Head of Brand Marketing, Hong Kong & Macau

General Description:

We are seeking a forward-thinking brand leader who sees the opportunity to redefine how insurance marketing is done and has the vision, creativity, and drive to make it happen.

The Head of Brand Marketing, Hong Kong & Macau is a leadership role reporting to the Chief Marketing Officer, Hong Kong & Macau. This role is responsible for shaping and executing a bold, customer-led brand strategy that drives measurable business growth, strengthens market leadership, and enhances customer engagement across Hong Kong and Macau.

Responsibilities:

1. Brand Strategy, Activation & Integrated Campaigns

• Lead the development and execution of a holistic brand strategy that strengthens brand equity and delivers against brand and commercial KPIs.
• Localize Manulife’s global brand platform into relevant, differentiated, and culturally resonant narratives for Hong Kong and Macau.
• Drive integrated marketing campaigns (ATL, digital, social, partnerships, offline activations) that deliver measurable business outcomes and support measurable lead generation, customer engagement, and retention.
• Translate business priorities into compelling creative platforms and breakthrough campaign ideas that resonate with priority segments, including MCV (Mainland Chinese Visitor) segment.
• Champion brand activation excellence across all customer touchpoints, ensuring consistency, distinctiveness, and impact in both physical and digital environments.
• Own and evolve the social media strategy and content ecosystem, driving social share of voice, brand relevance, and positive brand sentiment.
• Leverage data, analytics, and social listening to drive engagement, virality, and community growth. Collaborate with Regional teams on co-branding and cross-market initiatives.

2. Community Investment & Sponsorship Strategy

• Define and lead the community investment strategy aligned with brand purpose and long-term reputation building.
• Identify and secure high-impact sponsorships and partnerships that enhance brand relevance and connection with target audiences.
• Ensure all partnerships and sponsorships are integrated into broader brand storytelling and activation strategies, delivering measurable KPI.

3. Team Leadership & Capability Building

• Build, lead, and inspire a high-performing brand marketing team, fostering a culture of creativity, agility, and accountability.
• Set clear directions, priorities, and performance standards, ensuring strong alignment with business goals.
• Develop team capabilities in modern marketing disciplines, including digital, social, content, customer insights, and AI-driven marketing.
• Champion test-and-learn culture, encouraging innovation, experimentation, and continuous improvement.
• Effectively manage agency partners and external collaborators to deliver best-in-class creative and execution.

4. Cross-functional Leadership & Governance

• Act as a strategic partner to Distribution, Product, Health, L&C, and other business units to ensure marketing initiatives are aligned, customer-centric, compliant, and commercially impactful.
• Drive end-to-end integration across marketing functions (Growth, Platform, CX and Strategy), breaking silos to maximize efficiency and effectiveness.
• Establish and uphold brand governance frameworks, ensuring consistency across all touchpoints and channels.

5. Measurement, Insights & Optimization

• Define and track robust KPIs across brand health, campaign effectiveness, and commercial impact.
• Leverage advanced analytics, customer insights, and AI tools to inform strategy and optimize performance.
• Translate data into clear, actionable insights for senior leadership and continuous business improvement.

Knowledge/Skills/Competencies/Education:

• Bachelor’s degree in Marketing, Business, or a related discipline
• Minimum 15 years of progressive experience in brand and marketing leadership roles, with a strong track record in delivering impactful integrated campaigns
• Experience in insurance or financial services strongly preferred
• Deep understanding of customer segmentation, targeting, positioning, and MCV customer behaviors
• Strong knowledge of modern marketing, digital ecosystems, and AI applications in marketing and customer engagement
• Demonstrated leadership and team management experience, with the ability to inspire and develop high-performing teams
• Strong stakeholder management and influencing skills, with comfort working across senior levels of the organization
• Strategic thinker with strong commercial acumen, able to connect brand investments directly to business outcomes
• Highly collaborative, adaptable, and results-driven

This Position Description is intended to describe the general nature and level of the work being performed by employees in this job. It is not intended to be a complete list of all responsibilities, duties and skills required for this job classification.

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