- Enterprise SaaS
- Platform implementation
Communications Workstream for Nubank
Communications workstream of Sprinklr's implementation at Nubank, standing up brand, competitor, PR, and crisis monitoring for a digital bank, with its agencies inside the same workflow.
- Company
- Sprinklr
- Client
- Nubank
- Period
- Jan 2024 – Feb 2025
- Role
- Senior Project Manager
Context
- Implementation for a digital bank, delivered inside a wider engagement that also covered publishing, benchmarking, and paid social.
- Communications scope spanning the bank's insights, consumer insights, and measurement teams, plus its external agencies.
- Delivery conducted entirely in Portuguese, on the client's existing platform workspace.
Challenge
- Turn open social conversation into monitoring a regulated financial brand could rely on.
- Put internal teams and external agencies on the same workflow without blurring who owns what.
- Define topic and keyword structures precise enough to be useful at the volume a bank of that size generates.
My responsibility
- Led the communications workstream of the engagement.
- Aligned requirements between the bank's teams, its agencies, and the internal delivery team.
- Owned planning and follow-up of the implementation for this workstream.
Approach and governance
- Discovery run specifically for listening, confirming the industry vertical and researching the brand, its competitors, and the sector before design.
- Topic and theme structures designed with the client, with mention thresholds agreed up front.
- Configuration validated through UAT scenarios, then remote training in Portuguese.
Key actions
- Ran discovery for the listening scope, gathering requirements and designing the topic and theme structures with the client.
- Configured monitoring for brand, competitors, products and services, PR, crisis, influencers, campaigns, and executives.
- Set up smart alerts and the dashboards the comms teams worked from.
- Brought the bank's agencies into the workflow alongside the internal insights teams.
- Ran UAT and remote end-user training in Portuguese.
Outcome
- Monitoring in place for brand, competitor, PR, and crisis conversation.
- Insights, consumer insights, and measurement teams working from a shared structure with the bank's agencies.
- Alerting and dashboards delivered as the base for day-to-day communications work.