Senior Manager, Digital Shop & Buy

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

Senior Manager, Digital Shop & Buy

The Senior Manager, Digital Shop & Buy is accountable for leading the strategy, business performance, and continuous optimization of the digital sales channel. This role serves as the business owner for the digital sales channel and is responsible for defining strategic priorities, managing channel performance, advancing end-to-end customer journey performance, and driving measurable growth across acquisition, conversion, digital containment, and other key outcomes. Reporting to the Director, Strategy and Direct Sales, this role will work cross-functionally with Product, Marketing, Technology, Analytics, Underwriting, Operations, and Business Architecture to advance digital sales capabilities and continuously improve channel performance.

Key Accountabilities

Digital Sales Strategy and Roadmap

• Define and lead the digital sales strategy and roadmap, ensuring priorities are aligned to enterprise objectives, customer needs, growth goals, and measurable business value.

• Lead channel prioritization by assessing opportunities, trade-offs, risks, effort, financial impact, and expected benefits in partnership with Technology and Business Architecture.

• Develop business cases, strategic analyses, and executive-ready recommendations to support investment decisions and roadmap alignment.

• Establish roadmap governance and reporting mechanisms to track progress, manage dependencies, and surface key decisions or risks.

Channel Performance and Growth

• Own the digital channel scorecard, KPI governance, and performance management for the Digital Sales/Shop & Buy channel.

• Establish channel performance targets and monitor results against key metrics and initiative objectives to improve channel economics, growth outcomes, and customer experience across acquisition, conversion, revenue generation, and containment.

• Use funnel analytics, experimentation results, customer journey data, operational feedback, and sales reporting to identify friction, quantify opportunities, and prioritize optimization actions.

• Track post-launch performance to assess impact, identify improvement opportunities, and inform future roadmap priorities.

AI and Digital Innovation

• Evaluate opportunities to use AI, automation, and advanced analytics to improve customer experience, conversion, containment, fraud management, and operational efficiency.

• Define hypotheses, success measures, test plans, and decision criteria to ensure experiments produce actionable insights and measurable outcomes.

• In partnership with the Manager, Digital Optimization, establish experimentation priorities aligned to the digital sales strategy, including A/B testing, personalization, journey optimization, and targeted conversion improvement.

• Recommend whether to scale, refine, or discontinue experiments, features, journeys, or capabilities based on performance data, customer impact, and business value.

Cross-Functional Leadership and Delivery

• Serve as the business owner for digital sales initiatives and represent the digital sales channel in leadership forums, working groups, and prioritization discussions with credibility and influence.

• Influence cross-functional partners to resolve barriers, align on trade-offs, and accelerate initiatives that improve the digital customer journey and sales outcomes.

• Communicate progress, risks, insights, and recommendations in a concise, executive-ready manner for senior stakeholders.

People Leadership and Capability Building

• Build the digital sales team and capability, including role clarity, ways of working, operating practices, and performance routines required to scale the channel.

• Provide coaching, direction, and day-to-day leadership to team members and cross-functional contributors supporting the digital sales agenda.

• Develop a high-performance culture focused on customer outcomes, data-driven decision-making, accountability, collaboration, and continuous improvement.

Experience

• 10+ years of relevant experience in digital sales, e-commerce, digital product management, channel management, strategy, analytics, customer journey optimization, or related commercial leadership roles.

• Demonstrated experience leading digital channel growth, funnel optimization, conversion improvement, or revenue-generating customer journeys.

• Practical experience leading cross-functional initiatives from concept through execution, including requirements definition, prioritization, implementation, and benefits tracking.

• Experience developing business cases and translating performance data, customer insights, and operational feedback into prioritized actions.

• Experience using digital, web, and sales analytics tools to improve funnel performance, conversion, containment, customer experience, and sales outcomes.

• Experience presenting recommendations to senior leaders, influencing cross-functional partners, and operating effectively in complex, matrixed environments.

• People leadership or functional leadership experience, including coaching, capability building, and establishing performance routines, is preferred.

• Experience in insurance, financial services, or another regulated industry is preferred, with demonstrated ability to navigate compliance, risk, underwriting, fraud, privacy, or operational considerations in a digital sales environment.

Supervisory Responsibilities: This role is expected to have direct or functional leadership responsibilities. Supervisory responsibilities may expand as the digital sales team and operating model mature.

Education: Bachelor’s degree in Business, Marketing, Commerce, Economics, Analytics, Technology, or a related discipline preferred. Advanced degree, digital commerce certification, or relevant professional designation considered an asset.

Education & Experience in Lieu: An equivalent combination of education and experience may be considered.

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Skills

 

Compensation

Compensation

Expected compensation for this role ranges from 115,000 to 160,000 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.