We are looking for a senior marketing leader who is passionate about building brands that truly matter—not because they are flashy, but because they show up in some of the most important moments in customers’ lives.
This role is for someone who believes that insurance doesn’t have to be boring; that creativity and reliability are not trade-offs; and that even highly regulated industries can deliver powerful, human-centered brand experiences when led with courage and clarity.
As the Head of Brand, Content, and Digital, you will lead Manulife Philippines’ largest and most influential marketing function. You will be accountable for shaping our brand ambition, modernizing our content and digital ecosystem, and demonstrating that great storytelling, customer obsession, and commercial impact can—and should—coexist.
You will operate at the intersection of brand strategy, content, digital performance, and distribution enablement, working closely with distribution, product, analytics, and regional teams. Your work will directly influence brand equity, customer acquisition, and long-term business growth.
Leaders from FMCG, telecommunications, e-commerce, digital platforms, media, or agency backgrounds are strongly encouraged to apply—even if you have not previously worked in the insurance industry.
Define and evolve Manulife Philippines’ brand strategy, positioning, and narrative in line with global brand ambition and local market truths.
Act as the country brand owner and decision authority, setting a high bar for creative excellence and consistency across all channels.
Translate brand strategy into integrated, high‑impact campaigns that drive awareness, consideration, and preference.
Monitor brand health metrics and convert insight into decisive action. Accountable for customer insight, segmentation and needs-based understanding,
Accountable for campaigns and initiatives effectiveness at a company level. Report ROI, brand return and growth contribution to senior leadership.
Link brand and marketing strategy to overall business strategy and growth priorities, and be the voice of brand in cross-functional and senior leadership forums
Content, Social & Community Leadership
Own the end‑to‑end content ecosystem—from strategy and planning to production, distribution, governance, and optimization, including the integration of AI‑enabled content generation and automation to improve speed, scale, and consistency.
Build always‑on content and social programs that are culturally relevant, emotionally resonant, and customer‑first, leveraging technology and analytics to adapt content dynamically across audiences and contexts.
Champion modular content, personalization, and test‑and‑learn approaches, such as the responsible use of AI to accelerate content variant creation and optimization.
Ensure content drives both brand storytelling and full‑funnel performance.
Own the strategic oversight and business outcomes of paid digital and performance marketing across platforms (social, display, search, video), operating through an in-house performance marketing agency responsible for execution, while maintaining accountability for quality, efficiency, and ROI.
Integrate brand, content, and performance marketing into one connected system—breaking down traditional silos.
Partner with analytics teams to institutionalize experimentation, optimization, and data‑driven decision‑making.
Collaborate with in-house performance marketing agency to drive media performance, governance, and innovation.
Lead marketing activation for Manulife’s distribution channels, translating brand and proposition strategies into compelling tools, content, and experiences.
Build strong partnerships with Distribution leaders to ensure alignment, adoption, and shared success metrics.
Enable agents and partners to become confident brand ambassadors while ensuring brand and regulatory compliance.
Set the strategic direction for brand activations, strategic partnerships, and sponsorships that meaningfully build brand equity.
Oversee Corporate Social Responsibility and Impact Agenda initiatives, ensuring alignment with brand purpose and community relevance.
Ensure activations deliver measurable brand and business outcomes, supported by disciplined evaluation and learning.
Ownership of brand governance in a regulated environment and proactive leadership in compliance for content, digital, social and partner marketing.
Oversight of third-party risk across agencies, ambassadors, freelancers, etc.
Lead, coach, and develop a high‑performing team of senior subject matter experts, fostering ownership, collaboration, and accountability.
Set priorities, ways of working, and resource allocation across the Brand, Content, and Digital organization.
Own significant marketing budgets, agency rosters, and vendor relationships with strong governance and commercial discipline.
Act as a senior marketing leader in the organization, influencing at the enterprise level.
10+ years of progressive marketing experience, with strong breadth across brand, digital, content, and campaign leadership. At least 2 years in a senior people leadership role, leading multiple senior specialists or managers.
Experience working in complex, matrixed organizations with multiple stakeholders.
Budget & Vendor Management: Experienced in budget management, financial reporting, and coordinating with vendors to ensure cost-effective and seamless execution.
Analytical & Strategic Thinking: Exceptional ability to measure, report, and optimize campaign performance against KPIs and ROI, with a proactive and results-driven mindset.
Communication & Collaboration: Excellent interpersonal and communication skills to work effectively with internal teams, external partners, and creative agencies.
Innovation & Continuous Improvement: Demonstrates initiative, creativity, and a passion for marketing innovation and strategic communications.
Preferred Qualifications:
Proven experience in FMCG, Telco, e‑commerce, platforms, media, or creative/digital agencies is highly preferred.
Insurance experience is a plus but not required.
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 hr@manulife.com.
Working Arrangement