Hybrid Director, Brand and Marketing Services

at Manulife

• Job title: Director, Brand and Marketing Services
• Job type: Full Time
• Experience level: Lead
• Salary: CA$105,750 - CA$190,350 per year
• Degree requirement: Bachelor's Degree
• Location requirements: Hybrid, Toronto, Canada

About the role

• Director of Brand and Marketing Services for Manulife Wealth & Asset Management driving global brand initiatives. Leading marketing teams and optimizing workflows to enhance brand campaigns.

Responsibilities

• Build Global Manulife Wealth and Asset Management Brand
• Collaborate with marketing colleagues, corporate brand team and agency partners to develop brand strategy and messaging that will resonate with our target wealth and asset management audiences
• Contribute to global Manulife brand approach and strategy working closely with other segments and corporate brand team
• Lead the evolution of our brand strategy as we deploy a new brand architecture and aim to grow awareness, consideration and ultimately conversion / retention with prospective investors, advisors and institutional clients (across Retail, Wealth, Retirement and Institutional audiences)
• Build integrated campaigns across paid, earned and owned channels that connect brand mission/values and business objective(s) with client insights
• Collaborate with internal and external creative and media teams to develop breakthrough campaigns and media strategies that deliver on business objectives
• Research, write and share creative briefs that inspire best-in-class ideas. Briefs will include insights, business objectives and measures of success/critical metrics delivered to creative teams for concept/campaign development
• Guide the development and presentation of creative work and ensure that creative deliverables are "on brief" and "on brand"
• Champion the global brand and manage brand governance
• Manage research, both qualitative and quantitative, to develop and share unique and powerful insights that serve as a foundation for marketing campaigns
• Manage regular brand health and tracking research with third party research firms
• Stay current with latest marketing trends within and outside of the investment industry that can be maximized in the organization
• Collaborate with corporate brand to share insights and leverage enterprise approach.
• Manage global campaign reporting with critical metrics dashboards and budget tracking, ensuring campaign spend is optimized and drives MROI
• Develop strong partnerships with marketing leadership and business leaders, providing regular updates on brand strategy and progress
• Work closely with Advanced Analytics team to continuously refine the mixed media model and develop robust reporting on campaign and initiative attribution analysis
• Partner with corporate brand, corporate communications, marketing colleagues and distribution teams to ensure brand consistency across visual identity, tone of voice and messaging.
• Collaborate with Legal team to ensure brand assets are trademarked and protected. Oversee new requests for additional trademarks across the business.
• Oversee continued evolution of workflow tool and continue to drive enhancements to the process, achieving greater efficiencies and ease of use
• Coach, lead and support team of resource management professionals who prioritize and assign creative tasks
• Coach, lead and support team of proofreaders and translators.
• Work with risk and compliance partners to ensure any potential gaps are addressed with the workflow process
• Help manage prioritization of projects with key stakeholders and marketing partners
• Support a change management effort as new workflow enhancements are implemented

Requirements

• Minimum of 10 years of relevant, progressively senior experience in marketing and building brands within the investment (wealth and asset management) industry
• Extensive marketing experience and background in wealth and asset management
• Result oriented with an ability to multi-task, prioritize multiple initiatives and develop solutions where blueprints may not exist
• Proven ability to lead and inspire people, both within and beyond area of accountability
• Strong business insight with the skills for strategic, critical and analytical thinking
• Superior communication skills, both verbal and written
• Exceptional storyteller with the ability to develop highly effective strategy and communication presentations
• Strong emotional intelligence and proven ability to navigate complex matrix structures with all levels of seniority
• Deep understanding of campaign measurement and optimization, using advanced media mix models and other analytical models
• Extensive experience leading integrated brand building campaigns with proven track record of increasing brand awareness and consideration
• Proven experience building highly effective content strategies that drive meaningful outcomes across the marketing funnel (awareness, consideration, conversion, retention)
• Experience leading marketing teams in the investment industry with workflow tools and production teams
• BA/BS degree, MBA preferred

Benefits

• health insurance
• dental
• mental health
• vision
• short- and long-term disability
• life and AD&D insurance coverage
• adoption/surrogacy and wellness benefits
• employee/family assistance plans
• retirement savings plans (including pension and a global share ownership plan with employer matching contributions)
• financial education and counseling resources
• paid time off (vacation, personal, sick days, holidays)