Digital Marketing Automation, Specialist

Manulife; Boston (MA); Hybrid; USD 73,000 - 122,000; Full time

Benefits offered by this job

Hybrid work arrangement

Job summary

Manulife’s John Hancock unit seeks a Digital Marketing Automation Specialist to execute and optimize product and brand campaigns through scalable, data‑driven automation, with a focus on long‑term care and broader customer engagement.

You will partner with Product Marketing, Brand, Analytics, AI, and Technology to deliver reliable, measurable outcomes across Marketo and Salesforce, shaping personalized journeys and compliant email experiences.

Qualifications

• 3–5 years of experience in marketing automation, marketing operations, or digital marketing, with hands‑on campaign build and execution.
• Hands‑on experience with Marketo including workflows, segmentation, and triggers.
• Experience with Salesforce integrations or CRM‑connected marketing programs and data governance.

Responsibilities

• Execute, test, deploy, and maintain automated product and brand marketing campaigns and journeys across email and digital channels.
• Support audience activation and personalization using customer attributes and signals via Marketo, Adobe CDP inputs, and related systems.
• Configure and troubleshoot enterprise marketing platforms (Marketo, related tools) and support integrations with CRM and data feeds.
• Deliver campaign performance reporting and partner with analytics to optimize based on data-driven insights.

Skills

Marketing automation

Campaign management

Data-driven marketing

Analytical skills

Cross-functional collaboration

Regulated environments

Tools

Marketo

Salesforce

Adobe CDP

Adobe Analytics

Adobe Experience Platform

Job description

John Hancock is seeking a Digital Marketing Automation, Specialist to execute and optimize product and brand marketing through scalable, data‑driven automation. This role supports the translation of marketing strategy into high‑quality campaigns, personalized journeys, and automated digital experiences, with a focus on supporting high‑priority business initiatives, including our long‑term care line of business and broader customer engagement strategy.

Partnering closely with Product Marketing, Brand, Analytics, AI, and Technology teams, this role will deliver reliable execution, measurable outcomes, and personalized activation across enterprise platforms. The role requires strong technical acumen, disciplined operational thinking, and a strategic, creative eye for email design and customer experience, with hands‑on expertise in platforms such as Marketo.

Why this role matters:

This role supports the delivery of consistent, compliant, and personalized email‑led and digital communications at scale—advancing John Hancock’s marketing capabilities while maintaining strong performance measurement and operational rigor.

Position Responsibilities

Campaign Execution, Journeys & Personalization

• Execute the build, testing, deployment, and maintenance of automated product and brand marketing campaigns and journeys across email and digital channels, translating marketing requirements into workflows, segmentation, triggers, and dynamic content

• Support audience activation and personalization using customer attributes and behavioral signals via Adobe Marketo, partnering with data and technology teams to leverage Adobe CDP, data lake inputs, and upstream systems; execute rule‑based and dynamic personalization and support testing and optimization

Marketing Automation Platforms & Integrations

• Support day-to-day operations and administration of enterprise marketing automation platforms following defined standards and guidance, including configuration, QA, troubleshooting, and best-practice application across tools such as Marketo and related marketing enablement platforms

• Partner with Technology and MarTech teams to support integrations between marketing platforms, CRM (Salesforce), and related data feeds to ensure reliable data flow, audience readiness, and campaign execution

Measurement, Reporting & Optimization

• Deliver and maintain campaign‑level reporting across delivery, engagement, and outcome metrics, with a focus on email and customer journey performance

• Partner with Analytics to validate measurement logic, identify performance trends, and recommend data‑driven optimization opportunities

Operational Excellence & Collaboration

• Ensure campaigns adhere to established standards for naming, documentation, QA, privacy, compliance, and measurement while collaborating cross‑functionally to contribute to reusable assets and continuous capability improvement

• Stay current on industry trends and best‑in‑class campaign and email experiences, sharing insights and recommendations, while demonstrating strong project and time management skills across multiple priorities

Required Qualifications

• 3–5 years of experience in marketing automation, marketing operations, or digital marketing, with hands‑on, end‑to‑end campaign build and execution experience

• Hands‑on experience with the Adobe Marketo marketing automation platform, including behavior‑based workflows, segmentation, and triggered automation

• Experience supporting Salesforce integrations or CRM‑connected marketing programs, with familiarity in database hygiene and data governance best practices

• Strong analytical skills with experience in campaign reporting, metrics, and performance analysis, including A/B testing and continuous optimization

• Comfort working in regulated or complex environments, with strong attention to detail, process, and compliance

• Ability to translate marketing needs into technical execution and clearly communicate across marketing, analytics, and technology teams

• Comfort operating with ambiguity, proactively driving progress while balancing multiple stakeholder needs

Preferred Qualifications

• Experience with additional Adobe products, including Adobe Experience Platform (AEP/CDP), Adobe Journey Optimizer (AJO), Adobe Target, and Adobe Analytics

• Exposure to personalization, lifecycle marketing, and customer journey orchestration

• Familiarity with insurance or financial services marketing, particularly product‑driven or regulated campaigns, including experience supporting health or long‑term care‑related customer communications

• Experience leveraging AI‑enabled capabilities to support personalization, optimization, or operational efficiencies

• Working knowledge of APIs, HTML, CSS, and/or Velocity scripting is a plus

• Adobe or Marketo certifications, or demonstrated interest in pursuing certification

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

The role being advertised is an existing vacancy.

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

Boston, Massachusetts

Working Arrangement

Hybrid

Salary range is expected to be between

$73,350.00 USD - $122,250.00 USD

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

Manulife/John Hancock 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/401(k) savings plans and a global share ownership plan with employer matching contributions) and financial education and counseling resources. Our generous paid time off program in the U.S. includes up to 11 paid holidays, 3 personal days, 150 hours of vacation, and 40 hours of sick time (or more where required by law) each year, and we offer the full range of statutory leaves of absence.

We use data and analytics technologies, such as artificial intelligence (AI), and automated processing tools, to analyze and process the information you provide to us or third parties in the application process. For more information, please refer to our personal information collection statement.

Know Your Rights I Family & Medical Leave I Employee Polygraph Protection I Right to Work I E-Verify

Company: John Hancock Life Insurance Company (U.S.A.)