Analista Pleno Ux Writing & Content

📍 Job Overview

Job Title: Analista Pleno Ux Writing & Content Company: Whirlpool Location: São Paulo, SP, Brazil Job Type: Full-time Category: Marketing Operations / Content Strategy / UX Writing Date Posted: November 04, 2025 Experience Level: Mid-level (2-5 years) Remote Status: Hybrid

🚀 Role Summary

• Develop and optimize content across diverse channels including CRM, Paid Media, Digital Products, and SEO to enhance consumer engagement and conversion.
• Analyze content performance metrics to drive continuous improvement in narrative consistency and user experience across digital touchpoints.
• Collaborate with cross-functional teams, including Product, Growth, and Branding, to ensure cohesive brand voice and strategic alignment.
• Apply SEO and storytelling techniques to improve the performance and conversion rates of e-commerce platforms and blogs.

📝 Enhancement Note: This role is crucial for bridging the gap between marketing strategy and user experience within a large, established consumer goods corporation. The "Pleno" designation in Brazil typically signifies a mid-level professional with 2-5 years of relevant experience, expected to work with some autonomy while still requiring guidance on complex strategic initiatives. The focus on "Operação de Conteúdo" and "Mensagens, Interfaces e Comunicações" points towards a strong need for process-driven content management and optimization, aligning with Revenue Operations principles.

📈 Primary Responsibilities

• Produce and optimize compelling copy for CRM campaigns, digital interfaces, paid media advertisements, and SEO content to drive engagement and conversions.
• Support the development and execution of content strategies that align with business objectives, funnel stages, and the consumer journey.
• Assist in defining content themes, engagement cadences (réguas), and topic clusters integrated with SEO, CRM, and Growth marketing efforts.
• Implement SEO best practices and narrative storytelling techniques in content creation to enhance search visibility and e-commerce/blog conversion rates.
• Work with established copywriting templates and guidelines to ensure standardization, efficiency, and brand consistency in content production.
• Analyze content performance metrics (e.g., engagement rates, conversion rates, SEO rankings) and identify actionable opportunities for content optimization and strategic refinement.
• Partner with Product Designers to create and validate user interface (UX Writing) copy, ensuring clarity, conciseness, and user-centricity.
• Ensure high textual quality and adherence to the Verbal Design System and Content Playbook guidelines.

📝 Enhancement Note: The responsibilities highlight a blend of creative content generation and analytical rigor. The expectation to "support" strategy development and "assist" in defining pautas suggests a role that contributes to strategic planning but is primarily focused on execution and optimization within defined frameworks. The emphasis on SEO, CRM, and Paid Media indicates a strong connection to demand generation and customer lifecycle marketing, areas often managed or supported by Revenue Operations.

🎓 Skills & Qualifications

Education: Bachelor's degree in Journalism, Advertising, Marketing, or a related field.

Experience: Proven experience in copywriting, UX writing, and content production projects.

Required Skills:

• Copywriting & UX Writing: Demonstrated ability to craft engaging and effective copy for various digital platforms and user interfaces.
• Content Strategy Support: Experience in contributing to content creation and optimization aligned with business and consumer journey objectives.
• SEO Implementation: Understanding and application of SEO principles in content creation for improved search engine performance.
• Performance Analysis: Ability to analyze content metrics and identify areas for improvement.
• Cross-functional Collaboration: Proven experience working effectively with teams such as Product, Growth, and Branding.
• Project Management: Capacity to manage multiple projects concurrently, ensuring timely delivery and high quality.
• Systemic Vision: Ability to identify process improvement opportunities within content workflows.
• Adherence to Guidelines: Skill in working with templates, guidelines, Design Systems, and Content Playbooks.

Preferred Skills:

• English Proficiency: Intermediate to advanced English for periodic interaction with global teams.
• E-commerce/Industry Experience: Prior experience in e-commerce environments, industry-specific content, or journalistic/marketing writing.
• Agile Methodologies: Familiarity with Agile frameworks such as Scrum or Kanban.
• Design Tools: Proficiency with Design Systems, Figma, and UX/UI processes.

