Brand Activation Lead Asia

Description

Manulife’s regional marketing team is accountable for how we market Manulife across Asia, with the objective of impacting core earnings and NBV by driving the right value of intermediary KPIs.

The role reports into the Head of Brand, Content and Sponsorship, Asia who reports into the Chief Marketing Officer, Asia, who in turn reports into the Asia CEO and has a functional reporting line into the Global CMO. The regional marketing team is made up of several core marketing skills : brand, content, design, customer experience, insights, analytics, performance marketing, sponsorships.

This new position is responsible for driving long-term, sustained growth by building and strengthening the Manulife brand through our experience and distribution channels, consisting of agency and bank partners (banca). The role will work closely with cross functional teams like Distribution, Customer Experience and Digital Marketing, acting as the brand champion to help activate our brand strategy throughout our experience.

Position Responsibilities :

Brand management

Leverage local customer insights, agent insights, bank relationship manager insights, and business context to determine and guide the optimal interpretation of the global brand strategy throughout the experience and agency and banca distribution channels.

Drive awareness and understanding of our global brand strategy in our agency and banca channels through effective tactics.

In our agency channel, activate our global brand strategy from three perspectives :

Between the customer and agent

Between the agent and Manulife

Between the bank relationship manager and Manulife

Identify brand guidelines which are required for the customer experience and agency and banca channels.

Ensure our brand visual identity is applied correctly and consistently throughout the experience and agency and banca channels to maximise our brand codes.

Initiatives, materials & collaterals

Champion and support agency and bank relationship manager initiatives, across the region, which help to embed the global brand strategy into our ways of working.

Guide the development of Distribution’s creative work to ensure that creative deliverables are impactful, aligned to global brand strategy and following brand guidelines.

Where applicable, lead the creative development of Distribution materials and collaterals in support of one or more markets.

Share materials and collaterals across the region for markets to repurpose.

Stakeholder management & ways of working

Establish strong and effective working relationships with local / regional Marketing, local / regional Distribution, and local / regional Operations.

Maintain regular updates / communication with local Marketing, local / regional Distribution and local / regional Operations.

Establish ways of working with local Marketing, local Distribution, and local Operations aligning with any local practices and governance which may exist.

Share best practice and case studies across the region.

KPI tracking and diagnosis

Establish a methodology and baseline to measure the activation of the global brand strategy throughout the experience and our distribution channels.

Thereafter, manage annual KPI target setting, tracking and reporting.

Required Qualifications :

Over 8 years of experience in brand and marketing role.

Experience working in a regional and / or global role in large, complex, matrix organization.

Experience in the insurance sector highly advantageous.

Fluent in English. Fluency in other Asian languages is advantageous.

We are seeking someone who is inspired by creative and driven by data. The ability to perform strongly in both areas is highly important to this role.

This role requires a critical thinker who has the ability to work strategically and tactically, think big and dive into the detail, and drive results in the short and long term.

We want a go-getter, who has the drive, initiative and ability to identify and implement positive change.

We are looking for an exceptional relationship builder who can foster strong partnerships with a range of stakeholders, teams, external agencies, seniorities, and geographies (local regional, global).

Strong project management skills and ability to anticipate needs.

Be disruptively consistent in the application of our global brand strategy.

Strong communication skills and an ability to develop and deliver compelling business cases and presentations (including to senior leadership).

A living ambassador for the Manulife brand and what it represents.

When you join our team :

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.

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

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 .

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 .

Working Arrangement

Hybrid