Brand Lead — Marketing & Communications

Manulife group; Jakarta Pusat; Hybrid; IDR 446,400,000 - 781,200,000; Full time

Job summary

Manulife Indonesia is seeking a Brand Lead to steer end-to-end brand strategy and execution across agency, bancassurance, and Syariah channels. You will shape who we are and why we matter, translating it into integrated campaigns, content ecosystems and high-impact activations.

You will lead a Brand team, ensure consistency and regulatory compliance (POJK), leverage consumer insights, and partner with GTM, Product, and Distribution to align launches with business priorities.

Qualifications

• Bachelor’s degree with 7–10 years in Brand Marketing, Integrated Marketing, or Communications (insurance/financial services preferred)
• Proven track record in leading large-scale brand campaigns and content ecosystems
• Strong understanding of paid, owned, and earned media integration
• Experience working across Agency and Bancassurance channels
• Strong stakeholder management and cross-functional collaboration skills
• Deep understanding of brand building + commercial impact balance

Responsibilities

• Define and evolve brand strategy, positioning, and narrative aligned with business priorities.
• Develop clear brand architecture, messaging pillars, and value propositions across core segments.
• Lead the development and execution of integrated brand campaigns across paid, owned, and earned channels.
• Oversee end-to-end content strategy including always-on, hero campaigns, and thought leadership.
• Act as the guardian of brand standards across all customer touchpoints.
• Ensure adherence to brand guidelines, tone of voice, and regulatory compliance.
• Drive consumer insights and brand analytics to inform strategy.
• Partner closely with GTM, Product, Distribution, and Growth teams.
• Ensure brand alignment across all product launches and campaigns.
• Establish Brand as a center of excellence and drive internal alignment and advocacy.
• Lead and develop a high-performing Brand team.
• Ensure all communications are clear, fair, and compliant with POJK regulations.

Skills

Brand marketing

Integrated marketing

Stakeholder management

Cross-functional collaboration

Paid/owned/earned media integration

Bahasa Indonesia copywriting

Sponsorships management

Education

Bachelor’s degree

Job description

Brand lead – Marketing & Communications will Lead the end-to-end brand strategy and execution for Manulife Indonesia, ensuring a consistent, differentiated, and customer-centric brand presence across all touchpoints.

This role owns the Brand pillar within Marketing — shaping the “who we are and why we matter”, and translating it into integrated brand campaigns, content ecosystems, and high-impact activations that support business priorities across Agency, Bancassurance, and Syariah.

Position Responsibilities:

1. Brand Strategy & Positioning

• Define and continuously evolve the brand strategy, positioning, and narrative aligned with business priorities.
• Develop clear brand architecture, messaging pillars, and value propositions across core segments.

2. Integrated Brand Campaigns & Content Ecosystem

• Lead the development and execution of integrated brand campaigns across paid, owned, and earned channels.
• Oversee end-to-end content strategy including always-on, hero campaigns, and thought leadership.

3. Brand Governance & Consistency

• Act as the guardian of brand standards across all customer touchpoints.
• Ensure adherence to brand guidelines, tone of voice, and regulatory compliance.

4. Customer Insights & Brand Effectiveness

• Drive consumer insights and brand analytics to inform strategy.
• Track brand health metrics including awareness, consideration, and sentiment.

5. Cross-functional Collaboration & GTM Integration

• Partner closely with GTM, Product, Distribution, and Growth teams.
• Ensure brand alignment across all product launches and campaigns.

6. Internal Brand Champion & Culture Builder

• Establish Brand as a center of excellence and drive internal alignment and advocacy.

7. Team Leadership & Capability Building

• Lead and develop a high-performing Brand team.

8. Compliance & Consumer Duty

• Ensure all communications are clear, fair, and compliant with POJK regulations.

Required Qualifications:

• Bachelor’s degree with 7–10 years of experience in Brand Marketing, Integrated Marketing, or Communications (insurance/financial services preferred)
• Proven track record in leading large-scale brand campaigns and content ecosystems
• Strong understanding of paid, owned, and earned media integration
• Experience working across Agency and Bancassurance channels
• Strong stakeholder management and cross-functional collaboration skills
• Deep understanding of brand building + commercial impact balance Qualifications

Preferred Qualifications:

• Experience managing sponsorships, partnerships, and community marketing initiatives
• Familiarity with Indonesia regulatory environment (POJK)
• Strong Bahasa Indonesia copywriting and storytelling capability
• Exposure to data-driven marketing and customer segmentation frameworks

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.

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].

Working Arrangement

Hybrid