📝 Enhancement Note: The required skills emphasize a strong foundation in content creation and digital marketing principles, with a key differentiator being the ability to collaborate effectively and manage multiple projects. The preferred skills, particularly Agile methodologies and familiarity with design tools like Figma, suggest the company operates with modern product development and marketing workflows, common in digitally-focused organizations.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Content Optimization Case Studies: Showcase examples of content that has been adapted or optimized across different channels (e.g., CRM, Paid Media, SEO) with documented improvements in key metrics.
• UX Writing Samples: Present clear examples of UI copy for digital products or interfaces, demonstrating user-centricity, conciseness, and effectiveness in guiding user actions.
• SEO-Driven Content Examples: Include blog posts, landing pages, or product descriptions where SEO principles were applied to enhance search visibility and organic traffic.
• Process Documentation Contribution: If possible, demonstrate involvement in defining or adhering to content creation workflows, templates, or style guides.

Process Documentation:

• Understanding of content lifecycle management, from ideation and creation to optimization and performance analysis.
• Familiarity with workflow design principles for content production, ensuring efficiency and scalability.
• Experience in contributing to or following documentation standards for content guidelines, style guides, and Design Systems.

📝 Enhancement Note: For a role focused on UX Writing and Content, a portfolio is paramount. Candidates should prepare to demonstrate not just creative output but also the strategic thinking and analytical skills behind their work. For this "Pleno" level, showcasing a contribution to process refinement or adherence to complex workflows will be highly valued, hinting at the need for structured operations within the content team.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for a Mid-level UX Writing & Content Analyst in São Paulo, Brazil, the estimated annual salary range is R$ 60,000 - R$ 90,000. This range accounts for the experience level, the specific skill set (UX Writing, SEO, CRM integration), and the context of a large multinational corporation.

Benefits:

• Work Flexibility:
  • One day of home office per week.
  • Flexible working hours.
  • "No dress code" policy.
  • Two weeks of remote work from anywhere annually.
• Health & Well-being:
  • Wellhub (likely a fitness/wellness platform subscription).
  • Health plan.
  • Dental plan.
  • Extended maternity/paternity leave.
  • Employee Assistance Program (24/7 support from legal, social, financial, and psychological professionals).
  • Lactation room.
• Financial & Commuting:
  • Transportation voucher (Vale-Transporte), company shuttles, or on-site parking.
  • Meal voucher (Vale Alimentação).
  • On-site dining facility.
  • Competitive market-aligned private pension plan.
  • Life insurance.
  • Discount on products through "Compra Certa" (company's e-commerce platform).
  • Access to benefits like payroll loans (empréstimo consignado/social).
• Professional Development:
  • After 5 years, eligible employees can take a four-week paid leave.
  • Childcare assistance or on-site nursery.
• On-site Amenities:
  • Beauty salon and aesthetics services.
  • On-site bank branch.
  • Laundry services.
  • Cafeteria.

Working Hours: Approximately 40 hours per week, with flexibility offered.

📝 Enhancement Note: The salary estimate is based on general market data for similar roles in major Brazilian cities and considers the benefits package, which is quite comprehensive and indicates a strong employer value proposition. The "Pleno" level typically falls within this range in Brazil for specialized roles. The extensive benefits package, including remote work options and on-site services, suggests a company culture that supports work-life balance and employee well-being.

🎯 Team & Company Context

🏢 Company Culture

Industry: Home Appliances Manufacturing & Retail. Whirlpool is a global leader in the home appliance sector, with iconic brands like Whirlpool, KitchenAid, JennAir, Maytag, Amana, Brastemp, Consul, and InSinkErator. This industry requires a strong focus on consumer needs, product innovation, and efficient distribution. The company's significant presence in e-commerce ("Compra Certa") indicates a forward-thinking approach to digital sales channels.

Company Size: Approximately 44,000 employees globally, with significant operations in the Americas (nearly 90% of annual sales around $17 billion in 2024). This large size implies established processes, significant resources, and potential for complex, matrixed organizational structures.

Founded: Whirlpool Corporation was founded in 1911. This long history suggests a stable, experienced organization with deep market knowledge and established brand equity.

Team Structure: The role is within the Digital Marketing team, which focuses on internet and digital channel strategies, creative development, affiliate programs, and online presence management. This team likely works closely with Product, Sales, IT, and Brand Management departments. The "Analista Pleno" will likely report to a Digital Marketing Manager or Content Lead, with potential for collaboration with UX Designers, SEO specialists, CRM managers, and Growth Marketers.

Methodology: The Digital Marketing team likely employs a mix of data-driven strategies for campaign performance, agile methodologies for creative and product development, and systematic approaches to content management and optimization. The emphasis on SEO, CRM, and conversion metrics points towards a performance-oriented marketing culture.

