Director, MarTech Data Activation & Strategy

Manulife is embarking on a multi-year journey to build an Asia Growth Marketing and Platform commercialisation which will fuel our bold ambition to become a digital customer leader. The Asia central organization brings together Marketing Technology (Martech) Marketing Measurement Marketing Automation and other functional areas of Growth Marketing and Customer Platforms to build a comprehensive full-funnel approach designed to drive personalized customer journeys powered by robust customer data platform foundation that when integrated raises brand awareness drives quality traffic generates leads purposeful lead nurturing and engagement secures sales and fosters brand loyalty.

We are looking for an innovative and curious Director with a strong understanding of MarTech from both technical solutions and business application to join our dynamic and growing team and help us in our digital transformation and data democratization journey. The role currently manages a team of close to ten.

Position Responsibilities:

This leader is responsible for establishing the CoE of Martech with right capabilities and leading the team to managing business requirement Martech solution implementing Martech platform solution such as the data structure ingesting requirements with a cross-functional team and supporting all related Martech use cases.

You are the Subject Matter Expert (SME) that will lead the development of the MarTech roadmap across the Adobe and Salesforce stack including the Adobe Customer Data Platform (CDP) implementation roadmap and be hands-on within the platforms. This role fully supports the Global Digital Marketing efforts to grow and engage Manulifes various lines of business and customer digital engagement and experience.

• Lead management and operationalise the activation of the Adobe Experience Platform (AEP) and related toolkit as required thru demand capacity resourcing and quality management

• Lead end-to-end implementation of real-time CDP in Asia markets with cross functional team including marketing data technology etc.

  • Oversee the successful building of campaign audiences in the CDP setup of audience journeys as a SME and activate the audiences across marketing channels and Manulife owned channels (customer platform)

  • Enable Sales and Marketing capabilities within Manulifes Customer Data Platform (CDP) which supports more effective targeting and personalization of marketing tactics and in-depth insights which enable sales to take meaningful action

• Support business stakeholders in activating their personalization goals by translating business requirements into technical requirements defining implementation approach and roadmap

• Be an advocate within the organization by presenting and socializing the current and new capabilities being built and how they can unlock growth opportunities for different functions within the organization. Proactively guide business stakeholders in adopting new capabilities while fostering a culture of innovation

• Enable self-serve adoption of CDP by training and supporting various marketing stakeholders. Serve as a subject matter expert on the Customer Data Platform (CDP) and AEP stacks including training enablement and build/maintain technology roadmap in partnership with the data office architects and the vendor

• Coordinate with cross functional teams markets and segments to lead data architecture for Adobe Experience Platform encompassing integrations with Azure Data Lake Adobe Journey Optimizer Adobe Marketo Adobe Analytics Mobile and Web properties

• Manage internal stakeholder engagement across all segments in Asia serving as the primary go-to partner for the successful delivery of our Activation & Segmentation shared service pillar

• Provide strong leadership as a team lead and strategic influencer engaging the right stakeholders with the appropriate context and approach. Offer clear actionable direction to team members for effective execution while championing MarTech capabilities and educating the business on their value and impact on performance

• Partner with the Data Office to build new integration endpoints with clearly articulated User Stories roadmap and implementation plans. Build proof-of-concepts (POC)forpotential new solutionsandtechnologies by partnering with technology teams

• Partner with the Campaign execution teams and Reporting teams to enhance CDP capabilities enabling better measurements of campaigns and reporting to stakeholders

• Review live use cases and platform/growth marketing KPIs for improvement opportunities building end to end tracking performance measurement analysis solution and operating cadence with business owners

• Work closely with the Asia/BU project leads and cross-functional leaders to ensure project of Martech platform implementation & timelines are aligned with our business objectives and overall data & analytics strategy

• Represent Marketing priorities to data and engineering stakeholders and in relevant data governance/architectural forums

• Translate business needs to a data roadmap and work with business stakeholders to define and prioritize business requirements. Analyze relevant data to assist in defining business requirements and prioritizing features with the highest impact

• Serve as a thought leader across Manulife and lead in global communities of practice outside of our organization to foster innovation in a fast-evolving digital landscape

Skills and Competencies:

• Experience with cloud-based platforms and tools such as AWS Azure Google Cloud Snowflake etc.

• Expertise of CDP platforms specifically the Adobe Experience Platform (or Segment Tealium etc.) and their integration with CRM marketing automation and enterprise data lake systems

• Expertise of APE stakes (adobe target adobe audience adobe analytics AJO etc etc)

• Ability to translate business requirements into technical specifications and deliver data solutions that meet or exceed expectations

• Strong communication collaboration and problem-solving skills

• Curiosity creativity and passion for data-driven marketing to build market leading digital experience for commercial impact.

Required Qualifications:

• 8 years of experience related to technical data management & marketing technology solutions experience

• Experience in building and leading a CoE team and developing team capabilities

  Experience in working with Asia markets and matrix reporting organisation related to finance banking or insurance

• Bachelors degree in business information systems or a similar relevant field

• Experience leading development or implementations for enterprise applications

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.

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 .