Marketing Manager - Acquisition & Retention

Join Manulife’s Affinity Marketing team, focused on driving customer acquisition, conversion, and retention across a portfolio of insurance products (Health & Dental, Life, Travel, and Mortgage). This role is accountable for leading end-to-end acquisition and retention programs across affinity partners, translating business goals into integrated plans, driving measurable performance improvement, and building strong partner confidence through disciplined execution and clear insights.

Position Responsibilities

1. Campaign Ownership & Execution

• Lead end-to-end delivery of acquisition and retention campaigns across a portfolio of affinity partners—from brief to launch to post-campaign learnings—ensuring timelines, dependencies, approvals, and quality standards are met.

• Own campaign orchestration across paid media, email, content, direct mail, and digital experiences, coordinating internal teams, external agencies and vendors to deliver on plan.

• Lead agency briefings and creative development processes, ensuring outputs are on-strategy, on-brand, compliant, and performance-oriented.

• Own the marketing calendar across assigned partners, proactively managing trade-offs, risks, and delivery expectations.

• Partner with the Senior Marketing Manager on strategy and annual planning; lead the translation of strategy into executable plans, performance management, and partner-facing reporting.

2. Performance Optimization & Analytics

• Define performance goals and success measures per initiative; monitor in-flight performance and make data-backed recommendations on channel allocation, creative iteration, audience refinement, and journey improvements.

• Partner with analytics and global performance teams to ensure accurate tracking, attribution, and reporting; translate insights into clear actions for future planning.

• Contribute to measurement frameworks and business outcomes, including CPA, LTV, ROI, and funnel performance across partner portfolios.

• Create and deliver clear, insight-driven presentations to internal and external stakeholders, effectively communicating annual plans, campaign performance, and recommendations.

3. Cross-Functional Collaboration

• Serve as the day-to-day marketing lead for assigned partners, building alignment across sales, product, analytics, compliance, and agency teams to deliver outcomes efficiently.

• Maintain strong stakeholder communication discipline (timely responses, clear ETAs, proactive risk flags, and solution options), ensuring sponsor and internal confidence.

• Influence without authority: drive decisions, resolve blockers, and align teams on priorities using clear rationale and performance insights.

• Contribute to broader team planning by bringing forward market/partner insights, performance trends, and growth opportunities across your portfolio.

4. Operational Excellence & Governance

• Deliver campaigns with a high standard of accuracy and compliance in a regulated environment, recognizing the impact of errors on partner trust and brand credibility.

• Enforce rigorous QA and launch readiness across all assets and measurement (links, UTMs, offer details, disclaimers, sponsor-facing comms), minimizing rework and execution risk.

• Own campaign setup discipline: ensure tracking, tagging, reporting structures, and documentation are consistent, reliable, and audit-ready.

• Manage program budget inputs and operational tasks (e.g., invoice processing, spend pacing inputs, monthly business review decks), flagging risks and variances early, and ensuring efficient allocation of resources.

• Improve “ways of working” through templates, checklists, and process enhancements that increase speed, quality, and predictability of delivery.

Required Qualifications

• Bachelor’s degree in Marketing, Business, or related field.

• 5+ years of progressive experience in performance marketing, lifecycle marketing, or integrated campaign management with measurable outcomes accountability.

• Demonstrated experience owning multi-channel acquisition and/or retention programs end-to-end (planning through optimization and reporting).

• Strong analytical and problem-solving skills; ability to translate data into decisions and a prioritized optimization roadmap.

• Familiarity with key marketing platforms and measurement tools (e.g., adobe analytics, PowerBI, paid social platforms).

• Proven ability to lead cross-functional stakeholders and agencies, manage multiple priorities, and deliver high-quality work on tight timelines.

• Excellent communication and presentation skills; able to influence senior stakeholders and sponsors with clear narratives and recommendations.

• High attention to detail, ownership mindset, and strong operational rigor.

Preferred Qualifications

• Experience in insurance, financial services, or regulated industries.

• Experience in a partner-based marketing and/or agency environment.

• 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: 

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

• 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.

#LI-Hybrid

The role being advertised is an existing vacancy.

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

Employees also have the opportunity 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. If you are applying for this role outside of the primary location, please contact [email protected] 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. 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.

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.