Company Website: whirlpool.com and whirlpoolcareers.com/trabalhe-conosco-no-brasil/

📝 Enhancement Note: Whirlpool's longevity and global reach suggest a professional environment with robust operational frameworks. The Digital Marketing team's scope indicates a strategic importance placed on online presence and customer acquisition/retention through digital channels. The mention of "Compra Certa" as an e-commerce arm is particularly relevant, implying a direct-to-consumer (DTC) or enhanced e-commerce strategy that requires sophisticated content and UX operations.

📈 Career & Growth Analysis

Operations Career Level: This role is an "Analista Pleno" (Mid-level Analyst), typically requiring 2-5 years of experience. It represents a point in an operations or marketing career where an individual is expected to execute tasks with a degree of autonomy, contribute to process improvements, and manage smaller projects or specific workstreams within larger initiatives. It's a crucial stage for developing specialized skills and demonstrating leadership potential.

Reporting Structure: The role sits within the Digital Marketing team and will likely report to a manager or lead responsible for content, UX writing, or digital strategy. Collaboration will extend to Product Designers, Growth Marketers, SEO Specialists, and CRM Managers, indicating a cross-functional operational environment.

Operations Impact: This role directly impacts revenue by optimizing content for conversion across e-commerce platforms, paid media, and CRM campaigns. Effective UX Writing and content strategy enhance the customer journey, leading to improved customer satisfaction, reduced support inquiries, and increased sales. By ensuring narrative consistency and optimizing for SEO, the role contributes to brand visibility, lead generation, and customer acquisition efficiency.

Growth Opportunities:

• Specialization: Deepen expertise in UX Writing, SEO, CRM content, or performance analytics within digital marketing.
• Leadership: Progress to a Senior Analyst or Specialist role, potentially leading specific content projects or workstreams.
• Cross-functional Mobility: Transition into roles within Product Marketing, Growth Marketing, or Brand Management, leveraging established content and UX skills.
• Global Exposure: The opportunity to interact with global teams could lead to international project involvement or career opportunities.

📝 Enhancement Note: The "Pleno" level is a critical growth phase. Candidates are expected to showcase initiative and a proactive approach to problem-solving and process improvement. Whirlpool's size offers numerous avenues for career development, both vertically within the Digital Marketing team and horizontally into related operational functions.

🌐 Work Environment

Office Type: This position is based in São Paulo, Brazil, and is described as Hybrid. While specific office details are limited, the company offers one day of home office per week, suggesting a primary expectation of working from the office for the remaining days. The location is noted as being approximately 15 minutes from Sacomã Station (Green Line), indicating good public transport accessibility.

Office Location(s): The role is specifically located in São Paulo and is situated near the administrative headquarters for departments including Compra Certa (e-commerce), Technology, Customer Service, Logistics, Finance, Legal, HR, Communications, Supply Chain, and Digital. This suggests a central hub for many corporate functions.

Workspace Context:

• Collaborative Environment: The hybrid model and emphasis on cross-functional collaboration imply a workspace designed for teamwork, with opportunities for in-person brainstorming and project discussions.
• Tools & Technology: Access to company-provided tools and technology will be essential for content creation, analysis, and collaboration. Familiarity with design tools like Figma and content management systems is expected.
• Team Interaction: The role involves close interaction with digital marketing, product, and design teams, fostering a dynamic and communicative work environment.

Work Schedule: The standard working hours are approximately 40 hours per week, with the added benefit of flexible working hours, allowing for better integration of personal and professional life.

📝 Enhancement Note: The hybrid nature of the role emphasizes a balance between in-office collaboration and remote flexibility. The proximity to various corporate departments suggests an integrated work environment where cross-functional operations are common. The mention of specific amenities and services at the office location indicates a well-equipped corporate campus.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Likely conducted by HR or a recruiter to assess basic qualifications, experience, and cultural fit. Be prepared to discuss your career path and why you are interested in Whirlpool and this specific role.
• Hiring Manager Interview: A deeper dive into your experience with copywriting, UX writing, SEO, and CRM. Expect behavioral questions related to collaboration, problem-solving, and project management.
• Skills Assessment/Case Study: A practical exercise to evaluate your content creation, UX writing, or SEO optimization skills. This could involve analyzing a piece of content, rewriting UI copy, or developing a content strategy for a specific scenario.
• Cross-functional Team Interview: An opportunity to meet with potential colleagues from Product, Growth, or Branding teams. Focus on how you collaborate and contribute to team goals.
• Final Interview: May involve a senior leader to confirm overall fit and discuss career aspirations.

