Growth & Engagement Specialist (Leads, Marketing Automation & Customer Engagement)

Growth & Engagement Specialist (Leads, Marketing Automation & Customer Engagement) is responsible for developing and executing targeted digital marketing strategies to generate high-quality acquisition leads across paid, owned, and social media channels, while nurturing prospects to support customer base expansion.

The role works closely with Distribution Channel (Agency), Analytics, local Brand Campaign team, and GPMSS Regional Office to support cross-sell and up-sell programs for existing customers, manage digital campaign implementation and marketing technology systems, monitor digital media placement, and analyze performance data to optimize lead acquisition, conversion, and overall marketing effectiveness.

Position Responsibilities:

Strategy and Growth Development:

• Design and implement data-driven growth strategies to acquire, engage, and retain customers across various channels.
• Identify growth opportunities through market research and competitive analysis.
• Explore cross-sell and upsell opportunities with distribution channels, including agencies.

Performance Marketing:

• Manage and optimize digital marketing efforts across various channels, such as paid advertising, email marketing, banner/display, and social media, to drive measurable results in lead acquisition initiatives.
• Utilize A/B testing and analytics to refine ad performance and marketing strategies.
• Work closely with the Distribution Channel (Agency & Banca) and Analytics team to support cross-sell and up-sell programs to existing customer leads.

Targeting and Content Collaboration:

• Identify target audience segments and develop tailored messaging and offers to attract and convert qualified leads.
• Collaborate with the marketing team to create compelling content and assets that support lead generation efforts.

Analytics and Reporting:

• Monitor key performance indicators (KPIs) to measure campaign effectiveness and ROI.
• Analyze campaign performance data to identify trends, insights, and opportunities for optimization.
• Provide actionable recommendations and insights to stakeholders to guide strategic decisions and ensure continuous improvement.

Marketing Automation:

• Design and manage automated workflows and campaigns to nurture leads and drive conversions.
• Integrate marketing automation tools with CRM systems to streamline processes and improve efficiency.

Email Marketing Strategy:

• Develop and execute comprehensive email marketing campaigns to enhance customer engagement and retention.
• Segment email lists based on customer behavior and demographics to deliver personalized content.

CRM Management:

• Oversee the CRM system to ensure accurate customer data and optimize customer journeys.
• Implement strategies for customer segmentation, targeting, and lifecycle

Social Media Support

• Support social media content planning, asset coordination, and day-to-day execution to strengthen brand visibility, engagement, and campaign amplification.
• Coordinate with internal teams to ensure social media content is relevant, timely, and aligned with brand and campaign objectives.
• Encourage employee advocacy and support brand ambassador initiatives through social media activities.

Required Qualifications:

• Bachelor’s degree in marketing, Digital Marketing, or related field.
• Proven experience in digital lead acquisition, digital marketing, or related roles.
• Strong analytical & technical skills in data management, excel and analytics.
• Experience in overseeing lead distribution and managing data validation to drive informed decision-making.
• Ability to collaborate with cross-functional teams, regional team & external parties.
• Proficiency in creating reports and leading process improvements.
• Excellent communication and leadership skills to drive team discussions and initiatives.

Preferred Qualifications:

• Experience managing sponsorships, partnerships, and community marketing initiatives

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 [email protected].

Working Arrangement