VP, Group Benefits & Affinity Marketing

Key Responsibilities Strategic Leadership

• Define and execute a multi-year marketing strategy aligned with Manulife’s Group Benefits and Affinity growth ambitions
• Set and own the vision for evolving benefits and affinity propositions from transactional products into differentiated, consumer-grade experiences
• Own the articulation of value beyond price—demonstrating how health platforms, partner‑led engagement, care navigation, and relevant insurance solutions support affordability, productivity, resilience, and customer confidence
• Partner with Product, Digital, Data, Distribution, and Business leaders to align marketing strategy with platform, experience, partner, and growth priorities
• Translate business objectives into clear marketing priorities, KPIs, and measurable outcomes, positioning Manulife as a market leader in employee benefits, wellbeing, and affinity‑based insurance solutions
• Act as a senior voice in shaping how customer experience, sponsor and advisor engagement, and long‑term value creation are embedded across the organization

• Lead market, customer, member, sponsor, partner, and advisor insights to inform segmentation, targeting, and messaging
• Understand the distinct needs of SME, mid‑market, and large enterprise employers, as well as affinity partners, alumni groups, professional associations, sponsors, and end customers
• Anticipate market trends including healthcare affordability, mental health needs, workforce demographics, inflation pressures, talent retention dynamics, direct‑to‑consumer insurance expectations, and sponsor‑led distribution models
• Partner with finance, underwriting, actuarial, and product teams to understand claims trends, affordability pressures, partner economics, and customer value drivers, ensuring marketing narratives align to real business and sponsor economics

• Evolve and differentiate Manulife’s Group Benefits and Affinity value propositions in competitive, relationship‑led markets
• Define and evolve the brand and value proposition to reflect a modern, care‑oriented, consumer‑grade health platform and relevant affinity‑based insurance experience
• Develop compelling narratives that resonate with all key stakeholders including HR leaders, business owners, advisors, sponsors, affinity partners, and end customers
• Balance trust, credibility, partner relevance, and innovation to strengthen brand preference and long‑term loyalty
• Translate health outcomes, engagement metrics, partner performance, and member/customer experience improvements into compelling proof points for employers, advisors, sponsors, and affinity partners

• Own demand generation strategy in support of new business acquisition and client retention
• Lead the RFP function for Group Benefits and support differentiated partner proposals for Affinity, driving strong win rates through high‑quality, commercially grounded submissions
• Deliver integrated marketing programs that strengthen broker, advisor, sponsor, and partner engagement and grow share of wallet
• Partner closely with sales, distribution, and partner management teams to align marketing programs with commercial priorities
• Optimize the full funnel, from awareness through activation, conversion, cross‑sell, retention, and long‑term value, using data‑driven insights
• Drive retention and in‑force growth by increasing perceived value, engagement, utilization, and customer confidence across existing clients, sponsors, partners, members, and policyholders

• Lead the shift to always‑on, journey‑based marketing powered by digital platforms, automation, and data across both Group Benefits and Affinity
• Use personalization, experimentation, partner data, and performance analytics to deliver relevant, timely experiences at scale
• Partner with technology, analytics, legal, privacy, and compliance teams to unlock the value of customer and partner data while respecting privacy, consent, and regulatory expectations
• Establish clear measurement frameworks that link marketing activity to engagement, conversion, retention, partner performance, growth, and business impact

• Bu…