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Digital Marketing Optimizer

Job title: Digital Marketing Optimizer

Company: Manulife

Job description: Are you looking for a supportive, collaborative workplace with great teams and inspiring leaders? You’ve come to the right place. We’re looking for ambitious people who share our values and want to make every day better for people around the world. If this sounds like you, and the career below sounds exciting, we’d like to hear from you.

Job Description

The Digital Marketing Optimizer will actively contribute to the successful development of the digital marketing campaign reporting, analysis and optimizations in support of Manulife Bank within Manulife Canadian segment.

This role requires a highly motivated individual who has a passion for digital analytics and data analysis that supports all aspects of the digital marketing campaign strategy. She/he will gather and analyze data from heterogenous sources including Adobe Analytics, Google 360, and Salesforce Marketing Cloud, create and manage effective visual dashboards through MS Power BI tool, and then package the results along with actionable recommendations for on-going digital marketing optimization. The incumbent will use his/her analytical mind to drive results to the next level by analyzing marketing channel performance, digital user behavior and optimizing paid media campaign performance through advanced marketing intelligence, including Adobe Audience Manager (DMP). Applying strong digital analytics, communication and analytical skills s/he will suggest improvements and help optimize digital marketing tactics and digital campaign ROIs.

Key Accountabilities:

Daily Responsibilities

Build and maintain reporting and analytical processes to gauge the effectiveness of digital customer journey and provide actionable insights on digital marketing initiatives on web and apps. This individual will be responsible for measuring the effectiveness of digital marketing initiatives for Manulife Bank.

Review and integrate of raw data from multiple data sources, including salesforce marketing cloud, adobe analytics, external paid marketing data from Datorama and Google 360 to understand customers digital journey. It requires the candidate to have great data literacy, solid understanding of Salesforce marketing cloud and Adobe analytics data, experience of building Power BI or Tableau dashboards, MS Excel kills with advanced V-lookups, and communication skills to delivery outcomes and recommendations to marketing teams and business stakeholders.

Manage the relationships with marketing campaign agency, which entails data validation of external marketing metrics and cross-referencing agency and on-site data.

Conduct the post-mortem campaign analysis, with a metrics-based focus on successes and opportunities for improvement in future campaigns

Build and continuously improve campaign analytics reporting standardization, which includes the standardized management of campaign data provided by our external agency of record

Work with the Digital Marketing team to identify issues and opportunities to improve lead sales, retention and the digital customer experience. Continuously contribute to growth of digital marketing initiatives within the department and assist in achieving all goals and objectives set

Offer optimization recommendations for all digital marketing channels, ranging from pay-per-click (PPC) and real-time bidding (RTB) display marketing campaigns to email campaigns enhancements

Using Adobe Target and Audience Manager (DMP), this individual helps all level markers and campaign agency to optimize and personalize their digital campaigns. As such, it would be asset if this individual has a solid understanding of Adobe Audience Manager (DMP), Adobe Target, and Adobe RT-CDP products.

Job Requirements (Education, Experience, Knowledge, Skills and Competencies):

At least 2 years’ experience working with an advanced real-time digital analytics system (i.e. Adobe Analytics, Google Analytics)

Two to three years of experience in digital marketing data analysis (with Google360, Datorama, SalesForce Marketing Cloud, and point of sales data)

Two or more years of digital marketing campaign analysis & optimization experience with agency / multiple business units preferred

The ideal candidate will have a degree of experience measuring PPC (Pay Per Click), SEO (Search Engine Optimization), display advertising campaigns, and Email performance

Knowledge of digital marketing optimization and personalization methodologies using Adobe Audience Manager (DMP) or RT-CDP, and Adobe Target would be an asset.

Excellent communication skills and ability to interact with all levels of marketers and digital marketing resources.

Drive focused decisions within specific areas of digital analytics, identifying key needs or gaps and presenting proposed solutions to senior members of the team for closure

Must be innovative and independent in exploring brand new digital marketing intelligence solutions; strong critical thinking and trouble shooting skills are mandatory to be successful in this role and the candidate must exhibit a high degree of pro-activeness in analyzing customer behavior using available data to influence changes on the website

Knowledge of visual dashboard methodologies and tools such as MS Power BI with DAX code would be an asset.

University degree / certification in mathematics, marketing analytics or similar discipline

Key Problems/Challenges:

The selected individual will help us with the extraction of data for a variety of digital properties and data sources and will assist in the compilation of an array of data points into a cohesive, easily discernible and actionable report for consumption by internal stakeholders

This individual will also validate data quality of external marketing metrics, cross-referring on-site analytics data and agency

This individual will work closely with stakeholders from Manulife Bank marketing teams, which will require this individual to collaborate effectively with a multitude of business unit, many of whom will have unique requirements which must still be amalgamated into the overarching strategy

Scope (Dimensions & Organizational Impact):

The scope of this role will be primarily focused on building consolidate marketing campaigns reports in dynamic dashboard format based on multiple data sources

While the data driven insights and visual dashboards produced by this role should have a significant impact on the refinement of digital marketing effectiveness, the optimization of digital marketing ROIs and even the purchase of external media, the final decision-making authority for those large costs will be made by more senior members of this team (e.g. the Digital Analytics Manager) and Marketing Managers within the business units

Every career at Manulife/John Hancock provides the opportunity to learn new skills and move your career forward. Ready to make an impact somewhere? What are you waiting for? Apply today.

About Manulife

About Manulife Manulife Financial Corporation is a leading international financial services provider that helps people make their decisions easier and lives better. With our global headquarters in Toronto, Canada, we operate as Manulife across our offices in Canada, Asia, and Europe, and primarily as John Hancock in the United States. We provide financial advice, insurance, and our global wealth and asset management segment, Manulife Investment Management, serves individuals, institutions and retirement plan members worldwide. At the end of 2020, we had more than 37,000 employees, over 118,000 agents, and thousands of distribution partners, serving over 30 million customers. As of March 31, 2021, we had CAD$1.3 trillion (US$1.0 trillion) in assets under management and administration, and in the previous 12 months we made $31.3 billion in payments to our customers. Our principal operations are in Asia, Canada and the United States where we have served customers for more than 155 years. We trade as ‘MFC’ on the Toronto, New York, and the Philippine stock exchanges and under ‘945’ in Hong Kong.

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 .

Expected salary:

Location: Toronto, ON

Job date: Thu, 05 Aug 2021 05:22:06 GMT

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