Go-to-Market Strategy Lead

Manulife; Halifax; Hybrid; CAD 93,000 - 143,000; Full time

Job summary

Manulife is seeking an experienced go-to-market strategist to lead the Vitality portfolio in Canada. You will translate business priorities into actionable market activation plans, define audiences, messaging, channels, and success measures.

The role requires collaboration across Sales, Marketing, Product, and Operations to deliver integrated plans and monitor outcomes. With 5+ years in GTM or related commercial roles and a university degree, you’ll influence multiple teams in a matrixed

Qualifications

• 5+ years of experience in go-to-market strategy, marketing, product management, sales enablement, business development, or related commercial roles.
• 3+ years of experience leading cross-functional initiatives involving multiple stakeholders and business functions.
• Experience developing and executing integrated go-to-market strategies, activation plans, or growth initiatives that drive measurable business outcomes.
• Strong analytical skills with experience using advisor, customer, market, sales, or performance data to inform decisions and recommendations.
• Proven ability to influence stakeholders and drive alignment across multiple teams in a matrixed organization.
• University degree in Business, Marketing, Commerce, Communications, Economics, or a related discipline.

Responsibilities

• Develop and maintain the go-to-market strategy for the Vitality portfolio.
• Translate priorities into clear and actionable market activation plans.
• Define target audiences, objectives, value propositions, messaging, channels, activation approaches, and success measures.
• Develop differentiated go-to-market approaches based on advisor segment, firm, distribution model, and market opportunity.
• Partner with Sales leaders to develop channel-specific activation strategies reflecting advisor needs and market opportunities.
• Develop integrated go-to-market plans for priority initiatives, including advisor engagement, marketing, communications, digital activation, and launch sequencing.
• Leverage insights to identify opportunities, improve engagement, and optimize strategies.
• Lead cross-functional planning across Sales, Marketing, Product, Operations, Technology, and other partners.
• Maintain the annual Vitality go-to-market roadmap and commercial calendar aligned to business objectives.
• Determine the role of events and advisor engagement within activation plans and ensure commercial outcomes.
• Establish performance measures and monitor advisor engagement, activation, and growth outcomes.
• Conduct post-launch reviews and recommend changes based on performance and field feedback.
• Support business planning, business case development, leadership updates, and strategic recommendations related to Vitality growth.

Skills

Go-to-market strategy

Cross-functional leadership

Analytical decision-making

Communication & presentation

Market research

Education

University degree in Business/Marketing/Commerce/Economics/Communications

Job description

Manulife is seeking an experienced go-to-market strategist to lead the Vitality portfolio in Canada. You will translate business priorities into actionable market activation plans, define audiences, messaging, channels, and success measures.

The role requires collaboration across Sales, Marketing, Product, and Operations to deliver integrated plans and monitor outcomes. With 5+ years in GTM or related commercial roles and a university degree, you’ll influence multiple teams in a matrixed