Job Description
The Brand Director is a senior individual contributor responsible for shaping and advancing the John Hancock brand strategy across US B2B audiences. This role operates with is responsible for developing and executing strategic initiatives to drive brand awareness, customer engagement, and business growth. The ideal candidate will have a strong background in brand management, strategic marketing, and a passion for creating impactful brand experiences. Position Responsibilities: Own and evolve the US brand strategy, ensuring alignment with enterprise standards, business objectives, and long-term brand health Act as a strategic advisor to senior leaders on brand positioning and narrative Lead the development and execution of integrated brand campaigns, providing direction to internal teams, agencies, and partners without formal authority Ensure brand consistency across all channels, platforms, and customer touchpoints while serving as a brand steward and ambassador of brand values, voice, and identity Partner with cross-functional teams and stakeholders to drive alignment and effective execution of brand initiatives across the organization Define, track, and interpret brand performance metrics and KPIs, translating insights into actionable, data-driven recommendations Collaborate with marketing research teams to conduct market and competitive analysis that informs brand strategy, opportunities, and growth areas Required Qualifications: Bachelor’s degree in marketing, communications, or a related field 10+ years of progressive experience in brand strategy, marketing, or agency environments Demonstrated experience operating at a senior individual contributor level, influencing outcomes across functions Strong experience developing and presenting strategic recommendations to senior leaders Proven ability to manage complex initiatives with multiple stakeholders Preferred Qualifications: Strategic thinking & Brand acumen Influencing without authority Data‑driven decision making Executive communication & storytelling Collaboration & stakeholder partnership Creative judgment & problem solving 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 If you are applying to this role in Massachusetts, please note the salary range is $128,550 - $222,820 USD. 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 hr@manulife.com . Referenced Salary Location Boston, Massachusetts Working Arrangement Hybrid Salary range is expected to be between $128,550.00 USD - $222,820.00 USD Employees also have the opportunity to parti