Digital Marketing Automation Manager

John Hancock is seeking a Digital Marketing Automation Manager to help advance our marketing automation, personalization, and customer engagement capabilities through a blend of strategic thinking, technical expertise, and operational excellence.

Reporting to the Director of Digital Marketing Strategy, this role serves as a subject matter expert in Adobe Marketo and marketing automation, partnering across the organization to design scalable customer journeys, support personalization initiatives, and optimize marketing operations. The role combines strategic planning with hands-on expertise, translating business objectives into automation solutions that improve customer experiences, drive measurable outcomes, and enhance our marketing technology capabilities.

This position is ideal for someone who enjoys solving complex business challenges, influencing stakeholders, and helping maximize the value of automation, data, and personalization across the customer experience.

Why this role matters: As customer expectations continue to evolve, personalization, automation, and data-driven engagement have become critical enablers of business growth and customer experience.

This role helps advance John Hancock's digital marketing capabilities through scalable automation, expanded personalization, and operational excellence while ensuring our marketing technology ecosystem continues to meet evolving business needs.

The Digital Marketing Automation Manager serves as a strategic partner in translating marketing strategy into execution, helping deliver more relevant, measurable, and impactful customer experiences.

Position Responsibilities:

Marketing Automation Strategy & Leadership

• Help shape and evolve marketing automation, personalization, and customer engagement capabilities by identifying opportunities to improve marketing effectiveness, operational efficiency, and customer experience through automation, process optimization, and emerging technologies

• Serve as a strategic advisor to cross-functional stakeholders, helping translate business objectives and customer needs into scalable automation solutions, customer journeys, and marketing technology capabilities

• Promote innovation and continuous improvement by evaluating emerging MarTech trends, recommending best practices, and supporting the development of automation roadmaps, standards, and future-state capabilities

Platform Ownership & Architecture

• Serve as an enterprise SME for Adobe Marketo, providing leadership on platform architecture, governance, configuration standards, integrations, and best practices

• Define and maintain marketing automation operating models, data requirements, campaign frameworks, quality standards, and governance processes that support scale while managing risk

• Partner with Technology and MarTech teams to influence platform strategy and integration across Adobe Experience Platform (CDP), Salesforce, analytics platforms, and future customer engagement technologies

Personalization, Journeys & Customer Experience

• Lead the design and enablement of sophisticated customer journeys, lifecycle programs, and personalization initiatives spanning acquisition, onboarding, engagement, retention, and advocacy experiences

• Establish frameworks for audience segmentation, behavioral targeting, decisioning, and dynamic content activation across channels

• Design and oversee the implementation of complex, high-impact automation programs that require advanced technical expertise and cross-functional coordination

Measurement, Governance & Operational Excellence

• Partner with Analytics and business stakeholders to define measurement approaches, testing strategies, and reporting frameworks that connect marketing activity to engagement, conversion, customer value, and business outcomes.

• Promote operational excellence through strong governance, including data quality, privacy, compliance, QA, documentation, and marketing automation best practices, while supporting scalable communication planning and email calendar management processes

Required Qualifications:

• 5-10 years of experience in marketing automation, marketing operations, customer lifecycle marketing, CRM marketing, or related digital marketing disciplines

• Deep expertise administering and architecting solutions within Adobe Marketo, including complex automation, segmentation, lead and audience management, triggered communications, and personalization

• Demonstrated experience developing marketing automation strategies that support business growth, customer engagement, and operational scalability

• Strong understanding of customer journey orchestration, lifecycle marketing, personalization, and data-driven experience design

• Experience partnering across Marketing, Analytics, Technology, and business teams to lead complex initiatives in matrixed environments

• Strong analytical and problem-solving skills with experience using performance insights to influence strategy and decision-making

• Experience managing integrations between marketing automation platforms, CRM systems, customer data platforms, and related MarTech solutions

• Exceptional communication, stakeholder management, and consulting skills, with the ability to influence senior leaders and drive alignment

Preferred Qualifications:

• Experience working with or exposure to Adobe Experience Cloud technologies, including Adobe Customer Data Platform (CDP), Adobe Experience Platform (AEP), Adobe Analytics, or Adobe Target a plus

• Experience with Salesforce, Customer Data Platforms, or enterprise marketing technology ecosystems

• Adobe Marketo Engage Certification and other relevant Adobe certifications

• Experience establishing platform governance frameworks, operating models, or centers of excellence for marketing technology

• Familiarity with AI-driven marketing capabilities, customer decisioning platforms, and advanced personalization strategies

• Working knowledge of APIs, HTML, CSS, Velocity Scripting, or related technical concepts

• Experience within financial services, insurance, healthcare, or other highly regulated industries

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

#LI-Hybrid

#LI-JH

The role being advertised is an existing vacancy.

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

Boston, Massachusetts

Working Arrangement

Hybrid

Salary range is expected to be between

$92,475.00 USD - $160,290.00 USD

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/John Hancock 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/401(k) savings plans and a global share ownership plan with employer matching contributions) and financial education and counseling resources. Our generous paid time off program in the U.S. includes up to 11 paid holidays, 3 personal days, 150 hours of vacation, and 40 hours of sick time (or more where required by law) each year, and we offer the full range of statutory leaves of absence.

We use data and analytics technologies, such as artificial intelligence (AI), and automated processing tools, to analyze and process the information you provide to us or third parties in the application process. For more information, please refer to our personal information collection statement.

Know Your Rights I Family & Medical Leave I Employee Polygraph Protection I Right to Work I E-Verify

Company: John Hancock Life Insurance Company (U.S.A.)