This role is responsible for driving strategic marketing partnerships that deepen customer engagement, build loyalty, and enable lead generation and cross-sell opportunities. As a senior leader within the Brand Activations & Partnership Team, the Director will oversee the full partnership lifecycle—from identification and negotiation to onboarding, activation, and ongoing management.

The ideal candidate will lead the development of customer-centric partnerships and innovative engagement. They will manage day-to-day communications with partners and internal team, ensure seamless onboarding, and collaborate cross-functionally to integrate partnerships into marketing campaigns, digital journeys, and sales funnels. This role is pivotal in enhancing program stickiness, driving performance across engagement and retention metrics, and delivering measurable business outcomes.

Position Responsibilities

• Lead the identification, evaluation, and negotiation of strategic marketing partnerships aligned with business objectives and customer needs.

• Serve as the primary liaison for all partnership-related activities, fostering strong, long-term relationships with external partners.

• Own the end-to-end partnership onboarding journey, ensuring a seamless and efficient experience from initiation to activation.

• Manage day-to-day communications with partners to maintain alignment, resolve issues, and nurture collaborative relationships.

• Collaborate cross-functionally with internal stakeholders to ensure alignment, seamless communication, and effective execution of partnership strategies.

• Develop and lead consumer-centric partnerships across health & wealth verticals to enhance customers advocacy, loyalty, and program engagement.

• Establish and oversee performance metrics to rigorously track and report partnership outcomes. Deliver regular insights and strategic recommendations to senior leadership, highlighting achievements, improvement areas, and growth opportunities.

• Drive innovative engagement initiatives that elevate customer experience, support lead generation, encourage digital adoption, and boost retention.

• Collaborate and work closely with Distribution, Product and other internal teams to integrate partnerships into marketing campaigns, digital journeys, and overall sales funnels 

• Own and optimize performance across key metrics including engagement, conversion, and retention.

Required Qualifications:

• 10+ years of experience in marketing or related fields, with a proven track record of delivering impactful partnerships and business results.

• Background in insurance, financial services, or loyalty/membership programs is highly advantageous.

• Strong analytical skills with the ability to leverage data and insights to inform decisions and enhance partnership performance.

• Demonstrated success in partnership marketing, strategic alliances, and integrating partnerships into marketing funnels.

• Skilled in identifying growth opportunities and adjacencies, with experience in proposal development and opportunity scoping.

• Highly organized and capable of managing multiple high-priority projects independently and proactively.

• Strategic thinker with a results-driven mindset and the ability to influence senior leadership and lead high-performing teams.

• Excellent communication and relationship management skills, with the ability to engage partners effectively across all stages of the partnership lifecycle.

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 [email protected].

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