About the roleAs the Senior Media Specialist - Marketing (US), you will drive Nu's paid media strategy in the US, translating business goals into full-funnel media plans across digital and offline channels, and helping build the measurement infrastructure needed to prove what's working. This role exists to help Nu grow efficiently and profitably in a market that's still early - you'll be one of the first people building the paid media engine for the US from the ground up, working independently to stand up the building blocks that don't yet exist.
You will propose, build, implement, optimize, and measure paid media campaigns end to end, operating in a test-and-learn model to find the most efficient paths to reach and convert audiences - with particular focus on the mass affluent target, reaching them in the key demographic and geographic areas aligned to Nu's product offerings, from national brand campaigns down to regional, state, and city-level activation.
This role also works closely with Business Analytics, Finance, and other marketing teams to build the first paid media measurement models for the US, translating spend into credible ROI and ROAS reporting that can hold up under scrutiny.
Key responsibilities and Expectations- Propose, build, implement, optimize, and measure paid media strategies across digital and offline channels (search, social, programmatic, video, CTV/OOH, direct mail, and others), matched to the right objective and funnel stage.
- Set up the foundational building blocks for US paid media: platform accounts, tracking, tagging, and reporting infrastructure, working self-directed since much of this doesn't yet exist.
- Run a disciplined test-and-learn model: design experiments across channel, audience, and creative to find efficient paths to growth, and scale what works.
- Target and reach the mass affluent audience with precision: focus spend on the demographic and geographic areas that align to Nu's product offerings, balancing reach with efficiency.
- Partner with Business Analytics and Finance to build the first paid media measurement models for the US: contribute to ROI/ROAS frameworks, incrementality approaches, and reporting that connects media spend to business outcomes.
- Translate business goals into media strategy: work with brand, growth, and other marketing teams to turn objectives (awareness, acquisition, specific product goals) into channel plans and budget allocation.
- Manage external media and creative agencies, and work directly with media platforms (Google, Meta, TikTok, and others) for platform best practices, beta access, and troubleshooting.
- Bring a strong media point of view, grounded in external benchmarks and references where Nu's own US data doesn't yet exist: partner with marketing, product, and finance stakeholders to shape the US paid media approach, and represent that point of view clearly across teams.
Qualifications- Experience: 6-9 years in paid media or performance marketing, including hands-on ownership of multi-channel campaigns across national and regional/local levels.
- Industry Experience: Background in tech, e-commerce, mobile app, or financial services is a strong plus - particularly experience with mobile app install/conversion campaigns and mobile measurement (SDKs, MMPs such as AppsFlyer or Adjust), given Nu's app-first product.
- Technical Expertise: Deep hands-on experience across digital platforms (Google, Meta, TikTok, programmatic/DSPs, and others) and offline channels (TV, OOH, direct mail, radio), with fluency in ROI, ROAS, CPA, and other core media and marketing metrics.
- Mindset: Highly detail-oriented, disciplined, and rigorous in campaign execution and reporting; self-directed and independent, comfortable building measurement and infrastructure from scratch, and runs a test-and-learn cadence rather than waiting for perfect data.
- Agency & Platform Management: Proven experience managing external media and creative agencies, plus direct working relationships with media platforms themselves, including scoping, performance accountability, and budget oversight.
- Market Knowledge: Experience planning and executing media at national, regional, and state/city levels in the US, with the ability to identify and prioritize the geographic and demographic areas that best align to a mass affluent target, and to bring outside benchmarks to fill data gaps.
- Communication: Strong influence skills; able to represent the media point of view to marketing, finance, and analytics stakeholders as a senior individual contributor.
- Languages: Fluent or native English required. Portuguese and/or Spanish preferred.
Core Skills- Strategic Acumen: Links near-term paid media bets to Nu's broader US growth strategy, and helps stakeholders see that connection too.
- Analytical Ability: Analyzes performance and spend data with rigor and little oversight; turns it into recommendations that hold up when Finance or Business Analytics pushes back.
- Stakeholder Relationship & Management: Builds and sustains trust with Business Analytics, Finance, and other marketing teams independently; manages conflicting priorities between paid media bets and broader marketing plans without escalating every time.
- Marketing Knowledge & Channel Influence: Synthesizes performance data and market insight into media objectives, and advocates for budget or channel shifts where the data warrants it.
- Customer & Audience Insight: Acts as a primary advocate for precise, well-targeted audience strategy in cross-functional discussions; translates data and market signal into concrete channel, budget, and creative decisions.
- AI Fluency: Uses AI tools to improve targeting, creative testing, or media efficiency; evaluates AI initiatives on ROI, effort, and risk rather than adopting tools for their own sake.
Work Setup Miami, USWork model[Hybrid / On-Site]
Office requirement2 days per week at the office.
Our Benefits - Opportunity of earning equity at Nu
- Medical Insurance
- Dental and Vision Insurance
- Life Insurance and AD&D
- Extended maternity and paternity leaves
- Nucleo - Our learning platform of courses
- NuLanguage - Our language learning program
- NuCare - Our mental health and wellness assistance program
- 401K
- Saving Plans - Health Saving Account and Flexible Spending Account
- Work-from-home Allowance
- Relocation Assistance Package, if applicable.
Our recruitment process may involve the use of artificial intelligence-enabled tools, such as automated interview transcription and analysis, to support the evaluation process. Artificial intelligence is not used to make final hiring decisions; all decisions are made by human reviewers.
