The Manager, Go-to-Market, Vitality is responsible for developing and executing go-to-market strategies that drive advisor engagement, customer adoption, and business growth for the Vitality program.

Working closely with Sales, Marketing, Product, and Distribution partners, this role translates Vitality priorities into integrated activation plans that bring the Vitality value proposition to market.

The successful candidate will lead strategic growth initiatives across Traditional and Entrepreneurial distribution channels, using advisor insight, market opportunities, product propositions, communications, and activation strategies to drive measurable outcomes.

This is an opportunity to own a critical growth lever for the business while helping shape how advisors and customers experience one of Manulife's most distinctive offerings.
**Position Responsibilities:**
Develop and maintain the go-to-market strategy for the Vitality portfolio.

Translate Vitality business priorities into clear and actionable market activation plans.

Define target audiences, objectives, value propositions, positioning, messaging, channels, activation approaches, and measures of success.

Develop differentiated go-to-market approaches based on advisor segment, firm, distribution model, and market chance.

Partner closely with Traditional and Entrepreneurial Sales leaders to develop channel-specific activation strategies that reflect advisor needs, market opportunities, and business priorities.

Develop integrated go-to-market plans for priority initiatives, including advisor engagement, marketing, communications, digital activation, launch sequencing, and performance measurement.

Leverage advisor, market, competitive, and performance insights to identify opportunities, improve engagement, and optimize go-to-market strategies.

Lead cross-functional planning across Sales, Marketing, Product, Operations, Technology, and other business partners to ensure successful delivery of go-to-market initiatives.

Develop and maintain the annual Vitality go-to-market roadmap and commercial calendar, ensuring activities are appropriately prioritized, sequenced, and aligned to business objectives.

Determine the role of events and advisor engagement activities within broader activation plans and ensure they support defined commercial outcomes.

Establish performance measures for go-to-market initiatives and monitor advisor engagement, activation, and growth outcomes.

Conduct post-launch reviews, identify improvement opportunities, and recommend changes based on performance results and field feedback.

Support business planning, business case development, leadership updates, and strategic recommendations related to Vitality growth priorities.
**Required Qualifications:**
5+ years of experience in go-to-market strategy, marketing, product management, sales enablement, business development, or related commercial roles.
3+ years of experience leading cross-functional initiatives involving multiple stakeholders and business functions.

Experience developing and executing integrated go-to-market strategies,



activation plans, or growth initiatives that drive measurable business outcomes.

Strong analytical skills with experience using advisor, customer, market, sales, or performance data to inform decisions and recommendations.

Proven ability to influence stakeholders and drive alignment across multiple teams in a matrixed organization.

Excellent communication, presentation, relationship-management, and problem-solving skills.

University degree in Business, Marketing, Commerce, Communications, Economics, or a related discipline.
**Preferred Qualifications:**
Experience within insurance, financial services, health engagement, loyalty, wellness, or customer engagement businesses.

Experience supporting advisor, distribution, broker, or channel-based growth strategies.

Strong understanding of customer segmentation, value proposition development, positioning, advisor engagement, and market activation.

Experience working across Sales, Marketing, Product, and Digital teams to bring new initiatives to market.

Experience developing business cases, growth strategies, commercial plans, or customer engagement programs.
MBA, Master's degree, or relevant professional designation.

Bilingualism (English and French) is an asset.

If the successful candidate is in Québec, proficiency in both languages will be required to support clients from various provinces outside of Quebec.
**_When you join our team:_**
We'll empower you to learn and grow the career you want.

We'll recognize and support you in a flexible environment where well-being and inclusion are more than just words.

As part of our global team, we'll support you in shaping the future you want to see.

The role being advertised is an existing vacancy.
**Giới thiệu về Manulife và John Hancock**
Tập đoàn Manulife Financial là nhà cung cấp dịch vụ tài chính quốc tế hàng đầu giúp mọi người quyết định dễ dàng hơn và có cuộc sống vẹn toàn hơn. Để tìm hiểu thêm về chúng tôi, hãy truy cập
https://www.manulife.com.vn/ .
**Manulife là Nhà sử dụng lao động không phân biệt đối xử**
Tại Manulife/John Hancock, chúng tôi luôn đón nhận sự đa dạng.

Chúng ta cố gắng thu hút, phát triển và duy trì lực lượng lao động đa dạng tương tự như những khách hàng mà chúng ta phục vụ, đồng thời thúc đẩy một môi trường làm việc hòa nhập, đề cao thế mạnh của từng nền văn hóa và cá nhân.

Chúng ta cam kết tuyển dụng, duy trì, thăng tiến và trả lương một cách công bằng. Đồng thời,



chúng ta quản lý tất cả các hoạt động và chương trình của mình mà không phân biệt đối xử dựa trên chủng tộc, dòng họ, xuất thân, màu da, nguồn gốc dân tộc, quyền công dân, tôn giáo hoặc tín ngưỡng tôn giáo, đức tin, giới tính (bao gồm phụ nữ mang thai và các tình trạng liên quan đến mang thai), xu hướng tính dục, đặc điểm di truyền, tình trạng cựu chiến binh, bản dạng giới, biểu hiện giới, tuổi tác, tình trạng hôn nhân, tình trạng gia đình, khuyết tật hoặc bất kỳ căn cứ nào khác được pháp luật hiện hành bảo vệ.
Ưu tiên của chúng ta là loại bỏ các rào cản để đem lại cơ hội tiếp cận việc làm bình đẳng. Đại diện Bộ phận Nhân sự sẽ làm việc với những ứng viên có yêu cầu điều chỉnh hợp lý trong quá trình ứng tuyển. Tất cả thông tin được chia sẻ trong quá trình yêu cầu điều chỉnh sẽ được lưu trữ và sử dụng tuân theo pháp luật hiện hành và chính sách của Manulife/John Hancock. Để yêu cầu điều chỉnh hợp lý trong quá trình ứng tuyển, hãy liên hệ với
[email protected] .
**Referenced Salary Location**
Waterloo, Ontario
**Working Arrangement**
Kết hợp
**Salary range is expected to be between**
$93,390.00 CAD - $143,390.00 CAD
Employees also have the opportunity 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 (https://careers.manulife.com/global/en/talentacquisitionprivacystatement) .

📌 Manager, Go-to-Market, Vitality (Halifax Regional Municipality)
🏢 Manulife
📍 Halifax Regional Municipality