Manulife is embarking on a multi-year journey to build a Global Performance & Digital Marketing CoE (Center of Excellence) which will fuel our bold ambition to become a digital customer leader. This global central organization brings together Marketing Technology (Martech), Demand Generation (Demand Gen), Marketing Measurement, Marketing Automation, Personalization, and other functional areas of Digital Marketing to build a comprehensive, full-funnel approach designed to drive tailored customer journeys powered by connected data, that when integrated raises brand awareness, drives quality traffic, generates leads, secures sales, and fosters brand loyalty.
We are seeking a talented and motivated Customer Segmentation Business Analyst to join our team and play a crucial role in leveraging profiling and segmentation capabilities from our Customer Data Platform (CDP) to achieve quantifiable business objectives.

Roles & Responsibilities :

• Requirements Gathering - Collaborate with business stakeholders to understand their needs, and accordingly define, and document business objectives, KPIs and measurement criteria for CDP use-cases.
• Requirements Data Mapping - Work closely with data architect, data analysts, and business stakeholders to create data mapping (requirement) documentation based on business use-cases.
• Segmentation Creation and Validation - Utilize the CDP to create customer segments based on behavioral, demographic, and transactional data based on business campaigns and personalization requirements.
• Measurement and Insights - Evaluate the performance of campaigns and initiatives implemented via CDP by analyzing relevant metrics and KPIs, providing insights for optimization.
• Continuous Improvement - Stay informed about industry trends, emerging technologies, and best practices related to customer data management and analytics.
• User Training and Support - Assist end-users in understanding CDP capabilities, data access, and utilization, offering training and support as needed
• Collaboration - Work closely with data engineers, data scientists, marketing teams, and IT to ensure the successful integration of CDP insights into business processes.

Qualifications :

• Bachelor’s degree in Business, Marketing, Data Analytics, or a related field. Master’s degree is a plus.
• Proven experience as a Business Analyst, preferably with exposure to customer data analysis and management (Data Management Platform, Audience Manager, and/or CDP).
• Strong analytical skills, with the ability to transform data into actionable insights and recommendations.
• Proficiency in MS Office, productivity and visualization tools (Power BI) to create compelling reports.
• Familiarity with Customer Data Platforms (CDPs) and customer data management principles.
• Excellent communication skills to effectively convey complex technical concepts to non-technical stakeholders.
• Detail-oriented mindset and a commitment to delivering high-quality work.
• Ability to work collaboratively in a cross-functional team environment.
• Familiarity with data privacy regulations and best practices is a plus.

Join us in our mission to drive data-informed business strategies and enhance customer engagement through our CDP. If you are passionate about leveraging customer data to drive business outcomes, apply now with your resume and a cover letter highlighting your relevant experience and enthusiasm for the role.

LI-hybrid

• Requirements Gathering - Collaborate with business stakeholders to understand their needs, and accordingly define, and document business objectives, KPIs and measurement criteria for CDP use-cases.
• Requirements Data Mapping - Work closely with data architect, data analysts, and business stakeholders to create data mapping (requirement) documentation based on business use-cases.
• Segmentation Creation and Validation - Utilize the CDP to create customer segments based on behavioral, demographic, and transactional data based on business campaigns and personalization requirements.
• Measurement and Insights - Evaluate the performance of campaigns and initiatives implemented via CDP by analyzing relevant metrics and KPIs, providing insights for optimization.
• Continuous Improvement - Stay informed about industry trends, emerging technologies, and best practices related to customer data management and analytics.
• User Training and Support - Assist end-users in understanding CDP capabilities, data access, and utilization, offering training and support as needed
• Collaboration - Work closely with data engineers, data scientists, marketing teams, and IT to ensure the successful integration of CDP insights into business processes