Director Marketing, Direct-to-consumer

We are a leading financial services provider committed to making decisions easier and lives better for our customers and colleagues around the world. From our environmental initiatives to our community investments, we lead with values throughout our business. To help us stand out, we help you step up, because when colleagues are healthy, respected and meaningfully challenged, we all thrive. Discover how you can grow your career, make impact and drive real change with our Winning Team today.

**Working Arrangement**

Hybrid

Performance. Strategy. Nimbleness. Team. It’s what powers us and sets us apart from traditional Financial Institutions. We’re on a mission to modernize the insurance industry and set our business apart from traditional Financial Institutions using a fresh marketing approach. With transformational leadership and a highly innovative and integrated Marketing organization it’s an exciting time to be in Marketing at Manulife This leadership role is an incredible opportunity to have significant, transformational impact on the organization and business.

Under the leadership of the AVP Growth Marketing for Affinity Insurance, and part of an evolving customer centric organization, you’ll join one of Manulife Canada’s industry leading businesses. With an expectation of continued growth, you’ll focus on providing a consistent customer experience across the affinity customer channels to grow affinity insurance product sales. As the Marketing lead for the Affinity Insurance channel, you’ll be leading in a fast-paced matrix environment driven to grow business with acquire new customers through B2B2C channels. You’ll be working closely with colleagues across the business to meet real time delivery needs that hit sales targets.

As Director Marketing, you’re a leader who brings transformative thinking and excels in rallying and encouraging teams to win, learn and have fun. Being highly collaborative, working well with cross-functional partners and being able to navigate and get the best out of teams in a matrix environment is critical. Effective communication of vision and leading through people for impact will be critical to delivering results.

**Key Accountabilities**

**Insight Activation**
- Work closely with Research & Insights team to improve understanding of customer perceptions, preferences and behaviours with emphasis on priority segments
- Translate core insights into actionable marketing briefs that ensure insight driven Marketing
- Leverage customer journey as an opportunity to turn intentions into action
- Unlock competitive insights through analysis to ensure differentiated Marketing campaigns

**Brand Strategy and Activation**:

- Work with Canadian Division Marketing lead to activate the company brand mission across touch points in the customer journey
- Lead the Direct-to-Consumer content strategy across owned platforms, digital and social channels
- Work with agency partners to set creative/media strategy and build into coordinated campaigns
- Drive brand consistency and governance working with Canadian Division Marketing lead

**Marketing Planning & Activation**:

- Lead end-to-end Marketing Planning from vision, to strategies and initiatives that drive business results via breakthrough thought leadership, activation, and business efficiencies
- Lead and deliver fully coordinated and highly efficient 360 Marketing campaigns with a focus on B2C tactics
- Work collaboratively with cross functional and agency partners to develop coordinated plans that transcend across all sales channels and across multiple media forms
- Use data analytics to track performance and make informed decisions to drive growth.
- Experiment with new and alternative ways to use digital channels for growth.

**Measurement & Budgeting**:

- Work with business teams to ensure clear understanding of financial targets and build upstream into Marketing planning process
- Own and lead Marketing spend through budget management and return on investment measurement to deliver revenue and earnings targets
- Work with Digital Analytics and Research & Insight teams to measure campaign effectiveness, while optimizing through real time Marketing approach

**People Leadership and Development**:

- Optimally establish and work with teams across multiple functions
- Deliver strong coaching and mentorship with focus on building personal development plans
- Build culture and employee engagement to create a better Marketing organization and a hard-working team through key initiatives that build a better Marketing organization

**Job Requirement**:

- Minimum of 8 years progressive strategic marketing experience, specifically in B2C marketing
- Proven leadership in Marketing strategy & planning and experience in delivering fully coordinated, best in class, results driven customer-targeted Marketing campaigns
- Entrepreneurial thought leadership; doubt convention with ability to drive organizational change
- Strong