Manager, Growth & Commercial Activation, Vitality

Responsibilities

• Develop and maintain the commercial activation strategy for the Vitality portfolio.
• Translate Vitality business priorities into clear and actionable market activation plans.
• Define target audiences, objectives, value propositions, positioning, messaging, channels, activation approaches, and measures of success.
• Develop differentiated commercial activation approaches based on advisor segment, firm, distribution model, and market opportunity.
• Partner closely with Traditional and Entrepreneurial Sales leaders to develop channel-specific activation strategies that reflect advisor needs, market opportunities, and business priorities.
• Develop integrated go-to-market plans for priority initiatives, including advisor engagement, marketing, communications, digital activation, launch sequencing, and performance measurement.
• Leverage advisor, market, competitive, and performance insights to identify opportunities, improve engagement, and optimize commercial activation strategies.
• Lead cross-functional planning across Sales, Marketing, Product, Operations, Technology, and other business partners to ensure successful delivery of go-to-market initiatives.
• Develop and maintain the annual Vitality go-to-market roadmap and commercial calendar, ensuring activities are appropriately prioritized, sequenced, and aligned to business objectives.
• Determine the role of events and advisor engagement activities within broader activation plans and ensure they support defined commercial outcomes.

Requirements

• 5+ years of experience in commercial activation strategy, marketing, product management, sales enablement, business development, or related commercial roles.
• 3+ years of experience leading cross-functional initiatives involving multiple stakeholders and business functions.
• Experience developing and executing integrated commercial activation strategies, activation plans, or growth initiatives that drive measurable business outcomes.
• Strong analytical skills with experience using advisor, customer, market, sales, or performance data to inform decisions and recommendations.
• Proven ability to influence stakeholders and drive alignment across multiple teams in a matrixed organization.
• Excellent communication, presentation, relationship-management, and problem-solving skills.
• University degree in Business, Marketing, Commerce, Communications, Economics, or a related discipline.

Preferred

• Experience within insurance, financial services, health engagement, loyalty, wellness, or customer engagement businesses.
• Experience supporting advisor, distribution, broker, or channel-based growth strategies.
• Strong understanding of customer segmentation, value proposition development, positioning, advisor engagement, and market activation.
• Experience working across Sales, Marketing, Product, and Digital teams to bring new initiatives to market.
• Experience developing business cases, growth strategies, commercial plans, or customer engagement programs.
• MBA, Master's degree, or relevant professional designation.
• 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.

Benefits

• 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.
• The role being advertised is an existing vacancy.
• 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.