Director Marketing, Direct-to-Consumer

Job title: Director Marketing, Direct-to-Consumer

Job description: We are a leading financial services provider committed to making decisions easier and lives better for our customers and colleagues around the world. From our environmental initiatives to our community investments, we lead with values throughout our business. To help us stand out, we help you step up, because when colleagues are healthy, respected and meaningfully challenged, we all thrive. Discover how you can grow your career, make impact and drive real change with our Winning Team today.

Working Arrangement

Hybrid

Job Description

Creativity. Strategy. Nimbleness. Team. It’s what powers us and sets us apart from traditional FI’s. We’re on a mission to modernize the insurance industry and set our business apart from traditional Financial Institutions using a fresh marketing approach. With transformational leadership and a highly innovative and integrated Marketing organization it’s an exciting time to be in Marketing at Manulife! This leadership role is an incredible opportunity to have significant, transformational impact on the organization and business.

Under the leadership of the AVP Marketing for Individual Insurance, and part of an evolving customer centric organization, you’ll join one of Manulife Canada’s industry leading businesses. With an expectation of continued growth, you’ll focus on providing a consistent Consumer experience across the Direct-to-Consumer channel to grow individual insurance products. As the Marketing lead for the Direct-to-Consumer channel, you’ll be leading in a fast-paced matrix environment driven to grow business with acquiring new customers through B2C channels. You’ll be working closely with business and agency partners to meet real time delivery needs that hit sales targets.

As Director Marketing, you’re a leader who brings visionary thinking and excels in rallying and inspiring teams to win, learn and have fun. Being highly collaborative, working well with cross-functional partners and being able to navigate and get the best out of teams in a matrix environment is essential. Effective communication of vision and leading through people for impact will be critical to delivering results.

Key Accountabilities:

Insight Activation

• Work closely with Research & Insights team to enhance understanding of customer perceptions, preferences and behaviours with emphasis on priority segments
• Translate core insights into actionable marketing briefs that ensure insight driven Marketing
• Leverage customer journey as an opportunity to turn intentions into action
• Unlock competitive insights through analysis to ensure differentiated Marketing campaigns

Brand Strategy and Activation

• Work with Canadian Division Marketing lead to activate the company brand mission across touch points in the customer journey
• Lead the Direct-to-Consumer content strategy across owned platforms, digital and social channels
• Work with agency partners to set creative/media strategy and build into integrated campaigns
• Drive brand consistency and governance working with Canadian Division Marketing lead

Marketing Planning & Activation

• Lead end-to-end Marketing Planning from vision, to strategies and initiatives that drive business results via breakthrough thought leadership, activation, and business efficiencies
• Lead and deliver fully integrated and highly efficient 360 Marketing campaigns with a focus on B2C tactics
• Work collaboratively with cross functional and agency partners to develop integrated plans that transcend across all sales channels and across multiple media forms

Measurement & Budgeting

• Work with business teams to ensure clear understanding of financial targets and build upstream into Marketing planning process
• Own and manage Marketing spend through budget management and ROI measurement to deliver revenue and earnings targets
• Work with Digital Analytics and Research & Insight teams to measure campaign effectiveness, while optimizing through real time Marketing approach

People Leadership and Development

• Effectively establish and work with teams across multiple functions
• Deliver strong coaching and mentorship with focus on building personal development plans
• Build culture and employee engagement to create a better Marketing organization and a high performing team through key initiatives that build a better Marketing organization

Job Requirements:

• Minimum of 8 years progressive strategic marketing experience, specifically in B2C marketing
• Demonstrated leadership in Marketing strategy & planning and experience in delivering fully integrated best in class, results driven customer-targeted Marketing campaigns
• Innovative thought leadership; doubt convention with ability to drive organizational change
• Strong business acumen and able to shift comfortably from strategy to execution to drive results
• Knowledge and experience in unlocking consumer and competitive insight driven Marketing
• Exceptional interpersonal skills with a focus on being a leader and team player with the ability to foster and maintain relationships in a matrix organization
• Strong builder of people and teams with ability to rally and business teams around a common vision
• Strong organizational agility, being able to manage up and elevate Marketing in the organization through vision and strategic plans

Competencies:

• Strategic Marketing: Marketing anchored in business strategy driving to best in class Marketing
• B2C Marketing: Proficient in B2C & Acquisition Marketing and analytics
• ROMI: Analytical capability working with Research & Insights / Finance / BU Marketing
• Digital and Social Activation: Innovative digital and social go-to-market activation capability
• Sponsorship/PR: Work with Sponsorship and PR to deliver activation accelerant
• University Degree: Business, Marketing, or Communication is preferred

#LI-hybrid

About Manulife and John Hancock

Manulife Financial Corporation is a leading international financial services group that helps people make their decisions easier and lives better. With our global headquarters in Toronto, Canada, we operate as Manulife across our offices in Asia, Canada, and Europe, and primarily as John Hancock in the United States. We provide financial advice, insurance, and wealth and asset management solutions for individuals, groups and institutions. At the end of 2022, we had more than 40,000 employees, over 116,000 agents, and thousands of distribution partners, serving over 34 million customers. At the end of 2022, we had $1.3 trillion (US$1.0 trillion) in assets under management and administration, including total invested assets of $0.4 trillion (US $0.3 trillion), and segregated funds net assets of $0.3 trillion (US$0.3 trillion). We trade as ‘MFC’ on the Toronto, New York, and the Philippine stock exchanges, and under ‘945’ in Hong Kong.

Manulife is an Equal Opportunity Employer

At Manulife/John Hancock, we embrace our diversity. We strive to attract, develop and retain a workforce that is as diverse as the customers we serve and to foster an inclusive work environment that embraces the strength of cultures and individuals. We are committed to fair recruitment, retention, advancement and compensation, and we administer all of our practices and programs without discrimination on the basis of race, ancestry, place of origin, colour, ethnic origin, citizenship, religion or religious beliefs, creed, sex (including pregnancy and pregnancy-related conditions), sexual orientation, genetic characteristics, veteran status, gender identity, gender expression, age, marital status, family status, disability, or any other ground protected by applicable law.

It is our priority to remove barriers to provide equal access to employment. A Human Resources representative will work with applicants who request a reasonable accommodation during the application process. All information shared during the accommodation request process will be stored and used in a manner that is consistent with applicable laws and Manulife/John Hancock policies. To request a reasonable accommodation in the application process, contact .

Salary & Benefits

The annual base salary for this role is listed below.

Primary Location Toronto, Ontario

Salary range is expected to be between $100,500.00 CAD – $180,900.00 CAD

If you are applying for this role outside of the primary location, please contact for the salary range for your location. The actual salary will vary depending on local market conditions, geography and relevant job-related factors such as knowledge, skills, qualifications, experience, and education/training. Employees also have the opportunity to participate in incentive programs and earn incentive compensation tied to business and individual performance.

Manulife offers eligible employees a wide array of customizable benefits, including 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. We also offer eligible employees various retirement savings plans (including pension and a global share ownership plan with employer matching contributions) and financial education and counseling resources. Our 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. If you are applying for this role in the U.S., please contact for more information about U.S.-specific paid time off provisions.

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