AVP, Affinity Marketing

The Opportunity

Position Responsibilities

Marketing Strategy Growth and Activation

• Lead the development and execution of integrated marketing strategies that drive acquisition engagement retention and profitability across the Affinity business.

• Develop annual and multi-year marketing plans aligned to businessobjectives customer needs and growth priorities.

• Partner with business leaders toidentifygrowth opportunities and translate business priorities into actionable marketing strategies.

• Drive integrated campaigns across owned earned paid and partner channels balancing performancemarketingand brand-buildingobjectives.

• Lead creative content channel and media strategies in partnership with internal teams and external agencies.

• Leverage customer market and competitive insights to shape marketing priorities and improve campaign effectiveness.

• Ensure marketing strategies reflect evolving customer expectations and advances in personalization digital engagement and omnichannel experiences.

Customer and Partner Growth

• Partner closely with Affinity business leaders and external partners to support growth ambitions and strengthen partner relationships.

• Develop marketing strategies that enhance customer value deepen engagement and improve customer lifetime value.

• Support customer retention and cross-sell initiatives byleveragingcustomer insights and lifecycle marketing approaches.

• Ensure customer and partner experiences are aligned with Manulifes broader customer-centricity strategy.

Digital Data and AI-Enabled Marketing

• Champion the use of data analytics AI and marketing technology to improve marketing effectiveness and customer outcomes.

• Partner with Digital and CX teams to enhance customer journeysoptimizeconversion opportunities and improve digital experiences.

• Leverage customer data platforms personalization capabilities experimentation frameworks and AI-enabled tools to improve marketing performance.

• Foster a culture of innovation continuous learning and responsible AI adoption across the team.

Business Strategy and Leadership

• Contribute to the development and execution of the Affinity business strategy as a member of the Affinity Leadership Team.

• Provide strategic marketing counsel and thought leadership to senior business leaders.

• Influenceprioritization and investment decisions through insight-driven recommendations and business cases.

• Ensure alignment between Affinity priorities and broader Canada Segment marketingobjectives.

• Collaborate closely with Group Benefits Individual Insurance Brand Customer Experience Analytics and Digital teams to maximize enterprise impact.

Leadership and Team Development

• Lead coach and develop a team of marketing professionals while fostering an inclusive high-performance culture.

• Establish clear priorities performance expectations and development plans that align to business goals.

• Build organizational capabilities in modern marketing disciplines including performance marketing personalization AI customer analytics and journey management.

• Create an environment where innovation accountability collaboration and continuous improvement are expected and rewarded.

• Attractretain and develop top marketing talent.

Measurement Performance and Budget Management

• Accountable for Affinity marketing budgets and ensuring investments are aligned to growthobjectivesand business priorities.

• Establish clear performance metrics across acquisition retention engagement customer satisfaction and marketing effectiveness.

• Leverage real-time performance monitoring and test-and-learn methodologies tooptimizeoutcomes.

• Drive strong marketing return on investment (MROI) anddemonstratemeasurable contribution to business growth.

• Partner with Research Analytics Finance and Customer Experience teams toestablishscorecards and performance reporting frameworks.

Qualifications

• Bachelors degree in business Marketing Commerce or related field; MBAconsideredan asset.

• 10 years of progressive marketing leadership experience ideally within Group Benefits Group Insurance Affinity sponsor-led distribution partnership marketing or a related Canadian financial services environment.

• 5 years of experience leading marketing teams and influencing cross-functional senior and partner stakeholders in a complex matrix organization.

• Proventrack recordof driving growth through integrated marketing strategies including digital marketing customer segmentation lifecycle marketing personalization analytics and performance optimization.

• Experience developing marketing strategies across B2B B2B2C advisor sponsor customer and partnership channels.

• Strong understanding of advisor consultant sponsor and partnership-based acquisition and retention models with the ability to translate these dynamics into practical marketing strategies.

• Exceptional strategic thinking storytelling and executive communication skills with the ability to simplify complexity and influence decisions.

• Experienceleveragingdata analytics technology and AI-enabled marketing capabilities to improve effectiveness efficiency and customer outcomes.

• Financial services insurance healthcare loyalty partnership or highly regulated industry experienceconsideredan asset.

When you join our team:

• Well empower you to learn and grow the career you want.

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

• As part of our global team well support you in shaping the future you want to see.

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 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 .

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 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 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.