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. 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. Lead the end-to-end execution of integrated, segment-wide brand campaigns focused on building awareness, consideration and shifting brand perception.

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 clear, constructive creative direction that strengthens ideas and raises the quality of the work.

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. 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. 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. Own and uphold brand standards across Canada Segment marketing touchpoints.

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 recommendations for senior stakeholders. Bring bold thinking, curiosity and creative ambition to the work, sparking new ideas that move the brand forward in meaningful ways. Champion a culture of curiosity, experimentation and continuous improvement within the brand function.

Inspire, coach and develop direct report, fostering a culture of accountability, collaboration and continuous improvement. Establish clear performance standards and provide regular formal and informal feedback. What We’re Looking ForThis is a cross-functional leadership role requiring strong collaboration skills internally across business lines, the Canada Segment and global teams, and externally with creative, production and media agency partners and vendors.

The ideal candidate brings creative conviction, strategic thinking and operational discipline, with the energy to turn ideas into high-quality work. Undergraduate degree required; MBA or Master's degree preferred Minimum 7 years of progressive experience in marketing and/or business management Demonstrated experience leading integrated brand campaigns from planning through execution and optimization Strong experience in brand management, creative and content oversight, and media campaign delivery Experience managing creative, production and media agency partners, vendors, scopes and budgets Ability to influence senior stakeholders and navigate complex cross-functional environments Familiarity with localization or translation functions is an asset Financial services experience is an asset 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.

Ability to translate strategy into integrated plans and drive high-quality execution across channels.

Creative Leadership: Ability to inspire and elevate creative work, balancing bold ideas with strategic discipline. Strong understanding of paid media strategy, channel planning, campaign delivery and optimization. Strong project management instincts with the ability to manage multiple priorities and drive work forward efficiently.

Skilled at building relationships and aligning stakeholders in a complex, cross-functional organization. Genuine commitment to coaching, developing and engaging team members. Comfortable working with data and insights to inform decisions and optimize performance.





Curious about and actively engaged with emerging technologies and changing customer discovery behaviours, including AI-powered marketing tools and generative engine optimization (GEO), using them to drive smarter, faster and more discoverable brand experiences. We'll recognize and support you in a flexible environment where well‑being and inclusion are more than just words. #Giới thiệu về Manulife và John HancockTập 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. Manulife là Nhà sử dụng lao động không phân biệt đối xửTại 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.

Salary range is expected to be between$125,100.00 CAD - $175,100.00 CAD 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. com 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. 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 ( . #

📌 Director, Brand (Winnipeg)
🏢 Manulife
📍 Winnipeg