Digital Strategy & Performance Manager, Web Content

We are seeking a strategic and customer-obsessed Digital Strategy & Performance Manager to lead the vision, strategy, and performance of our web content for Manulife Bank public website, tools and calculators. This role is responsible for delivering seamless, engaging, and high-performing digital experiences for customers and advisors. You will work cross-functionally to ensure the website supports business goals, enhances user journeys, and reflects our brand promise.

Position Responsibilities :

Lead the strategy and planning of digital capabilities and tools across the public website, aligned with business priorities and user needs.

Develop and maintain customer journey maps and service blueprints to optimize consumer experiences that start from the public site and link to Manulife Bank digital platforms.

Own and manage the digital product and content roadmap for the website, balancing long-term vision with short-term delivery.

Collaborate with marketing, design, compliance, digital performance and other stakeholders to deliver high-quality digital experiences.

Partner with CX, UX, and content teams to ensure a cohesive and delightful end-to-end journey for all users.

Use data, industry best practices and research to inform decisions, validate hypotheses, and continuously improve the website experience.

Work with MarTech, Digital Analytics and Bank Analytics teams to build reporting that helps teams understand performance and optimization opportunities.

Drive innovation through monitoring industry trends, competitor activity, and emerging technologies to drive differentiation.

Act as a thought leader and advocate for digital best practices across the organization.

Champion a customer-first mindset, ensuring all website experiences are intuitive, inclusive, and impactful.

Key Responsibilities :

Web Strategy - Content and Tools

Define and communicate a clear vision and strategy for the Manulife Bank public website pages, tools and calculators, that is aligned with business goals and customer needs

Lead the roadmap for digital tools, calculators, and content modules, ensuring they support customer decision-making and advisor enablement

In partnership with Product, CX, UX and Go-To-Market teams create content that is relevant and meets customer and advisor needs

Serve as an expert on public site strategy, advising senior leaders and influencing enterprise-wide digital initiatives to ensure we meet the needs of customers and advisors across their digital journeys

Monitor industry trends, competitive and general business offerings to enable strategic planning in alignment with segment priorities

Ensure accessibility (e.g. WCAG), performance, and compliance standards are met across all digital touchpoints.

Data-Driven User Experience Optimization

Responsible for developing, monitoring and influencing KPIs that drive digital tools and site performance and customer and advisor engagement

Use A / B testing, SEO analytics, AI search functionality and user feedback to make informed suggestions for user experience optimization and correlate to Net Promoter Score (NPS) and Overall Satisfaction (OSAT) scores

Maintain a firm understanding of business, customer, and end-user pain points, needs, and preferences using research, data and analytics to advocate for the ideal experience

Leadership & Innovation

Build strong relationships with internal stakeholders across Product, Marketing, Legal, Compliance, and Advisor teams to facilitate alignment between business objectives and digital execution

Identify opportunities to integrate emerging technologies, personalization, and AI-driven experiences. Lead initiatives to improve discoverability, engagement, and conversion across the public site by continuously evaluating and enhancing public site tools, content and capabilities through data-driven experimentation, customer feedback, and competitive analysis

Present strategic insights, performance metrics, and recommendations to executive audiences

Required Qualifications :

Minimum of 6+ years of experience in a digital product management or related role.

Proven experience in digital product management, ideally with a focus on public websites, content and tools or customer-facing platforms.

Strong understanding of web technologies (experience with AEM and other Adobe tools an asset), digital marketing, digital content and user experience principles

Experience working with cross-functional teams in an agile environment.

Strong data and analytics skills including the ability to use dashboards and analytical tools (Excel) to drive insights and tell the digital story.

Both big picture thinking and detail-oriented doing.

Excellent communication including written and presentation skills, stakeholder management, and decision-making skills.

Ability to balance strategic thinking with hands-on execution.

Preferred Qualifications :

Background in marketing, digital, or IT preferred.

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

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 .

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 .

Referenced Salary Location

Toronto, Ontario

Working Arrangement

Hybrid

Salary range is expected to be between

$92,900.00 CAD - $142,900.00 CAD

If you are applying for this role outside of the primary location, please contact for the salary range for your location. 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. Employees also have the opportunity to participate in incentive programs and earn incentive compensation tied to business and individual performance.

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 for more information about U.S.-specific paid time off provisions.