We are a leading financial services provider committed to making decisions easier and lives better for our customers and colleagues around the world. From our environmental initiatives to our community investments, we lead with values throughout our business. To help us stand out, we help you step up, because when colleagues are healthy, respected and meaningfully challenged, we all thrive. Discover how you can grow your career, make impact and drive real change with our Winning Team today.

Working Arrangement

Hybrid

Job Description

Manulife is on a journey to become Customer-obsessed, putting the customer at the heart of everything we do. We are seeking a strategic business insights leader who can help us connect the dots across Research, Insights, and NPS. This includes maturing the NPS engine and suite of offerings while transforming the research and delivery side of business intelligence. Within a matrixed organization, this role is critical to empowering business decision making and putting a spotlight on the voice of the customer.

The Director, Customer Experience & Marketing Insights will be the insights leader for one of our leading Canadian Business Units and will be the business’ key insights partner across our NPS, Voice of Customer, and Market research work with two primary focus areas:

Net Promoter Score

The Director, Customer Experience & Marketing Insights plays a pivotal role in enabling achievement of our ambitions to improve NPS across our business. This role is responsible for working closely with other NPS team members on implementation of the measurement systems, production of survey results, and ongoing results related to driving actions in our Inner and Outer Loops. The team partners with key stakeholders in our business and operations teams to ensure Loops are launched and managed effectively. The Director also contributes to the summation of our NPS Strategy and Action Plan, identifying key opportunities based on insights and working with NPS champions and Partners within the Business Units and Marketing to formulate an integrated plan.

Voice of the Customer Program

This role is responsible for leading the development of Best-In-Class customer (including end user, member, group benefits / retirement administrator, Advisor, employees) insights gathering approaches (e.g., studies, panels, digital, social, quant, qual, proprietary / omnibus) to help us learn more about our customers, partners and prospects to better anticipate their needs. These insights will aid in how we approach brand, product design, marketing, engagement, loyalty and advocacy. In addition, this role will drive Manulife’s customer and sponsor segmentation approaches.

For both areas, the Director Research, Insights & NPS will serve as an advocate and subject matter expert within the organization, communicating the value of these tools and connecting the dots between the data generated and the insights needed to influence action and transform Manulife’s customer experience.

As we seek to build a more customer obsessed culture, it is critical that the Director become a trusted, integrated partner with the business and supporting functions, providing the fact base and insights that are needed to generate meaningful improvements to NPS and help grow our business.

Key Accountabilities

Net Promoter System & Strategy

Lead the Canadian NPS system within designated business unit – both transactional and relational
Mature the transactional and relational NPS system as a SME in the space with a focus on operational excellence and delivery
Generate ongoing reporting and executive summaries to highlight insights, progress, and challenges
Drive priorities for key segment-wide initiatives to improve rNPS and collaborate and partner with stakeholders to execute
Develop in-depth knowledge of performance and drivers of rNPS and tNPS within designated segment business
Be a champion for NPS improvement, raising awareness and understanding of drivers and encouraging action amongst all Inner/Outer loop participants

Research & Insights

Be the Research, Insights lead for business and marketing stakeholders, acting as the Centre of Expertise and best practice for research efforts on assigned business unit; consult on problem identification, research design, and execution
Design research across traditional, digital, and analytics toolkits and engage with global/segment stakeholders to develop a world-class experience for our customer
Forecast key trends in behaviour and competitive landscape, aiding in future-proofing the business
Manage segmentation strategy
Manage multiple vendor and research tools, and collaborate with our Advanced Analytics team to generate data and insights across the business
Collaborate with Human-Centered Design practice on our research and insights strategy, bringing together the right tools and resourcing to support the highest priority CX initiatives

Brand & Advertising Measurement

Collaborate with our Brand Research lead on Brand Tracking studies to meet Marketing needs at the segment and global level for evaluation of key metrics
Develop the appropriate testing and tracking of key advertising to ensure best use of resources

