{"id":3382506,"url":"https://alion.io/job/manulife-director-brand-2","title":"Director, Brand","company":{"id":6650,"name":"Manulife","domain":"manulife.com","url":"https://alion.io/company/manulife","size_band":"1001-5000","is_staffing_agency":false,"employer_type":"direct","is_intermediary":false,"listed_via":null,"ats_vendor":"Workday","truth_index":{"grade":"A","score":92,"open_postings":96,"ghost_share":0.01,"stale_share":0.24,"repost_share":0.125,"time_to_fill_p50_days":27,"computed_at":"2026-10-31T05:58:55Z"}},"role":"Marketing","role_family":"Marketing","seniority":"head","employment_type":"full_time","work_mode":"on_site","remote_scope":null,"remote_scope_basis":null,"remote_working_hours":null,"hiring_geo_confidence":"structured","locations":["Toronto, Canada","Waterloo, Canada","Halifax, Canada","Montreal, Canada"],"countries":["CA"],"hiring_countries":[],"hiring_countries_total":0,"salary":null,"salary_estimate":{"min_usd":79000,"max_usd":141000,"period":"year","method":"role_seniority_country_remote_cell","sample_n":51},"experience_years_min":7,"visa_sponsorship":false,"relocation_package":false,"has_equity":false,"technologies":[],"status":"live","first_seen_at":"2026-10-27T00:00:00Z","employer_posted_date":"2026-10-27","last_verified_at":"2026-10-31T22:22:17Z","board_verified":true,"closed_at":null,"days_open":5,"trust":{"level":"ok","repost_count":null,"flags":[],"days_open":5},"description":"Reporting to the AVP, Brand, Marketing Strategy & Operations, the Director, Brand is a key leadership role within the Manulife Canada Segment marketing team. The Director will lead the execution of integrated campaigns that bring our brand to life through bold ideas, standout creative and meaningful customer experiences, strengthening Manulife's position as a leader in longevity.\nThis role sits at the intersection of strategy, creativity and execution. You'll work across a wide network of internal teams and external partners to deliver high-impact campaigns across paid, owned and earned channels. You will oversee content and creative development, media delivery, agency and vendor relationships, and the operational frameworks that enable the work. You're a brand champion who holds the line on quality and consistency while bringing the curiosity, conviction and fresh thinking needed to move the brand forward in meaningful ways.\nPosition Responsibilities:\nCampaign Strategy\nLead the end-to-end execution of integrated, segment-wide brand campaigns focused on building awareness, consideration and shifting brand perception.\nTranslate brand and business strategy into clear campaign plans, ensuring work is audience-led, channel-connected and designed to drive meaningful business outcomes.\nCollaborate closely with cross-functional partners, including Digital, Communications, Customer Care and business lines, to deliver campaigns that are on-strategy, on-time and on-budget.\nOversee campaign planning, production, delivery and in-market optimization, proactively identifying risks, dependencies and opportunities.\nContribute to a real-time marketing approach that is continuously optimized based on data, cultural context and audience insights.\nContent and Creative Oversight\nLead the end-to-end creative and content process for the Canada Segment, from brief and concept development through production and final delivery.\nOversee internal and external creative assets to ensure output is strategically grounded, creatively excellent, audience-relevant and brand compliant.\nProvide clear, constructive creative direction that strengthens ideas and raises the quality of the work.\nChampion a high standard of storytelling that is human, emotionally resonant and tailored to target audiences across consumer and intermediary channels.\nPartner with Digital, SEO and content teams to evolve content for emerging discovery behaviours, including generative engine optimization (GEO), helping strengthen Manulife’s visibility and authority within AI-powered search experiences.\nMedia Leadership\nLead the development and execution of integrated media campaigns in partnership with internal media stakeholders and external media agency partners.\nEnsure media strategies, channel plans and investment recommendations are aligned to campaign objectives, priority audiences and the customer journey.\nOversee campaign trafficking, launch readiness, in-market performance and optimization, ensuring creative and media work together effectively.\nPartner with analytics, research and agency teams to assess media performance, identify insights and improve effectiveness over time.\nAgency and Vendor Relationships\nManage day-to-day relationships with creative, production and media agency partners, vendors and contractors.\nEnsure partners are well-briefed, aligned to brand and business objectives, and consistently delivering high-quality work on time and within budget.\nSupport in overall agency coordination, scope and budget management, and the ongoing evaluation of partner performance.\nBuild productive, accountable partnerships that encourage strong collaboration, proactive thinking and creative ambition.\nBrand Governance\nOwn and uphold brand standards across Canada Segment marketing touchpoints.\nAct as a steward of the Manulife brand, ensuring alignment with Global Brand guidelines while reflecting the distinct needs of the Canadian market.