Marketing Manager, Member Marketing & Growth

Job summary

The Marketing Manager leads the development of integrated, data-driven marketing strategies to drive member engagement and product adoption across the Group Benefits portfolio. This role oversees end-to-end campaign execution, manages cross-functional partnerships, and leverages AI-driven insights to optimize marketing performance and member experiences.

Job details

Manulife is proudly one of Canada’s largest and longest-serving providers of Group Benefits, and today our GB business serves millions of Canadian workers and their families, and more than 27,000 companies coast-to-coast, including some of our nation’s most iconic brands. Our goal is to help our customers live better, healthier lives, and build strong, engaged organizations. Our award-winning Group Benefits Marketing team plays a leading role in telling our story in the market, engaging with our customers, and delivering innovative digital marketing to promote Manulife as a trusted health partner. The Marketing Manager plays a critical role in driving member engagement and utilization across the Group Benefits portfolio. Reporting to the Director, Member Marketing & Growth, this role develops integrated marketing strategies and servicing communication that encourages adoption of products, services, and digital solutions while supporting seamless member experiences. The successful candidate will lead end-to-end campaign development, translate complex benefit information into clear and actionable communications, and partner across the organization to deliver initiatives that improve member understanding, satisfaction, and self-service behaviours. We’re looking for a seasoned marketer with experience in managing and executing integrated marketing campaigns—someone with a collaborative mindset, strong multitasking abilities, and the curiosity to dig in, learn, and help us improve our member experience. The ideal candidate embraces emerging technologies, including AI-powered tools and capabilities and is motivated to explore innovative ways to streamline processes, enhance content development, and optimize campaign performance. This role requires strong strategic thinking, the ability to influence decision-making across multiple teams, and a proven track record of delivering measurable marketing impact. The Manager will work closely with MarTech and Personalization, Product, Distribution, Creative, Analytics, Customer Centricity and Technology teams to shape marketing plans, oversee execution, and ensure alignment with key business objectives. The successful candidate will continuously evaluate opportunities to leverage AI-driven insights, content generation, and workflow automation to improve marketing outcomes and member engagement. Position Responsibilities: Lead the development of data-driven marketing strategies and integrated plans that support business goals. Work closely with MarTech and Personalization, Product, Digital Experience, Customer Centricity and Distribution teams, providing strategic recommendations. Develop and manage high-quality omni-channel marketing plans, ensuring messaging consistency, and brand alignment while delivering against KPIs and business outcomes. Lead campaign planning, timelines, and prioritization across multiple initiatives and cross-functional teams. Project manage multiple marketing programs concurrently, ensuring milestones, deliverables, and expectations are met. Guide internal and external creative teams (including agency partners) to develop innovative marketing concepts, campaigns, and digital assets. Partner with measurement and insights teams to develop and maintain reporting frameworks that evaluate campaign performance, identify optimization opportunities, and measure business impact. Present results, key insights, and recommendations to senior stakeholders and cross-functional partners. Champion best practices in digital marketing Identify opportunities to improve processes, workflows, and operational effectiveness within the marketing team leveraging Generative AI solutions. Required Qualifications: University or college degree in marketing, communications, media, or related field. 8-10+ years of marketing experience. Proven experience developing and leading digital marketing strategies and campaigns. Strong understanding of digital media, content strategy, and online marketing best practices. Strong analytical skills with the ability to measure and optimize campaigns using insights and data. Experience with A/B testing, campaign optimization, and performance metrics. Exceptional writing and editing abilities, with a talent for simplifying complex concepts into compelling marketing narratives. Experience with MarTech tools (e.g., Salesforce Marketing Cloud, Adobe Customer Data Platform, Adobe Analytics, Voice dashboards, PowerBI). Proficiency with Microsoft Office Suite (PowerPoint, Word, Excel, Teams) and project management tools (e.g., Workfront, Smartsheet). Experience in Group Benefits, healthcare, or related industries is highly valued. Preferred Qualifications: 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. 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’ll support you in shaping the future you want to see. #LI-Hybrid The role being advertised is an existing vacancy. About Manulife and John Hancock Manulife Financial Corporation is a leading international financial services provider, helping people make their decisions easier and lives better. To learn more about us, visit https://www.manulife.com/en/about/our-story.html. Manulife is an Equal Opportunity Employer At Manulife/John Hancock, we embrace our diversity. We strive to attract, develop and retain a workforce that is as diverse as the customers we serve and to foster an inclusive work environment that embraces the strength of cultures and individuals. We are committed to fair recruitment, retention, advancement and compensation, and we administer all of our practices and programs without discrimination on the basis of race, ancestry, place of origin, colour, ethnic origin, citizenship, religion or religious beliefs, creed, sex (including pregnancy and pregnancy-related conditions), sexual orientation, genetic characteristics, veteran status, gender identity, gender expression, age, marital status, family status, disability, or any other ground protected by applicable law. It is our priority to remove barriers to provide equal access to employment. A Human Resources representative will work with applicants who request a reasonable accommodation during the application process. All information shared during the accommodation request process will be stored and used in a manner that is consistent with applicable laws and Manulife/John Hancock policies. To request a reasonable accommodation in the application process, contact hr@manulife.com. Referenced Salary Location Toronto, Ontario Working Arrangement Hybrid Salary range is expected to be between $92,900.00 CAD - $142,900.00 CAD Employees also have the opportunity to participate in 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 hr@manulife.com 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 hr@manulife.com 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.

