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About the Role

This role is responsible for defining and executing a multi-year marketing strategy for Manulife’s Group Benefits and Affinity business, evolving propositions into differentiated, consumer-grade experiences, and demonstrating value beyond price. The position requires partnering with various leaders to align marketing strategy with business priorities and translating objectives into measurable outcomes.

Responsibilities

• Define and execute a multi-year marketing strategy aligned with Manulife’s Group Benefits and Affinity growth ambitions.
• Set and own the vision for evolving benefits and affinity propositions from transactional products into differentiated, consumer-grade experiences.
• Own the articulation of value beyond price—demonstrating how health platforms, partner-led engagement, care navigation, and relevant insurance solutions support affordability, productivity, resilience, and customer confidence.
• Partner with Product, Digital, Data, Distribution, and Business leaders to align marketing strategy with platform, experience, partner, and growth priorities.
• Translate business objectives into clear marketing priorities, KPIs, and measurable outcomes, positioning Manulife as a market leader in employee benefits, wellbeing, and affinity-based insurance solutions.
• Act as a senior voice in shaping how customer experience, sponsor and advisor engagement, and long-term value creation are embedded across the organization.
• Lead market, customer, member, sponsor, partner, and advisor insights to inform segmentation, targeting, and messaging.
• Understand the distinct needs of SME, mid-market, and large enterprise employers, as well as affinity partners, alumni groups, professional associations, sponsors, and end customers.
• Anticipate market trends including healthcare affordability, mental health needs, workforce demographics, inflation pressures, talent retention dynamics, direct-to-consumer insurance expectations, and sponsor-led distribution models.
• Partner with finance, underwriting, actuarial, and product teams to understand claims trends, affordability pressures, partner economics, and customer value drivers, ensuring marketing narratives align to real business and sponsor economics.
• Evolve and differentiate Manulife’s Group Benefits and Affinity value propositions in competitive, relationship-led markets.
• Define and evolve the brand and value proposition to reflect a modern, care-oriented, consumer-grade health platform and relevant affinity-based insurance experience.
• Develop compelling narratives that resonate with all key stakeholders including HR leaders, business owners, advisors, sponsors, affinity partners, and end customers.
• Balance trust, credibility, partner relevance, and innovation to strengthen brand preference and long-term loyalty.
• Translate health outcomes, engagement metrics, partner performance, and member/customer experience improvements into compelling proof points for employers, advisors, sponsors, and affinity partners.
• Own demand generation strategy in support of new business acquisition and client retention.
• Lead the RFP function for Group Benefits and support differentiated partner proposals for Affinity, driving strong win rates through high-quality, commercially grounded submissions.
• Deliver integrated marketing programs that strengthen broker, advisor, sponsor, and partner engagement and grow share of wallet.
• Partner closely with sales, distribution, and partner management teams to align marketing programs with commercial priorities.
• Optimize the full funnel, from awareness through activation, conversion, cross-sell, retention, and long-term value, using data-driven insights.
• Drive retention and in-force growth by increasing perceived value, engagement, utilization, and customer confidence across existing clients, sponsors, partners, members, and policyholders.
• Lead the shift to always-on, journey-based marketing powered by digital platforms, automation, and data across both Group Benefits and Affinity.
• Use personalization, experimentation, partner data, and performance analytics to deliver relevant, timely experiences at scale.
• Partner with technology, analytics, legal, privacy, and compliance teams to unlock the value of customer and partner data while respecting privacy, consent, and regulatory expectations.
• Establish clear measurement frameworks that link marketing activity to engagement, conversion, retention, partner performance, growth, and business impact.
• Build, mentor, and inspire a high-performing marketing organization across Group Benefits and Affinity.
• Foster a culture of accountability, collaboration, partner orientation, and customer-centricity.
• Attract, develop, and retain top marketing talent while creating clear ownership, prioritization, and decision rights across the portfolio.

Requirements

• 15+ years of progressive marketing leadership experience within Group Benefits / Group Insurance in the Canadian market preferred; Affinity, sponsor-led distribution, or partnership marketing experience considered a strong asset.
• 10+ years of experience in leading large marketing teams and influencing cross-functional, senior, and partner stakeholders.
• Proven track record of driving growth through integrated marketing strategies (i.e., digital marketing, customer segmentation, lifecycle marketing, personalization, analytics) across B2B, B2B2C, advisor, sponsor, and partnership channels.
• Strong understanding of advisor/consultant distribution models, sponsor relationships, and partnership-based acquisition and retention models.
• Exceptional strategic thinking, storytelling, and executive communication skills.
• Strategic Vision – Connects market opportunity to clear priorities and execution.
• Customer Focus – Understands the needs of employers, advisors, sponsors, partners, members, and customers.
• Commercial Acumen – Strong grasp of growth drivers, partner economics, retention dynamics, and performance levers.
• Influence & Leadership – Builds alignment across senior stakeholders.
• Change Leadership – Comfortable leading through complexity and evolution.

Skills

• Marketing Strategy
• Brand Management
• Value Proposition Development
• Demand Generation
• Digital Marketing
• Data Analytics
• Team Leadership
• Customer Insights
• Market Trends Analysis
• RFP Management
• Personalization
• Experimentation
• Performance Analytics
• Strategic Thinking
• Executive Communication
• Customer Segmentation
• Lifecycle Marketing

Location

• Hybrid

Work Type

• Hybrid

Experience Level

• 15+ years of progressive marketing leadership experience
• 10+ years of experience in leading large marketing teams

Salary/Compensations

• Actual salary will vary depending on local market conditions, geography and relevant job-related factors such as knowledge, skills, qualifications, experience, and education/training.

Benefits

• Opportunity to participate in incentive programs and earn incentive compensation tied to business and individual performance.
• Health, dental, mental health, vision, short- and long-term disability, life and AD&D insurance coverage.
• Adoption/surrogacy and wellness benefits.
• Employee/family assistance plans.
• Retirement savings plans (including pension and a global share ownership plan with employer matching contributions).
• Financial education and counseling resources.
• Generous paid time off program in Canada includes holidays, vacation, personal, and sick days.
• Full range of statutory leaves of absence.

About the Company

• Manulife Financial Corporation is a leading international financial services provider, helping people make their decisions easier and lives better.
• To learn more about us, visit https://www.manulife.com/en/about/our-story.html.

Equal Opportunity

• 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 hr@manulife.com.