Portfolio Review Tips:

• Curate Strategically: Select 3-5 of your strongest pieces that best represent the required skills (UX Writing, Copywriting, SEO, CRM content, optimization).
• Showcase Impact: For each piece, clearly articulate the objective, your role, the process you followed, and the measurable results (e.g., conversion rate increase, engagement uplift, SEO ranking improvement). Use data and metrics wherever possible.
• Highlight Process: For UX Writing samples, explain the user problem, your thought process in crafting the copy, and how it aligns with user needs and business goals. For SEO content, detail keyword research, content structure, and optimization efforts.
• Demonstrate Versatility: Include examples from different channels (web, email, app, ads) to show adaptability.
• Prepare for Walkthrough: Be ready to verbally guide interviewers through your portfolio, explaining your contributions and the impact of your work.

Challenge Preparation:

• Content Optimization: Practice analyzing existing content (e.g., a product page, an email campaign) and proposing specific, data-backed improvements for clarity, engagement, and conversion.
• UX Writing Scenarios: Prepare to rewrite interface copy for common user flows (e.g., sign-up, checkout, error messages) focusing on clarity, conciseness, and user empathy.
• SEO Strategy: Be ready to discuss how you would approach keyword research and content planning for a new blog post or e-commerce category.
• Brand Voice Alignment: Understand Whirlpool's brand voice (likely professional, trustworthy, consumer-focused) and how you would maintain it across different content types.

📝 Enhancement Note: The emphasis on a portfolio and potential case studies indicates that Whirlpool values practical application and measurable results. Candidates should prepare to articulate the "why" and "how" behind their work, not just the "what." Understanding the company's brands and their target audiences will be crucial for tailoring responses and portfolio examples.

🛠 Tools & Technology Stack

Primary Tools:

• Content Management Systems (CMS): Experience with platforms like WordPress, Adobe Experience Manager (AEM), or similar enterprise-level CMS for managing website content.
• CRM Platforms: Familiarity with Salesforce, HubSpot, or other CRM systems for crafting and optimizing email campaigns and customer communications.
• Marketing Automation Tools: Experience with platforms like Marketo, Pardot, or HubSpot for automating marketing workflows and personalizing customer journeys.

Analytics & Reporting:

• Web Analytics: Proficiency with Google Analytics (GA4) or Adobe Analytics for tracking content performance, user behavior, and conversion rates.
• SEO Tools: Experience with SEMrush, Ahrefs, Google Search Console, or Moz for keyword research, performance tracking, and SEO analysis.
• Dashboarding Tools: Familiarity with tools like Tableau, Power BI, or Google Data Studio for visualizing content performance metrics and creating reports.

CRM & Automation:

• E-commerce Platforms: Experience with platforms like Magento, Shopify Plus, or potentially proprietary systems used by "Compra Certa."
• Design & Prototyping Tools: Familiarity with Figma is a preferred skill, indicating its use in collaborative design and UX processes.
• Project Management Tools: Experience with tools like Jira, Asana, or Trello for managing content projects and collaborating within Agile frameworks.

📝 Enhancement Note: The tech stack suggests a modern, data-driven digital marketing operation. Proficiency in analytics and reporting tools is key for demonstrating the ROI of content. The preference for Figma indicates a strong integration between content, design, and product development teams.

👥 Team Culture & Values

Operations Values:

• Consumer-Centricity: A deep understanding of consumer needs and preferences, driving content and UX decisions to enhance customer experience.
• Data-Driven Decision Making: Utilizing analytics and performance metrics to inform content strategy, optimization efforts, and campaign effectiveness.
• Collaboration & Teamwork: Fostering a supportive environment where cross-functional teams work together seamlessly to achieve common goals.
• Efficiency & Optimization: Continuously seeking ways to streamline content creation processes and improve the performance of digital assets.
• Brand Integrity: Upholding the voice, tone, and messaging consistency across all brand touchpoints.

Collaboration Style:

• Cross-functional Integration: Expect to work closely with Product Designers, Growth Marketers, SEO Specialists, CRM Managers, and Brand teams, requiring strong communication and alignment skills.
• Agile & Iterative: The use of Agile methodologies suggests a collaborative approach that involves regular feedback loops, iterative development, and adaptability.
• Knowledge Sharing: An environment that encourages sharing best practices, insights, and learnings to elevate the collective performance of the team.

