Brand Manager

Job Profile Description

Drive the development and execution of Manulife Vietnam's brand strategy to strengthen customer trust, drive brand-led growth, and reinforce Manulife's leadership in the life insurance market. This role is responsible for building brand equity and reputation through insight-led strategies, integrated marketing initiatives, thought leadership platforms, and customer-centric experiences, while ensuring consistent delivery of the Manulife brand across all customer, distributor, employee, and corporate touchpoints.

Responsibilities:

• Lead the development of integrated campaigns across paid, owned, earned, and social channels.

• Drive brand, customer, and market insights initiatives to identify evolving customer needs, uncover growth opportunities, and inform business and marketing strategies. Monitor competitive activity and emerging trends in insurance, financial wellness, healthcare, longevity, and wealth management. Identify opportunities to strengthen brand equity, trust, consideration, and advocacy.

• Manage cross-functional initiatives that bring positive impacts on brand and business performance: partner with Growth Marketing, Product Marketing, Customer Experience, and Digital teams to deploy strong brand buildings initiatives. Partner with Agency, Bancassurance, and Partnership Distribution teams to ensure brand strategy translates consistently into customer interactions.

• Manage CSR & partnership programs/initiatives that bring positive impacts on brand and business performance

• Build thought leadership platforms around health, longevity, financial resilience, and wealth planning.

• Develop product propositions & manage product launching activities.

• Define and manage brand KPIs including awareness, consideration, preference, trust, reputation, advocacy, share of voice, and campaign effectiveness. Oversee the monthly/quarterly/yearly Brand KPIs. manage creative agencies, media agencies and brand health tracking vendor resources and business-as-usual activities of the brand department

• Manage brand investment and agency budgets, ensuring efficient allocation of resources and measurable return on marketing investments.

• Act as guardian of Manulife's brand identity, ensuring consistent execution across customer, distributor, corporate, and employee touchpoints.

• Provide leadership, coaching, and guidance to junior team members and agency partners to drive high standards of strategic thinking and execution.

How will you create impact?

• Strengthen Manulife's position as one of Vietnam's most trusted and preferred life insurance brands by driving meaningful improvements in brand equity, consideration, advocacy, and reputation.

• Shape how customers, distributors, employees, and partners experience the Manulife brand by ensuring consistent, compelling, and customer-centric brand storytelling across all touchpoints.

• Translate customer insights, business priorities, and market trends into brand strategies and initiatives that support sustainable business growth.

• Elevate Manulife's leadership in health, wealth, protection, and longevity through impactful thought leadership, strategic partnerships, and purpose-driven brand initiatives.

• Foster stronger engagement and advocacy among distribution partners by bringing the Manulife brand promise to life throughout the customer journey.

• Build a culture of brand excellence and stewardship, ensuring every brand investment delivers measurable impact on both customer perception and business outcomes.

What motivates you?

• You obsess about customers, listen, engage and act for their benefit.

• You think big, with curiosity to discover ways to use your agile approach and enable business outcomes.

• You thrive in teams and enjoy getting things done together.

• You take ownership and build solutions, focusing on what matters.

• You do what is right, work with integrity and speak up.

• You share your humanity, helping us build a diverse and inclusive work environment for everyone.

Required Qualifications:

• 10–15+ years of experience in brand strategy, integrated marketing, corporate reputation, or customer marketing.

• Minimum 5 years of experience in life insurance, health insurance, banking, wealth management, or other highly regulated financial services sectors.

• Deep understanding of the Vietnam life insurance market, customer journeys, distribution models, regulatory environment, and competitive landscape. Experience developing customer-centric value propositions and translating complex financial products into compelling customer narratives.

• Proven success leading large-scale national brand campaigns and strategic brand transformations.

• Experience managing cross-functional initiatives involving Product, Distribution, Digital, Customer Experience, Communications, and external agencies. Must have good presentations and communications skills, and excellent stakeholders management skills.

• Demonstrated experience translating business objectives and customer insights into impactful brand strategies.

• Strong strategic storytelling, executive presentation, and stakeholder influence skills.

• Proven ability to manage ambiguity and lead complex cross-functional initiatives in a matrix organization.

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 https://www.manulife.com/en/about/our-story.html.

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 status, 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 [email protected].

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