The Chief Marketing Officer, Canada has overall responsibility for defining and delivering the marketing strategy across Manulife Canada. This includes leading all aspects of marketing, customer engagement, brand, digital, and customer experience to support the segment's growth objectives, distribution effectiveness, and financial performance.

As a member of the Canada Segment Leadership Team, the CMO is accountable for shaping a contemporary, integrated, and commercially oriented marketing function that aligns to global strategy and enables strong execution across Canada's businesses.

The role partners closely with business, distribution, product, operations and technology leaders to translate commercial priorities into data-driven, insight-led marketing strategies that advance Manulife's ambition to become the #1 choice for customers, while driving acquisition and retention.

In alignment with enterprise priorities, the CMO will lead the continued modernization of marketing across Canada, embedding digital-first, data-driven, and AI-enabled capabilities to enhance personalization, improve campaign effectiveness, and generate measurable business outcomes.

The CMO also ensures alignment across Canada and global teams, balancing consistency of brand and strategy with the needs of the Canadian market, and providing strategic counsel to senior leaders on growth opportunities, market positioning, and customer engagement.

Position Responsibilities:

Commercial Growth and Performance:

- Define and execute a comprehensive Canada marketing strategy aligned to business growth priorities, customer segments, and enterprise objectives.
- Partner with business and distribution leaders to drive demand generation, client acquisition, retention, cross-sell, and digital adoption outcomes across Canada's businesses.




- Establish clear performance metrics and KPIs; leverage data and insights to optimize marketing effectiveness and demonstrate return on investment.
- Own the Canada marketing budget and annual planning process, ensuring decisions are aligned to strategic priorities, optimizing resource allocation, and measurable business outcomes.
- Strengthen the role of marketing as a commercial function, directly contributing to revenue growth, earnings, and distribution effectiveness.

Digital, Data and AI Enabled Marketing Transformation:

- Lead the modernization of the marketing function across Canada, embedding best-in-class digital, data, marketing technology, and personalization capabilities.
- Advance AI-enabled marketing capabilities to enhance personalization, customer insights, campaign performance, productivity, and speed to market.
- Partner with technology and data teams to deliver integrated, scalable platforms that support marketing execution, digital experiences, and measurement.
- - Ensure responsible use of customer data and AI, with privacy, security, accessibility, legal, and regulatory requirements embedded by design.

Customer Engagement and Experience:

- Define and implement a Canada customer engagement strategy across the full client lifecycle.
- Ensure consistent, insight-led customer experience across all touchpoints, aligned to brand and business strategy
- Leverage research, voice of customer, journey insights, data,



and analytics to improve customer experience, engagement, loyalty, and digital adoption outcomes
- Partner across Product, Operations, Distribution, Technology, and Data to remove customer friction and accelerate priority experience improvements.

Brand, Market Positioning, and Differentiation:

- Develop and execute an integrated, omnichannel marketing strategy across brand, content, media, digital, sponsorship, and performance marketing.
- Ensure strong, consistent brand positioning across Canada while enabling relevance across businesses, audiences, and distribution models.
- Establish strategic partnerships and external alliances to enhance brand reach and differentiation.
- Advise senior leaders on market dynamics, customer expectations, competitive positioning, and reputation opportunities and risks.

Canada Strategy and Business Execution:

- Translate the broader Manulife marketing strategy into a Canada agenda that connects enterprise priorities, business plans, investment decisions, and execution.
- Lead Canada Marketing and capability leaders to align priorities, resolve trade-offs, and balance shared standards with business and market needs.
- Create clear decision rights and accountable ways of working across Canada Marketing, business teams, and Global Marketing.
- Drive consistency, efficiency, scalability, and speed through shared capabilities, process simplification, technology, and disciplined agency management.

Marketing Leadership Capability:

- Build a strong Canada marketing talent pipeline, enabling movement of high-potential talent across businesses, functions, and enterprise opportunities.
- Develop senior marketing and capability leaders through succession planning, differentiated development, and exposure to

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📌 Chief Marketing Officer Canada (Toronto)
🏢 Manulife/John Hancock
📍 Toronto