Database Marketing Specialist

📌 Core Information - Job Title: Database Marketing Specialist - Company: Wellhub - Location: São Paulo, São Paulo, Brazil - Job Type: Hybrid - Date Posted: July 28, 2025 🚀 Job Overview Key aspects of this role include: - Database Management: Oversee and optimize user database, ensuring accurate campaign execution and delivering actionable audience insights. - Audience Monitoring & Insights: Track key audience health metrics, flag anomalies, and explore audiences to understand what works for each segment. - Communication Frequency & Playbooks: Define and optimize rules for communication frequency by segment and channel, building and maintaining frequency caps, exclusions, and rules within the marketing automation platform. - Cross-Functional Collaboration: Work closely with various teams to support campaign planning and execution, focusing on increasing reachable database and refining overall communication strategy. - Analysis & Reporting: Monitor and report on key performance metrics, explore trends, and recommend 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 cross-functionally to support campaign planning and execution. 📋 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 as needed. - 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, understanding 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. - 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 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 essential for ensuring the integrity and effectiveness of user database operations, directly influencing the efficiency of campaign execution and overall marketing performance. 🎯 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: Prior experience in managing user databases and audience insights is a mandatory requirement for this role. 💰 Compensation & Benefits - Salary Range: Industry-standard salary range for a Database Marketing Specialist in São Paulo, Brazil, with 0-2 years of experience is R$ 35,000 - R$ 45,000 per year (approximately USD 6,500 - USD 8,500 per year). This estimate is based on market research and may vary depending on the company's compensation practices. - 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: Flexible hybrid and full remote work models, with a home office stipend and monthly flexible work allowance. - Flexible Schedule: Flexibility to adjust working hours based on 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 your 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 employee development investments. - 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 market research and may vary depending on the company's compensation practices. The benefits listed are based on the information provided in the job description and may be subject to change or additional terms and conditions. 📌 Applicant Insights 🔍 Company Context - Industry: Wellness and Fitness Services - Company Size: 1,001-5,000 employees - Founded: 2012 - Headquarters: New York, NY - Specialties: Corporate wellness platform, employee wellbeing, fitness, mindfulness, therapy, nutrition, and sleep services 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: Corporate wellness, employee wellbeing, fitness, mindfulness, therapy, nutrition, and sleep services Company Website: Wellhub ASSUMPTION: Wellhub is a well-established company in the wellness and fitness services industry, with a strong focus on employee wellbeing and a commitment to driving widespread employee adoption and engagement through its corporate wellness platform. 📊 Role Analysis - Career Level: Entry-level to mid-level (0-2 years of experience) - Reporting Structure: The Database Marketing Specialist will likely report directly to the Marketing or User Growth team, depending on the company's organizational structure. - Work Arrangement: Hybrid (2-3 days per week in the office, with the remaining days working remotely) - Growth Opportunities: As a growing technology company, Wellhub offers outstanding opportunities for personal and career growth, with a growth mindset and employee development investments. Potential growth paths for this role may include advancing to a Senior Database Marketing Specialist or moving into a related marketing or data-focused role within the organization. ASSUMPTION: The career level, reporting structure, work arrangement, and growth opportunities for this role are based on industry standards and the information provided in the job description. The actual career path and growth opportunities may vary depending on the company's internal structure and policies. 🌍 Location & Work Environment - Office Type: Hybrid (combination of on-site and remote work) - Office Location(s): 30 Irving Pl, New York, NY 10003, US (Global Headquarters) - Geographic Context: São Paulo, Brazil's largest city and main economic hub, offers a vibrant urban environment with a mix of modern and historic neighborhoods, diverse cultural attractions, and a dynamic business ecosystem. The city is known for its bustling nightlife, rich culinary scene, and numerous parks and green spaces. - Work Schedule: The work schedule for this hybrid role is likely to be Monday to Friday, with the specific days in the office determined by the employee and their manager. ASSUMPTION: The office type, office location, geographic context, and work schedule for this role are based on the information provided in the job description and industry standards for hybrid work arrangements. 💼 Interview & Application Insights - Typical Process: 1. Online application submission 2. Phone or video screening 3. Technical assessment (e.g., data analysis, SQL queries, or marketing automation platform tasks) 4. In-depth behavioral and situational interviews 5. Final round interview with key stakeholders (e.g., hiring manager, team members, or senior leadership) - Key Assessment Areas: 1. Technical skills and knowledge in database management, audience segmentation, and marketing automation platforms 2. Strategic and analytical mindset, with a strong focus on data-driven decision-making 3. Cross-functional collaboration and communication skills 4. Problem-solving abilities and adaptability in a fast-paced, dynamic work environment - Application Tips: 1. Tailor your resume and cover letter to highlight relevant skills and experiences for this role, emphasizing your ability to manage user databases and audience insights. 2. Prepare for technical assessments by brushing up on your SQL, Python, and marketing automation platform skills. 3. Research Wellhub's company culture and mission to demonstrate your alignment with their values and commitment to employee wellbeing. - ATS Keywords: Database management, audience segmentation, marketing automation, CRM, lifecycle marketing, Python, Metabase, Segment, user database, audience insights, communication frequency, cross-functional collaboration, analysis, reporting, strategic mindset, data-driven decision-making, employee wellbeing, corporate wellness, hybrid work arrangement ASSUMPTION: The typical interview process, key assessment areas, application tips, and ATS keywords for this role are based on industry standards and the information provided in the job description. The actual interview process and assessment criteria may vary depending on the company's internal policies and practices. 