Senior Manager/Associate Director, Customer Engagement & Partnership

Position Summary

This role leads the development and execution of customer growth and engagement strategies across digital platforms, health propositions, and partnership programmes. Leveraging customer insights, analytics, CRM and lifecycle marketing, the role is responsible for driving customer acquisition, activation, engagement, retention, lead generation, and customer lifetime value.

The incumbent will translate business objectives and customer insights into effective customer journeys, engagement programmes, and personalized experiences. Working closely with internal stakeholders and external partners, the role will champion data-driven and customer-centric decision-making to deliver measurable customer and business outcomes.

Position Responsibilities:

Engagement & Partnerships

• Develop and execute customer growth and engagement strategies aligned with business objectives.
• Design, implement and manage end-to-end customer programmes across digital and offline channels.
• Develop customer journey frameworks and engagement roadmaps for key customer segments.
• Leverage customer insights and behavioural data to enhance programme effectiveness.
• Identify and evaluate partnership opportunities that support customer and business objectives.
• Translate partnership propositions into customer communications, journeys, and engagement initiatives.
• Monitor programme performance and recommend optimization opportunities based on data and insights.
• Develop business cases, recommendations, and management updates to support decision-making.

General Management

• Lead the planning, execution and governance of customer engagement and partnership initiatives.
• Collaborate with cross-functional stakeholders to ensure effective delivery and alignment.
• Define business rules and requirements, assess impacts, and support solution design, testing, and implementation to enable effective programme delivery.
• Establish KPIs, dashboards, and reporting frameworks to measure programme effectiveness and support management decisions.
• Support partnership onboarding and governance, and maintain effective engagement with internal and external stakeholders.
• Ensure all programmes, communications, and content are customer-centric, consistent, and compliant with regulatory requirements.
• Manage budgets, resources, agencies, and vendors to maximize business value.

Required Qualifications:

• Bachelor's degree in Business, Marketing, Communications, Analytics, or a related discipline.
• At least 8 years of relevant experience in customer engagement, CRM, loyalty, digital marketing, customer analytics, growth marketing, or related disciplines.
• Proven experience developing and executing customer engagement programmes across digital and/or offline channels.
• Strong understanding of customer journeys, segmentation, personalization, and customer acquisition and retention strategies.
• Strong business analysis skills, with the ability to translate business objectives, customer propositions, and business rules into operational processes and business requirements.
• Experience working with technology teams and vendors to support solution design, requirement definition, testing, implementation, and post-launch enhancements.
• Strong commercial acumen, business prioritization problem-solving and project management skills, with the ability to make effective trade-offs and lead initiatives through planning, governance, risk management, dependency management, and delivery oversight.
• Strong stakeholder m anagement, influencing, and communication skills, with the ability to collaborate effectively across functions and seniority levels.
• Experience leveraging customer and business data to generate insights, recommendations, and business opportunities.
• Excellent command of written and spoken English and Cantonese proficiency in Mandarin is an advantage.
• Candidates with stronger experience, leadership capability, and strategic impact will be considered for the Associate Director position.

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 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 .