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

This is an individual contributor role as Media Senior Analyst. We're looking for someone that is capable of running media plans, leading its end-to-end process, from building Media strategy to buying, executing tactics and also reporting it, connecting with Nubank's business needs and goals. The ideal candidate should be proficient in Media Planning concepts, and eager to keep pushing themselves to bring the best Paid Media strategies for our communication & marketing challenges.

You'll be responsible for

• Media Planning:
• responsible for multiple and strategic media planning being accountable for prioritizing the target, regions, budget and and timing, connecting them to business goals, previous campaigns learning, making sure they are adequate to achieve expected results and we have the buy-in of relevant stakeholders.
• Create or review strategic studies and analysis to launch campaigns, platforms, understand market movements, presenting or validating with senior stakeholders.
• Execution:
• Conduct complex tests that have the potential to unlock audiences or change the game in a challenge the team is facing, connecting effectively stakeholders to deliver results.
• Takes the lead of new initiatives, complex projects or campaigns that involve Nubank strategic movements.
• Measurement:
• Review or co-create final reports connecting strategy, execution, final results to business OKRs.

We are looking for a person who has

• Media skills:
• Strong Media concepts understanding, both online and offline
• Diligence on media execution and operates self-service digital platforms
• Openness to learn new technologies/ platforms
• Communication:
• Speaks with "clarity of thought" that enables those without context to understand efficiently.
• Is able to produce informative and objective presentations.
• English language proficiency
• Sense of ownership:
• Manages their own work and is capable to operate independently with general guidance from a senior manager, owning multiple processes and projects.
• Takes the lead in new initiatives, seeking for new solutions and best practices from other areas.
• Typically requires a minimum of 5 years relevant experience. Applies advanced knowledge of job area typically obtained through advanced education and work experience.

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, experimentation, and/or attribution models.
• Advanced proficiency in SQL and BI tools (e.g., Looker, Power BI, Tableau).
• Solid experience with cohort analysis, LTV, CAC, ROI, and funnel metrics.
• Strong foundation in applied statistics and experimental design.
• Ability to translate complex analyses into clear, actionable insights for non-technical stakeholders.
• Business-oriented mindset with a critical approach to metrics and hypotheses.
• Proficiency in English.

Nice to Have

• Experience working closely with paid media platforms such as Google, Meta, or similar ecosystems.
• Background in fintech, digital products, or data-driven growth environments.
• Experience influencing budget allocation and investment decisions at scale.

Our Benefits

• Chance of earning equity at Nubank
• Food/ Meal Card (Vale-Refeição and/or Vale Alimentação)
• Public Transportation Commuting Benefit (Vale-Transporte)
• NuCare – Psychological, Financial and Legal Assistance Program
• Life Insurance
• Medical Plan
• Dental Plan
• NuLanguage – Language Course Program
• Nucleo - Our learning platform of courses
• Extended Parental Leave
• Daycare Allowance
• Parental Consultancy
• Work-from-home Allowance
• Gym Partnerships
• 30 days of paid vacation
• Relocation Assistance Package, if applicable

Work Model for this Role

Hybrid 1week/cycle: Our hybrid work model brings us to the office for one week every cycle, which may vary between one and three months. For more details, visit https://building.nubank.com/nu-hybrid-work-model/

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