Marketing Manager - Acquisition & Conversion

Manulife Financial; Montreal; Hybrid; CAD 71,000 - 120,000; Full time

Job summary

A leading financial services provider is seeking a seasoned Marketing Manager to drive customer acquisition and conversion strategies. The ideal candidate will have over 6 years of marketing experience, particularly in the insurance industry, and will be responsible for developing impactful marketing initiatives that align with business growth objectives. This role offers a competitive salary and a comprehensive benefits package, fostering a diverse and inclusive work environment.

Benefits

Health and dental benefits

Mental health support

Retirement savings plans

Generous paid time off

Qualifications

• 6+ years of experience in marketing focused on acquisition and conversion.
• Strong knowledge of digital and traditional marketing strategies.
• Demonstrated business acumen and ability to align strategies with objectives.

Responsibilities

• Support the vision and strategy for high-impact marketing initiatives.
• Plan, execute, and optimize marketing campaigns across multiple channels.
• Analyze campaign data to measure effectiveness and optimize performance.

Skills

Project Management

Analytical Skills

Communication

Leadership

Education

Bachelor’s degree in Marketing, Business, or related field

MBA or equivalent preferred

Tools

Google Analytics

CRM systems

Marketing automation software

Job description

Manulife is a leading provider of tailored insurance solutions, driven by our innovative Affinity Marketing Team. We are looking for a seasoned Marketing Manager to support our acquisition and conversion strategies, driving significant growth and engagement across our customer base. We seek an experienced and results-driven professional to help us build an industry-leading growth engine. Your mission will be to drive key initiatives and strategies that generate qualified leads into our direct-to-consumer sales funnel, ultimately impacting our revenue goals.

Key Responsibilities

Strategic Leadership and Vision

• Support the vision and strategy for high-impact marketing initiatives focused on customer acquisition and conversion.
• Assist in developing long-term marketing plans to support business growth and brand positioning.
• Provide insights and strategic recommendations in team meetings.
• Stay abreast of industry trends and emerging technologies to continuously innovate and improve marketing tactics.
• Informally mentor marketing specialists, providing guidance and support in their professional development.

Campaign Development and Execution

• Support the development and execution of detailed marketing plans that generate qualified leads and impactful revenue outcomes.
• Plan, execute, track, and optimize various marketing campaigns across multiple channels, including direct mail, email, content, paid media, and more.
• Develop and manage stakeholder engagement plans for new campaign launches, overseeing feedback, alignment, timing, budgets, tracking, and reporting throughout the campaign development and launch process.
• Set strategy, enhance, personalize, and re-imagine email campaign executions, timing, and measurement.
• Collaborate closely with internal business units, global and segment teams, and external agencies to align on compelling product narratives and execute impactful go-to-market campaigns.
• Manage and deploy in-depth market research and competitive analysis to identify opportunities for market penetration and growth.
• Develop and maintain a marketing calendar, in support of strategic frameworks and focuses, to ensure timely execution of campaigns.
• Deeply understand our target segment’s everyday challenges and effectively communicate how products and features solve those problems.
• Align marketing efforts with sales objectives to ensure that campaigns, content, and messaging resonate with prospects and enhance all consumer communications.
• Oversee the creation and distribution of engaging content and marketing materials.
• Identify and drive creative optimizations, guiding the briefing and delivery with appropriate teams and agencies.

Performance Measurement and Optimization

• Support sophisticated measurement frameworks and track established KPIs and metrics monthly for acquisition channels.
• Analyze campaign and conversion data and key performance metrics regularly to measure the effectiveness of acquisition initiatives and optimize performance.
• Identify the most efficient and impactful opportunities through constant testing and optimization.
• Support media buying and marketing program optimizations, partnering with global performance, digital, agency, and analytics teams to drive qualified leads and ultimately drive revenue.
• Utilize marketing automation, marketing technology, and tools (e.g., CDP) to track acquisition and conversion.
• Oversee the processing of monthly invoices, ensuring accuracy to budget plans, accurately reporting discrepancies, and supporting direction on re-allocation and re-forecasting.

Team and Cross-Functional Collaboration

• Collaborate with product, distribution, and customer service teams to ensure a cohesive approach to customer acquisition and retention.
• Foster strong cross-functional relationships, managing multiple stakeholders towards common goals and ensuring projects are delivered with operational and executional excellence through thoughtful processes and go-to-market project management, providing recommendations and supporting ongoing improvements.
• Contribute to a positive, empowering culture of collaboration and excellence.

Qualifications

• Bachelor’s degree in Marketing, Business, or a related field; MBA or equivalent preferred.
• 6+ years of experience in marketing, with a strong focus on acquisition and conversion in the insurance industry.
• Knowledge of digital and traditional marketing strategies and tools (e.g., SEO, SEM, social media, email marketing, print, DRTV, and direct mail).
• Proficiency in digital marketing platforms and tools (e.g., Google Analytics, CRM systems, marketing automation software).
• Exceptional project management, time management, leadership, communication, and interpersonal skills.
• Self-starter capable of working with multiple stakeholders across functions to deliver intended results with excellence.
• Demonstrated orientation towards a growth mindset, resilience, ownership, collaboration, and flexibility.
• Demonstrated agility and sensibility in managing multiple priorities within a dynamic, fast-paced environment.
• Demonstrated business acumen with the ability to align acquisition strategies to strategic roadmaps and overall marketing and sales objectives.
• Understanding of user journeys and optimization to deliver the right message to the right customer at the right time.
• Strong analytical skills and experience with data analysis and reporting.
• Numbers-driven, comfortable navigating fragmented and disparate data sources, with supreme attention to detail relating to data analysis as well as budget management/processing.

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 https://www.manulife.com/en/about/our-story.html.

Manulife 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 [e-mail].

Referenced Salary Location

CAN, Quebec, Montreal, 900 Boulevard de Maisonneuve Ouest

Working Arrangement

Hybrid

Salary range is expected to be between

$71,925.00 CAD - $119,875.00 CAD

If you are applying for this role outside of the primary location, please contact [e-mail] for the salary range for your location. 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. Employees also have the opportunity to participate in incentive programs and earn incentive compensation tied to business and individual performance.

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.