Avp, Brand and Content Marketing

3 weeks ago

Toronto, Canada Manulife Full time

**_Are you looking for a supportive, collaborative workplace with great teams and inspiring leaders? You’ve come to the right place. We’re looking for ambitious people who share our values and want to make every day better for people around the world. If this sounds like you, and the career below sounds exciting, we’d like to hear from you. _**

**Working Arrangement**

Hybrid

Reporting to the Manulife Canada Chief Marketing Office, the AVP, Brand and Content Marketing will be accountable for the seamless development and execution of integrated, best-in-class marketing strategy, campaigns and initiatives that consistently position Manulife as a digital, customer leader, helping Canadian’s achieve healthy outcomes.

You will be a key member of the Canada Marketing Leadership Team, providing strategic input across the business. This leadership role is an incredible opportunity to have significant, transformational impact on the business, helping Manulife Canada achieve our ambition of being the #1 Insurance Company in Canada. Our success will depend on building a fresh marketing approach that will differentiate us in the marketplace.

**Key accountabilities**:
1. Develop the brand strategy for Canada Segment, partner closely with Global Brand to ensure Canada is in lockstep with the Global Brand Strategy. Lead the implementation of that strategy in Canada Segment, steering all business lines to represent the brand in their respective plans according to defined brand guidelines.

2. Lead the alignment of marketing activities across the segment to ensure consistency and effective prioritization across our messaging to the market, campaign design, owned channels, and amplification/activation efforts, in partnership with all teams across Canada Marketing and the Global Performance Marketing Shared Service. The goal is to deliver a resilient nurturing experience for leads moving through the customer journey. The creation and oversight of this Canada Marketing Value Stream will directly align with the Canada Segment Value Stream.

3. Lead teams that deliver key segment-wide marketing activities, ensuring they are on strategy and representing the brand:

- **Campaigns**: Segment-wide initiatives and campaigns with the goal of increasing brand awareness / consideration and shifting brand perception with target audiences across consumer and intermediary channels.
- **Content**: Define the Content vision and strategy, including a visual identity, tone, and editorial pillars for the Canada Segment. This vision will target customers, advisors, and plan sponsors, and live across several channels including earned, owned, and paid mediums.
- **Events**: Industry-leading event in a variety of formats (in-person, virtual & hybrid) for our Canadian Segment business partners to help deliver on their key event and strategic objectives.
- **Training and Development**: Core training and development activities & practices to enhance sales effectiveness and provide continuing education credits for various financial licenses.

4. Coordination of agency relationships, budgeting and measurement of performance:

- Coordination of agency relationships for Canada Segment; external creative agency partners, internal creative production teams, and cross-functional teams
- Oversee annual marketing budget for Brand spend and enablement teams; own and manage marketing spend through budget management
- Optimize marketing spend to deliver strong Marketing Return on Investment (MROI) and to deliver revenue and earnings targets
- Work with Digital Analytics and Research & Insight teams to measure and evaluate campaign effectiveness, while optimizing through real time marketing approach
- Develop and track to scorecards to monitor delivery against target business outcomes; continually assess what is working and not working and pivot accordingly

5. Lead and develop a team of 30+ people. Inspire, coach and guide; build culture and employee engagement to create a better marketing organization. Foster an inclusive and collaborative environment. Establish accountabilities and performance standards; actively manage performance, providing formal and informal feedback and coaching to build a high performing team. Identify key capabilities and talent needed for success, foster employee development and growth.

This job description does not represent a comprehensive listing of job duties that are required of the employee performing this role. We reserve the right to change duties or assign additional duties at any time with or without notice.

**Qualifications**:

- Minimum bachelor’s degree in business or marketing with a graduate degree (MBA) preferred
- Minimum of 10 years progressive strategic marketing experience, specifically in brand and activation
- Demonstrated experience in marketing strategy and planning, with experience in delivering fully integrated, results-driven marketing campaigns
- Demonstrated experience driving creative excell

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