Marketing Planning & Strategy

Contribute to Canada marketing strategy, employing insights by business and across businesses related to needs and trends
Link insights on customer, brand performance & NPS to identify overall Marketing Strategy opportunities

People Leadership & Development

Effectively lead work, insights, and key initiatives across a team of research directors, managers, consultants, and analysts to integrate subject matter expertise across designated business unit
Bring NPS and Research SMEs together in new ways to deliver bespoke offerings to the business. Generate ongoing reporting and executive summaries to highlight insights, progress, and challenges
Develop and build relationships with key marketing and business Canadian and global stakeholders in order to ensure Insights and VOC is integrated onto key priorities and initiatives

Core Competencies

Program SME: An illustrated history of success leading NPS and insights in a space that aligns regional and global priorities
Strategic Thinker: Balanced approach to industry trends, market factors, and how the organization can capitalize on the information provided
New Methods: Regularly challenging how work product is delivered to offer the best possible service to the business
Insights Storyteller: Ability to connect the dots and tell a compelling & concise story to different audiences and leaders within the organization, including executive leadership teams
Resilient, Inclusive Leadership: Ability to drive progress on multiple, competing priorities within a matrixed organization to achieve impact, while fostering an inclusive environment that inspires colleagues to bring their authentic selves and do their best work

Qualifications

Minimally, candidates experience should reflect the following:

Other Jobs You May Be Interested In

10+ years of experience in market research and marketing analytics. Knowledge of the financial services industry is preferred
Bachelor’s degree required, with focus in business, marketing / market research, psychology or sociology preferred
Demonstrated track record of impact as an Insights practitioner
Credibility on core customer experience and brand metrics, including Net Promoter Score
Wide & deep experience with both qualitative and quantitative primary and secondary research methods; strong analytical and storytelling abilities
Ability to synthesize multiple data sources to identify issues, trends, and exceptions, bring data- driven insights to life for the organization, and drive business results
Excellent verbal and written communication skills with a sharp eye for detail and ability to convey key messages to senior and C-level executive

About Manulife and John Hancock

Manulife Financial Corporation is a leading international financial services group that helps people make their decisions easier and lives better. With our global headquarters in Toronto, Canada, we operate as Manulife across our offices in Asia, Canada, and Europe, and primarily as John Hancock in the United States. We provide financial advice, insurance, and wealth and asset management solutions for individuals, groups and institutions. At the end of 2022, we had more than 40,000 employees, over 116,000 agents, and thousands of distribution partners, serving over 34 million customers. At the end of 2022, we had $1.3 trillion (US$1.0 trillion) in assets under management and administration, including total invested assets of $0.4 trillion (US $0.3 trillion), and segregated funds net assets of $0.3 trillion (US$0.3 trillion). We trade as ‘MFC’ on the Toronto, New York, and the Philippine stock exchanges, and under ‘945’ in Hong Kong.

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 recruitment@manulife.com.

Salary & Benefits

The annual base salary for this role is listed below.

Primary Location

CAN, Ontario, Toronto, 250 Bloor Street East

Salary range is expected to be between

$100,500.00 CAD – $180,900.00 CAD

If you are applying for this role outside of the primary location, please contact recruitment@manulife.com for the salary range for your location. The actual salary will vary depending on local market conditions, geography and relevant job-related factors such as knowledge, skills, qualifications, experience, and education/training. Employees also have the opportunity to participate in incentive programs and earn incentive compensation tied to business and individual performance.

Manulife offers eligible employees a wide array of customizable benefits, including health, dental, mental health, vision, short- and long-term disability, life and AD&D insurance coverage, adoption/surrogacy and wellness benefits, and employee/family assistance plans. We also offer eligible employees various retirement savings plans (including pension and a global share ownership plan with employer matching contributions) and financial education and counseling resources. Our generous paid time off program in Canada includes holidays, vacation, personal, and sick days, and we offer the full range of statutory leaves of absence. If you are applying for this role in the U.S., please contact recruitment@manulife.com for more information about U.S.-specific paid time off provisions.