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 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. Masters 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:

• Well empower you to learn and grow the career you want

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

• As part of our global team well 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 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 .

Referenced Salary Location

Salary range is expected to be between

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 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 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.