Chief Marketing Officer, Philippines

The CMO has overall responsibility for overseeing Manulifes marketing operations as well as developing a marketing strategy and vision that enables the companys strategic priorities and drives financial results. This includes leading and managing customer & digital marketing customer experience corporate communications & branding advanced analytics customer insights sales incentive & recognition and the community investment teams for the Philippines business to ensure execution of marketing initiatives are successful in optimizing financial performance of the enterprise.

Reporting to the Regional Chief Marketing Officer and the Philippines CEO the CMO is responsible for delivering innovative & differentiating marketing strategies that sets Manulife apart from competition and stays ahead of the changing needs of customers and agents. The CMO is also responsible for driving Manulifes Digital Agenda and ensuring that NPS metrics continues to meet company objectives. Some of these capabilities include:

• Ability to capture key market insights and research to develop marketing strategies that are aligned to the business priorities whilst meeting demands of consumers and distribution channels

• Ability to leverage data & analytics to optimize performance of sales and customer supporting initiatives

• Development of marketing as a commercial function driving significant distribution & customer value through digital content & performance marketing proposition development cross sell and upsell outcomes

• Ability to develop end customer digital & engagement strategy working with Asia Segment and Global Teams

• Ability to liaise with various departments to guide a unified approach to delivering differentiated customer and agent experience influence & engage with relevant stakeholders to drive results and performance

• Ability to develop strategic alliances with external partners and agencies to deliver differentiating brand product and corporate communication initiatives that ensure a consistent and impactful message that strongly resonates with consumers in Philippines

• This position will also liaise closely with the Regional and Global marketing teams to ensure market strategies are aligned with the Global Marketing strategy and delivery mechanisms are cost effective and fully optimized.

Responsibilities:

Major responsibilities to drive financial performance - Provide strategy vision and execution leadership to the 4 marketing teams and to major stakeholders such as Product Operations Technology and Distribution to:

• Optimize performance of sales and product campaigns

• Optimize performance of cross-sell/up-sell programs

• Optimize top of the funnel & lead generation capabilities

• Optimize advanced analytics models for effective management of the in-force block of business (such as lapse & claims mgmt.)

• Increase customer share of wallet i.e. # of customers with more than 2 policies

Major responsibilities to drive digital agenda - Engage with relevant Departments to drive execution of the Digital roadmap this could include but not limited to the followings:

• Modernize & commercialize Customer Website (CWS) & Public website (PWS)

• Modernize customer / agent facing digital apps & drive adoption of digital assets

• Drive # of digitally active customers across all platforms

• Drive strategic thinking & execution of the Digital Customer Leader ambition

Major responsibilities to drive effective Customer Engagement programs - Influence and engage with the relevant departments for the following:

• Drive customer experience improvements for the major drivers of NPS (such as Payments Claims Agent interactions Corporate Correspondence)

• Optimize customer engagement communications & services such as providing differentiating value adding services for HNW Mass affluent etc.

• Identify and implement propositions to deepen relationships with customers and leverage for prospecting (eg ManulifeMOVE)

• Develop new customer acquisition programmes / services for HNW & Mass affluent segments to enable facilitation of new sales

Major responsibilities to drive brand awareness & consideration for Manulife - Employ creative and innovative ways of maximizing reach to target consumers in Philippines:

• Plan Design and launch effective integrated marketing campaigns that provides maximum reach with optimum financial results

• Explore co-branding opportunities with strategic partners/sponsorships to drive top of funnel volumes

• Launch digital marketing campaigns with opportunities to retarget to maximize potential for sales

• Explore new technologies and solutions that can help drive top of the funnel opportunities

Major responsibilities to activate the Manulife Global Impact Agenda in the Philippines:

• Scale and maximize impact of Manulife Philippines financial literacy program Peso Smart

• Build relationships and champion programs with community partners that enable mobilization in areas of sustained health and wellness inclusive economic opportunities and accelerating a sustainable future.

Key Shared Accountabilities:

• Thought leadership & execution of Asia wide community partnerships agenda

• Lead the sophistication and commercialization of the marketing function for Manulife in Asia

Knowledge/Skills/Competencies/Education:

• Strategic Orientation: The candidate must be a strategist ideally someone who has multiple years of developing and implementing customer management strategy in a financial service industry.

• Analytics & Insights: The ideal candidate will utilize market knowledge and customer insights to drive strategy. They understand how to see patterns in data take actionable customer information and move it forward to execution.

• Relationship Expertise: This individual should be commanding compelling driven and passionate about the customer. This leader also needs to be a strong influencer and be prepared to manage conflict and deal with the intricacies of maintaining a balance between the country and Region/Group interests.

• Transformational Leadership: A successful candidate is one who is a clear advocate of change committed to developing and enabling an environment which actively tests and pursues new opportunities to improve the status quo. He / She communicates a clear compelling new direction for the broader business while setting clear targets for the teams to deliver.

• Collaboration and influencing: A successful candidate will have demonstrated his/her ability to build meaningful relationships across functions levels and geographic borders. He/She must be skilled at communicating complex and controversial ideas and be able to influence decisions. The candidate should have the ability to manage internal relationships with existing business units but also be able to expand relationships outside of the business for professional exchange & exploration.

• Leader with background in strategic consulting business development product development and marketing or finance with 8 12 years of progressively senior level work. Bachelors Degree in a relevant discipline and/or relevant Masters Degree considered an asset

Personal Attributes and Cultural Fit:

• Develops inspires and motivates others

• Role models ethics and integrity

• Ability to build a culture of respect

• Highly effective change agent who embraces and leads management

• Provides courageous advice

• Results-driven; highly focused on accountability

• Ability to handle multiple stakeholders

• Demonstrates a commitment to delivering excellent service balanced with appropriate risk management.

• Strategic perspective

• Highly collaborative working style

Position Dimensions (Organizational Impact):

• Manage a team of 35 employees with 5 direct reports

• Support a customer base of approx. 400000 unique customers and over 7000 agents

• Manage a budget of not less than US$2.5M

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 .