Senior Manager​/Associate Director, Brand Marketing

Role Overview

The Senior Manager/ Associate Director, Brand Marketing plays a pivotal role in driving the execution of Manulife’s integrated brand strategy, proposition campaigns, and core brand initiatives. This role requires a blend of marketing excellence, strong project leadership, and stakeholder management to bring the brand to life across multiple touchpoints.

Working in a highly collaborative environment, you will lead the development and execution of integrated campaigns, brand activation, social media and MCV content, sponsor ships, and customer engagement initiatives that strengthen brand awareness, relevance, and consideration among target audiences.

• Lead /support the planning, execution, and optimization of integrated brand and proposition campaigns across paid, owned, and earned channels.
• Drive end-to-end delivery of brand campaigns and activations spanning digital, social, events, partnerships, sponsor ships, and customer experiences.
• Develop impactful content and storytelling that enhance brand awareness, engagement, and consideration.
• Monitor campaign performance and leverage insights to continuously improve effectiveness and customer engagement.
• Track market trends, competitor activities, and customer sentiment to identify opportunities and risks.

• Act as a steward of the Manulife brand, ensuring consistent application of brand guidelines, messaging, and visual identity across all touchpoints.
• Provide guidance to internal stakeholders on brand standards and customer-facing communications.

• Lead innovative brand activations and customer engagement programs that strengthen brand relevance and emotional connection.
• Identify and manage strategic partnerships, sponsor ships, and engagement opportunities to elevate brand visibility.
• Champion customer-centric thinking throughout campaign planning and execution.

• Build strong partnerships across Marketing, Distribution, Proposition, and Digital teams to deliver integrated marketing initiatives.
• Lead creative, media, content, event, and production agencies to deliver high-quality, impactful campaigns.
• Manage campaign budgets and resources effectively to maximize business and brand outcomes.

• Support content planning and campaign execution across social media platforms and MCV-owned channels.
• Work closely with internal stakeholders and agency partners to deliver timely and engaging content.
• Monitor channel performance and identify opportunities to enhance audience engagement and campaign impact.
• Support brand education initiatives and ensure all marketing activities comply with regulatory and compliance requirements.

• Bachelor’s degree in Marketing, Communications, Business, or a related discipline.
• 10–15 year of experience in brand marketing, integrated marketing, communications, or related disciplines.
• Proven experience developing and leading large-scale brand campaigns and marketing initiatives.
• Strong understanding of brand strategy, customer engagement, content marketing, and integrated communications.
• Experience working within financial services, insurance, banking, or other regulated environments is preferred.
• Demonstrated ability to influence senior stakeholders and manage complex cross-functional projects.
• Strong analytical and problem-solving capabilities, with experience translating insights into action.
• Excellent verbal, written, and presentation skills in English and Chinese.
• Experience engaging MCV audiences would be an advantage

• 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.

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