Technical Director, MarTech

Job Description

Responsible for leading a team of managers and specialists supporting the implementation, optimization, and governance of Manulife's marketing technology ecosystem, customer data capabilities, and digital analytics infrastructure for one of Manulife's corporate segments.

This role will partner with Digital Product, Marketing, Customer Experience, Data & Analytics, and Technology teams to develop connected customer experiences powered by audience intelligence, personalization, and automated engagement.

The successful candidate will help define how customer data is collected, unified, activated, and measured across channels while ensuring seamless integration across marketing technologies including Adobe Experience Platform, Adobe Real-Time CDP, Adobe Analytics, CRM platforms, marketing automation solutions, and digital properties.

This leader will own the strategic roadmap for marketing technology enablement, audience activation, data orchestration, and personalization capabilities, ensuring alignment with business objectives, customer needs, and regulatory requirements.

Position Responsibilities:

MarTech Strategy & Personalization Enablement

• Lead the development and execution of personalization and customer data activation capabilities across digital and marketing channels.

• Define and implement scalable personalization frameworks that enable targeted customer experiences across web, mobile, email, paid media, and other digital touchpoints.

• Partner with business stakeholders to identify and prioritize personalization use cases and customer experience opportunities.

• Drive adoption of customer-centric marketing practices through audience intelligence, behavioral targeting, and real-time engagement strategies.

• Support AI-driven marketing initiatives including next-best-action, predictive segmentation, and personalization at scale.

Customer Data Platform & Audience Activation

• Partner with Marketing, Technology, Data & Analytics teams to implement and optimize Adobe Experience Platform and Adobe Real-Time CDP capabilities.

• Define customer data requirements, audience frameworks, identity management strategies, and activation use cases.

• Establish governance processes for audience creation, segmentation, activation, and measurement.

• Lead audience activation initiatives across owned, earned, and paid channels.

• Collaborate with Privacy, Legal, and Compliance teams to ensure customer data activation practices adhere to regulatory and governance requirements.

• Support the evolution of customer profiles, data models, identity stitching, and audience management capabilities.

Marketing Technology Leadership

• Own the integration and optimization of Manulife's marketing technology ecosystem.

• Partner with technical teams to design and implement integrations between Adobe Experience Platform, Adobe Analytics, CRM platforms, customer data sources, marketing automation tools, and digital properties.

• Evaluate emerging MarTech capabilities and provide recommendations for future technology investments.

• Develop and maintain MarTech architecture standards, implementation frameworks, and governance processes.

• Drive platform adoption, capability maturity, and continuous improvement across business units.

Customer Journey & Experience Orchestration

• Partner with Product and Customer Experience teams to map end-to-end customer journeys.

• Identify opportunities to improve customer engagement through connected experiences and personalized communications.

• Enable cross-channel journey orchestration and audience-based activation strategies.

• Support campaign orchestration initiatives that leverage real-time customer signals and behavioral data.

• Collaborate with marketing teams to design customer-centric experiences that improve conversion, engagement, retention, and loyalty.

Analytics, Measurement & Optimization

• Support implementation and governance of digital analytics solutions.

• Define measurement frameworks and KPIs for personalization, audience activation, and customer engagement initiatives.

• Partner with analytics teams to evaluate effectiveness of customer journeys, campaigns, and personalization programs.

• Drive testing and optimization strategies leveraging customer insights and behavioral data.

• Develop reporting frameworks that demonstrate business value generated through MarTech investments and personalization initiatives.

Team Leadership & Capability Development

• Lead and mentor a diverse team of MarTech, analytics, and personalization specialists.

• Build organizational capabilities around customer data, audience activation, and marketing technology.

• Foster innovation and continuous learning across the team.

• Represent Manulife within external industry communities and stay informed of emerging trends and best practices in MarTech and personalization.

Required Qualifications:

• Bachelor's degree in Computer Science, Engineering, Marketing Technology, Data Analytics, Business, or related discipline.

• 8+ years of experience in Marketing Technology, Personalization, Customer Data Platforms, Digital Marketing, Digital Analytics, or Product Management.

• 5+ years leading teams responsible for MarTech platforms, customer data activation, personalization, or digital experience technologies.

• Proven experience delivering enterprise-scale MarTech implementations and customer experience initiatives.

• Strong knowledge of customer data strategy and audience activation frameworks.

• Excellent communication, influence, and presentation skills.

Great to Have

• Strong understanding of customer data platforms (CDPs), personalization technologies, and audience activation strategies.

• Experience implementing customer-centric marketing solutions in large, matrixed, or regulated organizations.

• Deep understanding of customer journey orchestration and cross-channel marketing.

• Ability to translate technical concepts into meaningful business outcomes for non-technical stakeholders.

• Experience leading MarTech implementations and digital transformation initiatives.

• Strong knowledge of identity resolution, customer profiles, audience segmentation, and data governance principles.

• Experience managing technology vendors and cross-functional delivery teams.

• Strong strategic thinking, communication, stakeholder management, and organizational skills.

• Ability to balance technical depth with business outcomes and customer needs.

• Hands-on experience with Adobe Experience Platform (AEP).

• Experience with Adobe Real-Time CDP.

• Experience with Adobe Journey Optimizer (AJO).

• Adobe Analytics expertise.

• Experience building audience segmentation and activation frameworks.

• Experience with customer identity resolution and profile management.

• Experience integrating CRM, CDP, marketing automation, and analytics platforms.

• Knowledge of customer lifecycle marketing and journey orchestration.

• Knowledge of AI-driven personalization and predictive marketing capabilities.

• Experience with Adobe Target, Customer Journey Analytics (CJA), and Adobe Experience Manager (AEM).

• Experience working in Financial Services, Wealth Management, Insurance, or other regulated industries.

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