Director, Brand and Marketing Services

Manulife Financial; Toronto; Hybrid; CAD 105,000 - 191,000; Full time

Job summary

A leading financial services organization is seeking a Director of Brand and Marketing Services to enhance the brand presence in global markets. This role involves strategy development, campaign management, and collaboration with multiple teams. Candidates should have at least 10 years of marketing experience in the investment industry. This hybrid position is based in Toronto, Ontario, offering a competitive salary and extensive benefits.

Benefits

Health benefits

Retirement plans

Wellness programs

Flexible work environment

Qualifications

• Minimum of 10 years of relevant experience in marketing and brand building.
• Proven ability to lead and inspire teams.
• Strong understanding of campaign measurement and optimization.

Responsibilities

• Lead initiatives to build the Manulife WAM brand in global markets.
• Collaborate with marketing teams to develop and execute brand strategies.
• Manage qualitative and quantitative research for marketing campaigns.

Skills

Leadership

Strategic thinking

Communication

Creativity

Analytical thinking

Education

BA/BS degree

MBA preferred

Job description

Overview

Director, Brand and Marketing Services – Manulife Wealth & Asset Management (Manulife WAM) is a key growth area for Manulife Financial Corporation (MFC). It serves Retail, Wealth, Retirement and Institutional segments across the US, Canada, Europe, and Asia.

The Director, Brand and Marketing Services will lead initiatives to build the Manulife WAM brand in global markets and manage the workflow process across marketing teams to meet creative production requirements. The role leads research and strategy development for brand initiatives, media planning and content positioning to increase brand awareness/consideration and influence brand perception with target audiences across channels globally. The incumbent will work closely with channel marketing teams, creative, media partners, events, production and analytics leadership, and will champion the voice of the customer for global brand campaigns, curating effective approaches to meet brand goals and measure success. The role also focuses on optimizing workflow processes and supporting the marketing organization with workflow tools and processes. This position is hybrid and can be based in Toronto or Boston.

Position Responsibilities:

Build Global Manulife Wealth and Asset Management Brand

• Collaborate with marketing colleagues, corporate brand team and agency partners to develop brand strategy and messaging that resonates with target wealth and asset management audiences
• Contribute to global Manulife brand approach and strategy working with other segments and the corporate brand team
• Lead the evolution of brand strategy as a new brand architecture is deployed to grow awareness, consideration and eventually conversion/retention with prospective investors, advisors and institutional clients across Retail, Wealth, Retirement and Institutional audiences
• Build integrated campaigns across paid, earned and owned channels that connect brand mission/values with business objectives and client insights
• Collaborate with internal and external creative and media teams to develop breakthrough campaigns and media strategies that deliver on business objectives
• Research, write and share creative briefs that inspire best-in-class ideas, including insights, business objectives and measures of success
• Guide the development and presentation of creative work to ensure deliverables are on brief and on brand
• Champion the global brand and manage brand governance

Brand Tracking and Reporting

• Manage qualitative and quantitative research to develop insights that underpin marketing campaigns
• Manage regular brand health and tracking research with third-party firms
• Stay current with marketing trends within and outside the investment industry to maximize opportunities
• Collaborate with corporate brand to share insights and leverage enterprise approaches
• Manage global campaign reporting with dashboards and budget tracking to optimize spend and drive MROI
• Develop partnerships with marketing leadership and business leaders, providing regular updates on brand strategy and progress
• Work with Advanced Analytics to refine the media mix model and provide attribution analysis for campaigns

Brand Governance

• Partner with corporate brand, corporate communications and distribution teams to ensure brand consistency across visual identity, tone of voice and messaging
• Collaborate with Legal to ensure brand assets are trademarked and protected; oversee new trademark requests

Workflow and Resource Management

• Oversee evolution of workflow tools and drive enhancements to improve efficiency and ease of use
• Coach and lead resource management professionals who prioritize and assign creative tasks
• Coach and lead proofreaders and translators
• Work with risk and compliance partners to address workflow gaps
• Prioritize projects with key stakeholders and marketing partners
• Support change management as new workflow enhancements are implemented

Required Qualifications:

• Minimum of 10 years of relevant, progressively senior experience in marketing and building brands within the investment (wealth and asset management) industry
• Extensive marketing experience and background in wealth and asset management
• Results oriented with the ability to multi-task, prioritize initiatives and develop solutions where blueprints may not exist
• Proven ability to lead and inspire people, both within and beyond area of accountability
• Strong business insight with strategic, critical and analytical thinking
• Superior communication skills, both verbal and written
• Exceptional storyteller with ability to develop effective strategy and presentations
• Strong emotional intelligence and ability to navigate complex matrix structures with all levels of seniority
• Deep understanding of campaign measurement and optimization using advanced media mix models and other analytics
• Extensive experience leading integrated brand building campaigns with proven increases in brand awareness and consideration
• Proven experience building content strategies that drive outcomes across the marketing funnel (awareness, consideration, conversion, retention)
• Experience leading marketing teams in the investment industry with workflow tools and production teams
• BA/BS degree, MBA preferred

Preferred Qualifications:

• Inspire change and lead transformative brand initiatives
• Deep knowledge of wealth and asset management intermediary audiences
• Proven ability to drive effective brand campaigns in wealth and asset management with strong measurement and results
• Strategic thinker who can act tactically
• Strong storyteller with ability to communicate vision, objectives and outcomes
• Highly collaborative with strong impact and influence skills
• Curious mindset to explore new technologies and ways of working

When you join our team:

• 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 prioritized.
• As part of our global team, we’ll support you in shaping the future you want to see.

#LI-Hybrid

關於宏利和恒康

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宏利是平等機會僱主

在宏利/恒康，我們擁抱多元。我們致力於吸引、培養及挽留和所服務客戶同樣多元的員工，並從而營造包容的工作環境，接納文化和個體差異。我們矢志維持公平的招聘、挽留、晉升及薪酬制度，我們管理的所有實踐及項目不會因種族、血統、原籍地、膚色、族裔、國籍、宗教或宗教信仰、信仰、性別（包括懷孕及相關情況）、性取向、遺傳特徵、退伍軍人身份、性別認同、性別表達、年齡、婚姻狀況、家庭狀況、殘疾或受適用法律保護的任何其他因素而區別對待。

我們的首要任務是消除障礙，為員工提供平等就業機會。人力資源部代表將盡力為應徵過程中提出要求的申請人提供合理協助。申請人要求提供協助所分享的信息將會按照適用法律及宏利／恒康政策儲存及使用。應徵過程中如需協助，請聯絡 [e-mail]。

Salary and Location: Toronto, Ontario

Working Arrangement: 混合式

Salary range is expected to be between $105,750.00 CAD - $190,350.00 CAD

For salary range outside the primary location, please contact [e-mail] for location-specific details. The actual salary will vary based on location and factors such as knowledge, skills, qualifications, experience, and education/training. Employees may participate in incentive programs tied to performance.

Manulife offers a wide array of benefits including health, dental, mental health, vision, disability, life and AD&D, wellness, retirement plans and other resources. For U.S. roles, please contact [e-mail] for information about U.S.-specific PTO provisions.