Director, Brand

Reporting to the AVP, Brand, Marketing Strategy & Operations, the Director, Brand is a key leadership role within the Manulife Canada Segment marketing team. The Director will lead the execution of integrated campaigns that bring our brand to life through bold ideas, standout creative and meaningful customer experiences, strengthening Manulife's position as a leader in longevity.
This role sits at the intersection of strategy, creativity and execution. You'll work across a wide network of internal teams and external partners to deliver high-impact campaigns across paid, owned and earned channels. You will oversee content and creative development, media delivery, agency and vendor relationships, and the operational frameworks that enable the work. You're a brand champion who holds the line on quality and consistency while bringing the curiosity, conviction and fresh thinking needed to move the brand forward in meaningful ways.
Position Responsibilities:
Lead the end-to-end execution of integrated, segment-wide brand campaigns focused on building awareness, consideration and shifting brand perception.
Translate brand and business strategy into clear campaign plans, ensuring work is audience-led, channel-connected and designed to drive meaningful business outcomes.
Collaborate closely with cross-functional partners, including Digital, Communications, Customer Care and business lines, to deliver campaigns that are on-strategy, on-time and on-budget.
Oversee campaign planning, production, delivery and in-market optimization, proactively identifying risks, dependencies and opportunities.
Contribute to a real-time marketing approach that is continuously optimized based on data, cultural context and audience insights.
Content and Creative Oversight
Lead the end-to-end creative and content process for the Canada Segment, from brief and concept development through production and final delivery.
Oversee internal and external creative assets to ensure output is strategically grounded, creatively excellent, audience-relevant and brand compliant.
Provide clear, constructive creative direction that strengthens ideas and raises the quality of the work.
Champion a high standard of storytelling that is human, emotionally resonant and tailored to target audiences across consumer and intermediary channels.
Partner with Digital, SEO and content teams to evolve content for emerging discovery behaviours, including generative engine optimization (GEO), helping strengthen Manulife’s visibility and authority within AI-powered search experiences.
Lead the development and execution of integrated media campaigns in partnership with internal media stakeholders and external media agency partners.
Ensure media strategies, channel plans and investment recommendations are aligned to campaign objectives, priority audiences and the customer journey.
Oversee campaign trafficking, launch readiness, in-market performance and optimization, ensuring creative and media work together effectively.
Partner with analytics, research and agency teams to assess media performance, identify insights and improve effectiveness over time.
Agency and Vendor Relationships
Manage day-to-day relationships with creative, production and media agency partners, vendors and contractors.
Ensure partners are well-briefed, aligned to brand and business objectives, and consistently delivering high-quality work on time and within budget.
Support in overall agency coordination, scope and budget management, and the ongoing evaluation of partner performance.
Build productive, accountable partnerships that encourage strong collaboration, proactive thinking and creative ambition.
Brand Governance
Own and uphold brand standards across Canada Segment marketing touchpoints.
Act as a steward of the Manulife brand, ensuring alignment with Global Brand guidelines while reflecting the distinct needs of the Canadian market.
Develop and maintain brand governance frameworks, tools and education that enable cross-functional teams to represent the brand with confidence and consistency.
Act as the primary business owner for brand intellectual property, partnering closely with the IP team to manage, protect and govern trademarks, brand assets and usage rights across the organization.
Performance and Measurement
Track and report on brand, media and campaign performance against defined KPIs and scorecards.
Work with Digital Analytics, Research and Insights teams and external research partners to evaluate creative, media and campaign effectiveness, drawing on data to optimize delivery.
Translate performance data into clear insights and recommendations for senior stakeholders.
Continually assess what is working and drive informed pivots when needed.
Embracing Change and Innovation
Bring bold thinking, curiosity and creative ambition to the work, sparking new ideas that move the brand forward in meaningful ways.
Champion a culture of curiosity, experimentation and continuous improvement within the brand function.
Actively explore and integrate new ways of working that improve efficiency, creativity and brand impact.
Inspire, coach and develop direct report, fostering a culture of accountability, collaboration and continuous improvement.
Establish clear performance standards and provide regular formal and informal feedback.
Model inclusive leadership behaviours and actively support team growth and engagement.
People Leadership
Inspire, coach and develop direct report, fostering a culture of accountability, collaboration and continuous improvement.
Establish clear performance standards and provide regular formal and informal feedback.
Model inclusive leadership behaviours and actively support team growth and engagement.
When you join our team:
As part of our global team, we'll support you in shaping the future you want to see.
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.
#LI-Hybrid
The role being advertised is an existing vacancy.
Referenced Salary Location
Toronto, Ontario
Working Arrangement
Salary range is expected to be between
$125,100.00 CAD - $175,100.00 CAD
Reporting to the AVP, Brand, Marketing Strategy & Operations, the Director, Brand is a key leadership role within the Manulife Canada Segment marketing team. The Director will lead the execution of integrated campaigns that bring our brand to life through bold ideas, standout creative and meaningful customer experiences, strengthening Manulife's position as a leader in longevity.
This role sits at the intersection of strategy, creativity and execution. You'll work across a wide network of internal teams and external partners to deliver high-impact campaigns across paid, owned and earned channels. You will oversee content and creative development, media delivery, agency and vendor relationships, and the operational frameworks that enable the work. You're a brand champion who holds the line on quality and consistency while bringing the curiosity, conviction and fresh thinking needed to move the brand forward in meaningful ways.
Position Responsibilities:
Lead the end-to-end execution of integrated, segment-wide brand campaigns focused on building awareness, consideration and shifting brand perception.
Translate brand and business strategy into clear campaign plans, ensuring work is audience-led, channel-connected and designed to drive meaningful business outcomes.
