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.

Job Description:

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.

Qualifications

• 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.)

Responsibilities

• 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 find opportunities to integrate our DTC channel with Sun Life’s broader MarTech 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 encouraged to be in-person 2-3 days per week.

What’s in it for you?

• Great Place to Work® Certified for Most Trusted Executive Team in Canada - 2025, 2024 and 2023
• Great Place to Work® Certified for Best Workplaces in Canada - 2025
• Canada Order of Excellence for Mental Health at Work® certification from Excellence Canada. Sun Life is one of only four companies in Canada to ever receive this certification - 2024
• Top Work Places® for Remote Work - Monster Canada - 2024
• Great Place to Work® Certified for Best Workplaces in Canada - 2024 and 2022
• Great Place to Work® Certified for Best Workplaces for Women in Canada - 2024
• Flexible hybrid work model. #LI-Hybrid
• Pension, stock and savings programs to help build and enhance your future financial security
• Work and professional development that is united by our Purpose: to help Clients and Employees achieve lifetime financial security and live healthier lives
• A friendly, collaborative and inclusive culture
• Be part of our continuous improvement journey in developing the next greatest digital enterprise experience.
• Competitive salary and bonus structure influenced by market range data
• The opportunity to move along a variety of career paths with amazing networking potential

The Base Pay range is for the primary location for which the job is posted. It may vary depending on the work location of the successful candidate or other factors. In addition to Base Pay, eligible Sun Life employees participate in various incentive plans, payment under which is discretionary and subject to individual and company performance. Certain sales focused roles have sales incentive plans based on individual or group sales results.

Diversity and inclusion have always been at the core of our values at Sun Life. A diverse workforce with wide perspectives and creative ideas benefits our Clients, the communities where we operate and all of us as colleagues. We welcome applications from qualified individuals from all backgrounds.

Persons with disabilities who need accommodation in the application process, or those needing job postings in an alternative format, may e-mail a request to thebrightside@sunlife.com.

We are proud to be a hybrid organization that offers our employees the choice and flexibility to work from both the office and virtually based on the needs of the business, our Clients and you! Several work options are available and can be discussed throughout the selection process depending on the role requirements and individual needs.

We may use artificial intelligence to support candidate sourcing, screening, interview scheduling.

We thank all applicants for showing an interest in this position. Only those selected for an interview will be contacted.

Salary Range:

Job Category:

Posting End Date: