Director, Customer-Centric Culture & Communications

As Director, Customer‑Centric Culture & Communications, you will play a pivotal role in embedding a customer‑first mindset and behaviors across the organization, while ensuring customers experience clear, empathetic and consistent communications.

This role offers the opportunities to lead:

• Shaping how the organization thinks about customers and how it communicates with them with the new ways of working

• Translating CX strategy, customer insights and experience design into cultural change, leadership behaviors and customer‑facing messaging

• Driving customer-centricity program with HR, Corporate Communications & Business stakeholders to continue strengthen customer mindset & behaviors

• Ensuring customer communications effectively support service delivery, change initiatives and customer confidence

• Supporting change management planning and execution of initiatives and plans derived from the customer journey design and other strategic projects to deliver the desired customer experience

Position Responsibilities:

Customer-centric culture & mindset shift

• Drive thecustomer‑centric culture agenda aligned to the Customer-Centricity and Enterprise strategy

• Design and deliver a structured customer-centric cultural program that embed customer‑first thinking into leadership behaviors and conversations, day‑to‑day operations

• Translate customer insights (VOC, complaints, rNPS, journey pain points) into compelling stories that influence leadership decision and drive behavioral change

• Design and deliver customer immersion and engagement initiatives, such as Customer storytelling and case studies, journey walk‑throughs and experience reviews, learning sessions and internal campaigns

• Partner with HR and Internal Comms Teams to develop and integrate customer‑centric principles into onboarding and training programmes, leadership development, and behavioral and performance expectations

Customer communications strategy & governance

• Own and shape the customer-facing service and change communications approach, ensuring clarity, consistency and customer understanding across all touchpoints

• Ensure customer communications are simple, clear and empathetic consistent across channels and touchpoints and aligned with CX design, brand promise and regulatory obligations

• Work closely with Marketing sub-teams, Operations, Distributions, Legal & Compliance to simplify complex messages, to ensure clarity and customer understanding, and to balance empathy with accuracy, supported by a structured review process

• Support major Marketing and business initiatives to develop customer‑focused communication plans to reduce confusion, minimize friction and drive adoption

• Partner with CX Design and Insights teams to use customer feedback, complaints and behavioural data to continuously improve communication effectiveness

Change Enablement & Adoption

• Support CX and transformation initiatives by ensuring customer and people impacts are clearly understood and effectively communicated, with a focus on embedding behavioural and communication change

• Translate initiatives into what it means for customers and what it means for our people messaging.

• Lead dedicated in-house and external resources to drive Customer‑Centric Culture & Communications

• Work with local and regional counterparts to translate and adapt regional best practices with local markets needs

This role is not focused on marketing campaigns or traditional change management delivery, but on shaping behaviors and improving customer experience through culture and communication.

Required Qualifications:

• Bachelor's degree holder in business administration, marketing, communications, behavioral science or equivalent with 8+ years of relevant experience in customer experience, customer communications, program management or transformation functions

• Solid experience in customer experience, service excellence, culture change, engagement or transformation, preferably within insurance or financial services but not a must

• Proven experience driving mindset and behavioral/ cultural change, not just process or system implementation

• Deep understanding of how to embed customer‑centricity into everyday behaviors, leadership routines and decision‑making

• Strong ability to translate customer insights into impactful storytelling and engagement initiatives that drive understanding and actions with leaders and frontline teams

• Strong background in customer-facing communications, service communications or experience communications

• Strong written and verbal communication skills in English and Chinese, with a sharp instinct for tone, clarity and customer impact

• Demonstrated ability to simplify complex topics for customers, craft empathetic, customer‑friendly messaging, and navigate regulatory and compliance considerations

• Strong influencing, storytelling and presentation skills comfortable engaging senior stakeholders without formal authority

• Experience leading small teams or cross‑functional initiatives

• Exposure & training in CX journey design, service design or VOC programs

• Experience using VOC, complaints and customer feedback to refine communication effectiveness

• Ability to influence decisions and gain consensus across different stakeholders, channels and lines of business, particularly in the case of competing interests and priorities

• A positive disposition and ability to relate well with others, possessing high levels of empathy

• Results oriented, with a can-do attitude. Undeterred by obstacles and challenges ability to think creatively to overcome barriers to achieve objectives.

• Comfortable with ambiguity open to new ideas flexes with changing business priorities and situations

• 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 bet ter. 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 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 .