The Personalization & Experimentation Analyst is responsible for building, launching, and managing personalization and testing experiences across digital channels using Adobe Target. Working closely with Marketing, Analytics, UX and Product teams, you will help bring customer experience ideas to life by configuring and executing A/B tests, Experience Targeting (XT) activities, and other optimization initiatives.

This is a hands-on execution role focused on activity setup, campaign delivery, quality assurance, and optimization. The ideal candidate has experience using experimentation and personalization platforms, is highly detail-oriented, and enjoys translating business requirements into customer experiences that drive engagement and business results.

Position Responsibilities:

Personalization & Experimentation Delivery:

- Build and launch A/B tests, Experience Targeting (XT) activities, Multivariate Tests (MVT), and other approved Adobe Target experiences
- Configure audiences, experiences, traffic allocation, goals, schedules, and reporting settings based on business requirements
- Set up and manage content, offers, and experience variations within Adobe Target
- Ensure activities are implemented accurately and aligned with approved designs, content, and targeting rules
- Maintain consistent naming conventions, documentation, and activity records

Campaign Execution & Optimization:

- Support the delivery of personalization campaigns across web and authenticated digital experiences
- Collaborate with business and marketing stakeholders to understand campaign objectives and customer segments
- Review performance results and support ongoing optimization efforts
- Recommend improvements to testing and personalization experiences based on performance insights and best practices
- Assist with the prioritization and rollout of new experimentation opportunities

Quality Assurance & Launch Support:

- Perform testing and validation of activities prior to launch
- Ensure audiences, content, links, calls-to-action, and reporting metrics function as intended
- Coordinate user acceptance testing (UAT) with business and marketing partners
- Resolve issues identified during testing and support successful launches
- Monitor live activities and make approved updates when required

Stakeholder Collaboration:

- Partner with Marketing, UX, Analytics, Product, and Technology teams to support personalization initiatives
- Participate in intake, planning, and review discussions for new testing and personalization opportunities




- Help document requirements, activity configurations, results, and lessons learned
- Communicate project status, risks, and dependencies to stakeholders

Required Qualifications:

- University degree in Marketing, Business, Communications, Digital Marketing, or a related field (or equivalent experience)
- 2-3+ years of experience working with Adobe Target or similar experimentation and personalization platforms such as Optimizely, VWO or Dynamic Yield
- Experience working with Adobe Experience Cloud solutions such as Adobe Analytics and Adobe Experience Manager (AEM) is considered an asset
- Experience building and managing A/B tests, Experience Targeting (XT) activities, and multivariate tests
- Strong understanding of digital marketing, customer segmentation, personalization, and conversion optimisation principles
- Familiarity with website analytics and performance measurement tools
- Strong attention to detail and ability to manage multiple activities simultaneously
- Excellent communication and stakeholder management skills

When you join our team:

- We’ll empower you to learn and grow the career you want
- We’ll recognize and support you in a flexible environment where well-being and inclusion are more than just words
- As part of our global team, we’ll 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 https://www.manulife.com/en/about/our-story.html.

Manulife 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 setting 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 [email protected].

Referenced Salary Location

Toronto, OntarioWorking Arrangement

HybridSalary range is expected to be between

$62,850.00 CAD - $104,750.00 CADEmployees 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 [email protected] 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 [email protected] 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.

📌 Personalization & Experimentation Analyst (Waterloo)
🏢 Manulife
📍 Waterloo