Manager – Brand Marketing

We’re looking for a Brand Marketing Manager to lead brand marketing initiatives that drive measurable impact and elevate Manulife’s brand presence across Canada. Reporting to the Director of Branding, this role owns the planning and execution of priority campaigns - bringing bold ideas to life through seamless cross-functional collaboration.

You’ll play a central role in shaping brand narratives—translating strategic direction into integrated campaigns that connect with Canadians and support business objectives. From ideation to delivery, you’ll work across Brand, Creative, Digital, Communications, and Segment Marketing teams to ensure Manulife shows up with clarity, consistency, and relevance across every touchpoint.

Position Responsibilities:

• Lead the development and execution of integrated marketing campaigns across Canada, ensuring cohesive storytelling across paid, owned, and earned channels.

• Design and implement omnichannel programs that unify digital, advisor, and experiential channels under a consistent brand vision.

• Own the brand calendar and campaign roadmap, maintaining alignment and visibility across marketing and key stakeholder groups.

• Partner with Brand, Communications, Digital, and Business Marketing teams to deliver campaigns that balance creative excellence with commercial impact.

• Oversee campaign timelines, budgets, and workflows to ensure efficient execution and cross-functional coordination.

• Manage relationships with creative agencies and external partners, driving alignment, quality, and timely delivery of campaign assets.

• Equip business marketing teams with adaptable campaign assets and toolkits that maintain brand integrity while enabling relevance.

• Lead special initiatives that build brand equity, deepen customer engagement, and reinforce Manulife’s reputation as a trusted, innovative brand.

Required Qualifications:

• 5–7 years of progressive experience in marketing within financial services, insurance, or consumer-facing industries, with a focus on integrated campaigns.

• Demonstrated ability to lead cross-channel marketing initiatives from strategy through execution.

• Deep understanding of brand strategy, creative development, and campaign planning in complex, matrixed environments.

• Experience managing agency and partner relationships with a focus on alignment, quality, and performance.

• Strategic thinker with strong business acumen - able to connect brand ambition to measurable outcomes.

• Proven ability to lead cross-functional teams and manage multiple priorities in a fast-paced environment.

• Proficiency in digital ecosystems including social media, CRM, and performance marketing.

• Curiosity and openness to AI-powered marketing tools and emerging technologies that enhance personalization and efficiency.

Preferred Qualifications:

• 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.​

When you join our team:

• We’ll empower you to learn and grow the career you want. 

• We’ll recognize and support you in a flexible environment where well-being and inclusion are more than just words. 

• As part of our global team, we’ll support you in shaping the future you want to see.

#LI-Hybrid 

About Manulife and John Hancock

Manulife Financial Corporation is a leading international financial services provider, helping people make their decisions easier and lives better. To learn more about us, visit https://www.manulife.com/en/about/our-story.html.

Manulife is an Equal Opportunity Employer

At Manulife/John Hancock, we embrace our diversity. We strive to attract, develop and retain a workforce that is as diverse as the customers we serve and to foster an inclusive work environment that embraces the strength of cultures and individuals. We are committed to fair recruitment, retention, advancement and compensation, and we administer all of our practices and programs without discrimination on the basis of race, ancestry, place of origin, colour, ethnic origin, citizenship, religion or religious beliefs, creed, sex (including pregnancy and pregnancy-related conditions), sexual orientation, genetic characteristics, veteran status, gender identity, gender expression, age, marital status, family status, disability, or any other ground protected by applicable law.

It is our priority to remove barriers to provide equal access to employment. A Human Resources representative will work with applicants who request a reasonable accommodation during the application process. All information shared during the accommodation request process will be stored and used in a manner that is consistent with applicable laws and Manulife/John Hancock policies. To request a reasonable accommodation in the application process, contact [email protected].

Referenced Salary Location

Salary range is expected to be between

If you are applying for this role outside of the primary location, please contact [email protected] for the salary range for your location. 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. Employees also have the opportunity to participate in incentive programs and earn incentive compensation tied to business and individual performance.

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. If you are applying for this role in the U.S., please contact [email protected] for more information about U.S.-specific paid time off provisions.