CRM Business Analyst

Manulife • Waterloo, ON

1d • CA$59,100 - CA$98,500 • Hybrid

About The Position

The CRM Business Analyst, reporting to the Manager of CRM Strategy, Growth & Go-to-Market, partners with business stakeholders, sales leaders, and technology teams to enhance the Salesforce platform supporting Affinity, Retail Insurance, and Mass Market Distribution. This role drives CRM enhancements, business process improvements, and adoption initiatives that improve sales effectiveness, user experience, and operational efficiency. This position is ideal for an individual who combines Salesforce expertise with strong business analysis, problem-solving, and stakeholder management skills. Success in this role requires more than gathering requirements. It requires curiosity, sound judgment, and critical thinking to understand business problems, challenge assumptions, and recommend solutions that deliver meaningful business value. The successful candidate is a proactive self-starter who thrives in ambiguity, creates clarity where it does not exist, and independently drives initiatives from concept through implementation. Working within an Agile delivery model, the CRM Business Analyst translates business needs into scalable CRM solutions that improve user experience, data quality, and business outcomes.

Requirements

• 3+ years of experience in Business Analysis, CRM Administration, Product Ownership, or a related role.
• Strong Salesforce platform knowledge.
• Experience supporting business analysis activities for complex initiatives and working with stakeholders to define business requirements.
• Demonstrated initiative and ability to work independently in a fast-paced environment with evolving priorities.
• Exceptional analytical, problem-solving, and critical thinking skills with experience translating business needs into scalable technology solutions.
• Exceptional verbal, written, presentation, and facilitation skills.
• Demonstrated ability to build effective relationships and collaborate with stakeholders across multiple levels of the organization.
• Proven ability to independently manage competing priorities, drive work forward, and deliver high-quality outcomes.
• Ability to communicate technical concepts effectively to non-technical audiences.

Nice To Haves

• Salesforce Administrator Certification.
• Experience supporting sales organizations and CRM-driven business processes.
• Knowledge of insurance distribution, wholesaling, wealth management, or financial services.
• Experience with analytics, reporting, CRM Analytics, Power BI, or similar business intelligence tools.
• Experience supporting CRM governance, change management, and user adoption initiatives.
• Experience working within Agile delivery frameworks such as Scrum or Kanban.

Responsibilities

• Build strong partnerships with business stakeholders by developing a deep understanding of their objectives, challenges, and opportunities.
• Proactively identify opportunities to improve CRM adoption, user experience, operational efficiency, and data quality.
• Analyze business processes and requests to identify root causes, recommend improvements, and deliver solutions that maximize business value.
• Evaluate, triage, and prioritize CRM requests and enhancement opportunities based on business value and strategic alignment.
• Elicit, analyze, and document business requirements through user stories, acceptance criteria, process maps, and supporting documentation.
• Act as the primary business-facing contact for CRM support and issue resolution, coordinating with technology partners as required.
• Develop and execute change management, communication, and training activities supporting new capabilities and releases.
• Develop and maintain business expertise in Salesforce capabilities and related business processes.
• Support and coordinate CRM initiatives from discovery through implementation, adoption, and continuous improvement.
• Facilitate discovery workshops and collaborate with business and technology teams to define solution approaches that balance business value, technical feasibility, and long-term sustainability.
• Analyze requirements, identify potential gaps, and recommend alternative approaches when appropriate.
• Advocate for stakeholder needs while balancing technical constraints and organizational priorities.
• Coordinate releases, deployments, testing activities, and implementation readiness with technology partners.
• Develop and execute user acceptance testing plans to validate business requirements and ensure quality delivery.
• Partner with the Product Owner to manage and prioritize CRM backlog items aligned with strategic business objectives.
• Support initiative delivery by identifying risks, tracking progress, and communicating recommendations to stakeholders.
• Execute CRM data maintenance activities including mass updates, territory realignments, and organizational changes.
• Monitor and analyze CRM data to identify quality issues, trends, risks, and opportunities for continuous improvement.
• Partner with stakeholders to establish governance practices that improve data quality, platform adoption, and long-term sustainability.

Benefits

• health, dental, mental health, vision, short- and long-term disability, life and AD&D insurance coverage, adoption/surrogacy and wellness benefits, and employee/family assistance plans.
• various retirement savings plans (including pension and a global share ownership plan with employer matching contributions) and financial education and counseling resources.
• generous paid time off program in Canada includes holidays, vacation, personal, and sick days, and we offer the full range of statutory leaves of absence.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed