Customer Data & Identity Specialist

Vacances Air Canada / Air Canada Vacations; Montreal; On-site; CAD 90,000 - 120,000; Full time

Job summary

Vacances Air Canada / Air Canada Vacations is seeking a Customer Data & Identity Specialist to define, maintain, and optimize the unified customer profile within our CDP. You will own the data schema, event structures, and naming conventions to drive analytics, activation, and personalization across channels.

Reporting to the Digital Analytics Manager, you will ensure data quality, manage identity stitching across emails, cookies, IDs, and partner with cross-functional teams to make data

Qualifications

• 4 years of experience with a CDP or marketing data operations.
• Strong technical understanding of database architecture, pipelines, identity resolution, data modeling concepts, and event tracking standards (GA4, GTM, etc).
• Ability to diagnose data quality issues and work with technical teams to resolve them.
• Good understanding of SQL for data validation and auditing.
• Ability to translate complex data flows into business context for marketing stakeholders.
• Hands-on experience implementing an enterprise level CDP, a strong asset.
• Familiarity with Canada & Quebec privacy regulations, an asset.
• Excellent communication skills to translate data mechanics into business context.
• Bilingual written and spoken.

Responsibilities

• Define and maintain the unified customer profile and associated data model within the CDP/CRM ecosystem.
• Own the data schema, properties, event structures, and naming conventions across customer data assets within the platform.
• Ensure data quality, including data freshness, completeness, and accuracy across all sources, diagnose and resolve data discrepancies between source systems and the CDP.
• Manage identity resolution rules (stitching) to ensure correct merging of customer identifiers (Email, Cookies, IDs) across channels and devices.
• Partner with Digital Analytics, Martech, CRM, and Enterprise Architects to define requirements for data pipelines, ensuring incoming data is 'activation-ready' for marketing use cases.
• Manage website behavior data collection, tagging requirements, and data standardization regarding the CDP
• Ensure proper ingestion, normalization, and mapping of web, CRM, and offline customer data.
• Support the CDP Platform Lead to orchestrate segment distribution to website personalization, email, media platforms and other activation channels and ensure proper governance of segment names, logic, and usage.
• Design the scoring algorithm (weights, thresholds, decays), technically build and operationalize the score calculation and ensure scoring outputs are available to CRM, CDP, analytics, and activation systems.
• Support compliance and data governance to ensure proper handling of customer data.

Skills

CDP experience

CRM data infra

Data modeling

Identity resolution

SQL proficiency

GA4 GTM

Data governance

Bilingual

Job description

WHAT YOU'LL BE DOING

The Customer Data & Identity Specialist is responsible for defining, maintaining, and optimizing the unified customer profile across the organization’s CDP. This role owns the data schema, data quality processes, identity resolution rules, and the business-ready data model that fuels analytics, activation, and personalization.

Reporting to the Digital Analytics Manager, the Specialist ensures that customer data provided by Enterprise Data team is accurately mapped, standardized, unified, and made activation‑ready across marketing and analytics platforms. This role is deeply technical and operational, focusing on how data is structured and stitched within the CDP, not on interpreting insights nor defining marketing strategy.

• Define and maintain the unified customer profile and associated data model within the CDP/CRM ecosystem.
• Own the data schema, properties, event structures, and naming conventions across customer data assets within the platform.
• Ensure data quality, including data freshness, completeness, and accuracy across all sources, diagnose and resolve data discrepancies between source systems and the CDP.
• Manage identity resolution rules (stitching) to ensure correct merging of customer identifiers (Email, Cookies, IDs) across channels and devices.
• Partner with Digital Analytics, Martech, CRM, and Enterprise Architects to define requirements for data pipelines, ensuring incoming data is "activation-ready" for marketing use cases.
• Manage website behavior data collection, tagging requirements, and data standardization regarding the CDP
• Ensure proper ingestion, normalization, and mapping of web, CRM, and offline customer data.
• Support the CDP Platform Lead to orchestrate segment distribution to website personalization, email, media platforms and other activation channels and ensure proper governance of segment names, logic, and usage.
• Design the scoring algorithm (weights, thresholds, decays), technically build and operationalize the score calculation and ensure scoring outputs are available to CRM, CDP, analytics, and activation systems.
• Support compliance and data governance to ensure proper handling of customer data.

WHAT YOU BRING TO THE TEAM

• 4 years of experience working with a Customer Data Platform (CDP), CRM data infrastructure, or marketing data operations
• Strong technical understanding of database architecture and pipelines, identity resolution, data modeling concepts, and event tracking standards (GA4, GTM, etc.)
• Ability to diagnose data quality issues and work with technical teams to resolve them
• Good understanding of SQL for data validation and auditing
• Ability to translate complex data flows into business context for marketing stakeholders
• Hands-on experience implementing an enterprise level CDP, a strong asset
• Familiarity with Canada & Quebec privacy regulations, an asset.
• Excellent communication skills to translate data mechanics into business context
• Bilingual written and spoken