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 creative agency partners and vendors. The ideal candidate brings a balance of creative conviction, strategic thinking and operational discipline. They're a natural brand champion who leads with empathy, earns trust across the organization and consistently delivers work that makes an impact.

Required Qualifications

• Undergraduate degree required; MBA or Master's degree preferred

• Minimum 7 years of progressive experience in marketing and/or business management

• Demonstrated experience in brand management, creative oversight and integrated campaign execution

• Proven track record of leading and developing teams in a fast-paced, matrixed environment

• Experience managing agency and vendor relationships

• Familiarity with localization or translation functions is an asset

• Financial services experience is an asset

Core Competencies

• Brand Stewardship: Deep commitment to brand integrity and a sharp eye for consistency across every touchpoint

• Creative Leadership: Ability to inspire and elevate creative work, balancing bold ideas with strategic discipline

• Execution Excellence: Strong project management instincts with the ability to manage multiple priorities and drive work forward efficiently

• Collaborative Influence: Skilled at building relationships and aligning stakeholders in a complex, cross-functional organization

• People Leadership: Genuine commitment to coaching, developing and engaging team members

• Analytical Thinking: Comfortable working with data and insights to inform decisions and optimize performance

• Communication: Clear, confident communicator with strong presentation and storytelling skills

• AI and Innovation Mindset: Curious about and actively engaged with emerging technologies, including AI-powered marketing tools, using them to drive smarter, faster and more effective brand work

When you join our team:

• As part of our global team, we’ll support you in shaping the future you want to see.

• 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.   

#LI-Hybrid

The role being advertised is an existing vacancy.

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].

Referenced Salary Location

Salary range is expected to be between

Employees also have the opportunity to participate in incentive programs and earn incentive compensation tied to business and individual performance. The actual salary will vary depending on local market conditions, geography and relevant job-related factors such as knowledge, skills, qualifications, experience, and education/training. If you are applying for this role outside of the primary location, please contact [email protected] for the salary range for your location.

Manulife offers eligible employees a wide array of customizable benefits, including health, dental, mental health, vision, short- and long-term disability, life and AD&D insurance coverage, adoption/surrogacy and wellness benefits, and employee/family assistance plans. We also offer eligible employees various retirement savings plans (including pension and a global share ownership plan with employer matching contributions) and financial education and counseling resources. Our generous paid time off program in Canada includes holidays, vacation, personal, and sick days, and we offer the full range of statutory leaves of absence. If you are applying for this role in the U.S., please contact [email protected] for more information about U.S.-specific paid time off provisions.

We use data and analytics technologies, such as artificial intelligence (AI), and automated processing tools, to analyze and process the information you provide to us or third parties in the application process. For more information, please refer to our personal information collection statement.