🛠 Cultural Fit Considerations - Company Values: Wellhub's company values emphasize trust, flexibility, and integrity, fostering a supportive atmosphere with ambitious people from around the world. The company places a strong focus on employee wellbeing, work-life balance, and creating a positive work environment. - Work Style: The work style at Wellhub is dynamic, collaborative, and focused on driving widespread employee adoption and engagement through its corporate wellness platform. Employees are expected to be self-motivated, adaptable, and committed to continuous learning and improvement. - Self-Assessment Questions: 1. How do you ensure the integrity and effectiveness of user database operations, and how do you approach data-driven decision-making? 2. Describe your experience working cross-functionally with various teams to support campaign planning and execution, and how do you maintain strong relationships with key stakeholders? 3. How do you balance the need for frequent communication with users to keep them engaged and informed, while also minimizing opt-outs and maintaining a positive user experience? ASSUMPTION: The company values, work style, and self-assessment questions for this role are based on the information provided in the job description and industry standards for cultural fit in the wellness and fitness services industry. The actual company values, work style, and self-assessment questions may vary depending on the company's internal policies and practices. ⚠️ Potential Challenges - Challenge 1 (Specific to this role): Managing user databases and audience insights for a high-growth technology company may require working with large datasets and complex data structures, necessitating strong technical skills and a deep understanding of data management principles. - Challenge 2 (Specific to the company/industry): The wellness and fitness services industry is dynamic and competitive, with new trends and technologies emerging rapidly. The Database Marketing Specialist must stay up-to-date with industry developments and adapt their strategies accordingly to maintain a competitive edge. - Challenge 3 (Specific to the work arrangement): Working in a hybrid environment may present unique communication and collaboration challenges, requiring strong interpersonal skills and the ability to effectively manage remote team members and stakeholders. - Challenge 4 (Specific to the location): Living and working in São Paulo, Brazil, may present unique cultural, linguistic, and logistical challenges, requiring adaptability and a willingness to embrace new experiences and perspectives. ASSUMPTION: The potential challenges listed above are based on industry standards and the information provided in the job description. The actual challenges faced by the Database Marketing Specialist may vary depending on the company's internal policies, industry trends, and the specific work environment. 📈 Similar Roles Comparison - Comparison Point 1 - How this role differs from related positions: - Unlike traditional marketing roles, the Database Marketing Specialist focuses primarily on user database management, audience insights, and communication frequency, rather than overall marketing strategy or campaign execution. - This role requires a strong technical skillset in database management, audience segmentation, and marketing automation platforms, as well as a deep understanding of data-driven decision-making and cross-functional collaboration. - Comparison Point 2 - Industry-specific context: - The wellness and fitness services industry is characterized by a strong focus on user engagement, retention, and overall wellbeing. The Database Marketing Specialist plays a critical role in driving user engagement and optimizing campaign performance through data-driven insights and process improvements. - Comparison Point 3 - Career path comparison: - The Database Marketing Specialist role can serve as a stepping stone to a Senior Database Marketing Specialist position or a transition into a related marketing or data-focused role within the organization. Alternatively, this role may provide a pathway to a career in data analysis, data science, or marketing technology, depending on the individual's interests and skillset. ASSUMPTION: The comparison points listed above are based on industry standards and the information provided in the job description. The actual differences between this role and related positions, industry-specific context, and career path comparison may vary depending on the company's internal policies and practices. 📝 Sample Projects - Project example 1 (Specific to this role): Develop and implement a data-driven segmentation strategy to improve campaign performance and user engagement, utilizing clustering algorithms and cohort analysis to identify high-potential user segments. - Project example 2 (Specific to the industry): Collaborate with the product and user experience teams to design and execute A/B tests for new communication channels or content formats, measuring their impact on user engagement and opt-out rates. - Project example 3 (Specific to reported responsibilities): Analyze user behavior data to identify trends and patterns in user engagement, developing predictive models to anticipate user churn and optimize retention strategies. ASSUMPTION: The sample projects listed above are based on industry standards and the information provided in the job description. The actual projects undertaken by the Database Marketing Specialist may vary depending on the company's internal priorities, industry trends, and the specific work environment. ❓ Key Questions to Ask During Interview - Question 1 (Specific to role responsibilities): Can you describe a time when you had to manage a large user database and optimize campaign performance? What steps did you take to ensure data integrity and improve overall campaign effectiveness? - Question 2 (Specific to team structure): How do you collaborate with cross-functional teams to support campaign planning and execution, and how do you ensure that your data-driven insights and process improvements are effectively implemented? - Question 3 (Specific to company culture): How does Wellhub's commitment to employee wellbeing and work-life balance manifest in the day-to-day work environment, and how do you contribute to fostering a positive and supportive work culture? - Question 4 (Specific to growth opportunities): What opportunities exist for professional development and career growth within the User Growth team and Wellhub more broadly, and how does the company support employees in pursuing these opportunities? - Question 5 (Specific to work environment): How do you adapt to working in a hybrid environment, and how do you ensure effective communication and collaboration with remote team members and stakeholders? ASSUMPTION: The key questions to ask during the interview are based on industry standards and the information provided in the job description. The actual questions asked may vary depending on the company's internal policies and the specific interview format. 📌 Next Steps for Applicants To apply for this position: 1. Submit your application through the Wellhub careers page. 2. Tailor your resume and cover letter to highlight your relevant skills and experiences, emphasizing your ability to manage user databases and audience insights. 3. Prepare for technical assessments by brushing up on your SQL, Python, and marketing automation platform skills. 4. Research Wellhub's company culture and mission to demonstrate your alignment with their values and commitment to employee wellbeing. 5. Follow up with the hiring manager or recruiter after your interview to express your interest in the role and address any remaining questions or concerns. ⚠️ Disclaimer This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.