Avp, affinity marketing

The Opportunity

Reporting to the Vice President, Group Benefits & Affinity Marketing, the Assistant Vice President, Affinity Marketing is responsible for leading the marketing strategy, planning, and activation for Manulife Canada's Affinity business. This role is accountable for driving growth, customer acquisition, engagement, and retention across Affinity products and partner programs, while helping strengthen Manulife's market position and customer relationships.

The AVP will lead a high-performing marketing team operating within a fast-paced matrix environment, partnering closely with Distribution, Product, Customer Experience, Digital, Analytics, Brand, and Enterprise Marketing teams. Success in the role requires balancing strategic thinking with strong execution, leveraging data, insights, technology, and AI-enabled capabilities to deliver measurable business outcomes. This leader will play a key role in shaping business strategy, influencing investment priorities, and ensuring marketing is a significant driver of customer and business value.

This is a highly visible leadership role with the opportunity to shape the future of Affinity marketing at Manulife through customer‑centric growth strategies, modern marketing capabilities, and strong cross‑functional leadership.

Position Responsibilities

Marketing Strategy, Growth and Activation

• Lead the development and execution of integrated marketing strategies that drive acquisition, engagement, retention, and profitability across the Affinity business.
• Develop annual and multi‑year marketing plans aligned to business objectives, customer needs, and growth priorities.
• Partner with business leaders to identify growth opportunities and translate business priorities into actionable marketing strategies.
• Drive integrated campaigns across owned, earned, paid, and partner channels, balancing performance marketing and brand‑building objectives.
• Lead creative, content, channel, and media strategies in partnership with internal teams and external agencies.
• Leverage customer, market, and competitive insights to shape marketing priorities and improve campaign effectiveness.
• Ensure marketing strategies reflect evolving customer expectations and advances in personalization, digital engagement, and omnichannel experiences.

Customer and Partner Growth

• Partner closely with Affinity business leaders and external partners to support growth ambitions and strengthen partner relationships.
• Develop marketing strategies that enhance customer value, deepen engagement, and improve customer lifetime value.
• Support customer retention and cross‑sell initiatives by leveraging customer insights and lifecycle marketing approaches.
• Ensure customer and partner experiences are aligned with Manulife's broader customer‑centricity strategy.

Digital, Data and AI-Enabled Marketing

• Champion the use of data, analytics, AI, and marketing technology to improve marketing effectiveness and customer outcomes.
• Partner with Digital and CX teams to enhance customer journeys, optimize conversion opportunities, and improve digital experiences.
• Leverage customer data platforms, personalization capabilities, experimentation frameworks, and AI-enabled tools to improve marketing performance.
• Foster a culture of innovation, continuous learning, and responsible AI adoption across the team.

Business Strategy and Leadership

• Contribute to the development and execution of the Affinity business strategy as a member of the Affinity Leadership Team.
• Provide strategic marketing counsel and thought leadership to senior business leaders.
• Influence prioritization and investment decisions through insight‑driven recommendations and business cases.
• Ensure alignment between Affinity priorities and broader Canada Segment marketing objectives.
• Collaborate closely with Group Benefits, Individual Insurance, Brand, Customer Experience, Analytics, and Digital teams to maximize enterprise impact.

Leadership and Team Development

• Lead, coach, and develop a team of marketing professionals while fostering an inclusive, high‑performance culture.
• Establish clear priorities, performance expectations, and development plans that align to business goals.
• Build organizational capabilities in modern marketing disciplines, including performance marketing, personalization, AI, customer analytics, and journey management.
• Create an environment where innovation, accountability, collaboration, and continuous improvement are expected and rewarded.
• Attract, retain, and develop top marketing talent.

Measurement, Performance and Budget Management

• Accountable for Affinity marketing budgets and ensuring investments are aligned to growth objectives and business priorities.
• Establish clear performance metrics across acquisition, retention, engagement, customer satisfaction, and marketing effectiveness.
• Leverage real‑time performance monitoring and test‑and‑learn methodologies to optimize outcomes.
• Drive strong marketing return on investment (MROI) and demonstrate measurable contribution to business growth.
• Partner with Research, Analytics, Finance, and Customer Experience teams to establish scorecards and performance reporting frameworks.

