- Job Title: Audience Marketing Specialist
- Company: Wellhub
- Location: São Paulo, São Paulo, Brazil
- Job Type: Hybrid
- Date Posted: July 28, 2025
- Experience Level: 0-2 years
🚀 Job Overview
Key aspects of this role include:
- Overseeing and optimizing the user database to ensure accurate campaign execution and deliver actionable audience insights.
- Monitoring key audience metrics and developing playbooks for communication frequency to drive user engagement and overall campaign success.
- Collaborating cross-functionally with teams such as Client Success, Client Sales, Product Marketing, Lifecycle, Paid Media, Martech, and Legal to support and refine the overall communication strategy.
- Analyzing and reporting on key performance metrics, exploring trends, and recommending improvements to optimize engagement and reduce opt-outs.
ASSUMPTION: This role requires a strong strategic and analytical mindset, with hands-on experience in CRM, lifecycle marketing, and marketing automation platforms. The ideal candidate will have a proven track record in managing user databases and audience insights, with the ability to work effectively in a cross-functional team environment.
📋 Key Responsibilities
- Database Management:
- Serve as the go-to-person for campaign audiences, ensuring data integrity and optimal performance.
- Identify cohort opportunities for improving campaign results.
- Propose campaign setup changes, such as timezone adjustments, frequency, and channel modifications.
- Audience Monitoring & Insights:
- Track key audience health metrics such as reachability rate, contacted audience percentage, unsubscribe rates, bounce rates/deliverability, and opt-in/opt-out trends.
- Flag anomalies and emerging trends that require action.
- Bring intelligence to the database to better explore audiences and understand what works for each segment.
- Communication Frequency & Playbooks:
- Define and continuously optimize rules for communication frequency by segment and channel.
- Build and maintain frequency caps, exclusions, and rules within the marketing automation platform (e.g., Braze).
- Develop and update playbooks and guidelines for ideal outreach cadence tailored by lifecycle stage, persona, region, etc.
- Cross-Functional Collaboration:
- Create and maintain good relationships with the Client Success, Client Sales, and Product Marketing teams to lead Reachability initiatives focusing on increasing the reachable database.
- Work closely with Lifecycle, Paid Media, Martech, and Legal teams to support and refine the overall communication strategy.
- Analysis & Reporting:
- Monitor and report on key performance metrics (reachability, engagement, opt-out rates) on a monthly basis.
- Explore and identify trends, success cases, and areas of opportunity, recommending improvements and A/B tests to optimize engagement and reduce opt-outs.
ASSUMPTION: The responsibilities listed above are not exhaustive and may vary based on the specific needs of the team and the company. The ideal candidate will be adaptable and able to take on additional tasks as needed.
🎯 Required Qualifications
- Education: Bachelor's degree in Marketing, Data Analytics, Business, or a related field.
- Experience:
- Proven experience in managing user databases and audience insights.
- Demonstrated ability to work cross-functionally to support campaign planning and execution.
- Experience in analyzing key performance metrics and implementing data-driven process improvements.
- One or two years of experience as a specialist.
- Required Skills:
- Strong strategic and analytical mindset with hands-on experience in CRM, lifecycle marketing, and marketing automation platforms (e.g., Braze).
- Proficiency in database management and audience segmentation methodologies.
- Understanding of communication best practices and playbook development.
- Python knowledge is a plus.
- Experience with Metabase is a plus.
- Experience with Segment (a CDP) is also considered a plus.
- Languages: Fluent English is mandatory for working with regional and global teams.
- Fit with Wellhub: Alignment with the culture of well-being and work-life balance.
ASSUMPTION: While the job description lists specific requirements, Wellhub is an inclusive employer and encourages all aspiring applicants to apply, even if they don't match the job description 100%. They welcome applications and will explore if candidates could be a great fit for their team.
💰 Compensation & Benefits
- Salary Range: Not specified. Industry standard for a role of this level in São Paulo, Brazil is approximately R$ 5,000 - R$ 8,000 per month.
