Personalization & Experimentation Analyst at Manulife in Toronto, ON

Job description

The Personalization & Experimentation Analyst is responsible for building, launching, and managing personalization and testing experiences across digital channels using Adobe Target. Working closely with Marketing, Analytics, UX and Product teams, you will help bring customer experience ideas to life by configuring and executing A/B tests, Experience Targeting (XT) activities, and other optimization initiatives. This is a hands-on execution role focused on activity setup, campaign delivery, quality assurance, and optimization. The ideal candidate has experience using experimentation and personalization platforms, is highly detail-oriented, and enjoys translating business requirements into customer experiences that drive engagement and business results. Position Responsibilities: Personalization & Experimentation Delivery: Build and launch A/B tests, Experience Targeting (XT) activities, Multivariate Tests (MVT), and other approved Adobe Target experiences Configure audiences, experiences, traffic allocation, goals, schedules, and reporting settings based on business requirements Set up and manage content, offers, and experience variations within Adobe Target Ensure activities are implemented accurately and aligned with approved designs, content, and targeting rules Maintain consistent naming conventions, documentation, and activity records Campaign Execution & Optimization: Support the delivery of personalization campaigns across web and authenticated digital experiences Collaborate with business and marketing stakeholders to understand campaign objectives and customer segments Review performance results and support ongoing optimization efforts Recommend improvements to testing and personalization experiences based on performance insights and best practices Assist with the prioritization and rollout of new experimentation opportunities Quality Assurance & Launch Support: Perform testing and validation of activities prior to launch Ensure audiences, content, links, calls-to-action, and reporting metrics function as intended Coordinate user acceptance testing (UAT) with business and marketing partners Resolve issues identified during testing and support successful launches Monitor live activities and make approved updates when required Stakeholder Collaboration: Partner with Marketing, UX, Analytics, Product, and Technology teams to support personalization initiatives Participate in intake, planning, and review discussions for new testing and personalization opportunities Help document requirements, activity configurations, results, and lessons learned Communicate project status, risks, and dependencies to stakeholders Required Qualifications: University degree in Marketing, Business, Communications, Digital Marketing, or a related field (or equivalent experience) 2-3+ years of experience working with Adobe Target or similar experimentation and personalization platforms such as Optimizely, VWO or Dynamic Yield Experience working with Adobe Experience Cloud solutions such as Adobe Analytics and Adobe Experience Manager (AEM) is considered an asset Experience building and managing A/B tests, Experience Targeting (XT) activities, and multivariate tests Strong understanding of digital marketing, customer segmentation, personalization, and conversion optimisation principles Familiarity with website analytics and performance measurement tools Strong attention to detail and ability to manage multiple activities simultaneously Excellent communication and stakeholder management skills 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