Growth Marketing Manager (Customer Marketing)

About the Role

We are seeking a Growth Marketing Manager to lead and drive end-to-end cross-sell & up-sell programs on existing customers, maximizing Customer Lifetime Value (CLV) through data-driven campaigns and close collaboration with Data AI, Product, Actuarial, NBUW, Distribution, IT and Digital Platform.

This role acts as a Campaign Lead, responsible for translating customer insights into executable initiatives and ensuring on-time campaign deliver and measurable business impact.

Key Responsibilities

1. Cross-sell / Up-sell Program & Campaign Leadership

• Own and lead cross-sell & up-sell programs targeting existing customers across key lifecycle moments.
• Prioritize initiatives based on CLV impact, business value, and operational feasibility.
• Translate customer insights, behavioral triggers, and product propositions into compelling Customer Value Propositions (CVPs) and personalized messaging for each stage of the lifecycle.
• Design and manage multi‑wave, multi‑channel campaigns from concept, targeting logic, and execution through post‑campaign review.
• Ensure campaigns deliver sustainable in‑force growth, cross‑sell / up‑sell performance, and deeper long‑term engagement.

2. Stakeholder engagement and change management:

• Partner closely with Brand, CX, Product, Actuarial, Data AI, Distribution, Digital Platforms, Risk, Legal/Compliance and Operations (NBUW) to co‑create compelling CVPs and seamless end‑to‑end Up-sell/Cross-sell customer journeys.
• Partner closely with Agency Distribution to embed cross-sell/up-sell into frontline execution.
• Collaborate with Data & AI to refine and operationalize predictive models (e.g. propensity‑to‑buy, next‑best‑action / offer) within lifecycle orchestration.
• Drive alignment and accountability across teams.
• Support change management to embed campaign-led, customer-centric growth into daily operations.

3. Campaign Performance, Analytics and Optimization

• Define and own in-force growth and CLV-related KPIs
• Lead post-campaign analysis, identify insights and conversion funnel optimization.
• Standardize best practices and build a repeatable cross-sell/up-sell framework.

Required Qualifications

• 8-10+ years of experience in Growth Marketing or Product Marketing, Customer Lifecycle Management.
• Experience in Life Insurance is preferable. Hands‑on exposure to complex customer journeys and long‑term value models is a strong advantage.
• Demonstrated expertise in Customer Lifetime Value (CLV) management, including segmentation, cohort analysis, and next‑best‑action or next‑best‑offer frameworks.
• Strong analytical capabilities with practical experience collaborating with Data AI team and working with dashboards and experimentation frameworks.
• Ability to synthesize customer insights into high‑impact up-sell/cross-sell initiatives and translate them into clear, compelling communication frameworks.
• Excellent stakeholder management, communication, and project leadership skills.
• Excellent command of English, both written and verbal

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.

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 .

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 s tatus, 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 .