- Benefits:
- Wellhub: Access to onsite gyms and fitness studios, digital fitness programs, and online wellness resources for meditation, nutrition, mental health support, and more. Employees receive the Gold plan at no cost, and other premium plans are significantly discounted.
- Wellness: Health, dental, and life insurance.
- Flexible Work: Two work model options: flexible hybrid and full remote. The model for this role can be discussed with the recruiter and hiring manager. All employees receive a home office stipend and a monthly flexible work allowance to help cover the costs of working from home.
- Flexible Schedule: Wellhubbers and their leaders can make the best decisions for their scope, including flexibility to adjust working hours based on their personal schedule, time zone, and business needs.
- Paid Time Off: Vacations after 6 months and 3 days off per year, plus 1 day off for each year of tenure (up to 5 additional days) and an extra day off for the employee's birthday.
- Paid Parental Leave: 100% paid parental leave to all new parents and extended maternity leave.
- Career Growth: Outstanding opportunities for personal and career growth, with a growth mindset and investment in employee development.
- Culture: An exciting and supportive atmosphere with ambitious people from around the world, partnering with global colleagues and sharing in the success of a high-growth technology company disrupting the health and wellness space.
ASSUMPTION: The salary range provided is an estimate based on industry standards for the role, experience level, and location. The actual salary may vary depending on the candidate's qualifications and the company's compensation structure.
📌 Applicant Insights
🔍 Company Context
- Industry: Wellness and Fitness Services
- Company Size: 1,001-5,000 employees
- Founded: 2012
- Headquarters: New York, NY, USA
- Company Description: Wellhub is a corporate wellness platform that connects employees to the best partners for fitness, mindfulness, therapy, nutrition, and sleep, all included in one subscription designed to cost less than each individual partner. More than 15,000 companies in 11 countries use Wellhub to give their millions of employees access to best-in-class corporate wellbeing programs that are proven to drive widespread employee adoption and engagement. With Wellhub, employees can check-in with their wellbeing every day, resulting in better productivity, higher retention, and lower healthcare costs. This is the Wellhub Effect.
- Company Specialties: Not specified
📊 Role Analysis
- Career Level: Early career to mid-career level role, ideal for candidates looking to gain experience in audience marketing and database management within a corporate wellness setting.
- Reporting Structure: The Audience Marketing Specialist will report directly to the User Growth team and collaborate cross-functionally with various teams within the organization.
- Work Arrangement: Hybrid work arrangement, with the option to discuss the specific model for this role with the recruiter and hiring manager. This allows for flexibility in balancing work and personal life.
- Growth Opportunities: As a growing technology company, Wellhub offers opportunities for career growth and development. Employees can expect to work on high-impact projects and contribute to the company's overall success.
🌍 Location & Work Environment
- Office Type: Hybrid work arrangement, with the option to discuss the specific model for this role with the recruiter and hiring manager. This allows for flexibility in balancing work and personal life.
- Office Location(s): 30 Irving Pl, New York, NY 10003, US (headquarters)
- Geographic Context: São Paulo, Brazil, is the largest city in Brazil and the Americas, with a population of over 22 million people. It is known for its vibrant culture, diverse neighborhoods, and rich history. The city offers a mix of urban and natural environments, with numerous parks, gardens, and green spaces.
- Work Schedule: The work schedule for this role is not specified. However, given the hybrid work arrangement, employees can expect to have some flexibility in their work hours and the ability to balance work and personal responsibilities.
💼 Interview & Application Insights
- Typical Process: The typical interview process for this role is not specified. However, applicants can expect to go through several rounds of interviews, including phone or video screens, in-person interviews, and assessments, depending on the company's hiring process.
- Key Assessment Areas: Applicants should be prepared to discuss their experience in managing user databases, audience insights, and cross-functional collaboration. They should also be ready to demonstrate their analytical skills and ability to work effectively in a team environment.
- Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Showcase your understanding of the company's mission and values, and how your skills and experience align with the role's requirements.
