Specialist, Marketing Audience Enablement & Analytics

Job description

**Join a Challenger** At EQ, we're remaking banking so every Canadian gets ahead, every day. Serving nearly 4 million Canadians from coast to coast, we offer a wide variety of financial services from banking and lending, to trust and credit union solutions. Through PC Insurance and ACM Wealth Management, we also offer insurance and alternative asset management. We've been at this since 1970, challenging the conventions of traditional finances with smarter, faster, and more connected experiences. **What's kept us moving?** The people behind it all: challengers who ask better questions, push back on old assumptions, and look for a better way forward. If you're driven to help build a better financial future for Canadians and the businesses that power our economy, this could be your next big opportunity. We can’t wait to get to know you! **The Work** Responsible for supporting the execution of PC Insurance’s marketing measurement approach and enabling the effective use of customer audiences across our CRM platform (Salesforce Data Cloud and Marketing Cloud) and digital marketing channels. This role supports audience segmentation, campaign activation, and performance reporting, while acting as a connection point between marketing, analytics, and lifecycle marketing teams to ensure customer data is translated into accurate targeting, consistent execution, and measurable outcomes. ### The Core Responsibilities! - Audience segmentation and targeting. - CRM and CDP audience activation. - Campaign enablement and QA. - Lead source attribution and acquisition channel segmentation. - Marketing performance reporting. - Collaboration with lifecycle marketing and analytics partners. - Process optimization within the martech ecosystem. - Build and activate audience segments within Salesforce Data Cloud and Marketing Cloud, in support of CRM and paid media partners. - Identify and segment audiences by acquisition channel and lead source, enabling lifecycle marketing managers and digital media partners to act on CRM data effectively. - Support campaign QA and launch readiness across CRM channels. - Monitor campaign performance and contribute to reporting and insight development within an established measurement framework. - Coordinate with analytics and marketing partners as a primary point of contact; engage technology and finance teams as needed. - Continuously refine audience builds and operational processes to improve execution quality and efficiency. ### Let's Talk About You! - Demonstrable hands-on experience with Salesforce Data Cloud (CDP); this is the core platform requirement for the role. - Working knowledge of Salesforce Marketing Cloud, with the ability to build and activate audiences across CRM channels. - Understanding of CRM strategy and lifecycle marketing principles. - Familiarity with lead source attribution and the ability to identify and segment audiences by acquisition channel, in support of paid media and lifecycle marketing partners. - Strong communication skills with the ability to collaborate across marketing and analytics teams, and work effectively with technology and finance stakeholders as needed. - Experience with analytics and reporting tools such as Tableau, Google Analytics, or Adobe Analytics; candidates with strong Salesforce platform expertise but limited experience in these tools are encouraged to apply. - Ability to interpret campaign performance data and contribute to reporting within an established measurement framework. - Post Secondary education in a related field