We are seeking a highly experienced and strategic Senior Director, Brand Marketing to lead the brand function and elevate our market presence. This role is accountable for driving the development and execution of an integrated brand strategy that supports our business and brand goals. The Senior Director will own and execute proposition campaign activation, brand marketing initiatives, sponsorships, social media and MCV channel communications, community investment strategy, and cross‑functional alignment across the organisation.
The ideal candidate is a forward‑thinking and creative brand leader with strong strategic instincts, deep marketing expertise, exceptional stakeholder management capabilities, and a proven track record of delivering results in a complex matrix environment. The role reports to the Head of Brand Marketing, Customer Engagement & Partnerships.
Position Responsibilities:
1. Brand Strategy & Leadership
Lead the development, refinement, and execution of a holistic brand strategy to strengthen brand equity and support long‑term business objectives.
Oversee brand positioning, value proposition, messaging frameworks, and brand governance.
Identify emerging market opportunities, evolving customer needs, and cultural trends to guide strategic brand decisions.
2. Proposition Campaign Activation, Sponsorship & Brand Marketing
Drive integrated campaign planning and execution for product and proposition launches across paid, owned, and earned channels.
Oversee sponsorship strategy, evaluation, negotiation, and activation to enhance brand visibility and strengthen key partnerships.
Ensure creative excellence and high‑impact storytelling aligned with brand direction.
Partner with agencies, internal teams, and cross‑functional stakeholders to deliver seamless campaign rollouts.
Oversee budget management, performance tracking, and optimisation of brand initiatives.
3. Social Media & MCV Channel Leadership
Lead strategy, content planning, and performance management across all social media platforms to drive engagement, brand affinity, and community growth.
Oversee MCV channel communications, ensuring alignment of positioning, messaging, and customer experience.
Establish a data‑driven, insights‑led content strategy and performance measurement framework.
4. Community Investment Strategy & Activation
Develop and lead the company’s community investment strategy, focusing on initiatives that reinforce brand purpose and social impact.
Build partnerships with NGOs, community organisations, and external stakeholders to maximise visibility, engagement, and societal contribution.
Oversee end‑to‑end activation, storytelling, governance, and reporting of community initiatives.
5. Media Strategy & Governance
Oversee media planning, buying, and optimisation to maximise media performance and elevate brand reach and resonance.
Evaluate new media opportunities, platforms, and innovations to enhance brand effectiveness.
6. Cross‑functional Collaboration
Build strong partnerships across Distribution, Product, Health, L&C, and other business units.
Translate business objectives into impactful brand and marketing strategies that drive commercial and customer outcomes.
Align on priorities, messaging, and execution timelines to ensure cohesive and effective delivery.
7. Global & Regional Alignment
Collaborate with global and regional brand, marketing, and communications teams to ensure local strategies, campaigns, and communication materials align with global brand standards and guidelines.
Represent the market in global/regional discussions, workstreams, and governance forums.
Required Qualifications:
Bachelor’s degree in Marketing, Communications, Business, or a related discipline.
15+ years of relevant brand marketing experience, preferably within financial services, insurance or other consumer‑facing industries.
Demonstrated experience leading brand strategy, integrated marketing campaigns, and high‑impact brand initiatives.
Strong leadership capabilities with experience managing teams and a proven ability to influence stakeholders cross functions
Exceptional communication, presentation, and strategic storytelling skills in both written and spoken English and Chinese
Innovative, data‑driven, and passionate about building brands that connect meaningfully with people.
When you join our team:
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