The MarTech Business Analyst Manager, Asia will actively contribute to the successful implementation and continuous development of the digital strategy across Manulife’s consumer market business. This role supports the digital marketing team & stakeholders by providing them with insightful reports and in-depth analysis.
We are seeking a highly motivated individual who has a passion for digital analytics and data analysis that supports all aspects of our digital strategy and optimization. You will play a pivotal role in enhancing our marketing capabilities through sophisticated data analysis and cutting-edge technology solutions. You will be at the forefront of gathering and interpreting business requirements, facilitating data-driven decision-making, and optimizing customer engagement strategies.

REQUIRED QUALIFICATIONS:

• Degree in mathematics, business administration, or a related discipline (e.g., MBA).
• 5-7 years of experience in a business analyst role, focusing on developing business requirements and functional specifications for Martech systems such as Real Time CDP and Adobe Experience Platform.
• Consulting background with strong problem-solving skills and structured thinking.
• Experience in data management and visualization tools (e.g., Power BI, Tableau, SQL) is a plus.
• Expertise in measuring digital performance, including mobile analytics.
• Project management experience in an agile environment is advantageous.
• Exceptional communication skills with the ability to engage effectively with end users and technical resources at all levels.
• Proficiency in analytical techniques for Adobe Experience Manager data layer integration, Adobe Target, Audience Manager, Real Time CDP, and Experience Platform is a plus.
• Experience in directing the implementation of web analytics platforms and ensuring precise data collection.
• Innovative and independent thinker with strong critical thinking and troubleshooting skills.
• Demonstrated proactiveness in analyzing customer behavior and influencing digital transformation.

• Requirement Gathering : (Intake form) Conduct needs assessment, define and document business objectives, KPIs and measurement criteria for CdP use-cases.
• Requirements Data Mapping : Engage with data architect, data analysts, and business stakeholders to create data mapping (requirement) documentation based on use-cases.
• Segmentation Creation and Validation : Enable customer segment creation in CdP based on behavioral, demographic, transactional data (1 st , 2 nd , 3 rd party data).
• Measurement and Insights: Conduct campaign performance reviews implemented via CdP , analyze and design behavioral metrics and KPIs, generating insights.
• Continuous Improvement : Leverage industry Best practice and knowledge on emerging technologies, usage of real-time data and customer data management and analysis.
• User Training and Support : Design and facilitate end-users in usage and adoption of CdP capabilities, data access, and utilization, develop MarTech playbook.
• Collaboration : Develop process to ensure the successful integration of behavioral insights into Marketing and Distribution processes for segmentation, lead analysis and allocation.