Brand Content Manager

Brand Content Manager, Marketing

The Opportunity

The customer is the focus of everything we do, and millions of end users rely on our products daily. We believe in the value of empowering a Brand Engagement Manager with the resources to solve critical problems for the future of our business, which is why we need you.

Role Summary

This role is a member of the Brand, Content, and Proposition team under Manulife Japan (MLJ)’s Marketing department and will woth closely with leads across the three focus areas. It is also expected to work closely with other teams, including growth marketing, customer experience, Artificial Intelligence, and corporate communications. Collaboration beyond marketing functions is also key to ensure MLJ delivers the brand promise with contributions from internal and external stakeholders.

Additionally, this role will collaborate with regional and global brand teams across business units to ensure alignment between global/Asia branding strategy and local branding strategy, co-create regional branding activities, and share best practices across business units.

Job Description

Brand Engagement Strategy Implementation: (25% resource allocation)

· Work with the Brand Engagement Director to define and execute the company’s brand-led Impact Agenda.

· Identify opportunities for partnerships to enhance MLJ’s reputation in field of longevity economy and in developing our Manulife Longevity Institute in Japan.

· Support the development of the Content Strategy to support MLJ’s differentiation ambition by working together with internal teams and external vendors.

Brand Engagement Campaign Management: (50% resource allocation)

· Together with the Brand Engagement Director, manage content development and campaign efforts, ensuring alignment with brand strategy and objectives.

· Deliver key annual projects such as the Asia Care Survey in Japan, and collaborate with teams (internal and external) to develop compelling hypotheses, questions, storylines and amplification plans.

· Collaborate with internal CSR and sustainability teams to ensure initiatives align with brand purpose and values.

· Work closely with Comms teams and craft compelling storytelling around impact efforts for earned, owned, and paid channels, and ensure internal and external communications reflect our brand promise and wealth, retirement and longevity expertise positioning.

· Utilize consumer/customer insights to develop targeted content that resonate with the intended audience.

· Track and analyze campaign, event and asset performance, providing regular reports and recommendations for optimization.

Brand Differentiation Project Support: (25% resource allocation)

· Support our MLJ brand differentiation efforts, including bringing new solutions to distribution teams and market. Support storytelling approach to pitch development, proposition development and product and service communications. Support can range from strategic input to project management.

· Work closely with Product and Expert teams to determine appropriate content and develop KPIs for the utilisation of content, monitor and analyze progress with those KPIs, and manage the feedback loop with the deployment plan.

Vendor and Project Management:

· Oversee and manage relationships with internal cross-functional teams and external vendors to ensure timely and effective execution of branding activities.

· Ensure project milestones are met, manage project budgets, and report on project progress to stakeholders. Handle PO and invoicing process in accordance to the company process.

· Develop governance processes to monitor adherence to brand guidelines across all touchpoints and activities.

Skills & Experience

· Bachelor’s degree.

· Native Japanese speaker, with fluency in English.

· 10 years of experience in strategic marketing including CSR planning and execution

· Proven track record in managing vendor relationships and executing integrated marketing campaigns with knowledge in both traditional (above-the-line, outdoor) and digital channels (SNS, video verticals).

· Strong analytical, communication, and project management skills.

· Able to supervise the quality of creative development, media planning, and buying.

· Able to track and articulate the return on investment of branding activities with relevant marketing and business data.

· Proven experience in executing brand strategies in alignment with global brand governance.

· The ability to work effectively within a matrix organization. Collaborative, with the ability to work across different lines of business by listening, consulting, and taking into account the needs of multiple groups before forming a decision.

· Insurance experience an advantage.

· Excellent organization and prioritization skills.

· Ability to work with ambiguity and manage change effectively.

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 https://www.manulife.com/en/about/our-story.html.

Manulife is an Equal Opportunity Employer

At Manulife/John Hancock, we embrace our diversity. We strive to attract, develop and retain a workforce that is as diverse as the customers we serve and to foster an inclusive work environment that embraces the strength of cultures and individuals. We are committed to fair recruitment, retention, advancement and compensation, and we administer all of our practices and programs without discrimination on the basis of race, ancestry, place of origin, colour, ethnic origin, citizenship, religion or religious beliefs, creed, sex (including pregnancy and pregnancy-related conditions), sexual orientation, genetic characteristics, veteran status, gender identity, gender expression, age, marital status, family status, disability, or any other ground protected by applicable law.

It is our priority to remove barriers to provide equal access to employment. A Human Resources representative will work with applicants who request a reasonable accommodation during the application process. All information shared during the accommodation request process will be stored and used in a manner that is consistent with applicable laws and Manulife/John Hancock policies. To request a reasonable accommodation in the application process, contact [email protected].