Senior Growth Marketing Manager – Onboarding, Retention & Expansion

Manulife; Toronto; Hybrid; CAD 86,000 - 156,000; Full time

Job summary

A leading insurance provider is seeking a Senior Marketing Manager to drive customer retention and expansion strategies. The ideal candidate will have over 10 years of marketing experience, expertise in digital and traditional channels, and strong analytical skills. This role requires significant strategic leadership in marketing initiatives, supported by a creative team. A flexible hybrid working environment is offered, along with a salary range of $86,250 - $155,250 CAD.

Benefits

Health and dental benefits

Short and long-term disability insurance

Retirement savings plans

Qualifications

• 10+ years of progressive marketing experience, with a focus on customer retention.
• Expertise in digital and traditional marketing channels.
• Strong analytical skills with experience in advanced reporting.

Responsibilities

• Lead strategies for customer retention and expansion.
• Design and execute multi-channel marketing campaigns.
• Analyze campaign performance and optimize strategies.

Skills

Customer retention

Digital marketing

Stakeholder management

Data-driven strategy

Analytical skills

Education

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

MBA preferred

Tools

CRM platforms

Marketing automation tools

Job description

Overview

Manulife is a leading provider of tailored insurance solutions, driven by our innovative Affinity Marketing Team. We are seeking an experienced and results-driven Senior Marketing Manager to lead strategies that deepen customer relationships, drive retention, and unlock expansion opportunities. This role combines strategic vision with hands-on execution, ensuring that our marketing initiatives deliver measurable impact on customer lifetime value and overall revenue goals.

Strategic Leadership & Planning

• Demonstrate an ownership mindset by taking full responsibility for outcomes, balancing strategic vision with practical execution to drive sustainable growth.

• Define and lead the retention and expansion marketing strategy aligned with business objectives and customer needs.

• Develop long-term marketing plans and frameworks to enhance customer loyalty, reduce churn, and increase cross-sell/upsell opportunities.

• Represent marketing in executive meetings, delivering performance insights and strategic recommendations.

• Monitor industry trends, competitive activity, and emerging technologies to inform strategy.

• Partner with cross-functional teams to grow and optimize post-purchase strategies to improve KPIs such as activation, retention, and multi-product penetration.

Campaign Development & Execution

• Design and execute multi-channel campaigns (email, web, direct mail, content, etc.) focused on retention and expansion.

• Develop and implement strategic frameworks and roadmaps for customer lifecycle initiatives.

• Collaborate closely with various internal segment teams, as well as inter-department partners to execute strategic growth initiatives.

• Leverage customer segmentation and behavioral insights to deliver the right message at the right time.

• Align marketing efforts with sales objectives to ensure that campaigns, content, and messaging resonate with prospects and enhance all consumer communications.

• Lead and serve as the primary marketing point of contact for a high-impact Group Benefits cross-sell program, ensuring alignment and seamless execution across Group and Affinity leadership, account and customer support teams, the Canada Segment Data Office, and Salesforce stakeholders.

• Oversee lifecycle communication strategy and campaign readiness, ensuring all data logic, research inputs, and stakeholder approvals are secured prior to launch to drive performance and customer engagement.

Performance Measurement & Optimization

• Establish KPIs and measurement frameworks for retention and expansion initiatives.

• Analyze campaign performance and related KPIs, multi-product penetration, retention and churn rates to optimize strategies.

• Identify the most efficient and impactful opportunities through constant testing and optimization, improving engagement and conversion metrics.

• Manage the retention & expansion marketing budget, ensuring accuracy, while efficiently allocating and reforecasting funds for maximum ROI/ROAS and strategic impact.

• Own the design and execution of customer research initiatives, including surveys, onboarding feedback, and Voice of Customer programs, in partnership with cross-functional teams to generate actionable insights, inform strategic frameworks, and drive optimizations that enhance customer experience and improve NPS.

• Identify and address gaps in retention reporting to enhance data accuracy and insights.

• Provide recommendations for communication strategies and segmentation, leveraging insights from business performance, LTV, and ROI.

Team & Cross-Functional Leadership

• Oversee a lean, high-performing team of marketing professionals, providing strategic direction, mentorship, and performance management, fostering a culture of innovation and accountability.

• Collaborate with senior leaders across marketing, sales, analytics, and product to make data-driven optimizations to address marketing challenges affecting business goals and improve customer lifetime value.

