Director, Brand and Marketing Services
Manulife Wealth & Asset Management (Manulife WAM) is a key area of growth for Manulife Financial Corporation (MFC). It consists of four direct and intermediated customer segments: Retail, Wealth, Retirement and Institutional across the US, Canada, Europe, and Asia.
The Director, Brand and Marketing Services for Manulife WAM will be responsible for leading initiatives that will build the Manulife WAM brand in key global markets across our businesses and for managing the workflow process across the marketing teams to meet creative production requirements. The incumbent will lead research and strategy development for brand initiatives, media planning and content positioning that increase brand awareness/ consideration and influence brand perception with target audiences across channels globally. The incumbent will work closely with channel marketing teams, creative, media partners, events, production and analytics leadership, and will be the champion and voice of the customer for global brand campaigns, curating the most effective approaches to meet our brand goals, business objectives. and measure success. The role will also require a focus on optimizing workflow processes and supporting the marketing organization with leading workflow tools and processes.
This position is hybrid and can be based in one of our office locations such as Toronto or Boston.
Position Responsibilities:
Build Global Manulife Wealth and Asset Management Brand
Collaborate with marketing colleagues, corporate brand team and agency partners to develop brand strategy and messaging that will resonate with our target wealth and asset management audiences
Contribute to global Manulife brand approach and strategy working closely with other segments and corporate brand team
Lead the evolution of our brand strategy as we deploy a new brand architecture and aim to grow awareness, consideration and ultimately conversion / retention with prospective investors, advisors and institutional clients (across Retail, Wealth, Retirement and Institutional audiences)
Build integrated campaigns across paid, earned and owned channels that connect brand mission/values and business objective(s) with client insights
Collaborate with internal and external creative and media teams to develop breakthrough campaigns and media strategies that deliver on business objectives
Research, write and share creative briefs that inspire best-in-class ideas. Briefs will include insights, business objectives and measures of success/critical metrics delivered to creative teams for concept/campaign development
Guide the development and presentation of creative work and ensure that creative deliverables are "on brief" and "on brand"
Champion the global brand and manage brand governance
Brand Tracking and Reporting
Manage research, both qualitative and quantitative, to develop and share unique and powerful insights that serve as a foundation for marketing campaigns
Manage regular brand health and tracking research with third party research firms
Stay current with latest marketing trends within and outside of the investment industry that can be maximized in the organization
Collaborate with corporate brand to share insights and leverage enterprise approach.
Manage global campaign reporting with critical metrics dashboards and budget tracking, ensuring campaign spend is optimized and drives MROI
Develop strong partnerships with marketing leadership and business leaders, providing regular updates on brand strategy and progress
Work closely with Advanced Analytics team to continuously refine the mixed media model and develop robust reporting on campaign and initiative attribution analysis
Brand Governance
Partner with corporate brand, corporate communications, marketing colleagues and distribution teams to ensure brand consistency across visual identity, tone of voice and messaging.
Collaborate with Legal team to ensure brand assets are trademarked and protected. Oversee new requests for additional trademarks across the business.
Workflow and Resource Management
Oversee continued evolution of workflow tool and continue to drive enhancements to the process, achieving greater efficiencies and ease of use
Coach, lead and support team of resource management professionals who prioritize and assign creative tasks
Coach, lead and support team of proofreaders and translators.
