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).