AVP Head of Partner and Direct Sales Channel

This is an opportunity to shape the next phase of profitable growth for Manulife Affinity, deepen relationships with major North American brands, and build a high-performing partner distribution organization. Reporting to the Head of Commercialization & Emerging Business, the AVP, Head of Partner Growth will set and execute the strategy across Affinity ’s sponsor and partner channels, expand strategic partnerships, strengthen sales performance, and build a scalable distribution engine that advances the business’s growth ambitions. You will lead the segment leaders who own relationships with major partners across Financial Institutions, Retail, Alumni, Professional, and Special Interest segments. With accountability for profitable growth across this diverse portfolio, you will influence enterprise priorities and work closely with the Affinity Leadership Team, senior leaders across the Canada Segment, and partners in Product, Marketing, Digital, Operations, Finance, and other functions to turn strategy into results. Position Responsibilities:

Own the Growth Strategy

Set and execute the strategy for the Financial Institutions, Retail, Alumni, Professional, and Special Interest segments, grounded in a clear P&L view of each partnership.

Deliver revenue, profitability, retention, and growth targets through disciplined forecasting, business planning, and performance management.

Identify and pursue new markets, partnerships, and distribution opportunities that expand Affinity’s reach and long-term value.

Expand and Deepen Strategic Partnerships

Grow and strengthen relationships with sponsors, associations, and Affinity partners, serving as executive sponsor for the most strategic relationships.

Lead partner acquisition, complex negotiations, and strategic business development to increase penetration, activation, retention, and lifetime value.

Shape compelling partner propositions by aligning internal stakeholders on pricing, underwriting, product, marketing, and service strategy.

Build a Scalable, Data-Enabled Sales Engine

Lead the performance of sponsor and partner sales channels, improving conversion, productivity, retention, and customer outcomes.

Partner with Marketing and other functions to identify and execute high-impact go-to-market opportunities.

Use data, analytics, CRM, and AI-enabled capabilities to strengthen decision-making, sales effectiveness, and continuous improvement.

Build and Inspire a High-Performing Team

Build, coach, and lead a high-performing commercial team with clear priorities, strong accountability, and a shared commitment to profitable growth.

Develop sales leadership capability and embed disciplined approaches, including the Challenger Sales framework, to elevate partner conversations and results.

Required Qualifications:

Senior-level national sales leadership experience, with accountability for driving profitable growth across multiple markets, channels, or partner segments.

Significant progressive leadership experience spanning multiple customer, partner, or distribution segments within insurance, financial services, partnerships, or distribution, with a sustained track record of delivering profitable growth at scale.

Proven ability to set enterprise-level commercial strategy, lead complex sales organizations, and translate ambitious growth objectives into sustained business results.

Demonstrated success shaping strategic partnerships, leading a diverse portfolio of partners with varied business models and growth priorities, managing executive relationships, and navigating complex commercial negotiations.

Strong commercial and financial acumen, including business planning, forecasting, performance management, and change leadership.

Exceptional communication, influencing, and stakeholder management skills, with the ability to align teams and leaders around a shared agenda.

Deep understanding of the Canadian insurance and financial services landscape, including evolving distribution models, regulatory dynamics, and market opportunities.

Preferred Qualifications:

Post-secondary education or equivalent experience; a degree in business or commerce, or an MBA, is an asset.

Leadership-level experience in P&C insurance, with a strong understanding of its distribution models, partner economics, and regulatory environment, is preferred.

Experience using data, CRM, digital tools, and AI-enabled capabilities to improve sales performance and partner value.

Bilingualism (English and French) is a strong asset. If the successful candidate is in Québec, proficiency in both languages will be required to support clients from various provinces outside of Quebec.

Success Measures

Sustainable revenue and profitability growth across the pa