Digital@FEMSA somos la división de innovación tecnológica que ofrece soluciones digitales para simplificar la vida de nuestros clientes. Está integrada por negocios que aprovechan la tecnología para generar herramientas prácticas y confiables, como Spin by OXXO* una wallet que busca simplificar la vida de sus clientes a través de una cuenta de fondos de pago electrónico, así como distintas Soluciones para Negocios**. Somos un equipo diverso y multidisciplinario centrado en desarrollar propuestas de valor innovadoras y diferenciadas en el mercado. Respaldados por los más de 130 años de experiencia y compromiso a la excelencia de FEMSA, somos el equipo que continúa con la misión de generar valor económico y social, ahora en la comunidad digital.
Objective:
Develop and implement effective strategies to increase the acquisition of high-quality users through multiple channels, both digital and physical, optimizing the onboarding experience and maximizing the return on investment in acquisition initiatives, with a particular focus on in-store acquisition at OXXO.
Responsabilities:
- Develop and execute user acquisition strategies across digital channels (Google Ads, Facebook, Instagram, etc.) as well as physical points of sale (OXXO stores).
- Collaborate with cross-functional teams (product, marketing, martech, and commercial) to develop and implement user acquisition initiatives.
- Analyze the acquisition funnel to identify areas for improvement and optimize the process from attraction to conversion, ensuring high-quality users are acquired.
- Define incentives in collaboration with Value Proposition and Commercial teams to attract high-quality users, demonstrating long-term ROI and ensuring the sustainability of initiatives.
- Manage the implementation of campaigns aimed at increasing the volume of high-quality users acquired.
- Manage and optimize the acquisition budget, maximizing performance metrics.
- Monitor and report key KPIs, including CAC, eCAC, LTV, and conversion rate per channel.
- Develop and maintain relationships with business partners and agencies for the effective execution of in-store and digital campaigns.
- Experiment and innovate with new acquisition tactics, both online and offline, to attract users.
Qualifications:
- Bachelor's degree in Marketing, Business Administration, Economics, Industrial Engineering, or related fields.
- Minimum of 5 years of experience in user acquisition or digital marketing roles, preferably in fintech or superapp environments.
- Strong analytical skills and the ability to work with large data sets to identify opportunities and optimize campaign performance.
- Experience in managing digital campaigns (Google Ads, Facebook, etc.) as well as in physical points of sale.
- Ability to work effectively in a dynamic and cross-functional environment, with strong communication and leadership skills to influence different levels within the organization.
- Knowledge of analytical tools such as Google Analytics, Amplitude, Tableau, and Appsflyer.
- Ability to make strategic, data-driven decisions with a focus on continuous improvement and innovation.
Digital FEMSA está comprometida con un lugar de trabajo diverso e inclusivo.
Somos un empleador que ofrece igualdad de oportunidades y no discrimina por motivos de raza, origen nacional, género, identidad de género, orientación sexual, discapacidad, edad u otra condición legalmente protegida.
Si desea solicitar una adaptación, notifique a su Reclutador.