We’re looking for a marketing leader who understands the mass affluent customer and the distribution partners who support them. In this role, you’ll help grow our life insurance business by strengthening relationships and delivering programs that help producers sell with clarity and confidence. You’ll partner with internal and external teams to guide decisions that improve ROI and sales, and you’ll use tools like Gen AI to enhance engagement and support stronger business performance.

You’ll develop marketing strategies that position us as the trusted partner for growing families and emerging wealth builders. You’ll simplify product stories, highlight our digital and underwriting advantages, and support the field with turnkey content and campaigns that match how they work.

The Insurance Marketing Team, which includes the Market Engagement Manager role, is responsible for product launches, B2B programs, sales enablement, Vitality engagement, and all producer and policyholder communications. The team works closely with brand, human‑centered design, digital, analytics, and integrated production to shape our marketing narrative, deliver connected customer experiences, and demonstrate the business impact of marketing.

Position Responsibilities:

• Build and execute marketing programs that grow adoption of life insurance products for the Mass Affluent market

• Develop marketing plans tailored to our distributors, including marketing materials, webinars, digital assets, newsletters, and media assets

• Partner with distribution teams to support an “always on” marketing funnel: field content, digital campaigns, thought leadership, case studies, and demand generation tools

• Leverage Gen AI to create personalized content and develop data-driven strategies for specific customer segments

• Develop compelling marketing content, including brochures, presentations, web content and social media posts, ensuring a consistent message and alignment with brand standards

• Utilize insights from market research and analysis to identify trends, customer needs, and the competitive landscape to inform marketing strategies

• Measure and analyze the effectiveness of marketing campaigns, providing insights and recommendations for improvement, and adjusting strategies as needed to optimize results\

• Ensure all marketing activities and materials comply with legal and compliance requirements

• Build and maintain strong relationships across sales, product, legal, compliance, and external producers and distributors

Required Qualifications:

• The ideal candidate will have a strong background in campaign management in the life insurance space and will be passionate about bringing excitement to these experiences.

• Minimum of bachelor’s degree in marketing, sales, or related field of study, MBA a plus.

• 7-10 years of experience in a marketing manager or account management role with at least 5 years of experience in life insurance products.

• Strong understanding of different types of life insurance products and Mass Affluent market.

• Experience working directly with distribution partners (BGAs, IMOs, and wholesalers).

• Proven track record of developing and executing successful marketing strategies sales-facing programs and producer enablement tools.

• Ability to simplify complex product details for real-world conversations.

• Strong understanding of life insurance and other financial products, market dynamics, and regulatory requirements.

• Excellent communication, presentation, and interpersonal skills.

• Proficient in digital marketing, email marketing, and social media.

• Knowledge of using Generative AI tools to drive business growth and innovation.

• Able to work independently and collaborate across teams with competing priorities.

• Excellent project management, communication, presentation, and writing skills.

• Analytical and data-driven, leveraging the expertise of the analytics team to assess and optimize past results to inform future decisions.

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.

If you are applying to this role in Massachusetts, please note the salary range is $92,475 - $160,290 USD.

#LI-Hybrid

#LI-JH

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.

Referenced Salary Location

Boston, MassachusettsHybrid

Salary range is expected to be between

$92,475.00 USD - $160,290.00 USD

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 hr@manulife.com for the salary range for your location.

Manulife/John Hancock 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/401(k) savings plans and a global share ownership plan with employer matching contributions) and financial education and counseling resources. Our generous paid time off program in the U.S. includes up to 11 paid holidays, 3 personal days, 150 hours of vacation, and 40 hours of sick time (or more where required by law) each year, and we offer the full range of statutory leaves of absence.

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Company: John Hancock Life Insurance Company (U.S.A.)