Marketing Manager, Member Marketing & Growth

Manulife John Hancock; Toronto; On-site; CAD 110,000 - 150,000; Full time

Job summary

Manulife John Hancock is seeking an experienced Marketing Manager to drive member-focused campaigns across the Group Benefits portfolio in Toronto. You will translate complex benefit information into clear communications and lead end-to-end campaign development with cross-functional collaboration to improve adoption, engagement, and self-service behaviors.

The role emphasizes strategic thinking, stakeholder influence, and the use of AI-powered insights to enhance content, workflows, and campaign

Qualifications

• University or college degree in marketing, communications, media, or related field.
• 8-10+ years of marketing experience; proven experience developing and leading digital marketing strategies and campaigns.
• Strong understanding of digital media, content strategy, and online marketing best practices.
• Strong analytical skills with the ability to measure and optimize campaigns using insights and data; experience with A/B testing, optimization, and performance metrics.
• Exceptional writing and editing abilities; ability to simplify complex concepts into compelling marketing narratives.
• Experience with MarTech tools (Salesforce Marketing Cloud, Adobe CDP, Adobe Analytics, PowerBI).
• Proficiency with Microsoft Office Suite (PowerPoint, Word, Excel) and project management tools (Workfront, Smartsheet).
• Experience in Group Benefits, healthcare, or related industries is highly valued.

Responsibilities

• Lead the development of data-driven marketing strategies and integrated plans that support business goals.
• Collaborate with multiple teams to provide strategic recommendations.
• Develop and manage high-quality omni-channel marketing plans with KPI-driven outcomes.
• Lead campaign planning, timelines, and prioritization across initiatives and cross-functional teams.
• Project manage multiple marketing programs, ensuring milestones and deliverables.
• Guide internal and external creative teams to develop innovative marketing concepts and digital assets.
• Partner with measurement and insights teams to evaluate campaign performance and present senior stakeholders with results and recommendations.
• Identify opportunities to leverage Generative AI solutions to improve marketing processes and outputs.

Skills

Marketing strategy

Campaign planning

Data analysis

Content development

Leadership

Communication

Education

University or college degree in marketing, communications, media, or related field

Tools

Salesforce Marketing Cloud

Adobe Customer Data Platform

Adobe Analytics

Power BI

PowerPoint

Word

Excel

Smartsheet

Workfront

Job description

Manulife is proudly one of Canada's largest and longest-serving providers of Group Benefits, and today our GB business serves millions of Canadian workers and their families, and more than 27,000 companies coast-to-coast, including some of our nation's most iconic brands. Our goal is to help our customers live better, healthier lives, and build strong, engaged organizations. Our award-winning Group Benefits Marketing team plays a leading role in telling our story in the market, engaging with our customers, and delivering innovative digital marketing to promote Manulife as a trusted health partner.

The Marketing Manager plays a critical role in driving member engagement and utilization across the Group Benefits portfolio. Reporting to the Director, Member Marketing & Growth, this role develops integrated marketing strategies and servicing communication that encourages adoption of products, services, and digital solutions while supporting seamless member experiences. The successful candidate will lead end-to-end campaign development, translate complex benefit information into clear and actionable communications, and partner across the organization to deliver initiatives that improve member understanding, satisfaction, and self-service behaviours.

We're looking for a seasoned marketer with experience in managing and executing integrated marketing campaigns-someone with a collaborative mindset, strong multitasking abilities, and the curiosity to dig in, learn, and help us improve our member experience. The ideal candidate embraces emerging technologies, including AI-powered tools and capabilities and is motivated to explore innovative ways to streamline processes, enhance content development, and optimize campaign performance.

This role requires strong strategic thinking, the ability to influence decision-making across multiple teams, and a proven track record of delivering measurable marketing impact. The Manager will work closely with MarTech and Personalization, Product, Distribution, Creative, Analytics, Customer Centricity and Technology teams to shape marketing plans, oversee execution, and ensure alignment with key business objectives. The successful candidate will continuously evaluate opportunities to leverage AI-driven insights, content generation, and workflow automation to improve marketing outcomes and member engagement.

Position Responsibilities:

• Lead the development of data-driven marketing strategies and integrated plans that support business goals.
• Work closely with MarTech and Personalization, Product, Digital Experience, Customer Centricity and Distribution teams, providing strategic recommendations.
• Develop and manage high-quality omni-channel marketing plans, ensuring messaging consistency, and brand alignment while delivering against KPIs and business outcomes.
• Lead campaign planning, timelines, and prioritization across multiple initiatives and cross-functional teams.
• Project manage multiple marketing programs concurrently, ensuring milestones, deliverables, and expectations are met.
• Guide internal and external creative teams (including agency partners) to develop innovative marketing concepts, campaigns, and digital assets.
• Partner with measurement and insights teams to develop and maintain reporting frameworks that evaluate campaign performance, identify optimization opportunities, and measure business impact. Present results, key insights, and recommendations to senior stakeholders and cross-functional partners.
• Champion best practices in digital marketing
• Identify opportunities to improve processes, workflows, and operational effectiveness within the marketing team leveraging Generative AI solutions.

Required Qualifications:

• University or college degree in marketing, communications, media, or related field.
• 8-10+ years of marketing experience . Proven experience developing and leading digital marketing strategies and campaigns.
• Strong understanding of digital media, content strategy, and online marketing best practices.
• Strong analytical skills with the ability to measure and optimize campaigns using insights and data. Experience with A/B testing, campaign optimization, and performance metrics.
• Exceptional writing and editing abilities, with a talent for simplifying complex concepts into compelling marketing narratives.
• Experience with MarTech tools (e.g., Salesforce Marketing Cloud, Adobe Customer Data Platform, Adobe Analytics, Voice dashboards, PowerBI).
• Proficiency with Microsoft Office Suite (PowerPoint, Word, Excel, Teams) and project management tools (e.g., Workfront, Smartsheet).
• Experience in Group Benefits, healthcare, or related industries is highly valued.

Preferred Qualifications:

• Bilingualism (English and French) is an asset. If the successful candidate is in Québec, proficiency in both languages will be required to support clients from various provinces outside of Quebec.

When you join our team:

We'll empower you to learn and grow the career you want.

We'll recog