📝 Enhancement Note: Whirlpool's established presence suggests a culture that values professionalism, reliability, and a commitment to quality. The emphasis on data, collaboration, and consumer-centricity aligns with best practices in modern digital marketing and operations.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand Voice with Performance: Ensuring that creative and engaging content also meets strict SEO requirements and drives measurable conversions.
• Content Scalability: Developing and managing a high volume of content across multiple brands and channels efficiently.
• Cross-Brand Consistency: Maintaining distinct yet cohesive brand voices for a portfolio of diverse appliance brands.
• Adapting to Evolving Digital Landscape: Staying current with SEO algorithm changes, new marketing technologies, and evolving consumer digital behaviors.

Learning & Development Opportunities:

• Skill Specialization: Opportunities to deepen expertise in areas such as advanced SEO content strategy, conversion rate optimization (CRO), or specific CRM marketing techniques.
• Industry Exposure: Learning from a large, global organization with diverse brands and digital marketing strategies.
• Mentorship: Potential for guidance from experienced professionals in marketing, UX, and operations.
• Tool Proficiency: Gaining hands-on experience with enterprise-level marketing and analytics platforms.

📝 Enhancement Note: The challenges presented are typical for a mid-level role in a large organization with multiple brands and significant digital operations. Successfully navigating these challenges will be key to demonstrating growth potential and readiness for more senior responsibilities.

💡 Interview Preparation

Strategy Questions:

• "How would you approach optimizing a product page on our e-commerce site (e.g., for a Brastemp refrigerator) to improve both user engagement and conversion rates, considering SEO and brand voice?" (Focus on process, metrics, and brand alignment)
• "Describe a time you had to collaborate with a UX Designer or Product Manager on interface copy. What was the challenge, and how did you ensure the copy was effective and aligned with user goals?" (Focus on collaboration and user-centricity)
• "Imagine we are launching a new feature for our 'Compra Certa' app. How would you develop a content strategy for the in-app messaging and promotional emails to drive adoption?" (Focus on strategic thinking and channel integration)

Company & Culture Questions:

• "What do you know about Whirlpool's brands, and how do you think the content and UX writing for brands like KitchenAid might differ from Consul?" (Demonstrate research and brand understanding)
• "How do you stay updated on the latest trends in UX writing, SEO, and digital content?" (Showcase proactive learning and industry awareness)
• "Describe your experience working in a hybrid environment and how you maintain productivity and collaboration." (Assess adaptability and remote work effectiveness)

Portfolio Presentation Strategy:

• Storytelling: Frame each portfolio piece as a mini case study. Start with the problem/objective, detail your solution and process, and conclude with the measurable results.
• Quantify Impact: Use numbers and data whenever possible to demonstrate the success of your work (e.g., "increased conversion rate by 15%", "improved click-through rate by 20%").
• Showcase Process: For UX Writing, explain your rationale behind word choices, tone, and structure. For SEO content, detail your keyword research and optimization approach.
• Highlight Collaboration: Mention how you worked with other teams or stakeholders to achieve the outcome.
• Be Concise: Aim for a 2-3 minute explanation per piece, allowing time for questions.

📝 Enhancement Note: Interviewers will be looking for a candidate who can blend creativity with analytical rigor and demonstrate a clear understanding of how content and UX contribute to business objectives. The ability to articulate a structured approach to problem-solving and a proactive attitude toward learning will be key differentiators.

📌 Application Steps

To apply for this operations position:

• Submit your application through the provided link on the Whirlpool careers portal.
• Tailor your Resume: Highlight keywords from the job description such as "UX Writing," "Copywriting," "SEO," "CRM," "Content Optimization," "Digital Marketing," "Agile," and "Cross-functional Collaboration." Quantify achievements with metrics wherever possible to demonstrate impact.
• Prepare Your Portfolio: Curate 3-5 of your strongest projects that showcase UX Writing, SEO content creation, and content optimization efforts. Ensure each project clearly outlines the objective, your role, the process, and measurable results. Be ready to present and discuss these in detail.
• Research Whirlpool: Familiarize yourself with Whirlpool's brands (Whirlpool, KitchenAid, Maytag, Brastemp, Consul, etc.), their target audiences, and their digital presence (especially "Compra Certa"). Understand their mission and values.
• Practice Interview Questions: Prepare to answer behavioral and situational questions related to content strategy, UX writing challenges, SEO implementation, cross-functional collaboration, and performance analysis. Be ready to articulate your thought process and problem-solving approach.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.

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