Director, Brand

Manulife Insurance Malaysia; Toronto; Hybrid; CAD 125,000 - 175,000; Full time

Job summary

Manulife Wealth and Asset Management is seeking a Director, Brand to lead the brand strategy and execution in Canada. You’ll govern brand standards, oversee creative and content across channels and drive cross-functional campaigns with internal teams and external partners.

You will manage merchandise programs, vendor relationships and performance metrics, while fostering a culture of innovation and inclusive leadership within the marketing team.

Qualifications

• Undergraduate degree required; MBA or Master’s degree preferred.
• Proven experience in brand management and integrated campaign execution.
• Experience leading teams in a fast-paced, matrixed environment.
• Familiarity with localization/translation functions is an asset.

Responsibilities

• Brand Governance: uphold brand standards across all marketing touchpoints and manage brand IP and assets.
• Content & Creative Oversight: lead end-to-end creative and content process, ensure brand compliance and storytelling.
• Campaign Execution: drive integrated campaigns focused on awareness, consideration and brand perception.
• Merchandise Program Management: oversee merchandise strategy, inventory, budgets and vendor relations.
• Agency & Vendor Relationships: manage external partners, ensure alignment to brand standards and timely delivery.
• Performance & Measurement: track KPIs and optimize based on data and insights.
• Embracing Change & Innovation: promote curiosity and implement new ways of working to improve impact.
• People Leadership: coach and develop team members, foster accountability and inclusion.

Skills

Brand management

Creative leadership

Campaign execution

Team leadership

Agency relationships

Data-driven marketing

Education

Undergraduate degree

MBA or Master’s degree (preferred)

Tools

AI-powered marketing tools

Job description

Reporting to the AVP, Brand, the Director, Brand is a key leadership role within the Manulife Wealth and Asset Management (Manulife WAM) marketing team. You'll bring our brand to life through standout creative and campaigns that cut through, positioning Manulife WAM as a digital, customer-first leader in Canada.This role sits at the intersection of strategy and execution. You'll work across a wide network of internal teams and external partners to ensure every brand touchpoint is on-strategy, on-brand and built to drive meaningful business outcomes. That includes owning the governance and operational frameworks that keep the brand function running, from budget and vendor management to brand standards and localization. You're a brand champion who holds the line on quality and consistency while keeping creativity and agility at the centre of everything you do.Position Responsibilities:Brand GovernanceOwn and uphold brand standards across all Manulife WAM marketing touchpoints.Act as the primary steward of the Manulife WAM brand, ensuring alignment with Global Brand guidelines while reflecting the distinct needs of our market.Develop and maintain brand governance frameworks, tools and education that enable cross-functional teams to represent the brand with confidence and consistency.Act as the primary business owner for brand intellectual property, partnering closely with the IP team to manage, protect and govern trademarks, brand assets and usage rights across the organizationContent and Creative OversightLead the end-to-end creative and content process for Manulife WAM, from brief to final delivery.Oversee internal and external creative assets to ensure output is strategically grounded, creatively excellent and brand compliant.Champion a high standard of storytelling that is human, emotionally resonant and tailored to our target audiences across consumer and intermediary channels.Campaign ExecutionDrive the flawless execution of integrated, segment-wide marketing campaigns focused on building brand awareness, consideration and shifting brand perception.Collaborate closely with the AVP, Brand and cross-functional partners, including Digital, Performance Marketing and business lines, to deliver campaigns that are on-strategy, on-time and on-budget.Contribute to a real-time marketing approach that is continuously optimized based on data and insights.Merchandise Program ManagementLead the Manulife WAM merchandise program, overseeing branded merchandise strategy, vendor relationships, inventory management, budget allocation, compliance reviews, e-store operations, and promotional item fulfillment to support client engagement, events, and brand initiatives.Agency and Vendor RelationshipsManage day-to-day relationships with external production and creative agency partners, vendors and contractors.Ensure partners are well-briefed, aligned to brand standards and consistently delivering high-quality work.Support the AVP, Brand in overall agency coordination and contribute to ongoing evaluation of partner performance.Performance and MeasurementTrack and report on brand and campaign performance against defined KPIs and scorecards.Work with Digital Analytics and Research and Insights teams as well as external research firms to evaluate creative and campaign effectiveness, drawing on data to optimize delivery.Continually assess what's working and drive informed pivots when needed.Embracing Change and InnovationChampion a culture of curiosity and continuous improvement within the brand function.Actively explore and integrate new ways of working that improve efficiency, creativity and brand impact.People LeadershipInspire, coach and develop direct reports, fostering a culture of accountability, collaboration and continuous improvement.Establish clear performance standards and provide regular formal and informal feedback.Model inclusive leadership behaviours and actively support team growth and engagement.What We're Looking ForThis is a cross-functional leadership role requiring strong collaboration skills internally, across business lines, segments and global teams, and externally with production and creative agency partners and vendors. The ideal candidate brings a balance of creative conviction, strategic thinking and operational discipline. They're a natural brand champion who leads with empathy, earns trust across the organization and consistently delivers work that makes an impact.Required QualificationsUndergraduate degree required; MBA or Master's degree preferredMinimum 7 years of progressive experience in marketing and/or business managementDemonstrated experience in brand management, creative oversight and integrated campaign executionProven track record of leading and developing teams in a fast-paced, matrixed environmentExperience managing agency and vendor relationshipsFamiliarity with localization or translation functions is an assetFinancial services experience is an assetCore CompetenciesBrand Stewardship: Deep commitment to brand integrity and a sharp eye for consistency across every touchpointCreative Leadership: Ability to inspire and elevate creative work, balancing bold ideas with strategic disciplineExecution Excellence: Strong project management instincts with the ability to manage multiple priorities and drive work forward efficientlyCollaborative Influence: Skilled at building relationships and aligning stakeholders in a complex, cross-functional organizationPeople Leadership: Genuine commitment to coaching, developing and engaging team membersAnalytical Thinking: Comfortable working with data and insights to inform decisions and optimize performanceCommunication: Clear, confident communicator with strong presentation and storytelling skillsAI and Innovation Mindset: Curious about and actively engaged with emerging technologies, including AI-powered marketing tools, using them to drive smarter, faster and more effective brand workWhen you join our team:As part of our global team, we’ll support you in shaping the future you want to see.We’ll empower you to learn and grow the career you want.We’ll recognize and support you in a flexible environment where well-being and inclusion are more than just words.#LI-HybridThe role being advertised is an existing vacancy.About Manulife and John HancockManulife Financial Corporation is a leading international financial services provider, helping people make their decisions easier and lives better. To learn more about us, visit https://www.manulife.com/en/about/our-story.html .Manulife is an Equal Opportunity EmployerAt 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 [e-mail] .Referenced Salary LocationToronto, OntarioWorking ArrangementHybridSalary range is expected to be between$125,100.00 CAD - $175,100.00 CADEmployees 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 [e-mail] 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 [e-mail] 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 .