Brand and CSR Manager/Assistant Manager, Marketing

The Opportunity

The customer is the focus of everything we do, and millions of end users rely on our products daily. We believe in the value of empowering a Brand and CSR Manager or Assistant Manager with the resources to solve critical problems for the future of our business, which is why we need you.

Role Summary

Reporting to the Brand Director, this role is a member of the Brand, Content, and Proposition team under Manulife Japan (MLJ)'s Marketing department. It is expected to work closely with other teams, including growth marketing, customer experience, advanced analytics, and corporate communications. Collaboration beyond marketing functions is also key to ensure MLJ delivers the brand promise with contributions from internal and external stakeholders.

Additionally, this role will collaborate with regional and global brand teams across business units to ensure alignment between global/Asia branding strategy and local branding strategy, co-create regional branding activities, and share best practices across business units.

Job Description

Brand Strategy Implementation:

• Support the Brand Director in executing MLJ's unique brand value propositions for the Japanese business and key stakeholders in line with Manulife's global brand strategy and associated guidelines and frameworks.
• Implement visual identity embodying MLJ's brand value propositions by working together with internal creative teams and external vendors.
• Determine appropriate KPIs for MLJ's brand penetration, monitor and analyze progress with those KPIs, and manage the feedback loop with the deployment plan.
• Identify actions for MLJ's brand deployment, including internal branding activities, marketing activities, and stakeholder touchpoint improvement activities.

Brand Campaign Management:

• Together with the Brand Director, manage campaign efforts, ensuring alignment with brand strategy and objectives.
• Utilize consumer/customer insights to develop targeted campaigns that resonate with the intended audience.
• Collaborate with creative teams (internal and external) to develop compelling campaign assets.
• Work with media planning and buying teams to ensure optimal placement and reach of campaign materials.
• Track and analyze campaign performance, providing regular reports and recommendations for optimization.

Impact Agenda / CSR planning and execution:

• Work with the Brand Director in defining and executing the company's brand-led Impact Agenda.
• Lead the integration of CSR initiatives into brand strategy and consumer-facing communications.
• Collaborate with internal CSR and sustainability teams to ensure initiatives align with brand purpose and values.
• Work closely with Brand Engsgement and Comms teams and craft compelling storytelling around impact efforts for earned, owned, and paid channels.

Vendor and Project Management:

• Oversee and manage relationships with internal cross-functional teams and external vendors to ensure timely and effective execution of branding activities.
• Ensure project milestones are met, manage project budgets, and report on project progress to stakeholders. Handle PO and invoicing process in accordance to the company process.
• Develop governance processes to monitor adherence to brand guidelines across all touchpoints and activities.

Promote Brand Values and Brand Governance Cross-Functionally:

• Embed brand strategy in marketing activities such as SNS marketing, community partnerships, content strategy, digital lead generation, and digital customer engagement by translating local brand value into appropriate customer targeting, messages, creatives, etc.
• Develop and provide branding training, materials, and tools to support distribution channels and agents in their sales and customer engagement efforts, ensuring brand consistency and monitoring effectiveness.
• Collaborate with the Corporate Communication team to ensure internal and external communications reflect local brand values and guidelines.
• Implement and enforce brand guidelines to ensure consistency across all marketing and communication materials.
• Conduct regular audits and reviews to ensure all departments adhere to branding standards.

Skills & Experience

• Bachelor's degree.
• Native Japanese speaker, with fluency in English.
• 10 years of experience in brand marketing including CSR planning and execution
• Proven track record in managing vendor relationships and executing integrated marketing campaigns with knowledge in both traditional (above-the-line, outdoor) and digital channels (SNS, video verticals).
• Strong analytical, communication, and project management skills.
• Able to supervise the quality of creative development, media planning, and buying.
• Able to track and articulate the return on investment of branding activities with relevant marketing and business data.
• Proven experience in executing brand strategies in alignment with global brand governance.
• The ability to work effectively within a matrix organization. Collaborative, with the ability to work across different lines of business by listening, consulting, and taking into account the needs of multiple groups before forming a decision.
• Excellent organization and prioritization skills.
• Ability to work with ambiguity and manage change effectively.

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

Working Arrangement