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—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
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 to real business and 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 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
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, 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
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, and retain top 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 solid 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
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
About Manulife and John Hancock 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. 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 [email protected].
Working Arrangement Hybrid
Salary & Advantages Employees also have the prospect to participate in incentive programs and earn incentive compensation tied to business and individual performance. 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. If you are applying for this role outside of the primary location, please contact [email protected] for the salary range for your location. 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 [email protected] for more information about U.S.-specific paid time off provisions.
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.
We’re Manulife. And we’re on a mission to make decisions easier and lives better. Better is what drives us. It’s what inspires us to find new ways to support customers and colleagues in living longer and healthier lives. It’s the reason we’re dedicated to investing in digital innovation and accelerating a sustainable and economically inclusive future. Joining us means you’ll be empowered to learn and grow your career. We’ll recognize and support you in a flexible environment where well‑being and inclusion are more than just words. And as part of our global team, you’ll help shape the future you want to see – and discover that better can take you anywhere you want to go.
Recent awards include: 2024 Gallup Exceptional Workplace Award Winner
Manulife Named one of Forbes World’s Best Employers 2023 Best Companies to Work for in Asia 2023
We’ve been recognized as one of Canada’s Top 100 Employers (2024) Manulife included in Bloomberg’s 2023 Gender‑Equality Index
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📌 VP, Group Benefits & Affinity Marketing (Ontario)
🏢 Manulife Insurance Malaysia
📍 Ontario