Collaborate closely with cross-functional partners, including Digital, Communications, Customer Care and business lines, to deliver campaigns that are on-strategy, on-time and on-budget.
Oversee campaign planning, production, delivery and in-market optimization, proactively identifying risks, dependencies and opportunities.
Contribute to a real-time marketing approach that is continuously optimized based on data, cultural context and audience insights.
Content and Creative Oversight
Lead the end-to-end creative and content process for the Canada Segment, from brief and concept development through production and final delivery.
Oversee internal and external creative assets to ensure output is strategically grounded, creatively excellent, audience-relevant and brand compliant.
Provide clear, constructive creative direction that strengthens ideas and raises the quality of the work.
Champion a high standard of storytelling that is human, emotionally resonant and tailored to target audiences across consumer and intermediary channels.
Partner with Digital, SEO and content teams to evolve content for emerging discovery behaviours, including generative engine optimization (GEO), helping strengthen Manulife’s visibility and authority within AI-powered search experiences.
Media Leadership
Lead the development and execution of integrated media campaigns in partnership with internal media stakeholders and external media agency partners.
Ensure media strategies, channel plans and investment recommendations are aligned to campaign objectives, priority audiences and the customer journey.
Oversee campaign trafficking, launch readiness, in-market performance and optimization, ensuring creative and media work together effectively.
Partner with analytics, research and agency teams to assess media performance, identify insights and improve effectiveness over time.
Agency and Vendor Relationships
Manage day-to-day relationships with creative, production and media agency partners, vendors and contractors.
Ensure partners are well-briefed, aligned to brand and business objectives, and consistently delivering high-quality work on time and within budget.
Support in overall agency coordination, scope and budget management, and the ongoing evaluation of partner performance.
Build productive, accountable partnerships that encourage strong collaboration, proactive thinking and creative ambition.
Brand Governance
Own and uphold brand standards across Canada Segment marketing touchpoints.
Act as a steward of the Manulife brand, ensuring alignment with Global Brand guidelines while reflecting the distinct needs of the Canadian market.
Develop and maintain brand governance frameworks, tools and education that enable cross-functional teams to represent the brand with confidence and consistency.
Act as the primary business owner for brand intellectual property, partnering closely with the IP team to manage, protect and govern trademarks, brand assets and usage rights across the organization.
Performance and Measurement
Track and report on brand, media and campaign performance against defined KPIs and scorecards.
Work with Digital Analytics, Research and Insights teams and external research partners to evaluate creative, media and campaign effectiveness, drawing on data to optimize delivery.
Translate performance data into clear insights and recommendations for senior stakeholders.
Continually assess what is working and drive informed pivots when needed.
Embracing Change and Innovation
Bring bold thinking, curiosity and creative ambition to the work, sparking new ideas that move the brand forward in meaningful ways.
Champion a culture of curiosity, experimentation and continuous improvement within the brand function.
Actively explore and integrate new ways of working that improve efficiency, creativity and brand impact.
People Leadership
Inspire, coach and develop direct report, fostering a culture of accountability, collaboration and continuous improvement.
Establish clear performance standards and provide regular formal and informal feedback.
Model inclusive leadership behaviours and actively support team growth and engagement.
When you join our team:
As part of our global team, we'll support you in shaping the future you want to see.
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.
#LI-Hybrid
The role being advertised is an existing vacancy.
マニュライフとジョン・ハンコックについて
マニュライフ・ファイナンシャル・コーポレーションは、「あなたの未来に、わかりやすさを」を提供する、国際的な大手金融サービスプロバイダーです。当社について詳しくは、 lをご覧ください。
マニュライフは機会均等を是とする雇用主です
マニュライフ/ジョン・ハンコックでは、多様性を受け入れます。私たちは、サービス提供先であるお客さまと同様に、多様な人材を引きつけ、育成し、定着させ、文化や個人の力を受け入れる包括的な職場環境を促進するよう努めています。当社は公正な採用、定着、昇進、報酬に努めています。当社のすべての慣行およびプログラムは、人種、祖先、出身地、肌の色、民族的出自、市民権、宗教または宗教的信念、信条、性別（妊娠および妊娠関連の状態を含む）、性的指向、遺伝的特徴、退役軍人としての地位、性自認、性に関する表明、年齢、婚姻状況、家族状況、障害、または適用法で保護されるその他の要因に対する一切の差別を行うことなく管理されます。
雇用への平等なアクセスを提供するために、障壁を取り除くことが当社の優先事項です。人事担当者は、応募者が応募プロセス中に合理的配慮を要求する場合に協力します。配慮要求のプロセス中に共有されるすべての情報は、適用される法律およびマニュライフ/ジョン・ハンコックのポリシーに準拠した方法で保存および使用されます。申請プロセスにおいて合理的配慮を要求するには、 View email address on ca.hrm.tc までご連絡をお願いします。
Referenced Salary Location
Toronto, Ontario
Working Arrangement
ハイブリッド勤務
Salary range is expected to be between
$125,100.00 CAD - $175,100.00 CAD
Employees also have the opportunity to participate incentive programs and earn incentive compensation tied to business and individual performance. The actual salary will vary depending on local market conditions, geography and relevant job-related factors such as knowledge, skills, qualifications, experience, and education/training. If you are applying for this role outside of the primary location, please contact View email address on ca.hrm.tc for the salary range for your location.
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 View email address on ca.hrm.tc for more information about U.S.-specific paid time off provisions.
We use data and analytics technologies, such as artificial intelligence (AI), and automated processing tools, to analyze and process the information you provide to us or third parties in the application process. For more information, please refer to our personal information collection statement.
We believe that embracing inclusion is the key to creating a stronger, more resilient organization. It's not just a value - it's a strategic advantage that sets us apart.
#J-18808-Ljbffr