What you’ll do

The Marketing Manager leads the development of integrated, data-driven marketing strategies to drive member engagement and product adoption across the Group Benefits portfolio. This role oversees end-to-end campaign execution, manages cross-functional partnerships, and leverages AI-driven insights to optimize marketing performance and member experiences.

Requirements

Candidates must possess 8-10+ years of marketing experience with a proven track record in digital strategy and campaign management. A university or college degree in marketing, communications, or a related field is required, along with proficiency in MarTech tools and strong analytical capabilities.

Benefits

• Health insurance
• Dental insurance
• Mental health support
• Vision insurance
• Short-term disability
• Long-term disability
• Life insurance
• AD&D insurance
• Adoption/surrogacy benefits
• Wellness benefits
• Employee/family assistance plans
• Retirement savings plans
• Pension
• Global share ownership plan
• Paid time off
• Statutory leaves of absence

Listed skills

• Communication · Preferred
• Campaign Management · Preferred
• Project management · Preferred

Other relevant skills

Identified from the job description. Confirm important requirements above.

• Marketing strategy
• Digital marketing
• Campaign management
• Data-driven marketing
• Omni-channel marketing
• Project management
• Content strategy
• Generative AI
• MarTech
• Salesforce Marketing Cloud
• Adobe Customer Data Platform
• Adobe Analytics
• PowerBI
• Strategic thinking
• Analytical skills
• Communication
• Process Improvement
• Dashboard
• Project Management
• Self Service Technologies
• Power BI
• Key Performance Indicators (KPIs)
• Timelines
• Milestones (Project Management)
• Workflow Management
• Influencing Skills
• Strategic Thinking
• Prioritization
• Curiosity
• Decision Making
• Innovation
• Microsoft PowerPoint
• Microsoft Excel
• Generative Artificial Intelligence
• Analytical Skills
• Marketing
• Microsoft Office
• Writing
• Business Objectives
• Marketing Strategies
• Digital Marketing
• Business Continuity Planning
• A/B Testing
• Campaign Management
• Analytics
• Business Metrics
• Performance Metric
• Emerging Technologies
• International Finance
• Time Off Management

Job areas

• Marketing
• Management & Leadership
• Data & Analytics
• Finance & Accounting
• Technology
• Growth Marketing Manager
• Marketing Manager (General)
• Sales and Marketing Managers
• Marketing Managers

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