Director, Brand Storytelling and Content Lead

Job Profile Summary

The Director Brand Storytelling and Content Lead is responsible for developing and executing comprehensive positioning strategies to bring to life the Manulife Japan brand promise to enhance the organizations reputation engage key stakeholders and support business objectives in Japan. This role is crucial for ensuring consistent messaging proactively engaging media for paid media opportunities and driving external communications that align with the brands vision for being recognized as an expert in wealth and retirement.

Key Responsibilities:

• Positioning:Develop and execute a comprehensive content strategy to solidify Manulife Japans position as a reliable partner supporting confident choices to unlock a better future.

• Content Development:Drive the creation of compelling high-quality content from research and other internal and external expert sources across all platforms - including the company website - to effectively communicate the brands value proposition.
• Thought leadership:Proactively identify and secure strategic thought-leadership opportunities such as speaking engagements symposium industry awards and collaboration with KOLs to amplify the brands public profile and expertise.
• Paid Media:Strategically plan and execute paid media opportunities to effectively reach and influence key target audiences.
• Copywriting Oversight:Manage a copy writing function ensuring both external and internal messaging are consistent and on-message.
• Stakeholder Engagement & Collaboration:Act as a liaison fostering alignment and collaboration among cross-functional teams to integrate brand initiatives with broader company objectives.

Job Posting Description

Accountabilities:

Individual Accountabilities:

• Ensure timely and effective delivery of positioning and storytelling opportunities.
• Achieve brand association targets share of voice targets through paid media coverage and engagements.

Key Shared Accountabilities:

• Collaborate with cross-functional teams to develop effective content.
• Achieve brand awareness and consideration targets.

Required Qualifications:

• Education: Bachelors degree in Communications Public Relations Journalism or a related field. An advanced degree is preferred.
• Experience: Minimum of 8-10 years of experience in branding corporate communications public relations or a related field with at least 3 years in a leadership role.
• Skills:
  • Strong strategic thinking and planning abilities.
  • Excellent verbal and written communication skills in both Japanese and English.
  • Proven media relationships and a strong network of media contacts.
  • Ability to work collaboratively in a multicultural environment.
• Competencies:
  • Leadership and team engagement.
  • Cultural sensitivity and adaptability.
  • Strong analytical and problem-solving skills.
  • Ability to manage multiple projects simultaneously.

Challenges:

• Aligning Global and Local Strategies:
• Problem: Ensuring that global brand messages are effectively adapted to the local market.
• Resolution:
  • Collaborate with Global/RO teams to understand up to date strategies and objectives.
  • Customize messages to resonate with local audiences while maintaining brand consistency. Gather feedback from local stakeholders to refine strategies.
• Low Brand Awareness:
• Problem: creating opportunities to bring Manulife Japans story to market despite low awareness
• Resolution:
  • Create external brand communication message opportunities
  • Leverage brand activities and content from other marketing teams to amplify messaging.
  • Solicit feedback to continually improve content.

Position Dimensions:

• Reports to: AVP Head of Brand Content & Propositions Japan.
• Direct Reports: Manages a team of 1-2 other team members focused on Brand Engagement
• Budget Responsibility: Oversee and manage the content and external paid media opportunity budget.
• Geographical Scope: Focused on Japan.

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 .