Manoj Kumar Sekar
Senior Analyst @CIBC
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WORK HISTORY
Senior Analyst @CIBC
Toronto, ON, CA
Leading digital analytics across CIBC\'s online banking, credit card, and lending platforms — owning GA4 and Adobe Analytics implementation, attribution modelling, paid media performance, and experimentation at enterprise scale.Key contributions- Built multi-touch attribution models for mortgage and credit card campaigns, boosting conversion ROI by 21%- Identified funnel drop-offs in personal loan applications, improving form completion by 18%- Optimized paid search and social campaigns across Google Ads, Meta, and LinkedIn ($400K+ monthly budget), reducing CPA by 22% while maintaining lead volume- Improved CTR by 28% and conversion rate by 19% through ad copy and landing page testing with creative and lifecycle teams- Built predictive BigQuery dashboards forecasting account openings, RRSP/TFSA contributions, and CLV by region and channel- Led GA4 migration across all business lines, preserving legacy tracking, ecommerce tagging, and governance compliance- Ran A/B and multivariate tests in Adobe Target across CTAs, rate banners, and product modules — delivering 3–6% uplift in key engagement metrics- Integrated Adobe Analytics with Salesforce Marketing Cloud, driving a 12% increase in email-to-application conversions- Conducted cohort and retention analysis on CIBC Smart Account users, improving 90-day retention by 14%- Delivered enabled full-funnel tracking for seasonal TFSA, GIC, and mortgage promotions — contributing to 25% YoY growth in campaign-attributed leads- Trained 30+ internal stakeholders across marketing, product, and analytics on GA4, dashboards, and test readouts- Optimized mobile analytics for the CIBC banking app, reducing data discrepancies by 15%- Audited consent-based tracking in full compliance with PIPEDA and CIBC governance protocols
EDUCATION
GRD SCHOOL OF COMMERCE AND INTERNATIONAL BUSINESS (GRDSCIB)
Bachelor of Commerce - BCom, Commerce with Information Technology
ABOUT MANOJ KUMAR SEKAR
I\'m a data-driven digital analytics professional with 4+ years of experience helping financial services brands turn messy digital signals into clear business decisions.At CIBC, I own end-to-end analytics across online banking, credit cards, and lending — from GA4 and Adobe Analytics implementation through to executive KPI dashboards, multi-touch attribution models, and A/B testing programs. I\'ve contributed to a 22% CPA reduction, 25% YoY growth in campaign-attributed leads, and meaningful improvements in retention and funnel conversion across millions of customer touchpoints.Before CIBC, at Sun Life Financial I built cross-platform analytics frameworks, ran 25+ A/B and multivariate tests, automated reporting pipelines in Python and BigQuery, and saved 70% of manual reporting time.What I do well:→ GA4 & Adobe Analytics implementation and migration→ Multi-touch attribution modelling→ A/B testing and experimentation (Adobe Target, Optimizely, VWO)→ Tag management (Adobe Launch, GTM, Tealium)→ Paid media analytics across Google Ads, Meta, LinkedIn ($400K+ monthly budget)→ Executive dashboards in Power BI, Tableau, Looker Studio, DOMO→ BigQuery, SQL, Python for advanced analytics and automation→ PIPEDA-compliant consent tracking and data governanceI thrive at the intersection of analytics, paid media, and product — translating data into strategy that marketing, product, and leadership teams can actually act on.Open to Senior Analyst, Lead Analytics, and Growth/Marketing Analytics roles across Toronto and Canada.
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