We are banking at another level.

Choosing BDC as your employer means working in a healthy, inclusive, and skilled workplace that puts forward the best conditions to bring together unique teams where employees are empowered to act. It also means being at the centre of ambitious economic and financial projects to see further and to do things differently, to fuel the success of Canadian entrepreneurs.

CHOOSING BDC AS YOUR EMPLOYER ALSO MEANS:

• Flexible and competitive benefits, including an Employee Savings and Investment Plan where BDC matches part of your voluntary contributions, a Defined Benefit Pension Plan, a $750 wellness and health care spending account, to name a few   

• In addition to paid vacation each year, five personal days, sick days as necessary, and our offices are closed from December 25 to January 1

• A hybrid work model that truly balances work and personal life

• Opportunities for learning, training and development, and much more... 

POSITION OVERVIEW

The Senior Advisor, Digital Conversion Optimization and Personalization will be responsible for defining and leading the team’s optimization and personalization strategy. With the objective of improving conversion rates across BDC’s digital platforms, focused on client acquisition. Using a data driven approach they will analyze key conversion touchpoints, interpret the data to develop hypotheses and implement their strategy, with multiple stakeholders and channel owners.

CHALLENGES TO BE MET

• Proactively define and implement strategies to improve conversion (General traffic to high intent sections (HIS), HIS to product and lead capture form submits, Form submit to acceptances) across bdc.ca and all digital platforms, ensuring all internal contributors are aligned and have what they need to deliver an end-to-end omni-channel approach.

• Build, own and prioritize the optimization roadmap in collaboration with the web team and other channel owners; adjusting roadmap continuously based changing business needs, objectives and delivery capacity.

• Propose and lead the implementation of a personalization strategy for BDC’s digital platforms that improve client experience and increase conversion rates.

• Manage and monitor key conversion points through all acquisition funnels, flagging issues and providing recommendations to channel owners when there is opportunity for optimization or personalization.

• Manage and continuously optimize landing pages, campaign pages, website call-to-action (CTAs), constantly evolving and testing them to maximize the ROI of our marketing efforts.

• Collaborate with other teams (marketing, web, CX/UX, client analytics, business units) to understand business needs and optimize each conversion path along the customer journey.

• Act as the subject matter expert in personalization and conversion optimization internally and manage the relationship with our personalization platform provider to ensure that we are leveraging all the capabilities of the tools for business purposes.

• Take ownership of the team’s conversion and personalization tools (i.e., A/B and multivariate testing software, recording session tools), identifying best practices and providing recommendations on how marketing can maximize the use of these tools to optimize and improve the customer journey across all digital channels.

• Report performance metrics to measure the efficiency of conversion optimization and personalization efforts and how they contribute to MarCom’s objective.

WHAT WE ARE LOOKING FOR

• 10+ years in digital marketing, CRO (conversion rate optimization) or marketing personalization

• Excellent proficiency with personalization platforms (Sitecore, Salesforce, Adobe, Optimizely, or other)

• Excellent proficiency with A/B testing tools (i.e., VWO, Salesforce), usability testing platforms (i.e., Usertesting) and session recording tools (i.e., Mouseflow, Logrocket) tools

• Project management experience with the ability to lead projects from inception to delivery.

• Excellent knowledge of Google Analytics 4 and Power BI

• Strong presentation skills

• Proactive, analytical, dynamic, self-reliant, meticulous and methodical

• Experience in banking, or B2C experience an asset

• Experience in an Agile (Scrum) framework, an asset

• Written and spoken fluency in French and English

• Bachelor’s degree in business administration or marketing

Proudly one of Canada’s Top 100 Employers and one of Canada’s Best Diversity Employers, we are committed to fostering a diverse, equitable, inclusive and accessible environment where all employees can thrive and feel empowered to bring their whole selves to work. If you require an accommodation to complete your application, please do not hesitate to contact us.

While we appreciate all applications, we advise that only the candidates selected to participate in the recruitment process will be contacted.