Manager, Social Media

at  Manulife

THE OPPORTUNITY

Manulife Wealth & Asset Management is a key area of growth for Manulife Financial Corporation (MFC). It consists of three direct and intermediated customer segments: Retail, Retirement, and Institutional across the US, Canada, Europe, and Asia.
The Manager, Social Media will be responsible for supporting channels and programs that build the WAM brand in key global markets across our businesses. The successful candidate will contribute to strategy development and content development for both paid and organic and will tactically execute on our branded social channels. In addition to increasing brand awareness and shifting brand perception with target audiences across consumer and intermediary channels, the Manager will lead the social media employee advocacy program, empowering employees to act as brand ambassadors and enhancing engagement across the organization. Working closely with Performance Marketing, Corporate Communications, Digital, and Brand leadership, the successful candidate will be a critical member of the brand team who supports all social media activity across our digital ecosystem with a dedication to brand governance, performance, and compliance considerations.

CAPABILITIES REQUIRED INCLUDE:

• Ability to think strategically, but act tactically
• Ability to prioritize and communicate effectively within a global, highly-matrixed organization
• Ability to plan and execute both paid and organic activity with a focus on thought leadership and a business-to-business-to-consumer model
• Ability to collaborate and use impact & influence skills across segments/regions
• Ability to report on performance, ascertaining trends and areas of optimization
• Strong understanding of regional social media trends, market conditions, and regulatory environments to tailor social media strategies accordingly
• Comfortable with emerging technologies such as Generative AI and how they can augment our current programs and processes to reach efficiencies and global scale
• Proactive mindset towards continuous learning and staying updated with the latest social media trends, tools, and best practices within the wealth and asset management industry
• Expertise in developing and implementing social media employee advocacy programs to enhance brand engagement and leverage employees as brand ambassadors

• Build Global WAM Brand on Owned Channels
• Collaborate with marketing teams, corporate brand team, editorial, and agency partners to develop channel and program strategy, campaigns, and daily activity for Manulife Wealth & Asset Management that will resonate with target audiences in support of business goals.
• Drive full-funnel results, ensuring a measurement-based approach to achieving objectives and driving quality leads through data and client insights.
• Use data-driven insights, analytics, and social listening tools to develop targeted content aligned with market and consumer trends – to help drive conversions and strengthen brand impact.
• Collaborate with internal and external creative and media teams to develop breakthrough content and messaging that is tailored to resonate with the target audience at the right time and in the right format.
• Report on monthly, quarterly brand, and program metrics.
• Uphold social media and brand governance including risk checks, compliance archiving, and reporting.
• Facilitate employee advocacy or ambassador programs and social programs for regulated individuals, leveraging employees to amplify brand messages and engage broader networks.