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:

Campaign Strategy

• •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.

What We’re Looking For

This is a cross-functional leadership role requiring strong collaboration skills internally across business lines, the Canada Segment and global teams, and externally with creative, production and media agency partners and vendors. The ideal candidate brings creative conviction, strategic thinking and operational discipline, with the energy to turn ideas into high-quality work. They're a bold thinker who challenges convention constructively, sparks new ideas and brings genuine passion and commitment to advancing the brand. They're also a trusted, empathetic leader who earns confidence across the organization and consistently delivers work that makes an impact.

Required Qualifications

• •Undergraduate degree required; MBA or Master's degree preferred
• •Minimum 7 years of progressive experience in marketing and/or business management
• •Demonstrated experience leading integrated brand campaigns from planning through execution and optimization
• •Strong experience in brand management, creative and content oversight, and media campaign delivery
• •Proven track record of leading and developing teams in a fast-paced, matrixed environment
• •Experience managing creative, production and media agency partners, vendors, scopes and budgets
• •Ability to influence senior stakeholders and navigate complex cross-functional environments

Preferred Qualifications

• •Familiarity with localization or translation functions is an asset
• •Financial services experience is an asset
• •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.

Core Competencies

• •Campaign Leadership: Ability to translate strategy into integrated plans and drive high-quality execution across channels.
• •Brand Stewardship: Deep commitment to brand integrity and a sharp eye for consistency across every touchpoint.
• •Creative Leadership: Ability to inspire and elevate creative work, balancing bold ideas with strategic discipline.
• •Media Acumen: Strong understanding of paid media strategy, channel planning, campaign delivery and optimization.
• •Execution Excellence: Strong project management instincts with the ability to manage multiple priorities and drive work forward efficiently.
• •Collaborative Influence: Skilled at building relationships and aligning stakeholders in a complex, cross-f