Activation Manager

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. 

Activation Manager  

Job Overview:  

The Activation Senior Manager will be responsible for driving the activation of new users by optimizing their onboarding experience and ensuring data quality across the ecosystem. This role will focus on creating seamless user journeys that increase activation rates, enhance data validation, and improve user engagement. The position requires a data-driven mindset and a strong analytical approach to identify trends, understand user behaviors, and make data-backed decisions to refine activation strategies. You will collaborate cross-functionally to define key activation moments, develop strategies based on insights derived from data, and experiment with new ideas to continuously improve the user activation process.  

Key Responsibilities:

User Activation & Growth Hacking:  

• Design and implement strategies to drive user enrollment by leveraging data to offer the most relevant and valuable products tailored to customer needs and buying occasions.  

• Promote transactional activation for newly acquired users, ensuring a seamless onboarding process that leads to engagement and retention, using data insights to optimize each stage.  

• Develop and lead growth hacking initiatives supported by experimentation capabilities, including A/B testing and multivariate testing, to optimize the activation process and identify opportunities for improvement.  

Transactional Activation Design:  

• Use analytics to identify key activation moments (e.g., setup, AHA, habit moments) and create strategies to nurture users through these stages based on their data quality and behavior patterns.  

• Continuously monitor and analyze user behavior post-onboarding to refine transactional activation efforts and improve overall engagement.  

• Onboarding Optimization:  

• Collaborate with acquisition, product, and engineering teams to design onboarding strategies backed by data, ensuring new users complete the process with validated and contactable profiles (e.g., OTP for phone and email verification).  

• Build and optimize the onboarding process using a data-driven approach, considering different user profiles and levels, to improve data quality by ensuring all mandatory fields are filled and validated (e.g., RENAPO for identification), while creating a seamless experience.  
• Apply analytics to experiment with staggered onboarding, using A/B tests to determine which information should be collected at various stages to reduce friction and increase conversion rates.  

Ecosystem User Journey Development:  

• Develop a comprehensive user journey map, backed by data analysis, identifying all entry points and paths users may take throughout the ecosystem, ensuring they have a high-quality experience.  
• Leverage data to optimize flows, ensuring that onboarding and activation touchpoints are continually improved based on user needs and behaviors.  

Data-Driven Activation Initiatives:  

• Define and lead experimentation efforts supported by A/B testing, multivariate analysis, and data modeling to improve activation rates and user retention.  

• Use advanced analytics and insights from user data to identify growth opportunities, continuously refine activation strategies, and make data-backed decisions that impact the entire ecosystem.  

• Partner with Analytics and Data Science teams to develop dashboards and KPIs, monitoring real-time performance and activation trends to guide strategic decisions.  
• Apply cohort analysis and user segmentation to understand different user groups and optimize activation efforts based on behavioral insights.  

Cross-Functional Collaboration:  

• Ensure that all ecosystem entrances, both physical and digital, are optimized with data-driven solutions, ensuring smooth and effective onboarding processes to maximize user experience and conversion rates.  
• Work closely with product, marketing, and operations teams to ensure alignment across all user activation strategies, sharing insights derived from data analysis to ensure that all teams are informed and focused on the same goals.  

Key Success Metrics:  

• Monthly new activated users – Focus on users who complete their onboarding and perform at least one transaction.  

• Activation rate (%) – Measure the percentage of users who successfully activate and engage with the platform.  
• Effective Customer Activation Cost (eCAC) – Track and optimize the costs associated with activating new users.  

Qualifications:  

• Bachelor’s degree in business, marketing, economics, or a related field. Advanced degrees (MBA) or specialized growth certifications are a plus.  

• 8+ years in growth, product, or activation roles in high-growth tech companies, with proven success in driving user activation and retention strategies.  

• Strong analytical skills, with experience in using data to optimize onboarding and activation funnels, running A/B tests for experimentation, and leveraging analytical tools like Mixpanel, Tableau, and Power BI for data visualization and insights.  

• Proven ability to work collaboratively with product, engineering, marketing, and data teams to improve the onboarding and activation process.  

• Expertise in mapping and enhancing user journeys, identifying key moments to improve activation and user engagement.  

• Experience with marketing automation tools (e.g., Braze, Amplitude, Salesforce) and CRM systems to manage communication and retention strategies.  

• Strong experience managing growth budgets, designing incentives, and tracking KPIs like activation rate and CAC to drive ROI. 

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. 
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