Sr. Manager, CA Segment Measurement & Insights Lead

The Sr. Manager, Measurement & Insights lead for CA Segment is a senior leadership role within the Global Digital Marketing organization.  The Sr. Manager of Canada Measurement & Insights would be responsible for standardizing digital measurement framework, end-to-end marketing intelligence enablement and analytics engineering to accelerate digital sales growth, strengthen customer experiences, optimize brand performance, and improve distribution outcomes for Manulife’s Canada segment as a global SME. 

This role leads and develops a high-performing team of digital analysts, marketing analysts and analytics engineers, setting standards for analytical rigor, experimentation excellence, and trustworthy insights.

The position also serves as a strategic partner to Segment Marketing, Digital, Distribution, CX, Product and regional business leaders, ensuring digital analytics translates into measurable business value, smarter investments, and market-ready playbooks.

The position measures marketing programs and help grow marketing commercialization, and contribute to a data community within Manulife (Data Office, AI, and BI teams) to augment digital experience data with offline and other data sets for accessible, connected and reusable data

Position Responsibilities:

Measurement Strategy & Frameworks

• Build and implement advanced measurement methodologies (incrementality, attribution, experimentation, MMM, cross-channel frameworks)

• Develop end-to-end measurement strategies, measurement roadmaps, and KPI standards for specific segment

• Shape how advertising teams measure marketing effectiveness across ecosystems, including AI-powered platforms

Insights & Analytics Leadership

• Translate complex data into clear, compelling stories, visualizations, and executive-ready narratives

• Perform data extraction, modeling and analysis using SQL/Python and large datasets

• Generate actionable recommendations that influence segment CMO and business / marketing leaders

Segment Stakeholder Partnership & Thought Leadership

• Serve as the primary data, marketing measurement, and attribution advisor to senior marketing and business leaders

• Own senior-level relationships and guide digital strategy roadmap

• Partner with cross-functional teams (marketing, product, sales, engineering, IT), providing with insights and building connected marketing data products

• Represent GDM and the organization to share emerging trends and best practices in marketing intelligence

• Drive internal education, evangelizing measurement capabilities and insights frameworks.

People Leadership for the Segment Measurement & Insights Team

• Lead a dedicated team of analysts and managers (often dedicated to individual lines of business)

• Manage intake and team capacity for all segment personalization use-cases and marketing measurement

• Coach on technical depth, insightfulness, and the business storytelling

• Develop talent, performance, and long term high performing team structure

Thought leadership on Data Analytics Engineering and Marketing Data Science

• Lead the Databricks‑first marketing data architecture practice to build a scalable measurement foundation powering marketing reporting, attribution, and executive insights.

• Support Data Office building gold‑layer semantic models for funnels, journeys, and distribution analytics in partnership

• Ensure robust data contracts and high‑quality event tracking across web, app, and server‑side sources.

• Advance predictive, causal, and optimization analytics to drive marketing performance and personalization.

• Build forecasting, attribution, and optimization models (ARIMA/Prophet, MMM/MTA, budget/channel optimization) using Python and PySpark.

• Deploy feature stores and batch/streaming scoring pipelines, writing predictions back to Databricks and activation platforms like Adobe RTCDP

Required Qualifications:

• 15+ years in marketing/digital analytics, BI insights, or data science with demonstrated cross-functional leadership experience.

• Deep expertise across segments-aligned domains, including digital sales, CX, Brand & Distribution, Analytics Engineering, and Python based Data Science.

• Advanced proficiency with Databricks, including SQL, PySpark, Delta Lake, Workflows, Unity Catalog) and Adobe Analytics.

• Expertise in experimentation design, attribution methodologies, incrementality, meas