Marketing Personalization Manager, Retail Solutions

You are as unique as your background, experience and point of view. Here, you’ll be encouraged, empowered and challenged to be your best self. You'll work with dynamic colleagues – experts in their fields – who are eager to share their knowledge with you. Your leaders will inspire and help you reach your potential and soar to new heights. Every day, you'll have new and exciting opportunities to make life brighter for our Clients – who are at the heart of everything we do.

Discover how you can make a difference in the lives of individuals, families and communities around the world.

We seek a highly analytical and strategic Marketing Personalization Manager to lead our efforts in delivering tailored, data-driven customer experiences across our digital touchpoints for our direct-to-consumer channel. This pivotal role involves leveraging customer data platform (CDP) use cases and advanced analytics to develop, implement, and optimize personalized content and campaigns that enhance Client engagement, boost conversion rates, and maximize lifetime value.

The ideal candidate is data-driven and can translate complex customer insights into marketing actions and work cross-functionally to drive measurable business growth.

In this role, you will be an individual contributor.

• Experience:
  
  Minimum of 7+ years of experience in digital marketing leading a DTC (direct-to-consumer) business, with a proven track record of developing and executing successful, data-driven personalization campaigns.
• Analytical Mindset:
  Strong analytical skills with extensive experience in full funnel marketing campaigns and the ability to interpret complex data, derive actionable insights, and make data-driven decisions to drive tangible sales outcomes.
• Leadership & Communication:
  Excellent communication, project management, and leadership skills, with the ability to influence and gain alignment across senior stakeholders and cross-functional teams.
• Strategic Thinking:
  Ability to think strategically and creatively to innovate and adapt marketing strategies in a rapidly evolving digital landscape.
• Education:
  
  A Bachelor's degree in Marketing, Business, or a related field; an MBA or relevant certifications are a plus.
• Technical Proficiency:
  Hands-on experience with personalization and marketing automation platforms, along with cross-channel marketing experience (digital application, email, paid media, etc.)

• Data & Analytics Mastery:
  Oversee the collection, analysis, and segmentation of first-party Client data to develop a holistic, single view of the customer and identify key insights.
• Experimentation & Optimization:
  Drive a rapid "test-and-learn" cadence, including A/B testing and conversion rate optimization (CRO), to validate hypotheses and continuously optimize personalization efforts for better performance and ROI.
• Develop and Implement our DTC Personalization Strategy:
  Design and execute the overarching personalization strategy and roadmap for our direct-to-consumer channel, ensuring alignment with broader business objectives and marketing campaigns.
• Campaign Orchestration:
  Plan, execute, and manage personalized, multi-channel marketing campaigns across the customer lifecycle, including email, website pages, and paid media.
• Technology & Tools Management:
  Build personalization use cases and identify opportunities to integrate our DTC channel with Sun Life’s broader Mar Tech strategy.
• Cross-functional Leadership:
  Collaborate closely with data science, IT, product, sales, marketing, and creative teams to ensure seamless execution, consistent messaging, and a cohesive customer experience across all touchpoints.
• Performance Measurement & Reporting:
  Define and track key performance indicators (KPIs) such as customer acquisition cost (CAC), conversion rates, and marketing ROI, reporting key findings and actionable insights to senior leadership.
• Compliance & Governance:
  Ensure all data usage and personalization tactics comply with relevant data privacy regulations, building customer trust and managing data responsibly.

This role is based at the Sun Life Toronto head office (One York) and is strongly…