Marketing and Communications

Personalization and Optimization Specialist, Maternity Leave

Req Id: 257531


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. 

In this role, you will spearhead the digital personalization and A/B testing roadmap and initiatives for and be responsible for prioritization, management and supporting execution. You will collaborate with multiple stakeholders across Marketing, IT, BI, Analytics and to identify, validate and recommend personalized experiences and tests to drive digital excellence. You will help foster data-driven decision-making and provide critical insights and reporting on all digital personalization and A/B testing initiatives.

Key Responsibilities:

  • Create, own and manage a quarterly personalization and testing roadmap with a backlog of initiatives, ensure it is driving value in alignment with business objectives
  • Manage the personalization and test design/planning process to identify opportunities while prioritizing these in alignment with business needs & team
  • Partner with business units to develop and advise on test design and KPIs for performance measurement of initiatives; design, specify and produce reports and dashboards to track these initiatives
  • Evaluate the impact of testing and personalization initiatives on driving KPIs and business results
  • Develop and present new insights and recommendations to enhance existing personalization initiatives and testing strategy
  • Constantly review our KPI framework and recommend improvements based on business needs
  • Advise on statistical test design to maximize likelihood of significance and validity of results
  • Maintain a direct relationship with all stakeholders including Marketing, BI and analytics team to stay up to date on their strategy and recommend use cases for testing and developing personalization strategy
  • Work closely with the business unit leads to capture input, translate these into requirements, working with our partners in the analytics team to determine KPI’s
  • Manage multiple personalization/tests and timelines while communicating and updating effectively across all relevant business stakeholders as needed
  • Own the reporting out and actions derived from personalization and testing outcomes to the organization
  • Act as the evangelist for personalization and testing across the organization to drive a testing and optimization mindset
  • Report on program vision, progress, status to executives and leadership steering committee 
  • Create monthly personalization testing and conversion reports to highlight trends across
  • Create and manage an knowledge respository of all results to ensure key learnings and winning experiences are leveraged across and other channels  


Knowledge Skills and Abilities:

  • Data driven mindset. Numbers should be what drive your decision-making
  • Ability to identify segments and customer journeys (including cross-channel i.e. paid, email, social to to test and optimize/personalize to drive results 
  • Excellent English verbal and written communication skills, with the ability to communicate effectively across organization functions
  • Strong planning skills and ability to document processes
  • Demonstrated experience working with tools like Adobe Analytics, Adobe Target, Adobe Audience Manager, Google Analytics360
  • Self-motivated and results-oriented – Takes full ownership of personalization/testing roadmap to drive both near and long-term strategies
  • Knowledge of e-commerce digital/UX/CX, AdTech, MarTech, and trends – with a focus on digital/mobile customer experience solutions
  • Passion and understanding of how to optimize customer experience to drive results 
  • Excellent organizational skills – must be able to independently balance projects with prioritization support from manager


Education and Experience / Minimum Qualifications:

  • Minimum 3-5 years’ experience in an analytic role, preference given to experience in testing and/or optimization analytics
  • Strong grasp on digital user experience process
  • Extremely strong technical foundation as it relates to tracking and tagging 
  • Excellent ability to visualize and present data in a way that is easy to interpret and actionable
  • Ability to interpreted analytics and insights to determine significance and sample size analysis


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

Additional Information:

Position Type: Management 
Job Status: Temporary - Full time 
Job Location: Canada : Ontario : Don Mills || Canada : Ontario : Toronto 
Application Deadline: 08/17/2020 


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. We welcome and encourage applications from people with disabilities.


Accommodations are available on request for candidates taking part in all aspects of the selection process. For a confidential inquiry, simply email your recruiter directly or to make arrangements. If you have questions regarding accessible employment at Bell please email our Diversity & Inclusion Team at


Created: Canada, ON, Toronto


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