Program Manager, Cdp Audiences And Segmentations

Metrolinx is connecting communities across the Greater Golden Horseshoe. Metrolinx operates GO Transit and UP Express, as well as the PRESTO fare payment system. We are also building new and improved rapid transit, including GO Expansion, Light Rail Transit routes, and major expansions to Toronto’s subway system, to get people where they need to go, better, faster and easier. Metrolinx is an agency of the Government of Ontario.
At Metrolinx, equity, diversity and inclusion are essential to living our values of serving with passion, thinking forward and playing as a team.
Our Digital Strategy and CRM office is looking for a Program Manager, CDP Audiences & Segmentations to join their team. Reporting to the Sr Manager, Integrated Digital Marketing Strategy & Consumer Engagement, the Program Manager, CDP Audiences & Segmentations, will play a critical role in propelling the evolution of Metrolinx’s data driven marketing programs and unifying our 1st Party Data.
What will I be doing?

• Work closely with Product Owners and Senior Manager to ensure the development and execution of progressive solutions that meet marketing campaigns and corporate objectives.
• Collaborate with Product Stakeholders and IT delivery partners to identify and prioritize key features and use cases.
• Prepare metrics and analytics to identify testing opportunities aimed at optimizing audience segmentation and overall marketing efforts.
• Deliver feedback to various stakeholders including challenging recommendations on CDP platforms and marketing campaigns to drive KPIs and positive results.
• Create and manage audiences and segmentations within the CDP to support specific marketing campaigns where data is activated across channels such as email, web, and paid media advertising. This involves defining the characteristics and criteria that determine inclusion of these audiences.
• Establish, build, and manage a structured classification system for data within the CDP. This includes defining categories, attributes, and relationships necessary to support different use cases and accurately attribute first-party data.
• Facilitate the development and documentation of best practices to improve operational efficiencies within the team and the group.
• Provide technical and subject matter expertise, training, and guidance on specialized CDP to marketing team and cross-division stakeholders.
• Work with agile methodologies and scrum.
• Provides expertise, advice, and guidance to staff on CDP Audiences and Segmentation and related topics, without direct supervisory responsibility.
• Analyze data and provide insights to identify opportunities for audience segmentation and future use cases within the CDP to increase and maximize our platform's effectiveness in meeting marketing goals.
• Collaborate with marketing stakeholders to develop and optimize customer journeys and triggers within the CDP. This involves identifying key touchpoints and interactions that drive ROI and implementing strategies to enhance.
• Present customized data and platform packages with a high degree of autonomy; collaborate and provide input and recommendations on platforms to Senior Manager, Product Owners, and relevant cross-division stakeholders to improve digital marketing strategies and campaigns.
• Contribute to the broader consumer data strategy by assisting with tasks such as collecting first-party data from owned assets, attributing revenue to specific marketing efforts, ensuring data governance practices are followed, and tracking key performance indicators (KPIs) related to audience growth.

What skills & qualifications do I need?

• Proficient in leading presentations, analyzing data, and translating it into actionable business plans.
• In-depth understanding of 1st party (1P), 2nd party (2P), and 3rd party (3P) data landscape and its role in shaping marketing strategy.
• Knowledge of legal and regulatory requirements relating to digital communications, including privacy legislation and Canada Anti-spam Legislation (CASL).
• Microsoft Certified: Customer Data Platform Specialty, Salesforce Marketing and Data Cloud Related Certifications, Google Analytics, Tealium Product Certifications.
• Highly analytical and organized with strong problem-solving skills.
• Completion of a degree or diploma in digital marketing, computer science, Information Technology, or a related quantitative discipline – or a combination of education, training and experience deemed equivalent.
• Minimum 5 years’ experience utilizing Customer Data Platforms (CDP) to design and capture event-driven data, integrate cross-system data, and develop personalized multichannel consumer engagements.
• Strong background in audience development, data-driven marketing, digital marketing, and data operations.
• Advanced SQL Queries and joins.
• Highly collaborative with the ability to work effectively with various stakeholders in a matrixed environment.
• Various Development languages.
• Expertise in data management, data activation, and consumer insights.
• Knowledge of API Integrations.
• Minimum 5 years’ hands-on experience in working with Marketing Clouds, Data Clouds or related marketing technologies requiring SQL queries and API integrations.

Don’t Meet Every Requirement?
If you’re excited about working with Metrolinx but your past experience doesn’t quite align with every qualification of this posting, we encourage you to apply. You just might be the right candidate for this or other roles. We are always looking for great talent to join our team.
We invite all interested individuals to apply and encourage applications from members of equity-deserving communities, including those who identify as Indigenous, Black, racialized, women, people with disabilities, and people with diverse gender identities, expressions and sexual orientations.
Accommodation
We value the unique skills and experiences each person brings to Metrolinx and are committed to creating and maintaining an inclusive and accessible environment. We are committed to the requirements of the Accessibility for Ontarians with Disabilities Act so if you require accommodation during the hiring process, please let our Recruitment team know by contacting us at: 416-202-5601 or email [email protected] .
Application Process
All applicants must be legally entitled to work in Canada. Metrolinx will be using email to communicate with you for all job competitions. It is your responsibility to include an updated email address that is checked daily and accepts emails from unknown users. As we send time sensitive correspondence, we recommend that you check your email regularly. If no response is received, we will assume you are no longer interested in pursuing the opportunity. Please be advised that a Criminal Record Check may be required of the successful candidate. Should it be determined that any background information provided be misleading, inaccurate or incorrect, Metrolinx reserves the right to discontinue with the consideration of your application.
We thank all applicants for their interest, however, only those selected for further consideration will be contacted.
WE ARE AN EQUITABLE AND INCLUSIVE EMPLOYER.