Business Analyst - Customer Data Platform (CDP)

Manulife is seeking a Customer Data Platform (CDP) Business Analyst with experience in customer segmentation and audience building, to join our team. In this role, you will work on the planning and delivery of Adobe CDP campaigns, collaborating closely with MarTech engineers and business analysts in Data Activation & Segmentation team, as part of Global Digital Marketing. You will be part of the squad delivering enhancement of our digital marketing capabilities by driving Personalization.

The CDP Business Analyst bridges business, data, marketing, and technology teams to translate customer data, segmentation, personalization, and activation needs into scalable Customer Data Platform solutions. The role supports requirements gathering, data mapping, audience validation, testing, governance, reporting, and ongoing optimization of CDP capabilities.

You will play a crucial role in bringing profiling and segmentation capabilities from our Customer Data Platform (CDP) to achieve quantifiable business objectives & delivering high impact Personalization

Position Responsibilities:

Business Analysis & Requirements:

• Gather, analyze, validate, and prioritize business, functional, data, and technical requirements for CDP initiatives.

• Facilitate stakeholder discussions to understand use cases, business objectives, KPIs, success criteria, audience needs, and activation requirements.

• Translate business needs into CDP user stories, acceptance criteria, process flows, business rules, and functional specifications.

Data Mapping, Validation & Governance:

• Partner with data architects, MarTech engineers, analysts, and business teams to document data sources, schemas, mappings, integration points, APIs, data dependencies, and business rules.

• Support customer identity management, identity resolution, unified customer profile requirements, and data model design within the CDP.

• Perform data validation across source systems, CDP datasets, customer profiles, audience segments, and downstream activation outputs to ensure accuracy, completeness, consistency, and usability.

• Validate data ingestion, transformation logic, schema alignment, field-level mappings, consent attributes, identity stitching, and audience qualification criteria against documented requirements.

• Analyze audience counts, match rates, suppression logic, inclusion/exclusion rules, profile attributes, and data refresh frequency to identify anomalies, gaps, or quality issues.

• Use tools such as SQL, Excel, dashboards, data extracts, or reporting platforms to support validation, reconciliation, root-cause analysis, and business sign-off.

• Document and support data governance practices, including data quality controls, privacy, consent, sensitive data labeling, compliance, lineage, and data flow documentation.

Audience Segmentation & Activation:

• Define, document, and validate audience segmentation logic using customer, behavioral, demographic, transactional, and digital engagement data.

• Support audience creation, testing, activation, and delivery to downstream platforms and channels.

• Identify opportunities to improve segmentation accuracy, reusability, personalization, and customer engagement.

Testing, Reporting & Optimization:

• Lead or support UAT, integration testing, test case development, defect tracking, and validation of delivered solutions against requirements.

• Define reporting requirements and measurement frameworks to evaluate audience, activation, customer experience, and platform performance.

• Support A/B testing, performance analysis, and continuous improvement of segmentation and personalization strategies.

User Training and Support:

• Maintain documentation in collaboration tools such as Jira, Confluence, or equivalent platforms.

• Provide training, user support, and process documentation to improve CDP adoption and business enablement.

• Track Personalization delivery progress, risks, issues, dependencies, and operational readiness across CDP initiatives by working closely with MarTech engineers, data engineers, data architects, marketing teams, and AJO teams to ensure successful integration of CDP insights into business processes

Required Qualifications:

• University degree in business, Marketing, Data Analytics, or a related field. Master's degree is a plus.

• Demonstrable experience as a Business Analyst, with a preference for exposure to customer data analysis and management in Personalization programs (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.

• Exceptional communication skills to effectively communicate complex technical concepts to non-technical partners.

• Diligent approach and a dedication to delivering high-quality work.

• Ability to collaborate effectively in a multi-functional team environment.

• Knowledge of data privacy regulations and standard methodologies is advantageous.

When you join our team: 

• We’ll empower you to learn and grow the career you want 

• We’ll recognize and support you in a flexible environment where well-being and inclusion are more than just words 

• As part of our global team, we’ll support you in shaping the future you want to see

The role being advertised is an existing vacancy.

About Manulife and John Hancock

Manulife Financial Corporation is a leading international financial services provider, helping people make their decisions easier and lives better. To learn more about us, visit https://www.manulife.com/en/about/our-story.html.

Manulife is an Equal Opportunity Employer

At Manulife/John Hancock, we embrace our diversity. We strive to attract, develop and retain a workforce that is as diverse as the customers we serve and to foster an inclusive work environment that embraces the strength of cultures and individuals. We are committed to fair recruitment, retention, advancement and compensation, and we administer all of our practices and programs without discrimination on the basis of race, ancestry, place of origin, colour, ethnic origin, citizenship, religion or religious beliefs, creed, sex (including pregnancy and pregnancy-related conditions), sexual orientation, genetic characteristics, veteran status, gender identity, gender expression, age, marital status, family status, disability, or any other ground protected by applicable law.

It is our priority to remove barriers to provide equal access to employment. A Human Resources representative will work with applicants who request a reasonable accommodation during the application process. All information shared during the accommodation request process will be stored and used in a manner that is consistent with applicable laws and Manulife/John Hancock policies. To request a reasonable accommodation in the application process, contact hr@manulife.com.

Referenced Salary Location

Toronto, Ontario

Working Arrangement

Hybrid

Salary range is expected to be between

$73,725.00 CAD - $122,875.00 CAD

Employees also have the opportunity to participate in incentive programs and earn incentive compensation tied to business and individual performance. The actual salary will vary depending on local market conditions, geography and relevant job-related factors such as knowledge, skills, qualifications, experience, and education/training. If you are applying for this role outside of the primary location, please contact hr@manulife.com for the salary range for your location.

Manulife offers eligible employees a wide array of customizable benefits, including health, dental, mental health, vision, short- and long-term disability, life and AD&D insurance coverage, adoption/surrogacy and wellness benefits, and employee/family assistance plans. We also offer eligible employees various retirement savings plans (including pension and a global share ownership plan with employer matching contributions) and financial education and counseling resources. Our generous paid time off program in Canada includes holidays, vacation, personal, and sick days, and we offer the full range of statutory leaves of absence. If you are applying for this role in the U.S., please contact hr@manulife.com for more information about U.S.-specific paid time off provisions.

We use data and analytics technologies, such as artificial intelligence (AI), and automated processing tools, to analyze and process the information you provide to us or third parties in the application process. For more information, please refer to our personal information collection statement.