Bilingual Social Media Specialist

Reporting to the Director of Content, Brand, the Social Media Specialist is a key member of Manulife Canada\'s Brand team. The role manages and advances Manulife Canada\'s organic social media content stream, bringing our "One Manulife" story to life through relevant, engaging content across priority channels.

This role involves both strategic planning and execution; the social media specialist liaises with marketing leads across business lines to plan our social media calendar, develops creative social-first content programs, and identifies new ways to bring Manulife\'s expertise and leadership perspectives to multiple audience segments. The role works closely with Communications, creative teams, executives, and internal and external business partners, and uses performance insights to strengthen content and results.

Position Responsibilities

Social Media Planning and Management

Manage the development and execution of Manulife Canada\'s organic social media strategy.

Lead editorial planning across our Manulife Canada social channels, balancing brand, business, audience, and reputational priorities.

Develop the social content calendar and ensure content is timely, relevant, and aligned with brand standards.

Provide guidance and recommendations to internal partners on social content, channels, formats, and best practices.

Social Content Development and Innovation

Develop creative social-first content programs and multimedia formats, including video, that strengthen Manulife Canada\'s presence on priority channels, bring its expertise and perspectives to different audiences, and extend its social reach.

Identify opportunities to engage leaders, employees, and other internal partners in strengthening Manulife\'s social presence.

Monitor emerging platform and content trends, and identify opportunities to test and scale new approaches.

Content Production and Collaboration

Work with writers, designers, videographers, agencies, and internal partners to develop high-quality social content.

Guide content from concept through briefing, production, approval, publishing, and optimization.

Ensure social content is clear, engaging, accessible, and appropriate for the platform and intended audience.

Look for opportunities to integrate AI tools that allow for efficiencies in workflows.

Work with optimization teams to ensure discoverability of social content.

Performance and Governance

Use audience and performance insights to strengthen content planning and channel effectiveness.

Establish measures of success and provide clear reporting on performance, opportunities, and recommendations.

Maintain effective workflows, governance, and approval processes in collaboration with Brand, Communications, Legal, and Compliance partners.

Support response planning with community management team.

Collaborate with internal teams to optimize content and maximize paid opportunities

Required Qualifications

• Three to five years of experience in social media, content marketing, communications, or a related field.


• Bilingualism in English and French is required, with strong written and verbal communication skills in both languages.


• Experience managing organic social media programs and developing content for corporate or consumer audiences.


• Strong editorial judgment and the ability to translate complex topics into clear, engaging social content.


• Demonstrated creativity and experience developing new content concepts, formats, or programs.


• Strong knowledge of social platforms, audience behaviour, and evolving content practices, particularly on LinkedIn.


• Familiarity with GEO principles and best practices


• Experience working with senior leaders, cross-functional partners, agencies, and creative teams.


• Strong project management and organizational skills, with the ability to manage multiple priorities and deadlines.


• Experience using performance insights to guide content decisions and improve results.


• High attention to detail and an understanding of content governance in a regulated environment.


• Fully bilingual (French/English): The successful candidate will be required to communicate in English and French in order to support clients from various jurisdictions outside of Quebec.

Preferred Qualifications

• Experience in financial services, insurance, health, or another regulated industry.


• Experience developing executive social content or video programming.


• Familiarity with social media management tools such as Hootsuite, as well as social listening and analytics tools, and AI-enabled content tools.

This job description does not represent a comprehensive listing of job duties that are required of the employee performing this role. We reserve the right to change duties or assign additional duties at any time with or without notice.

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\'l