Manager, Affinity Advisor Marketing

We’re looking for an outgoing, passionate, results-driven Marketing Manager to join the Manulife Insurance Marketing team in support of the Affinity Advisor channel. We're building deeper relationships with advisors, and distribution partners through data-driven marketing, innovative media strategies, and engaging content that drives growth across health and dental, travel, and specialty insurance solutions.

The Marketing Manager, Affinity Advisor, will be responsible for developing and executing strategic marketing programs supporting the roll-out of key initiatives, including customer acquisition, cross-sell, retention, digital adoption, and partner growth. We work closely with business, product, sales, analytics, and agency partners to deliver measurable business impact and exceptional customer experiences.

As the Marketing Manager, Affinity Advisor, you will lead, plan, execute, and optimize omni-channel marketing programs that support Manulife's Affinity business in Canada, including Health & Dental Insurance, Travel Insurance, and partner-based insurance solutions. You will drive acquisition, retention, and loyalty while helping to grow sales across advisor, and partner distribution channels. This includes supporting key customer segments such as retirees, self-employed Canadians, families, travellers, and individuals transitioning from group benefits coverage.

We're looking for a strategic marketer who brings innovative thinking, excels at collaboration, and thrives in a fast-paced environment. An effective communicator and relationship builder, you can navigate complex stakeholder groups while inspiring teams to deliver exceptional results.

Position Responsibilities:

Leadership & Collaboration

• Proven experience delivering impact and business results with a track record of developing and executing strategies to deliver both short-term and long-term results.

• Effectively establish and manage relationships across marketing, product, sales, customer experience, analytics, and external agency partners.

• Lead cross-functional teams to deliver integrated marketing programs on time, on budget, and aligned to business objectives.

• Collaborate closely with partner organizations and distribution teams to identify new growth opportunities.
• Champion a culture of innovation, experimentation, and continuous improvement.
• Communicate and present effectively to stakeholders at all levels of the organization.
• Adapt quickly to evolving business priorities, market conditions, and customer needs.
• Lead and develop a team of marketing and communications professionals focused on delivering growth and exceptional customer experiences.

Business Acumen

• In-depth experience with digital, direct, analytical marketing and funnel optimization, with a strong understanding of what drives return on marketing investment.
• Proven track record successfully driving marketing efficiency, delivering marketing KPIs and achieving business results.

Marketing Planning & Activation

• Lead end-to-end marketing planning from ideation to strategies and initiatives that drive business results, to execution.
• Work collaboratively with cross functional and agency partners to develop & implement omni-channel, fully integrated marketing programs in support of business objectives.

Measurement & Budgeting

• Work with business teams to ensure clear understanding of financial targets and build into marketing planning process.
• Own and manage marketing budget & monthly forecasting.
• Work with Digital Reporting, Campaign Management & Media Agency to measure campaign effectiveness, while optimizing performance in real time.

Required Qualifications

• Minimum 8 years progressive marketing experience, with strong digital, direct & social marketing background.
• Post-secondary education and demonstrated business acumen.
• In-depth experience with digital, direct and analytical marketing and funnel optimization; in high-growth environments (financial services industry knowledge is an asset, but not a requirement).
• Strong understanding of what drives return on marketing investment.
• Track record and proven results driving marketing efficiency, success and media & direct marketing optimization.
• Ability to translate the benefits of products into simple and intuitive propositions that demonstrate customer value.
• Ability to understand and leverage the consumer and translate insights into high-impact marketing activities.
• Strategic Marketing: Marketing anchored in business strategy driving to best in class Marketing.
• Analytical capability working with Research & Insights; Advanced Analytics; HCD and Finance.
• Strong organizational, planning and project management skills with a proven ability to autonomously manage concurrent projects; and effectively manage internal and external relationships, within a fast-paced environment
• Strong judgment, consulting, negotiating, influencing and collaboration skills.
• Excellent communications and interpersonal skills with the ability to build relationships, maintain professionalism and foster collaboration and buy-in from key stakeholders.
• Highly motivated, proactive self-starter with strong sense of urgency.

Preferred Qualifications:

• Bilingualism (English and French) is an asset. If the successful candidate is in Québec, proficiency in both languages will be required to support clients from various provinces outside of Quebec.

When you join our team:

• As part of our global team, we’ll support you in shaping the future you want to see.
• 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.

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 hr@manulife.com.

Referenced Salary Location

Salary range is expected to be between

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 hr@manulife.com for the salary range for your location.

Manulife 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 and a global share ownership plan with employer matching contributions) and financial education and counseling resources. Our generous paid time off program in Canada includes holidays, vacation, personal, and sick days, and we offer the full range of statutory leaves of absence. If you are applying for this role in the U.S., please contact hr@manulife.com for more information about U.S.-specific paid time off provisions.

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.

About Us

We're Manulife. And we’re on a mission to make decisions easier and lives better.

Better is what drives us. It’s what inspires us to find new ways to support customers and colleagues in living longer and healthier lives. It’s the reason we’re dedicated to investing in digital innovation and industry-leading AI, and accelerating a sustainable and economically inclusive future.

Joining us means you’ll be empowered to learn and grow your career. We’ll recognize and support you in a flexible environment where well-being and inclusion are more than just words. And as part of our global team, you’ll help shape the future you want to see – and discover that better can take you anywhere you want to go.

We’re proud of our accomplishments and recognition. Recent awards include:

• 2026 Gallup Exceptional Workplace Award Winner
• Manulife Named one of Forbes World’s Best Employers 2025
• Financial Times World’s Best Employers Asia-Pacific 2026
• We’ve been recognized as one of Canada’s Top 100 Employers 2026
• #1 Life Insurer for AI Maturity by Evident 2026

Our ambition is to be the number one choice for customers. Learn more at https://www.manulife.com/.