General Description:
Manulife’s regional marketing team is accountable for how we market Manulife across Asia, with the objective of impacting core earnings and NBV by driving the right value of intermediary KPIs. The role reports into the Chief Marketing Officer, Asia, who reports into the Asia CEO & the Global CMO. The Head of Brand, Content & Sponsorships role sits alongside the following heads of: Advanced Analytics, Experience & Transformation and Growth Marketing. The regional marketing team is made up of several core marketing skills: branding, content, design, customer experience, insights, analytics, AI, growth marketing, partnerships. The Brand, Content & Sponsorships team are responsible for brand activation, governance and creative lead; Content & Content Strategy; and Community Investments in Asia
This position is responsible for driving long-term, sustained growth by building and strengthening the Manulife brand; enabling local markets to deliver effective marketing initiatives in line with our global brand strategy; using content to drive deeper engagement and up-sell / cross-sell opportunities; and designing a best-in-class brand experience leveraging content and creative design.
Responsibilities:
Brand
- Drive initiatives that amplify the brand and associated brand KPIs to support the growth of the business in Asia.
- Regional brand governance – enable and ensure alignment with our global brand strategy.
- Enable markets to go to market effectively and efficiently, working closely with them in the planning of their overall marketing activity.
- Ensure alignment of our sponsorship initiatives to our brand strategy and business objectives. Identify regional sponsorship opportunities.
- Establish the optimal marketing agency structure to support local markets.
Content
- Create and activate our regional content strategy to drive engagement with the objective of improving up-sell and cross-sell.
- Drive a robust approach to the creation and delivery of content across our platforms, including our agency force.
- Ensure the brand is brought to life through content marketing, with a view to deepening engagement with customers and driving greater up-sell and cross-sell.
Sponsorships & Community Investments
- Responsible for leveraging Manulife’s sponsorships and community investment principles and providing holistic brand experiences for our stakeholders in the communities we operate in
- Drive the utilisation of our Global assets to activate the distributors & employee’s efforts on Sponsorships, partnerships and community presences.
Accountabilities:
Individual Accountabilities:
- Brand | Regional brand governance.
- Brand | Be the champion of the brand in Asia and represent the region in the global context, ensuring that the Asia voice is heard in the development of new initiatives and programmes.
- Content | Regional content strategy.
- Sponsorships | Regional governance – sign-off for all sponsorships, based upon global pillars.
Key Shared Accountabilities:
- Brand | Improvement in our brand KPIs.
- Content | Content production.
- Content | Up-sell and cross-sell KPIs.
- Sponsorships | Delivery of key brand messages through these sponsorships.
Knowledge/Skills/Competencies/Education:
- Minimum 15 years’ experience in brand, marketing, advertising roles, either within agency and/or as a company’s brand leader. Insurance experience and/or Asia experience preferential providing you can still challenge and think beyond the category norms.
- Comfortable with all areas of the marketing mix including brand strategy, creative, production, media planning and buying, performance marketing, research, sponsorship, content.
- Proven leadership skills and experience.
- Highly developed communication, influencing and relationship skills, capable of working at all levels of an organisation.
- A natural collaborator.
- Results driven, and equally comfortable working with creative and numbers.
- Customer-oriented.
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.
This Position Description is intended to describe the general nature and level of the work being performed by employees in this job. It is not intended to be a complete list of all responsibilities, duties and skills required for this job classification.
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 recruitment@manulife.com.
Working Arrangement
Hybrid