- Prepare for behavioral interview questions that focus on your problem-solving skills, teamwork, and adaptability.
- Research the company and industry to demonstrate your enthusiasm and commitment to the role.
🛠️ Tools & Technologies
- Marketing Automation Platform: Braze
- Data Analysis Tools: Metabase (a plus), Python (a plus)
- Customer Data Platform (CDP): Segment (a plus)
- CRM & Lifecycle Marketing Tools: Not specified, but candidates should be familiar with industry-standard tools for managing customer relationships and marketing campaigns.
👔 Cultural Fit Considerations
- Company Values: Not specified, but applicants can expect to work in an environment that prioritizes well-being, work-life balance, and a supportive work culture.
- Work Style: The ideal candidate will be comfortable working in a flexible, hybrid work environment and be able to balance work and personal responsibilities effectively.
- Self-Assessment Questions:
- How do you prioritize your own well-being and work-life balance?
- How do you support and contribute to a positive and inclusive work environment?
- How do you approach problem-solving and decision-making in a team setting?
- How do you stay up-to-date with industry trends and best practices in audience marketing and database management?
🚨 Potential Challenges
- Language Barrier: While English is mandatory for working with regional and global teams, applicants should be prepared to work in a multilingual environment and be comfortable communicating with team members from diverse cultural backgrounds.
- Time Zone Differences: As a global company, Wellhub operates across multiple time zones. Applicants should be prepared to work collaboratively with team members in different time zones and be flexible with their working hours as needed.
- Fast-Paced Environment: As a high-growth technology company, Wellhub operates in a fast-paced environment. Applicants should be comfortable working in a dynamic and ever-changing work environment and be able to adapt to new tools, processes, and priorities as needed.
📈 Similar Roles Comparison
- Role Differences: Compared to similar roles in the industry, the Audience Marketing Specialist role at Wellhub places a strong emphasis on cross-functional collaboration, data-driven decision-making, and continuous improvement. Applicants should be prepared to work closely with various teams within the organization and be comfortable analyzing and interpreting data to inform their strategies.
- Industry-Specific Context: The wellness industry is a dynamic and growing field, with new trends and technologies emerging rapidly. Applicants should be prepared to stay up-to-date with industry developments and be able to adapt their strategies to capitalize on new opportunities.
📝 Sample Projects
- Project 1: Developing a comprehensive communication frequency playbook for a specific lifecycle stage, tailored to a specific region and persona, to optimize engagement and reduce opt-out rates.
- Project 2: Collaborating with the Lifecycle team to identify and implement A/B tests to improve campaign performance and user experience.
- Project 3: Working with the Paid Media team to optimize audience targeting and segmentation strategies to maximize campaign reach and engagement.
❓ Key Questions to Ask During Interview
- Role-Specific Questions:
- Can you describe a time when you identified an opportunity to improve campaign performance based on audience insights? How did you approach and implement this change?
- How do you stay up-to-date with industry trends and best practices in audience marketing and database management?
- Can you provide an example of a time when you collaborated cross-functionally to support campaign planning and execution? What was the outcome?
- Company-Specific Questions:
- How does Wellhub support the well-being of its employees, both professionally and personally?
- What are the most rewarding aspects of working at Wellhub, according to current employees?
- How does Wellhub foster a culture of innovation and continuous improvement?
- Industry-Specific Questions:
- How does Wellhub approach data privacy and security in its audience marketing strategies?
- What are some of the biggest challenges facing the wellness industry, and how does Wellhub address them?
- How does Wellhub measure the success of its corporate wellness programs, and how do these metrics inform its strategies?
📝 Next Steps for Applicants
- To apply for this position:
- Submit your application through the provided link: [Application URL]
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Prepare for the interview process, including phone or video screens, in-person interviews, and assessments, depending on the company's hiring process.
- Follow up with the hiring manager or recruiter after your interview to express your interest in the role and ask about next steps in the process.
⚠️ Disclaimer
This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
