The Challenge
Cogna Educação, Brazil's largest education company, needs a CRM analyst to build and optimize customer journeys at scale. You'll own segmentation strategy, campaign execution, and performance analytics for a massive student and institutional audience.
Your Mission
Audit current CRM/marketing automation setup (Braze, HubSpot, RD Station, or Insider) and document segmentation gaps
Build 3-5 high-impact audience segments using SQL and validate tracking/event implementation
Create 2-3 automated campaign workflows with clear A/B test parameters and success metrics
Design your first dashboard in Power BI/Looker showing campaign performance, conversion funnels, and segment health
Own end-to-end campaign lifecycle: ideation → segmentation → execution → analysis for 10+ campaigns with >15% performance lift
Implement or optimize a Customer Data Platform (CDP) integration if not already in place; consolidate data sources
Build reusable playbooks for customer journey design (onboarding, re-engagement, upsell) with documented success criteria
Establish recurring performance cadence with marketing/growth leadership; present insights that directly influence budget allocation
KPIs You'll Own
Campaign Conversion Rate
Track lift from baseline across segments; target 15%+ month-over-month improvement.
Email/SMS Open & Click Rates
Segment-level engagement; use A/B tests to optimize send times and creative.
Customer Lifetime Value by Segment
Revenue per acquired customer by cohort; measure payback period and repeat purchase rate.
Audience Segment Performance Delta
Compare conversion, retention, and CAC across your segmentation model vs. generic broadcast.
A/B Test Statistical Significance
% of tests hitting >95% confidence; minimum sample size enforcement.
Tools & Stack
Your Team
Your Manager
Not specified; likely Head of Marketing Operations or CRM Director
Current Team
Appears to be a new build or understaffed function within marketing ops
New role-CRM program likely scaling
The Package
Salary
R$80K-R$110K base
Variable
Profit sharing (mentioned 'participação nos lucros')
Remote
On-site in São Paulo, Brazil
Benefits & Perks
Company Intelligence
Cogna Educação is Brazil's largest education conglomerate, operating multiple higher education brands and digital learning platforms. They serve hundreds of thousands of students and institutional clients across Brazil, making them a data-rich environment for martech experimentation.
Customers
Hundreds of thousands of students and institutions across Brazil
Culture
Values respect, diversity, and inclusion; emphasis on internal growth and celebration of results
Is This Role For You?
- You write SQL fluently and can pull your own datasets without waiting on engineers
- You've built customer journeys or run CRM/marketing automation campaigns in tools like Braze, HubSpot, or RD Station
- You're comfortable A/B testing and reading statistical significance; you think in cohorts and segments, not blasts
- You want to grow into a martech/growth ops leadership role; Cogna has structure and resources to invest in you
- You're based in or open to on-site work in São Paulo
- You need remote flexibility-this is 100% on-site in São Paulo
- You're looking for hands-off dashboarding; this role requires you to own strategy and execution end-to-end
- You lack SQL or data analysis skills; you can't succeed without the ability to validate your own work
Interview Process
Application Review
Portfolio or GitHub showing SQL queries, past CRM/automation work, or analytics dashboards
Technical Screen
SQL problem solving + walkthrough of a past campaign you built (segmentation logic, metrics, results)
Case Study
Design a customer journey or segmentation strategy for an education use case; present your thinking
Manager/Team Conversation
Discuss roadmap, team structure, and how you'd measure success in the first 90 days
Offer
Likely background check and benefits discussion
Ready when you are
Interested in this role?
Apply now and hear back within days, not weeks.
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About Marketing Ops roles
Marketing ops professionals own the tech stack, data flows, and processes that make marketing teams efficient. They manage automation platforms, reporting infrastructure, lead routing, and attribution models.