Senior Media BI Specialist

About Us Nu is one of the largest digital financial platforms in the world, with more than 127 million customers across Brazil, Mexico, and Colombia. Guided by our mission to fight complexity and empower people, we are redefining financial services in Latin America and this is still just the beginning of the purple future we're building. Listed on the New York Stock Exchange (NYSE: NU ), we combine proprietary technology, data intelligence, and an efficient operating model to deliver financial products that are simple, accessible, and human. Our impact has been recognized by global rankings such as Time 100 Companies, Fast Company’s Most Innovative Companies, and Forbes World’s Best Bank. Visit our institutional page Careers at Nu - Join our team! About the Role At Nu, paid media is one of our most strategic growth investments. As a Media BI Specialist, you’ll be responsible for measuring, analyzing, and explaining the real impact of those investments. You’ll join the Media team as an analytics-first role, focused on performance measurement, incrementality, and ROI across the full funnel. Your work will connect paid media data with product usage and financial outcomes, helping define official metrics and guide investment decisions. It’s a measurement and decision-support role, requiring strong analytical depth, ownership of data and dashboards, and the ability to turn complex analyses into clear recommendations for leadership. Responsibilities Full-Funnel Performance Analysis Paid Media Measurement Analyze awareness, consideration, and performance campaigns across paid media channels, connecting media metrics to real funnel and business outcomes. Evaluate CAC, CPA, ROI, payback, marginal efficiency, and internal KPIs (e.g., BHT) by channel, campaign, audience, and time period. Go beyond CTR and CPM to assess true value creation and long-term impact. Build and analyze cross-sell and retention cohorts by channel and acquisition period. Media × Product × Business Integration Connect paid media performance with product activation, usage, and revenue generation. Partner with product, growth, and finance teams to align marketing metrics with business outcomes. Support investment decisions with clear, data-backed insights focused on value and incrementality. Awareness Consideration Measurement (Business-Oriented) Measure the impact of top- and mid-funnel campaigns beyond standard media metrics (reach, CPM, CTR). Apply internal methodologies, Marketing Mix Modeling (MMM), and incrementality frameworks to assess real business impact. Challenge attribution models and assumptions when they fail to explain observed results. Modeling, Forecasting Media Planning Develop models for: Volume, ROI, and investment forecasting Budget allocation and scenario simulations Support monthly and quarterly media planning with data-driven recommendations. Experimentation Incrementality Design, structure, and analyze A/B tests, holdouts, and geo experiments. Measure the true incremental impact of campaigns, channels, and audiences. Inform decisions to scale, optimize, or pause paid media investments. Data Governance, Audiences Reporting Guarantee consistency, reliability, and trustworthiness of paid media and business data. Own the definition of official media and marketing metrics, including internal KPIs such as BHT. Be responsible for audience governance, including targeting audiences, control groups, test bases, and exclusions used across media platforms. Define standards for dashboards and reporting, ensuring a single source of truth. Produce executive-level reports with clear insights and recommendations for senior leadership. Qualifications Required 5+ years of relevant experience in marketing analytics, growth analytics, media analytics, or similar roles. Strong hands-on experience analyzing paid media performance and large-scale marketing investments. Proven experience with incrementality, experimentati ... (truncated, view full listing at source)