Growth Marketing Manager (Customer Marketing)

About the Role

We are seeking a Growth Marketing Manager to lead and drive end-to-end cross-sell & up-sell programs on existing customers maximizing Customer Lifetime Value (CLV) through data-driven campaigns and close collaboration with Data AI Product Actuarial NBUW Distribution IT and Digital Platform.

This role acts as a Campaign Lead responsible for translating customer insights into executable initiatives and ensuring on-time campaign deliver and measurable business impact.

Key Responsibilities

1. Cross-sell / Up-sell Program & Campaign Leadership

• Own and lead cross-sell & up-sell programs targeting existing customers across key lifecycle moments.
• Prioritize initiatives based on CLV impact business value and operational feasibility.
• Translate customer insights behavioral triggers and product propositions into compelling Customer Value Propositions (CVPs) and personalized messaging for each stage of the lifecycle.
• Design and manage multiwave multichannel campaigns from concept targeting logic and execution through postcampaign review.
• Ensure campaigns deliver sustainable inforce growth crosssell / upsell performance and deeper longterm engagement.

2. Stakeholder engagement and change management:

• Partner closely with Brand CX Product Actuarial Data AI Distribution Digital Platforms Risk Legal/Compliance and Operations (NBUW) to cocreate compelling CVPs and seamless endtoend Up-sell/Cross-sell customer journeys.
• Partner closely with Agency Distribution to embed cross-sell/up-sell into frontline execution.
• Collaborate with Data & AI to refine and operationalize predictive models (e.g. propensitytobuy nextbestaction / offer) within lifecycle orchestration.
• Drive alignment and accountability across teams.
• Support change management to embed campaign-led customer-centric growth into daily operations.

3. Campaign Performance Analytics and Optimization

• Define and own in-force growth and CLV-related KPIs
• Lead post-campaign analysis identify insights and conversion funnel optimization.
• Standardize best practices and build a repeatable cross-sell/up-sell framework.

Required Qualifications

• 810 years of experience in Growth Marketing or Product Marketing Customer Lifecycle Management.
• Experience in Life Insurance is preferable. Handson exposure to complex customer journeys and longterm value models is a strong advantage.
• Demonstrated expertise in Customer Lifetime Value (CLV) management including segmentation cohort analysis and nextbestaction or nextbestoffer frameworks.
• Strong analytical capabilities with practical experience collaborating with Data AI team and working with dashboards and experimentation frameworks.
• Ability to synthesize customer insights into highimpact up-sell/cross-sell initiatives and translate them into clear compelling communication frameworks.
• Excellent stakeholder management communication and project leadership skills.
• Excellent command of English both written and verbal

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 .