Reporting to the AVP, Brand, Marketing Strategy & Operations, the Director, Brand is a key leadership role within the Manulife Canada Segment marketing team. The Director will lead the execution of integrated campaigns that bring our brand to life through bold ideas, standout creative and meaningful customer experiences, strengthening Manulife's position as a leader in longevity.

This role sits at the intersection of strategy, creativity and execution. You'll work across a wide network of internal teams and external partners to deliver high-impact campaigns across paid, owned and earned channels. You will oversee content and creative development, media delivery, agency and vendor relationships, and the operational frameworks that enable the work. You're a brand champion who holds the line on quality and consistency while bringing the curiosity, conviction and fresh thinking needed to move the brand forward in meaningful ways.

Position Responsibilities:

- Lead the end-to-end execution of integrated, segment-wide brand campaigns focused on building awareness, consideration and shifting brand perception.
- Translate brand and business strategy into clear campaign plans, ensuring work is audience-led, channel-connected and designed to drive meaningful business outcomes.
- Collaborate closely with cross-functional partners, including Digital, Communications, Customer Care and business lines, to deliver campaigns that are on-strategy, on-time and on-budget.
- Oversee campaign planning, production, delivery and in-market optimization, proactively identifying risks, dependencies and opportunities.
- Contribute to a real-time marketing approach that is continuously optimized based on data, cultural context and audience insights.





Content and Creative Oversight

- Lead the end-to-end creative and content process for the Canada Segment, from brief and concept development through production and final delivery.
- Oversee internal and external creative assets to ensure output is strategically grounded, creatively excellent, audience-relevant and brand compliant.
- Provide transparent, constructive creative direction that strengthens ideas and raises the quality of the work.
- Champion a high standard of storytelling that is human, emotionally resonant and tailored to target audiences across consumer and intermediary channels.
- Partner with Digital, SEO and content teams to evolve content for emerging discovery behaviours, including generative engine optimization (GEO), helping strengthen Manulife’s visibility and authority within AI-powered search experiences.
- Lead the development and execution of integrated media campaigns in partnership with internal media stakeholders and external media agency partners.
- Ensure media strategies, channel plans and investment recommendations are aligned to campaign objectives, priority audiences and the customer journey.
- Oversee campaign trafficking, launch readiness, in-market performance and optimization, ensuring creative and media work together effectively.
- Partner with analytics,



research and agency teams to assess media performance, identify insights and improve effectiveness over time.

Agency and Vendor Relationships

- Manage day-to-day relationships with creative, production and media agency partners, vendors and contractors.
- Ensure partners are well-briefed, aligned to brand and business objectives, and consistently delivering high-quality work on time and within budget.
- Support in overall agency coordination, scope and budget management, and the ongoing evaluation of partner performance.
- Build productive, accountable partnerships that encourage strong collaboration, proactive thinking and creative ambition.

Brand Governance

- Own and uphold brand standards across Canada Segment marketing touchpoints.
- Act as a steward of the Manulife brand, ensuring alignment with Global Brand guidelines while reflecting the distinct needs of the Canadian market.
- Develop and maintain brand governance frameworks, tools and education that enable cross-functional teams to represent the brand with confidence and consistency.
- Act as the primary business owner for brand intellectual property, partnering closely with the IP team to manage, protect and govern trademarks, brand assets and usage rights across the organization.

Performance and Measurement

- Track and report on brand, media and campaign performance against defined KPIs and scorecards.
- Work with Digital Analytics, Research and Insights teams and external research partners to evaluate creative, media and campaign effectiveness, drawing on data to optimize delivery.
- Translate performance data into clear insights and rec

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