Director, Brand

Reporting to the AVP, Brand, the Director, Brand is a key leadership role within the Manulife Wealth and Asset Management (Manulife WAM) marketing team. You'll bring our brand to life through standout creative and campaigns that cut through, positioning Manulife WAM as a digital, customer-first leader in Canada.

This role sits at the intersection of strategy and execution. You'll work across a wide network of internal teams and external partners to ensure every brand touchpoint is on-strategy, on-brand and built to drive meaningful business outcomes. That includes owning the governance and operational frameworks that keep the brand function running, from budget and vendor management to brand standards and localization.

You're a brand champion who holds the line on quality and consistency while keeping creativity and agility at the centre of everything you do.

Position Responsibilities
Brand Governance

Own and uphold brand standards across all Manulife WAM marketing touchpoints.

Act as the primary steward of the Manulife WAM brand, ensuring alignment with Global Brand guidelines while reflecting the distinct needs of our market.

Develop and maintain brand governance frameworks, tools and education that enable cross-functional teams to represent the brand with confidence and consistency.

Act as the primary business owner for brand intellectual property, partnering closely with the IP team to manage, protect and govern trademarks, brand assets and usage rights across the organization

Content and Creative Oversight

Lead the end-to-end creative and content process for Manulife WAM, from brief to final delivery.

Oversee internal and external creative assets to ensure output is strategically grounded, creatively excellent and brand compliant.

Champion a high standard of storytelling that is human, emotionally resonant and tailored to our target audiences across consumer and intermediary channels.

Campaign Execution

Drive the flawless execution of integrated, segment-wide marketing campaigns focused on building brand awareness, consideration and shifting brand perception.

Collaborate closely with the AVP, Brand and cross-functional partners, including Digital, Performance Marketing and business lines, to deliver campaigns that are on-strategy, on-time and on-budget.

Contribute to a real-time marketing approach that is continuously optimized based on data and insights.

Merchandise Program Management

Lead the Manulife WAM merchandise program, overseeing branded merchandise strategy, vendor relationships, inventory management, budget allocation, compliance reviews, e-store operations, and promotional item fulfillment to support client engagement, events, and brand initiatives.

Agency and Vendor Relationships

Manage day-to-day relationships with external production and creative agency partners, vendors and contractors.

Ensure partners are well-briefed, aligned to brand standards and consistently delivering high-quality work.

Support the AVP, Brand in overall agency coordination and contribute to ongoing evaluation of partner performance.

Performance and Measurement

Track and report on brand and campaign performance against defined KPIs and scorecards.

Work with Digital Analytics and Research and Insights teams as well as external research firms to evaluate creative and campaign effectiveness, drawing on data to optimize delivery.

Continually assess what's working and drive informed pivots when needed.

Embracing Change and Innovation

Champion a culture of curiosity and continuous improvement within the brand function.

Actively explore and integrate new ways of working that improve efficiency, creativity and brand impact.

People Leadership

Inspire, coach and develop direct reports, fostering a culture of accountability, collaboration and continuous improvement.

Establish clear performance standards and provide regular formal and informal feedback.

Model inclusive leadership behaviours and actively support team growth and engagement.

What We're Looking For
This is a cross-functional leadership role requiring strong collaboration skills internally, across business lines, segments and global teams, and externally with production and…