Job ref no.: 0430736 (CT3131064-01#0049)
Manulife (International) Limited

AVP, Asia Head of Brand, Sponsorship and Marketing

Manulife (International) Limited


Head for Brand, Sponsorship and Marketing, Asia

Role Description

Reporting to our Regional Chief Marketing Officer, the role will ensure alignment with our global brand strategy and identify and drive iniatives that amplify and accelerate the brand in Asia. You will enable markets to execute in line with a consistent brand narrative whilst working closely with them in the planning of their overall marketing activity. Supporting country marketing teams in achieving efficiency whilst delivering effective marketing activity will be a key aspect of the role. In addition to leading the Brand, Sponsorship and CI strategies across Asia, this role will also focus on enhancing and unifying the marketing activity we are doing across Emerging Markets, taking a consulting and leadership role to drive new initiatives in these markets to accelerate our growth. The leader will work to bring the EMBA plans to life by developing a governance strategy around these initiatives and providing support and thought leadership to the functional heads of marketing in the region and the CMO’s to build a clear path to execution.

Key Accountabilities:

  • Lead the Asia brand and marketing team in the development and delivery of key strategic iniatives that support and enhance the brand in the region. This may include, but is not limited to, sponsorship strategy, execution and activation, brand campaigns, local marketing campaign message adaptation, brand governance, identifying relevant customer insight that enhance brand visibility and understanding
  • Be the champion of the brand in Asia. Represent the region in the global context, ensuring that the Asia voice is heard in the development of new initiatives and programmes.
  • Demonstrate a clear vision for the brand in Asia and rally support from around the organisation in order to achieve brand KPIs.
  • Build a business case for sustained investment in brand across the Asia segment providing a clear view of measurement and ROI and working with the markets on executing new brand strategies
  • Close liaison with colleagues across the Group as well as brand responsible counterparts in country BUs within Asia
  • Work closely with the internal communications team to deliver compelling internal brand engagement programmes to ensure understanding of brand positioning for all Asia employees and agents.
  • Where required, develop and manage external brand campaigns and assets (design, imagery, key messages, copywriting, production) and drive brand awareness, consideration, preference and engagement to support Manulife Asia’s business goals. Measure campaign performance.
  • Ability to drive a robust approach to the creation and delivery of brand content in digital and social media environments to ensure the brand is brought to life beyond paid advertising environments
  • Provide advice and/or support to Business Units and Agency in the development of brand advertising campaigns
  • Work with advertising agency, media agency and digital agency to ensure desirable, and efficient and effective campaigns
  • Monitor brand budgets and spending and collaborate closely with Corporate office on branding campaigns, corporate programs, brand research and brand identity guidelines.
  • Work with Asia business unit (BU) counterparts to ensure alignment of the global and regional brand strategy with their territory strategy,
  • Collaborate/liaise closely with BU colleagues in the development of brand plans, budgets, ROI and performance. Ensure brand standards are met in Asia.
  • Monitor brand metrics, ROI and performance. Optimise results. Communicate results.
  • Provide competitor intelligence (including brand strategy, advertising/sponsorship/partnership/philanthropy/CSR activity, adspend analysis, results)
  • In partnership with global team, develop a strategy on sponsorship activation in the Asia segment including identifying the countries where we need to invest in sponsorship, determine which activations and partners will deliver the most value to Manulife and own the negotiation, development and activation of sponsorships in the region
  • In partnership with the global team, create a governance framework and model for Community Investment programs and create a unified CI vision across the region
  • In partnership with the Regional CMO and the CEO for EM, develop a roadmap for programs required to achieve the Emerging Markets Bold Ambition program ensuring that there are plans developed to achieve the goals of the programs and manage a strong program of governance and project management to bring these programs to bear
  • Identify best practice marketing initiatives that aren’t currently live in Emerging Markets (learning from established markets and marketing industry best practice) and partner with EM CMO’s to identify opportunities to test new programs in the countries with a strong discipline on measurement and ROI


  • Minimum 15 years experience in brand agency, advertising or media agency, or as a brand leader in a financial services firm
  • Comfortable with all areas of the marketing mix including creative strategy, media planning and buying, research, brand strategy, sponsorship strategy, digital marketing
  • Strong leadership skills
  • Strong communication, influencing and relationship skills
  • A natural collaborator
  • Results driven, creative and proactive thinker
  • Asia region, brand management experience preferred
  • Understanding of emerging markets beneficial  

Learn more about opportunities with us at



宏利金融有限公司是全球領先的金融服務供應商,致力幫助大眾輕鬆作出明智抉擇,實現精彩人生。本公司的環球總部設於加拿大多倫多,在加拿大、亞洲和歐洲的辦事處以「宏利」的名稱營運,而在美國主要以「恒康」的名稱經營。本公司提供理財建議及保險方案,並透過環球財富與資產管理部「宏利投資管理」為全球個人客戶、機構及退休計劃成員提供服務。截至2020年底,本公司旗下有超過37,000 位員工、逾118,000位代理人,以及數以萬計的經銷合作夥伴,為超過3,000萬位客戶提供服務。截至2021年3月31日,宏利所管理和提供行政管理的資產總值達13,000億加元(約10,000億美元),而在過去十二個月支付予客戶的款項達313億加元。本公司的主要業務遍及亞洲、加拿大和美國,爲客戶服務超過155年。本公司在多倫多、紐約及菲律賓證券交易所以股份代號MFC上市,在香港交易所則以股份代號945上市。。



我們的首要任務是消除障礙,為員工提供平等就業機會。人力資源部代表將盡力為應徵過程中提出要求的申請人提供合理協助。  申請人要求提供協助所分享的信息將會按照適用法律及宏利政策儲存及使用。  應徵過程中如需協助,請聯絡[via CTgoodjobs Apply Now ]  

More job information
Job ref no. 0430736 (CT3131064-01#0049)
Job Function
Employment Term
  • Full-time
  • 15 years
Career Level
  • Senior management level
  • Degree
  • 5-day week
  • Birthday leave
  • Competitive pay
  • Dental plan
  • Discretionary bonus
  • Examination leave
  • Extra maternity leave
  • Flexible working hours
  • Insurance plan
  • Medical plan
  • Shuttle bus
  • … + 6 more