Especialista de CRM e Jornada do Cliente (Growth)

Structure and evolve the CRM operation for Michelin Connected Fleet, focusing on lead acquisition, nurturing, and qualification to support revenue growth. Develop CRM and Lifecycle Marketing strategies oriented toward funnel performance and result generation. Create, implement, and optimize automated journeys for customer acquisition, nurturing, retention, and reactivation using Salesforce Marketing Cloud. Build audience segments based on behavior, customer profile, funnel stage, and business opportunities. Establish lead scoring models, qualification criteria, and nurturing strategies aligned with the sales process. Monitor and analyze CRM indicators such as conversion, engagement, retention, churn, expansion, LTV, and revenue impact. Conduct tests, analyses, and experiments to identify continuous improvement opportunities. Support platform integrations to ensure data quality, event standardization, and ecosystem evolution. Identify personalization and automation opportunities to maximize engagement and conversion. Act as an internal reference in CRM, Lifecycle, and automation, tracking trends, new technologies, AI, and market best practices.