This role 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 Manager translates insights into measurable recommendations, builds and supports test-and-learn initiatives, and partners with various teams to prioritize and deliver improvements across the digital sales channel.
Responsibilities
Own digital funnel optimization, performance diagnostics, experimentation roadmap, A/B testing execution, benefits measurement, and ongoing identification of customer journey friction points
Influence digital roadmap prioritization, customer journey enhancements, personalization opportunities, channel-specific experience improvements, and cross-functional decisions that impact digital sales performance
Support 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
Own day-to-day monitoring of quote starts, progression, completion, conversion, digital containment, abandonment, and sales outcomes
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
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
Support journey optimization across customer demographics, behavioral segments, product needs, traffic sources, and channel types, including aggregator, partner, and organic traffic
Develop opportunity assessments, business cases, expected outcome estimates, and data-driven prioritization recommendations for proposed digital funnel enhancements
Partner with Product, Technology, Analytics, Marketing, Business Architecture, and Operations to launch, monitor, evaluate, and scale digital sales experiments and journey improvements
Prepare concise performance updates, insights, recommendations, and decision points for leadership and relevant cross-functional stakeholders
Requirements
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
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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
Bachelor’s degree in business, Marketing, Digital, Analytics, Technology, Commerce, Economics, or a related field is preferred
Business Analysis skills
Business Case Analyses skills
Business Model Development skills
Data Analytics skills
Nice to have:
Experience in insurance, financial services, regulated industries, digital distribution, or direct-to-consumer sales environments
Graduate degree, digital analytics, product, agile, experimentation, or data-related certification
Benefits
Opportunity to take your skills to the next level
Encouragement to challenge the status quo
Opportunity to shape the future of protection while supporting causes that mean the most to you
Important Details
Supervisory Responsibilities: This role does not have direct supervisory responsibilities
About the Company
Allstate has been protecting families and their belongings for more than 90 years. The company is an industry leader in pricing sophistication, telematics, and device and identity protection. Allstate Canada Group uses AI technology tools to assist in screening, selecting, assessing, and scheduling interviews with candidates as part of the recruitment process.
At Allstate, we're advocates for peace of mind and a good life.