\nDevelop and maintain brand governance frameworks, tools and education that enable cross-functional teams to represent the brand with confidence and consistency.\nAct as the primary business owner for brand intellectual property, partnering closely with the IP team to manage, protect and govern trademarks, brand assets and usage rights across the organization.\nPerformance and Measurement\nTrack and report on brand, media and campaign performance against defined KPIs and scorecards.\nWork with Digital Analytics, Research and Insights teams and external research partners to evaluate creative, media and campaign effectiveness, drawing on data to optimize delivery.\nTranslate performance data into clear insights and recommendations for senior stakeholders.\nContinually assess what is working and drive informed pivots when needed.\nEmbracing Change and Innovation\nBring bold thinking, curiosity and creative ambition to the work, sparking new ideas that move the brand forward in meaningful ways.\nChampion a culture of curiosity, experimentation and continuous improvement within the brand function.\nActively explore and integrate new ways of working that improve efficiency, creativity and brand impact.\nPeople Leadership\nInspire, coach and develop direct report, fostering a culture of accountability, collaboration and continuous improvement.\nEstablish clear performance standards and provide regular formal and informal feedback.\nModel inclusive leadership behaviours and actively support team growth and engagement.\nWhat We’re Looking For\nThis is a cross-functional leadership role requiring strong collaboration skills internally across business lines, the Canada Segment and global teams, and externally with creative, production and media agency partners and vendors. The ideal candidate brings creative conviction, strategic thinking and operational discipline, with the energy to turn ideas into high-quality work. They're a bold thinker who challenges convention constructively, sparks new ideas and brings genuine passion and commitment to advancing the brand. They're also a trusted, empathetic leader who earns confidence across the organization and consistently delivers work that makes an impact.\nRequired Qualifications\nUndergraduate degree required; MBA or Master's degree preferred\nMinimum 7 years of progressive experience in marketing and/or business management\nDemonstrated experience leading integrated brand campaigns from planning through execution and optimization\nStrong experience in brand management, creative and content oversight, and media campaign delivery\nProven track record of leading and developing teams in a fast-paced, matrixed environment\nExperience managing creative, production and media agency partners, vendors, scopes and budgets\nAbility to influence senior stakeholders and navigate complex cross-functional environments\nPreferred Qualifications\nFamiliarity with localization or translation functions is an asset\nFinancial services experience is an asset\nBilingualism (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.\nCore Competencies\nCampaign Leadership: Ability to translate strategy into integrated plans and drive high-quality execution across channels.\nBrand Stewardship: Deep commitment to brand integrity and a sharp eye for consistency across every touchpoint.\nCreative Leadership: Ability to inspire and elevate creative work, balancing bold ideas with strategic discipline.\nMedia Acumen: Strong understanding of paid media strategy, channel planning, campaign delivery and optimization.\nExecution Excellence: Strong project management instincts with the ability to manage multiple priorities and drive work forward efficiently.\nCollaborative Influence: Skilled at building relationships and aligning stakeholders in a complex, cross-functional organization.\nPeople Leadership: Genuine commitment to coaching, developing and engaging team members.\nAnalytical Thinking: Comfortable working with data and insights to inform decisions and optimize performance.\nCommunication: Clear, confident communicator with strong presentation and storytelling skills.\n AI and Innovation Mindset: Curious about and actively engaged with emerging technologies and changing customer discovery behaviours, including AI-powered marketing tools and generative engine optimization (GEO), using them to drive smarter, faster and more discoverable brand experiences.\nWhen you join our team:\nAs part of our global team, we'll support you in shaping the future you want to see.\nWe'll empower you to learn and grow the career you want.\nWe'll recognize and support you in a flexible environment where well-being and inclusion are more than just words.\nThe role being advertised is an existing vacancy.\nAbout Manulife and John Hancock\nManulife 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.\nManulife is an Equal Opportunity Employer\nAt 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.\nIt 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 .\nReferenced Salary Location\nToronto, OntarioWorking Arrangement\nHybridSalary range is expected to be between\n$125,100.00 CAD - $175,100.00 CADEmployees 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  for the salary range for your location.\nManulife 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  for more information about U.S.-specific paid time off provisions.\nWe 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. 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