Digital Marketing Specialist

The Digital Marketing Specialist manages dynamic email marketing campaigns targeted to advisors and consumers and provides leadership and email best practice advice to key internal stakeholders and business partners. The Specialist is also responsible for the continual evolution of Manulife’s industry leading digital marketing initiatives, from external display advertising to conversion-based pay per click tactics.

The Digital Marketing Specialist is responsible for managing and executing consumer and advisor focused online marketing initiatives and this position entails the management of both external marketing campaigns as well as tactical execution of Manulife-hosted web properties.  

Daily Responsibilities (approximate 80%):

• Lead the execution of internal and external email programs and campaigns using industry best practice techniques


• Manage expectations of internal stakeholders and ensure timely execution of digital marketing initiatives encompassing external advertising, on-site execution (e.g. banner advertising) and email marketing


• Act as the business liaison with the Email Service Provider, understanding their technology offering and enabling business partners to fully leverage the platform


• Increase email engagement using A/B and MVT methodologies. Tests will range from basic subject line tests to more complex, algorithmic experiments


• Keep abreast of the latest developments in email, mobile and digital advertising trends, identifying opportunities for continual improvement in digital marketing efforts. Understanding optimization methodologies and the situational application of such tactics to bolster campaign results is a key measure of success for this role


• Build relationships with key internal stakeholders to foster a collaborative approach to the execution of initiatives


• Establish, implement and monitor digital communication methodologies to promote consistency across all of Manulife’s Canadian Division


• Working closely with Branding, Communications and Technology teams, monitor compatibility of email communications across platforms and devices, optimizing email structure to match target audience requirements


• Assist with training and support for email marketing efforts with internal stakeholders from across Canadian division

Additional Project Responsibilities (approximate 20%):

• Partner with business stakeholders and the Agency of Record to execute external marketing campaigns ranging from standard Pay-Per-Click (PPC) to more advanced Real Time Bidding (RTB) based media buys, using analytics to assess and continually optimize the performance of these initiatives


• Lead development of Search Engine Optimization (SEO) strategy, including its use across multiple web and mobile properties and manage keyword prioritization with other areas of the organization


• Drive the implementation of new search technologies within various web environments, with specific customization based on audience needs and the appropriate incorporation of SEO techniques


• Provide insights to internal team members when major algorithmic transitions occur in industry search engine platforms, including potential impact assessment for Manulife-owned web properties

• 3 -5 years’ experience as a digital marketing specialist / coordinator


• Post-secondary education in Marketing, communication arts, computer science or at least five years of related work experience in online marketing


• Strong, hands-on experience managing, deploying and measuring email marketing communications


• Well versed in fundamental interactive design disciplines & principals and an understanding of user behavioural psychology / customer segmentation


• Experience presenting and quantitatively substantiating tactical decisions


• Experience with a industry leading Email Service Provider (ESP) platforms (e.g. ExactTarget, Epsilon, Thindata, Responsys, etc.)


• Strong communication skills across disciplines and the ability to effectively articulate digital marketing principles based on industry best practice guidelines, personal experience and research findings


• Ability to define and execute best practices for digital marketing throughout the customer journey


• Working knowledge of HTML/CSS standards and of browser and email environments, including known compatibility issues across platforms / email clients


• Experience working with PPC and display advertising campaigns, including an understanding of how to optimize results to maximize campaign effectiveness


• Knowledge of SEO best practices, including the evolution of SEO algorithms and potential future transformations


• In depth analytical and problem solving skills


• Strong organizational skills and the ability to multi-task while managing expectations of numerous stakeholders


• Strong knowledge of Microsoft Excel would be an asset


• Ideal candidate would have experience marketing in both B2B and B2C environments and understand the tactical differences between marketing to each type of audience

Location: Toronto

Manulife Financial is a leading Canada-based financial services group with principal operations in Asia, Canada and the United States. Clients look to Manulife for strong, reliable, trustworthy and forward-thinking solutions for their most significant financial decisions. Our international network of employees, agents and distribution partners offers financial protection and wealth management products and services to millions of clients. We also provide asset management services to institutional customers. Funds under management by Manulife Financial and its subsidiaries were C$555 billion (US$$547 billion) as at March 31, 2013. The Company operates as Manulife Financial in Canada and Asia and primarily as John Hancock in the United States.

Manulife Financial Corporation trades as ‘MFC’ on the TSX, NYSE and PSE, and under ‘945’ on the SEHK. Manulife Financial can be found on the Internet at manulife.com. 

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