Own the US brand strategy, advise senior leaders on positioning, and drive cross-functional execution of integrated campaigns while ensuring brand consistency and governance.

Own and evolve the US brand strategy aligned with enterprise standards
Advise senior leaders on brand positioning and narrative
Drive cross-functional alignment for brand initiatives and measure performance

Job Description

Responsibilities

Own and evolve the US brand strategy, ensuring alignment with enterprise standards, business objectives, and long-term brand health
Act as a strategic advisor to senior leaders on brand positioning and narrative
Lead the development and execution of integrated brand campaigns, providing direction to internal teams, agencies, and partners without formal authority
Ensure brand consistency across all channels, platforms, and customer touchpoints while serving as a brand steward and ambassador of brand values, voice, and identity
Partner with cross-functional teams and stakeholders to drive alignment and effective execution of brand initiatives across the organization
Define, track, and interpret brand performance metrics and KPIs, translating insights into actionable, data-driven recommendations
Collaborate with marketing research teams to conduct market and competitive analysis that informs brand strategy, opportunities, and growth areas

Requirements

Bachelor’s degree in marketing, communications, or a related field
10+ years of progressive experience in brand strategy, marketing, or agency environments
Demonstrated experience operating at a senior individual contributor level, influencing outcomes across functions
Strong experience developing and presenting strategic recommendations to senior leaders
Proven ability to manage complex initiatives with multiple stakeholders

Preferred

Strategic thinking & Brand acumen
Influencing without authority
Data‑driven decision making
Executive communication & storytelling
Collaboration & stakeholder partnership
Creative judgment & problem solving

Benefits

Manulife/John Hancock 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/401(k) savings plans and a global share ownership plan with employer matching contributions) and financial education and counseling resources. Our generous paid time off program in the U.S. includes up to 11 paid holidays, 3 personal days, 150 hours of vacation, and 40 hours of sick time (or more where required by law) each year, and we offer the full range of statutory leaves of absence.

Manulife

3.9 Glassdoor

Manulife is a leading international financial services group that helps people make their decisions easier and lives better. With our global headquarters in Toronto, we operate as Manulife across our offices in Canada, Asia, and Europe, and primarily as John Hancock in the United States. We have more than 40,000 employees, over 116,000 agents serving ~34 million customers worldwide, and over $1.3 trillion in assets under management and administration.Visit www.Manulife.com to find out more.For Manulife terms of use, please visit http://bit.ly/SM_Terms

Toronto, Ontario, CAN

33K employees (1,008 in marketing)

www.manulife.com

76% recommend to a friend

86% CEO approval

Traffic Signals

Monthly Visitors

1.6M

Traffic Source Mix

18.2%

Direct

59.1%

Referral

18.6%

Social

3.3%

Paid

0.7%

Headcount Trend

Current headcount: ~33.3K

Marketing Team

Marketing Team Size

775 (2% of company)

Marketing Roles Posted (Last 30 Days)

Funding

Total Funding

$3.3B

Last Raise

$1B

Post IPO Debt, 3 months ago

Funding History

Dec 2025
Post IPO Debt • $1B
Jun 2024
Post IPO Debt • $363.5M
Mar 2023
Post IPO Debt • $1.2B

Recent News

M3 and Manulife partner to expand broker insurance toolbox

Oct 29, 2025 • Mortgage Professional America

Manulife Mortgage Rates

Oct 28, 2025 • NerdWallet

Manulife Announces Sponsorship of The Hinton Lectures™ on AI Safety

Oct 22, 2025 • PR Newswire

Responsibilities

Own and evolve the US brand strategy, ensuring alignment with enterprise standards, business objectives, and long-term brand health
Act as a strategic advisor to senior leaders on brand positioning and narrative
Lead the development and execution of integrated brand campaigns, providing direction to internal teams, agencies, and partners without formal authority
Ensure brand consistency across all channels, platforms, and customer touchpoints while serving as a brand steward and ambassador of brand values, voice, and identity
Partner with cross-functional teams and stakeholders to drive alignment and effective execution of brand initiatives across the organization
Define, track, and interpret brand performance metrics and KPIs, translating insights into actionable, data-driven recommendations
Collaborate with marketing research teams to conduct market and competitive analysis that informs brand strategy, opportunities, and growth areas

Requirements

Bachelor’s degree in marketing, communications, or a related field
10+ years of progressive experience in brand strategy, marketing, or agency environments
Demonstrated experience operating at a senior individual contributor level, influencing outcomes across functions
Strong experience developing and presenting strategic recommendations to senior leaders
Proven ability to manage complex initiatives with multiple stakeholders

Preferred

Strategic thinking & Brand acumen
Influencing without authority
Data‑driven decision making
Executive communication & storytelling
Collaboration & stakeholder partnership
Creative judgment & problem solving

Benefits

Manulife/John Hancock 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/401(k) savings plans and a global share ownership plan with employer matching contributions) and financial education and counseling resources. Our generous paid time off program in the U.S. includes up to 11 paid holidays, 3 personal days, 150 hours of vacation, and 40 hours of sick time (or more where required by law) each year, and we offer the full range of statutory leaves of absence.