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.

#LI-JH

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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, MassachusettsHybrid

Salary range is expected to be between

$128,550.00 USD - $222,820.00 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.

We use data and analytics technologies, such as artificial intelligence (AI), and automated processing tools, to analyze and process the information you provide to us or third parties in the application process. For more information, please refer to our personal information collection statement.

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