Senior Specialist, Personalization and Targeting

Date: Dec 27, 2018

Location: Mississauga, ON, CA

Company: Bell

At Bell, we do more than build world-class networks, develop innovative services and create original multiplatform media content – we’re revolutionizing how Canadians communicate.

If you’re ready to bring game-changing ideas to life and join a community that values bold ideas, professional growth and employee wellness, we want you on the Bell team. 

The Brand team works collaboratively with all business units to ensure brand consistency across Bell communications including digital experiences and sponsorship activations. Brand also supports our sponsorship, web presence, social media and market insights teams. 

About Working at

The team is responsible for the operation of Bell Canada’s consumer and business websites Its mission is to develop and manage an outstanding online experience for new and existing customers that showcases Bell’s brand and enables users to search for and purchase products and services and manage their relationship with Bell simply and easily. team members are based in Montreal, Toronto, Ottawa and the Maritimes. The culture is collaborative, client and customer focused, and requires juggling daily delivery challenges with longer-term initiatives.


Job Duties/Accountabilities:
Reporting to the Senior Manager Personalization, the Senior Specialist Personalization and Targeting is responsible for delivering the personalization strategy and targeting capabilities on the Bell website. This individual will promote the use of data to help drive strategic decisions regarding personalized online customer experiences and e-commerce activities. This individual will collaborate closely with and guide various business units to successfully deliver personalized experiences on behalf of their clients. This individual will have a strong understanding of the various targeting and analytic platforms, personalization technologies and will provide recommendations on how to leverage them and evolve them to achieve personalization at scale.


The Senior Specialist, Personalization and Targeting will:

  • Play an influencer role with the various business units about benefits of online personalization and targeting
  • Engage internal primes to understand their e-commerce, content, and personalization goals, define the execution strategy leveraging the various targeting platforms available at Bell
  • Solid understanding of online targeting capabilities and technologies/platforms and define the best strategies for specific business needs
  • Define, drive, and enforce Process, Documentation, Operational Efficiencies, Change Management, and Governance / Op Model
  • Keep on top of industry best practices and implement them
  • Create a playbook based on best practices, and democratize the capabilities across the organization
  • Work on an agile team delivering sprints on a monthly basis. Take the lead on research and ideation through to design, development, deployment, measurement, and iteration
  • Understand each LOB’s overall business objectives and identify personalization and/or targeting opportunities
  • Analyze channel performance/campaigns and provide meaningful, actionable strategies to improve performance for recurring events
  • Analyze user behaviour for specific segments and make recommendations to increase conversion based on defined goals
  • Collaborate with stakeholders (digital marketing managers, product owners, and digital advertisers) to pitch new, or support existing, initiatives
  • Leverage a variety of research techniques to inform personalization initiatives: competitive analysis, web analytics, customer analytics, advertising analytics, surveys, usability evaluations, past initiatives, market trends, etc.
  • Work in the Data Management Platform to define segments/audiences for use in initiatives
  • Work with our agile run team (Scrum Master, Design, Content, Design, Dev, QA, and Product Owners) to create and deliver the initiatives
  • Ongoing measurement of each initiative
  • Provide regular status updates and sales reporting (dashboards and presentations) using Adobe Analytics, Excel, and PowerPoint
  • Present findings (both successes and opportunities) with stakeholders to create an atmosphere of transparency and data-driven optimization
  • Contribute to the conversation with different groups (technology, marketing, operations, site production) about strategy for personalization solutions to be used on web properties and mobile apps
  • Manage optimization projects including, but not limited to, websites, e-mail, mobile and final analysis and presentation of results
  • Contribute with other teams to measure impact of the site experience to other channels
  • Contribute to planning and development projects about data ingestion to enable personalization efforts and segmentation
  • Contribute with the Analytic team to establish data governance around data ingestion/distribution, data elements on site (example: meta data)


Preferred Qualifications/Competencies:

The candidate should also:

  • Have a university degree or college diploma
  • 1+ years of working with a Data Management Platform (DMP)
  • 3+ years of work experience in digital marketing or related field
  • Expert-level knowledge of Adobe Analytics and intermediate knowledge of Google analytics tools
  • Have a solid understanding and experience using Adobe Audience Manager and Adobe Target
  • Understand the fundamentals of A/B testing
  • Strong analytical, judgment and conceptual ability are critical
  • Ability to provide ongoing insights on issues and initiatives
  • Be well organized, self-starting and able to prioritize work effectively and with strong attention to detail
  • Demonstrate an ability to work under pressure
  • Possess strong communication and presentation skills; can tell the story with data
  • Be proficient with the MS Office suite


Bilingualism is an asset (English and French); adequate knowledge of French is required for positions in Quebec.

Additional Information:

Position Type: Management 
Job Status: Regular - Full Time
Job Location: Canada : Ontario : Mississauga 
Application Deadline: 01/31/2019 


Please apply directly online to be considered for this role. Applications through email will not be accepted.


At Bell, we don’t just accept difference - we celebrate it. We’re committed to fostering an inclusive, equitable, and accessible workplace where every team member feels valued, respected, and supported, and has the opportunity to reach their full potential.


Created: Canada, ON, Mississauga

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