Manager, social media

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

Responsibilities:

• 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.

What are we looking for

• Minimum of 5 years of relevant experience in marketing and building brands within the investment or financial services industry
• Marketing experience and background in wealth and asset management is essential
• Strong understanding of both direct-to-consumer (D2C) and business-to-business (B2B) social media marketing strategies - and their differences
• Deep expertise in channel management, content marketing, and digital publishing
• Demonstrates strong understanding of campaign optimization strategies to deliver on campaign objectives
• Skilled in social media community management, building and engaging online communities, including active interaction, responding to inquiries, and maintaining a positive brand image
• Proficient in Hootsuite or similar social media management platforms for effective scheduling, monitoring, and analyzing social media content across multiple channels
• Proven experience in developing and managing social media employee advocacy programs to enhance engagement and brand visibility
• Proven ability to multi-task, prioritize multiple initiatives, and develop solutions where blueprints may not exist
• Experienced in generating comprehensive reports to evaluate content performance and provide valuable insights for campaign optimization
• Strong business acumen with an aptitude for strategic, critical, and analytical thinking
• Superior communication skills, both verbal and written
• Exceptional storyteller with the ability to develop highly effective strategy and communication presentations
• Strong emotional intelligence and proven ability to navigate complex matrix structures with all levels of seniority

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.