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.

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.

• 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.

• 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.

• 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.

• 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.

• 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.