**Key Responsibilities**
**Strategic Leadership**
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—demonstratinghow 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 businessobjectivesinto 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.
**Market & Customer**
**Insight**
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 toreal businessand sponsor economics.
**Brand & Value Proposition**
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.
**Demand Generation & Growth**
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 robust 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.

Optimizethe 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.
**Digital &**
**Data** ‑ **Driven**
**Marketing**
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,timelyexperiences 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.
**Team Leadership**
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, andretaintop marketing talent while creating clear ownership, prioritization, and decision rights across the portfolio
**Qualifications & Experience**
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
Proventrack recordof driving growth through integrated marketing strategies (i.e., digital marketing, customer segmentation, lifecycle marketing, personalization, analytics) across B2B, B2B2C, advisor, sponsor, and partnership channels
Solid understanding of advisor/consultant distribution models, sponsor relationships, and partnership-based acquisition and retention models
Exceptional strategic thinking, storytelling, and executive communication skills
**Key Leadership Competencies**
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
The role being advertised is an existing vacancy.
**Acerca de Manulife y John Hancock**
Manulife Financial Corporation es un importante proveedor internacional de servicios financieros que ayuda a las personas a tomar decisiones de una manera más fácil y a vivir mejor.

Para obtener más información acerca de nosotros, visite
http://www.manulife.com .
**Manulife es un empleador que ofrece igualdad de oportunidades**
En Manulife/John Hancock, valoramos nuestra diversidad.

Nos esforzamos por atraer,



formar y retener una fuerza laboral tan diversa como los clientes a los que prestamos servicios, y para fomentar un entorno laboral inclusivo en el que se aprovechen las fortalezas de las culturas y las personas.

Estamos comprometidos con la equidad en las contrataciones, la retención de talento, el ascenso y la remuneración, y administramos todas nuestras prácticas y programas sin discriminación por motivos de raza, ascendencia, lugar de origen, color, origen étnico, ciudadanía, religión o creencias religiosas, credo, sexo (incluyendo el embarazo y las afecciones relacionadas con este), orientación sexual, características genéticas, condición de veterano, identidad de género, expresión de género, edad, estado civil, estatus familiar, discapacidad, o cualquier otro aspecto protegido por la ley vigente.

Nuestra prioridad es eliminar las barreras para garantizar la igualdad de acceso al empleo.

Un representante de Recursos Humanos trabajará con los solicitantes que requieran una adaptación razonable durante el proceso de solicitud.

Toda la información que se haya compartido durante el proceso de solicitud de adaptación se almacenará y utilizará de manera congruente con las leyes y las políticas de Manulife/John Hancock correspondientes.

Para solicitar una adaptación razonable en el proceso de solicitud, envíenos un mensaje a
[email protected] .
**Modalidades de Trabajo**
Híbrido
**Salario y beneficios**
Los empleados también tienen la oportunidad de participar en programas de incentivos y recibir una compensación vinculada al rendimiento empresarial e individual.

El salario real variará según las condiciones del mercado local, la geografía y factores relacionados con el puesto como conocimientos, habilidades, requerimientos, experiencia y educación/formación.

Si solicitas este puesto fuera de tu ubicación principal, por favor escríbenos a
[email protected]
para conocer el rango salarial correspondiente a tu ubicación.

Manulife ofrece a los empleados aptos una amplia variedad de beneficios personalizables, entre ellos, beneficios de salud, odontológicos, de salud mental, oftalmológicos, por discapacidad a corto y a largo plazo, cobertura de seguro de vida y por muerte accidental y desmembramiento, adopción/subrogación y bienestar, y planes de asistencia al empleado/familiar.

También ofrecemos a los empleados admisibles varios planes de ahorro para la jubilación (incluidos planes de pensiones y un plan mundial de propiedad de acciones con contribuciones equivalentes del empleador) y recursos de asesoramiento y educación financiera.

Nuestro generoso programa de tiempo libre remunerado en Canadá incluye feriados, vacaciones, días personales y días por enfermedad, y ofrecemos la gama completa de ausencia laboral reglamentaria.

Si se está postulando para este puesto en los EE. UU., póngase en contacto con
[email protected]
para obtener más información sobre las disposiciones relativas al tiempo libre remunerado específicas de EE. UU.

We use data and analytics technologies, such as artificial intelligence (AI), and automated processing tools, to analyze and process the information you provide to us or third parties in the application process.

For more information, please refer to our personal information collection statement (https://careers.manulife.com/global/en/talentacquisitionprivacystatement) .

📌 VP, Group Benefits & Affinity Marketing (Toronto)
🏢 Manulife
📍 Toronto