Head of Digital Business Development

The Digital Business Development lead is responsible for crafting, advancing, and scaling the digital advisor experience across North America Retail. This role drives the organization’s shift toward a more data‑driven, segmented, hyper-personalized, and technology‑enabled distribution model. The leader integrates digital touchpoints, segmentation models, insights, content strategies, and workflow design to drive sales with specified advisors that we will only interact with digitally.  This role is essential to driving our Retail strategy of growing the number of advisors we do business with and driving our overall sales goals.

Position Responsibilities: 

• Map, define, and optimize advisor digital engagement journeys across North America.

• Build digital touchpoints that strengthen advisor relationships and complement seller‑led engagement.

• Partner with Marketing, Business intelligence, analytics, product and sales to deliver targeted and personalized advisor experiences.

• Lead the evolution of the North American digital distribution model.

• Develop scalable hybrid (digital + human) engagement frameworks where it makes sense as well learn about the digital advisors.

• Build self‑serve engagement pathways that drive deeper advisor interaction and activation.

• Lead the transformation of Practice Management content into engaging digital experiences.

• Leverage Adobe Learning Manager to deliver structured, trackable, and personalized learning pathways for digital advisors.

• Curate, design, and publish content on the advisor website to deepen engagement and build ongoing digital relationships.

• Use data and analytics to optimize content utilization, conversion, and advisor learning behaviors.

• Partner with Marketing, Sales Enablement, and Practice Management teams to ensure content aligns to advisor segments and business priorities.

• Collaborate with product owners across CRM, CMS, Adobe platforms, and engagement tools.

• Ensure digital experiences are integrated, connected, and scalable across markets.

• Align data, tech, and workflow capabilities to support broader digital journey strategy.

• partner with digital marketing on their roadmaps across the U.S. and Canada.

• Ensure cohesive advisor experiences across paid, owned, and earned channels for digital advisors.

• Strengthen cross‑channel consistency between the advisor website, email, and campaign ecosystems.

• Partner with Marketing to build data‑driven, insight‑informed campaign within the digital channel.

• Use analytics to identify advisor opportunities, segments, and gaps.

• Provide journey insights that enable more personalized advisor outreach.

Required Qualifications:

• 8-10 years of experience in digital transformation, customer journeys, content strategy, distribution or distribution enablement.

• Experience using Adobe Suite of Martech tools, salesforce, and AI (traditional, generative, and agentic) preferred.

• Strong cross‑functional collaboration skills across Marketing, Analytics, Technology, Sales, and Business Intelligence

• Ability to translate data and insights into practical, scalable digital experiences.

• Proven ability to lead complex initiatives in a matrixed environment.

• Strong executive presence with the ability to communicate clearly, concisely, and persuasively

• Ambitious, self‑starter mentality; proactive and comfortable operating with minimal oversight

• Highly structured and process‑driven, with the ability to navigate ambiguity

• Excellent relationship‑building and influencing skills across all levels of the organization

• High degree of ownership, accountability, and follow‑through

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.

If you are applying to this role in Massachusetts, please note the salary range is $156,700 - $290,900 USD. Additionally, employees also have the opportunity to participate in incentive programs and earn incentive compensation tied to business and individual performance. 

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 https://www.manulife.com/en/about/our-story.html.

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 [email protected].

Referenced Salary Location

Salary range is expected to be between

Employees also have the opportunity to participate in incentive programs and earn incentive compensation tied to business and individual performance. 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. If you are applying for this role outside of the primary location, please contact [email protected] for the salary range for your location.

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 [email protected] for more information about U.S.-specific paid time off provisions.