Head of Growth Marketing & Commercialisation

Head of Growth Marketing & Commercialisation

The Head of Growth Marketing & Commercialisation is accountable for accelerating customer acquisition, deepening engagement and monetising growth levers at scale. Reporting into the Head of Brand, Proposition & Growth Marketing, this role manages a team that covers growth strategy, growth activation, campaign operations, lifecycle/CRM and innovating martech‑enabled execution capabilities. The roles also work closely with Distribution team to deliver scalable and high quality leads for conversion and agent activation. This role is accountable for material, sustained and measurable growth impact, delivered through best‑in‑class campaign operations, disciplined execution, and continuous optimisation at scale. Success is measured by the ability to industrialise end‑to‑end campaign management, improve acquisition and engagement efficiency, monetise high‑value customer and business levers, and embed data‑ and martech‑enabled ways of working that drive consistent commercial performance.

Position Responsibilities:

• Lead the Growth Engine across growth strategy, campaign operations and growth activation, from planning through execution and optimisation that increase product usage, engagement frequency, policy persistency and relationship depth.
• Own end‑to‑end campaign management, including prioritisation, orchestration, execution, governance and performance tracking.
• Design scalable growth and lifecycle strategies grounded in clear, monetisable business levers (segments, triggers, propositions, channels).
• Identify and unlock repeatable growth levers that can be scaled across products, segments and lifecycle moments.
• Oversee growth activation across paid media, owned media (Manulife platforms) SEO/SEM, lifecycle marketing, CRM, and distributor‑led campaigns.
• Own the personalised campaign roadmap to drive campaign transformation, evolving from bespoke executions to modular, reusable and always‑on growth programmes.
• Establish a strong test‑and‑learn and experimentation agenda, using insights to continuously improve performance.
• Translate growth strategies into clear investment cases, forecasts and performance targets, with disciplined ROI management.
• Partner closely with Distribution team to co-design and execute integrated campaigns that deliver scalable, high-quality leads to drive agent activation and conversion.
• Partner closely with Brand & Content to ensure creative assets are optimised for engagement, conversion and reuse at scale.
• Collaborate with Propositions & Partnerships to operationalise propositions and partnership‑led growth into executable campaigns.
• Work with Martech teams to fully leverage CDP, campaign management and personalisation platforms to scale activation.
• Work with Martech, Data, AI teams to translate advanced capabilities into tangible commercial value and growth impact.

Required Qualifications:

• At least 10 years of experience in end‑to‑end campaign management, from strategy to execution and optimisation.
• Deep expertise in growth marketing, campaign operations and lifecycle marketing.
• Hands‑on knowledge of martech ecosystems, such as CDP, AJO, AEP, Adobe Target/Analytics.
• Strong grounding in customer data, segmentation, attribution and performance measurement.
• Proven leadership skills and experience managing a team.
• Demonstrated ability to design and scale campaign operating models.
• Strong capability in identifying and monetising scalable business and customer levers.
• Advanced analytical skills, with the ability to turn data into clear performance actions.
• Experience leading campaign transformation and martech‑enabled change.
• Strong stakeholder management and ability to influence and operate across strategy, execution and technology teams.

Preferred Qualifications:

• Experience in financial services, insurance or similarly regulated industries (preferred).

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 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 hr@manulife.com.

Working Arrangement Hybrid We're Manulife. And we’re on a mission to make decisions easier and lives better. Better is what drives us. It’s what inspires us to find new ways to support customers and colleagues in living longer and healthier lives. It’s the reason we’re dedicated to investing in digital innovation and accelerating a sustainable and economically inclusive future. Joining us means you’ll be empowered to learn and grow your career. We’ll recognize and support you in a flexible environment where well-being and inclusion are more than just words. And as part of our global team, you’ll help shape the future you want to see – and discover that better can take you anywhere you want to go. We’re proud of our accomplishments and recognitions. Recent awards include: 2024 Gallup Exceptional Workplace Award Winner Manulife Named one of Forbes World’s Best Employers 2023 Best Companies to Work for in Asia 2023 We’ve been recognized as one of Canada’s Top 100 Employers (2024) Manulife included in Bloomberg’s 2023 Gender-Equality Index.

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