The Digital Business Development lead is responsible for crafting, advancing, and scaling the digital advisor experience across North America Retail. This role drives the organization’s shift toward a more data‑driven, segmented, hyper-personalized, and technology‑enabled distribution model. The leader integrates digital touchpoints, segmentation models, insights, content strategies, and workflow design to drive sales with specified advisors that we will only interact with digitally.
This role is essential to driving our Retail strategy of growing the number of advisors we do business with and driving our overall sales goals.
Position Responsibilities:
Map, define, and optimize advisor digital engagement journeys across North America.
Build digital touchpoints that strengthen advisor relationships and complement seller‑led engagement.
Partner with Marketing, Business intelligence, analytics, product and sales to deliver targeted and personalized advisor experiences.
Lead the evolution of the North American digital distribution model.
Develop scalable hybrid (digital + human) engagement frameworks where it makes sense as well learn about the digital advisors.
Build self‑serve engagement pathways that drive deeper advisor interaction and activation.
Lead the transformation of Practice Management content into engaging digital experiences.
Leverage Adobe Learning Manager to deliver structured, trackable, and personalized learning pathways for digital advisors.
Curate, design, and publish content on the advisor website to deepen engagement and build ongoing digital relationships.
Use data and analytics to optimize content utilization, conversion, and advisor learning behaviors.
Partner with Marketing, Sales Enablement, and Practice Management teams to ensure content aligns to advisor segments and business priorities.
Collaborate with product owners across CRM, CMS, Adobe platforms, and engagement tools.
Ensure digital experiences are integrated, connected, and scalable across markets.
Align data, tech, and workflow capabilities to support broader digital journey strategy.
partner with digital marketing on their roadmaps across the U.S. and Canada.
Ensure cohesive advisor experiences across paid, owned, and earned channels for digital advisors.
Strengthen cross‑channel consistency between the advisor website, email, and campaign ecosystems.
Partner with Marketing to build data‑driven, insight‑informed campaign within the digital channel.
Use analytics to identify advisor opportunities, segments, and gaps.
Provide journey insights that enable more personalized advisor outreach.
Required Qualifications:
8-10 years of experience in digital transformation, customer journeys, content strategy, distribution or distribution enablement.
Experience using Adobe Suite of Martech tools, salesforce, and AI (traditional, generative, and agentic) preferred.
Strong cross‑functional collaboration skills across Marketing, Analytics, Technology, Sales, and Business Intelligence
Ability to translate data and insights into practical, scalable digital experiences.
Proven ability to lead complex initiatives in a matrixed environment.
Strong executive presence with the ability to communicate clearly, concisely, and persuasively
Ambitious, self‑starter mentality; proactive and comfortable operating with minimal oversight
Highly structured and process‑driven, with the ability to navigate ambiguity
Excellent relationship‑building and influencing skills across all levels of the organization
High degree of ownership, accountability, and follow‑through
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.
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…
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