• Foster strong cross-functional relationships, managing multiple stakeholders towards common goals and ensuring projects are delivered with executional excellence.

Required Qualifications

• 10+ years of progressive marketing experience, with a strong focus on customer retention, loyalty, and customer lifecycle management in the insurance or financial industry.

• Expertise in digital and traditional marketing channels, CRM platforms, marketing automation tools, and email journey production.

• Bachelor’s degree in Marketing, Business, or related field; MBA preferred.

Preferred Qualifications

• Demonstrated success in leading and managing high-performing marketing teams.

• Proven ability to develop and execute data-driven marketing strategies that drive measurable business outcomes.

• Strong analytical skills with experience in advanced reporting and performance optimization.

• Exceptional communication and stakeholder management skills, with experience influencing at senior levels.

• Strong business acumen with a demonstrated ability to align customer retention and expansion strategies with strategic roadmaps and overall marketing and sales strategy.

• Ability to thrive in a fast-paced, matrixed environment and manage multiple priorities.

• Comfortable navigating fragmented and disparate data sources.

• Deep analytical expertise and robust understanding of marketing and business functions.

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 more than just words.

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

Acerca de Manulife y John Hancock

Manulife Financial Corporation es un importante proveedor internacional de servicios financieros que ayuda a las personas a tomar decisiones de una manera más fácil y a vivir mejor. Para obtener más información acerca de nosotros, visite http://www.manulife.com.

Manulife es un empleador que ofrece igualdad de oportunidades

En Manulife/John Hancock, valoramos nuestra diversidad. Nos esforzamos por atraer, formar y retener una fuerza laboral tan diversa como los clientes a los que prestamos servicios, y para fomentar un entorno laboral inclusivo en el que se aprovechen las fortalezas de las culturas y las personas. Estamos comprometidos con la equidad en las contrataciones, la retención de talento, el ascenso y la remuneración, y administramos todas nuestras prácticas y programas sin discriminación por motivos de raza, ascendencia, lugar de origen, color, origen étnico, ciudadanía, religión o creencias religiosas, credo, sexo (incluyendo el embarazo y las afecciones relacionadas con este), orientación sexual, características genéticas, condición de veterano, identidad de género, expresión de género, edad, estado civil, estatus familiar, discapacidad, o cualquier otro aspecto protegido por la ley vigente.

Nuestra prioridad es eliminar las barreras para garantizar la igualdad de acceso al empleo. Un representante de Recursos Humanos trabajará con los solicitantes que requieran una adaptación razonable durante el proceso de solicitud. Toda la información que se haya compartido durante el proceso de solicitud de adaptación se almacenará y utilizará de manera congruente con las leyes y las políticas de Manulife/John Hancock correspondientes. Para solicitar una adaptación razonable en el proceso de solicitud, envíenos un mensaje a [e-mail].

Referenced Salary Location

Toronto, Ontario

Modalidades de Trabajo

Híbrido

Salary range is expected to be between

$86,250.00 CAD - $155,250.00 CAD

Si se está postulando para este puesto fuera de la ubicación principal, póngase en contacto con [e-mail] para conocer el rango salarial de su ubicación. El salario real variará según las condiciones locales del mercado, la geografía y los factores relacionados con el trabajo pertinentes, como conocimiento, habilidades, calificaciones, experiencia y educación/capacitación. Los empleados también tienen la oportunidad de participar en programas de incentivos y obtener una compensación de incentivos vinculada al desempeño comercial e individual.

Manulife ofrece a los empleados aptos una amplia variedad de beneficios personalizables, entre ellos, beneficios de salud, odontológicos, de salud mental, oftalmológicos, por discapacidad a corto y a largo plazo, cobertura de seguro de vida y por muerte accidental y desmembramiento, adopción/subrogación y bienestar, y planes de ahorro para la jubilación (incluidos planes de pensiones y un plan mundial de propiedad de acciones con contribuciones equivalentes del empleador) y recursos de asesoramiento y educación financiera. Nuestro generoso programa de tiempo libre remunerado en Canadá incluye feriados, vacaciones, días personales y días por enfermedad, y ofrecemos la gama completa de ausencia laboral reglamentaria. Si se está postulando para este puesto en los EE. UU., póngase en contacto con [e-mail] para obtener más información sobre las disposiciones relativas al tiempo libre remunerado específicas de EE. UU.