 mins.
Stakeholder Interview
Meet with cross-functional leads (Data, Engineering, Marketing) to assess collaboration style and alignment on roadmap priorities. 60 mins.
Interested in this role?
Apply now and hear back within days, not weeks.
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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.