Allstate
Senior Manager, Digital Shop & Buy
Key aspects of the role:
- Drive sales growth by engaging with interested prospective customers- all while working remote
- No cold calling— Connect through inbound calls and proactive outbound calls with active insurance shoppers
- Enjoy competitive compensation with a base salary + uncapped performance-based incentives
- Sell reputable products from Allstate and our family of brands
Role overview
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.
#LI-ND2
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.
Keys to Success
At Allstate, it’s all about teamwork, flexibility, and thinking ahead. We all contribute to the bigger picture, combining unique ideas to design innovative, more affordable protection solutions for customers.
We look for candidates with these skills to help us achieve that goal:
Learning agility
Quickly adapt to new situations, continually build new skills, experiment, and embrace new ways of doing things
Customer centricity
Deliver exceptional experience with a customer-first mindset and human-centered design
Digital literacy
Discover and apply emerging digital technology tools, data and insights.
Results-oriented
Start with measurable outcomes and drive results with speed
Inclusive leadership
Integrate diverse viewpoints into decision-making processes to enhance creativity and innovation
Together, we’re all working toward Our Shared Purpose, using our strengths to make a real difference for our people, our customers, our company, and the world around us.
Working in Sales
What We Do:
As an expert on our products and services, you can give customers personalized attention and innovative solutions to make their lives easier.
How We Support You:
Starting day one, you’ll have access to resources and incentives to keep you feeling challenged and excited about your careers.
Make An Impact:
As a member of our sales team, you’ll bring a sense of ease and support to customers looking for a better understanding of their protection options. Whether in the field or talking to customers over the phone, you’ll continue to build trust in who we are and what we do.
Working together
You’re in Good Hands® is more than a promise we make to our customers. It’s a promise we make to our employees, too.
We want you to love where you work. That starts with the freedom to be yourself. Our workplace flexibility and focus on individuality means everyone is seen, heard and respected.
When you join us, you’ll have the opportunity to push your skills to the next level with access to development programs to support your career aspirations – whatever that means for you. Because as you learn and grow, so do we.
Working here also means getting the chance to make a real impact in your community. We have been driving change for over 90 years, but the mark we leave on the world can be even greater when we work together.
Role overview
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.
#LI-ND2
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.
Keys to Success
At Allstate, it’s all about teamwork, flexibility, and thinking ahead. We all contribute to the bigger picture, combining unique ideas to design innovative, more affordable protection solutions for customers.
We look for candidates with these skills to help us achieve that goal:
Learning agility
Quickly adapt to new situations, continually build new skills, experiment, and embrace new ways of doing things
Customer centricity
Deliver exceptional experience with a customer-first mindset and human-centered design
Digital literacy
Discover and apply emerging digital technology tools, data and insights.
Results-oriented
Start with measurable outcomes and drive results with speed
Inclusive leadership
Integrate diverse viewpoints into decision-making processes to enhance creativity and innovation
Together, we’re all working toward Our Shared Purpose, using our strengths to make a real difference for our people, our customers, our company, and the world around us.
Working in Claims
What We Do:
Your ability to quickly and calmly make smart decisions can make a huge difference in how confident customers feel throughout the claims process. And as you support our customers, we’re there to support you.
How We Support You:
We empower your success starting day one. You’ll have access to everything you need to grow professionally while helping our customers get their lives back on track.
Make An Impact:
Helping customers with their claims is about learning their stories, not just processing their paperwork. You can take pride in the fact that you’re providing invaluable guidance and helping to build continued trust in our company.
Working together
You’re in Good Hands® is more than a promise we make to our customers. It’s a promise we make to our employees, too.
We want you to love where you work. That starts with the freedom to be yourself. Our workplace flexibility and focus on individuality means everyone is seen, heard and respected.
When you join us, you’ll have the opportunity to push your skills to the next level with access to development programs to support your career aspirations – whatever that means for you. Because as you learn and grow, so do we.
Working here also means getting the chance to make a real impact in your community. We have been driving change for over 90 years, but the mark we leave on the world can be even greater when we work together.
Role overview
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.
#LI-ND2
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.
Keys to Success
At Allstate, it’s all about teamwork, flexibility, and thinking ahead. We all contribute to the bigger picture, combining unique ideas to design innovative, more affordable protection solutions for customers.
We look for candidates with these skills to help us achieve that goal:
Learning agility
Quickly adapt to new situations, continually build new skills, experiment, and embrace new ways of doing things
Customer centricity
Deliver exceptional experience with a customer-first mindset and human-centered design
Digital literacy
Discover and apply emerging digital technology tools, data and insights.
Results-oriented
Start with measurable outcomes and drive results with speed
Inclusive leadership
Integrate diverse viewpoints into decision-making processes to enhance creativity and innovation
Together, we’re all working toward Our Shared Purpose, using our strengths to make a real difference for our people, our customers, our company, and the world around us.
Working together
You’re in Good Hands® is more than a promise we make to our customers. It’s a promise we make to our employees, too.
We want you to love where you work. That starts with the freedom to be yourself. Our workplace flexibility and focus on individuality means everyone is seen, heard and respected.
When you join us, you’ll have the opportunity to push your skills to the next level with access to development programs to support your career aspirations – whatever that means for you. Because as you learn and grow, so do we.
Working here also means getting the chance to make a real impact in your community. We have been driving change for over 90 years, but the mark we leave on the world can be even greater when we work together.
Benefits
Experience the benefits that make Allstate a great place to work.
*Benefits vary based on position.
Health
- Medical, dental and vision coverage
- HSAs and FSAs
- Wellbeing programs
- Free therapy sessions
Retirement
- 401(k) plan
- Pension plan
- Free financial counseling
Work-life balance
- Paid time off
- Work flexibility
Career development
- Talent shares
- Tuition reimbursement
- Learning opportunities
For a full description of Allstate’s benefits visit our benefits page
Start making a difference
Realize your full potential by doing
work that matters.
Grow your career in meaningful ways.
We want to make sure you have every opportunity to grow, explore new horizons and follow your passion in a meaningful career. It’s an exciting time to join Allstate. Help us shape the future.
Ryan / 8 years with Allstate
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June 2025 – Present
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New Agent Leader- EA Channel
February 2026 – Present
Michael / 25 years with Allstate
Property Delivery Director
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Bree / 11 years with Allstate
Unrepresented Bodily Injury Adjuster
December 2022 – Present
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