Senior Manager, Digital Engagement and Activation

About the role

The Senior Manager, Digital Engagement and Activation strengthens Marketing's ability to turn digital roadmap priorities, prospect engagement opportunities and MarTech activation capabilities into scalable marketing journeys, activation programmes and measurable business outcomes. The role focuses on using automation, personalisation, AI-enabled workflows, campaign journeys, digital adoption initiatives and content-led engagement to improve prospect engagement, customer activation and marketing effectiveness.

Key responsibilities

• Lead the activation of digital engagement and MarTech use cases across prospect, customer and advisor-facing marketing journeys.
• Translate approved roadmap priorities into marketing journeys, audience use cases, communication flows, content requirements and optimisation plans.
• Support strategic growth initiatives including HNW, Manulife Online adoption, Digital Storefront, marketing automation and AI-enabled personalisation.
• Define marketing requirements for automation, personalisation, tagging, measurement, content journeys and customer engagement capabilities.
• Establish test-and-learn frameworks to improve digital engagement, traffic quality, prospect activation, journey completion and marketing effectiveness.
• Develop performance insights and recommendations across campaigns, channels, content experiences and engagement programmes.
• Partner with Brand, Social Media, Product, Distribution, Customer Proposition & Experience, AI & Analytics, Compliance, IT and external agencies.
• Build reusable playbooks, governance processes and reporting cadences to improve scalability.

Required profile

• Bachelor's degree in Marketing, Business, Digital Marketing or a related discipline.
• 8-10 years in Digital Marketing, Growth Marketing or Performance Marketing.
• Experience interpreting marketing performance data and optimisation.
• Experience working across multiple stakeholders.
• Digital acquisition, conversion optimisation, growth marketing, website performance or digital adoption experience preferred.
• Financial services experience preferred.

What we offer

• A hybrid working arrangement.
• A flexible environment that supports learning, growth, well-being and inclusion.