Manager, Digital Optimization
National General · Canadian Head Office · CA$77,000–CA$102,000 (stated in the posting)
At Allstate, great things happen when our people work together to protect families and their belongings from life’s uncertainties. And for more than 90 years, our innovative drive has kept us a step ahead of our customers’ evolving needs. From advocating for seat belts, air bags and graduated driving laws, to being an industry leader in pricing sophistication, telematics, and, more recently, device and identity protection.
Job Description
Manager, Digital OptimizationThe Manager, Digital Optimization is accountable for improving performance across the Digital Shop & Buy customer journey through disciplined analysis, experimentation, A/B testing, and optimization. Reporting to the Director, Strategy and Direct Sales, and working closely with the Senior Manager, Digital Sales, this role identifies funnel friction, customer drop-offs, and performance opportunities that impact quote progression, conversion, containment, customer experience, and digital sales outcomes. The role translates insights into measurable recommendations, builds and supports test-and-learn initiatives, and partners with Product, Marketing, Technology, Analytics, Business Architecture, and Operations to prioritize and deliver improvements across the digital sales channel.
Accountability
Owns: Digital funnel optimization, performance diagnostics, experimentation roadmap, A/B testing execution, benefits measurement, and ongoing identification of customer journey friction points.
Influences: Digital roadmap prioritization, customer journey enhancements, personalization opportunities, channel-specific experience improvements, and cross-functional decisions that impact digital sales performance.
Supports: Business case development, stakeholder updates, leadership performance reviews, test-and-learn governance, and alignment on digital sales priorities across Product, Technology, Marketing, Analytics, Business Architecture, and Operations.
Key Responsibilities
Digital funnel performance and diagnostics: Own day-to-day monitoring of quote starts, progression, completion, conversion, digital containment, abandonment, and sales outcomes; identify performance trends, customer drop-offs, behavioral patterns, traffic source impacts, and channel-level opportunities.
Experimentation and test-and-learn execution: Build and manage the A/B testing and experimentation roadmap, including hypotheses, prioritization, test design, implementation readiness, success measures, measurement plans, and post-test reviews.
Optimization recommendations and benefits measurement: Translate funnel insights, test results, reporting, diagnostic analysis, session replay, customer feedback, UX research, and AI-generated insights into clear recommendations that improve conversion, reduce abandonment, enhance the customer experience, and increase sales productivity.
Personalization and journey improvement: Support journey optimization across customer demographics, behavioral segments, product needs, traffic sources, and channel types, including aggregator, partner, and organic traffic.
Business cases and prioritization recommendations: Develop opportunity assessments, business cases, expected outcome estimates, and data-driven prioritization recommendations for proposed digital funnel enhancements.
Cross-functional delivery and governance: Partner with Product, Technology, Analytics, Marketing, Business Architecture, and Operations to launch, monitor, evaluate, and scale digital sales experiments and journey improvements.
Leadership reporting and stakeholder communication: Prepare concise performance updates, insights, recommendations, and decision points for leadership and relevant cross-functional stakeholders.
Experience
7 or more years of relevant experience preferred, with demonstrated experience in digital sales, e-commerce, digital product, channel performance, funnel optimization, analytics, experimentation, or customer journey improvement.
Experience using digital analytics, reporting, session replay, heatmapping, dashboarding, or similar tools to identify funnel friction, diagnose performance issues, and recommend measurable improvements.
Experience designing or supporting A/B tests, test-and-learn plans, hypotheses, success measures, measurement plans, and post-test performance reviews.
Demonstrated experience translating data, behavioral insights, and performance trends into business cases, prioritized recommendations, and leadership-ready decision points.
Experience partnering with Product, Technology, Marketing, Analytics, Operations, or Business Architecture teams to deliver digital improvements in a cross-functional or matrixed environment.
Experience connecting digital optimization activity to commercial outcomes, including conversion, quote progression, containment, sales outcomes, customer acquisition, or cost-to-serve.
Experience in insurance, financial services, regulated industries, digital distribution, or direct-to-consumer sales environments considered an asset.
Supervisory Responsibilities: This role does not have direct supervisory responsibilities.
Education
Bachelor’s degree in business, Marketing, Digital, Analytics, Technology, Commerce, Economics, or a related field is preferred.
Graduate degree, digital analytics, product, agile, experimentation, or data-related certification is considered an asset.
Education & Experience in Lieu: An equivalent combination of education and relevant experience may be considered in lieu of the stated education requirements.
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Skills
Business Analysis, Business Case Analyses, Business Model Development, Data AnalyticsCompensation
CompensationExpected compensation for this role ranges from 77,000.00 - 102,000.00 CAD annually. Actual salary offered to successful candidates will vary based on their skills and experience.
Joining our team isn’t just a job — it’s an opportunity. One that takes your skills and pushes them to the next level. One that encourages you to challenge the status quo. One where you can shape the future of protection while supporting causes that mean the most to you. Joining our team means being part of something bigger – a winning team making a meaningful impact.
Allstate Canada Group uses AI technology tools to assist in screening, selecting, assessing, and scheduling interviews with candidates as part of the recruitment process.
This job posting is for a current open role within the organization.