Work with risk and compliance partners to ensure any potential gaps are addressed with the workflow process
Help manage prioritization of projects with key stakeholders and marketing partners
Support a change management effort as new workflow enhancements are implemented
Required Qualifications:
Minimum of 10 years of relevant, progressively senior experience in marketing and building brands within the investment (wealth and asset management) industry
Extensive marketing experience and background in wealth and asset management is essential
Result oriented with an ability to multi-task, prioritize multiple initiatives and develop solutions where blueprints may not exist
Proven ability to lead and inspire people, both within and beyond area of accountability
Strong business insight with the skills for strategic, critical and analytical thinking
Superior communication skills, both verbal and written
Exceptional storyteller with the ability to develop highly effective strategy and communication presentations
Strong emotional intelligence and proven ability to navigate complex matrix structures with all levels of seniority
Deep understanding of campaign measurement and optimization, using advanced media mix models and other analytical models
Extensive experience leading integrated brand building campaigns with proven track record of increasing brand awareness and consideration
Proven experience building highly effective content strategies that drive meaningful outcomes across the marketing funnel (awareness, consideration, conversion, retention)
Experience leading marketing teams in the investment industry with workflow tools and production teams
BA/BS degree, MBA preferred
Preferred Qualifications:
Inspire change and lead transformative brand initiatives
Deep knowledge of wealth and asset management intermediary audiences
Proven ability to drive highly effective brand campaigns in wealth and asset management with impressive measurement and results
Ability to think strategically, and act tactically
Strong storyteller with the ability to communicate vision, objectives and outcomes in an impactful way
Highly collaborative with strong impact & influence skills
Brings an efficiency and curious mindset to explore new technologies and ways of working
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
Acerca de Manulife y John Hancock
Manulife Financial Corporation es un importante proveedor internacional de servicios financieros que ayuda a las personas a tomar decisiones de una manera más fácil y a vivir mejor. Para obtener más información acerca de nosotros, visite http://www.manulife.com .
Manulife es un empleador que ofrece igualdad de oportunidades
En Manulife/John Hancock, valoramos nuestra diversidad. Nos esforzamos por atraer, formar y retener una fuerza laboral tan diversa como los clientes a los que prestamos servicios, y para fomentar un entorno laboral inclusivo en el que se aprovechen las fortalezas de las culturas y las personas. Estamos comprometidos con la equidad en las contrataciones, la retención de talento, el ascenso y la remuneración, y administramos todas nuestras prácticas y programas sin discriminación por motivos de raza, ascendencia, lugar de origen, color, origen étnico, ciudadanía, religión o creencias religiosas, credo, sexo (incluyendo el embarazo y las afecciones relacionadas con este), orientación sexual, características genéticas, condición de veterano, identidad de género, expresión de género, edad, estado civil, estatus familiar, discapacidad, o cualquier otro aspecto protegido por la ley vigente.
Nuestra prioridad es eliminar las barreras para garantizar la igualdad de acceso al empleo. Un representante de Recursos Humanos trabajará con los solicitantes que requieran una adaptación razonable durante el proceso de solicitud. Toda la información que se haya compartido durante el proceso de solicitud de adaptación se almacenará y utilizará de manera congruente con las leyes y las políticas de Manulife/John Hancock correspondientes. Para solicitar una adaptación razonable en el proceso de solicitud, envíenos un mensaje a recruitment@manulife.com .
Referenced Salary Location
Toronto, Ontario
Modalidades de Trabajo
Híbrido
Salary range is expected to be between
$105,750.00 CAD - $190,350.00 CAD
Si se está postulando para este puesto fuera de la ubicación principal, póngase en contacto con recruitment@manulife.com para conocer el rango salarial de su ubicación. El salario real variará según las condiciones locales del mercado, la geografía y los factores relacionados con el trabajo pertinentes, como conocimiento, habilidades, calificaciones, experiencia y educación/capacitación. Los empleados también tienen la oportunidad de participar en programas de incentivos y obtener una compensación de incentivos vinculada al desempeño comercial e individual.
Manulife ofrece a los empleados aptos una amplia variedad de beneficios personalizables, entre ellos, beneficios de salud, odontológicos, de salud mental, oftalmológicos, por discapacidad a corto y a largo plazo, cobertura de seguro de vida y por muerte accidental y desmembramiento, adopción/subrogación y bienestar, y planes de asistencia al empleado/familiar. También ofrecemos a los empleados admisibles varios planes de ahorro para la jubilación (incluidos planes de pensiones y un plan mundial de propiedad de acciones con contribuciones equivalentes del empleador) y recursos de asesoramiento y educación financiera. Nuestro generoso programa de tiempo libre remunerado en Canadá incluye feriados, vacaciones, días personales y días por enfermedad, y ofrecemos la gama completa de ausencia laboral reglamentaria. Si se está postulando para este puesto en los EE. UU., póngase en contacto con recruitment@manulife.com para obtener más información sobre las disposiciones relativas al tiempo libre remunerado específicas de EE. UU.