Qualifications

• Bachelor's degree in business, Marketing, Commerce, or related field; MBA considered an asset.
• 10+ years of progressive marketing leadership experience, ideally within Group Benefits, Group Insurance, Affinity, sponsor‑led distribution, partnership marketing, or a related Canadian financial services environment.
• 5+ years of experience leading marketing teams and influencing cross‑functional, senior, and partner stakeholders in a complex matrix organization.
• Proven track record of driving growth through integrated marketing strategies, including digital marketing, customer segmentation, lifecycle marketing, personalization, analytics, and performance optimization.
• Experience developing marketing strategies across B2B, B2B2C, advisor, sponsor, customer, and partnership channels.
• Strong understanding of advisor, consultant, sponsor, and partnership‑based acquisition and retention models, with the ability to translate these dynamics into practical marketing strategies.
• Exceptional strategic thinking, storytelling, and executive communication skills, with the ability to simplify complexity and influence decisions.
• Experience leveraging data, analytics, technology, and AI‑enabled marketing capabilities to improve effectiveness, efficiency, and customer outcomes.
• Financial services, insurance, healthcare, loyalty, partnership, or highly regulated industry experience considered an asset.

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.

Le poste annoncé correspond à une vacance existante.

À propos de Manuvie et de John Hancock

La Société Financière Manuvie est un chef de file mondial des services financiers qui aide les gens à prendre leurs décisions plus facilement et à vivre mieux. Pour en apprendre plus à notre sujet, rendez vous à l’adresse www.manuvie.com.

Manuvie est un employeur qui souscrit au principe de l’égalité d’accès à l’emploi

Chez Manulife/John Hancock nous valorisons notre diversité. Nous nous efforçons d’attirer, de perfectionner et de maintenir une main d'oeuvre qui est aussi diversifiée que nos clients, et de favoriser la création d’un milieu de travail inclusif qui met à profit la diversité de nos employés et les compétences de chacun. Nous nous engageons à assurer un recrutement, une fidélisation, une promotion et une rémunération équitables, et nous administrons toutes nos pratiques et tous nos programmes sans discrimination en raison de la race, de l’ascendance, du lieu d’origine, de la couleur, de l’origine ethnique, de la citoyenneté, de la religion ou des croyances ou des convictions religieuses, du genre (y compris grossesse et affection liée à une grossesse), de l’orientation sexuelle, des caractéristiques génétiques, du statut d’ancien combattant, de l’identité de genre, de l’expression de genre, de l’âge, de l’état matrimonial, de la situation de famille, d’une invalidité ou de tout autre motif protégé par la loi applicable.

Nous nous sommes donné comme priorité d’éliminer les obstacles à l’accès égalitaire à l’emploi. C’est pourquoi un représentant des Ressources humaines collaborera avec les candidats qui demandent accommodement raisonnable pendant le recrutement. Tous les renseignements communiqués pendant le processus de demande d'accommodement seront stockés et utilisés conformément aux lois et aux politiques applicables de Manuvie. Pour demander une mesure d’accommodement raisonnable dans le cadre du recrutement, écrivez à hr@manulife.com.

Région de référence du salaire

Toronto, Ontario

Modalités de travail

Hybride

L’échelle salariale devrait se situer entre

$129,800.00 CAD - $241,200.00 CAD

Les employés ont également la possibilité de participer à des programmes incitatifs et de recevoir une rémunération liée à la performance de l’entreprise et des individus. Le salaire réel variera selon les conditions du marché local, la région géographique et les facteurs propres au poste, tels que les connaissances, les compétences, les qualifications, l’expérience et la formation. Si vous postulez à ce poste en dehors de votre lieu principal, veuillez contacter hr@manulife.com pour connaître la fourchette salariale applicable à votre région.

Manuvie offre aux employés admissibles une vaste gamme d’avantages sociaux personnalisables, notamment une assurance soins médicaux, soins dentaires, santé mentale, soins de la vue, invalidité de courte et de longue durée, assurance vie et assurance DMA, assurance adoption, de maternité de substitution et de soins médicaux non urgents ainsi que des programmes d’aide aux employés et leur famille. Nous proposons également aux employés admissibles différents régimes d’épargne‑retraite (y compris des régimes de rente et un programme international d’actionnariat assortie de cotisations patronales de contrepartie) ainsi que des ressources en matière d’éducation et de conseils financiers. Notre généreux programme de congés rémunérés au Canada comprend les jours fériés, les congés annuels, les congés personnels et les congés de maladie, et nous offrons toute la gamme des congés autorisés prévus par la loi. Si vous posez votre candidature à ce poste aux États-Unis, veuillez écrire à hr@manulife.com pour obtenir de plus amples renseignements sur les dispositions relatives aux congés rémunérés spécifiques aux États-Unis.

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