Job Information
Manulife Growth Marketing Manager (Customer Marketing) in District, Vietnam
About the Role
We are seeking a Growth Marketing Manager to lead and drive end-to-end cross-sell & up-sell programs on existing customers, maximizing Customer Lifetime Value (CLV) through data-driven campaigns and close collaboration with Data AI, Product, Actuarial, NBUW, Distribution, IT and Digital Platform.
This role acts as a Campaign Lead, responsible for translating customer insights into executable initiatives and ensuring on-time campaign deliver and measurable business impact.
Key Responsibilities
1. Cross-sell / Up-sell Program & Campaign Leadership
Own and lead cross-sell & up-sell programs targeting existing customers across key lifecycle moments.
Prioritize initiatives based on CLV impact, business value, and operational feasibility.
Translate customer insights, behavioral triggers, and product propositions into compelling Customer Value Propositions (CVPs) and personalized messaging for each stage of the lifecycle.
Design and manage multi‑wave, multi‑channel campaigns from concept, targeting logic, and execution through post‑campaign review.
Ensure campaigns deliver sustainable in‑force growth, cross‑sell / up‑sell performance, and deeper long‑term engagement.
2. Stakeholder engagement and change management:
Partner closely with Brand, CX, Product, Actuarial, Data AI, Distribution, Digital Platforms, Risk, Legal/Compliance and Operations (NBUW) to co‑create compelling CVPs and seamless end‑to‑end Up-sell/Cross-sell customer journeys.
Partner closely with Agency Distribution to embed cross-sell/up-sell into frontline execution.
Collaborate with Data & AI to refine and operationalize predictive models (e.g. propensity‑to‑buy, next‑best‑action / offer) within lifecycle orchestration.
Drive alignment and accountability across teams.
Support change management to embed campaign-led, customer-centric growth into daily operations.
3. Campaign Performance, Analytics and Optimization
Define and own in-force growth and CLV-related KPIs
Lead post-campaign analysis, identify insights and conversion funnel optimization.
Standardize best practices and build a repeatable cross-sell/up-sell framework.
Required Qualifications
8–10+ years of experience in Growth Marketing or Product Marketing, Customer Lifecycle Management.
Experience in Life Insurance is preferable. Hands‑on exposure to complex customer journeys and long‑term value models is a strong advantage.
Demonstrated expertise in Customer Lifetime Value (CLV) management, including segmentation, cohort analysis, and next‑best‑action or next‑best‑offer frameworks.
Strong analytical capabilities with practical experience collaborating with Data AI team and working with dashboards and experimentation frameworks.
Ability to synthesize customer insights into high‑impact up-sell/cross-sell initiatives and translate them into clear, compelling communication frameworks.
Excellent stakeholder management, communication, and project leadership skills.
Excellent command of English, both written and verbal
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.
Acerca de Manulife y John Hancock
Manulife Financial Corporation es un importante proveedor internacional de servicios financieros que ayuda a las personas a tomar decisiones de una manera más fácil y a vivir mejor. Para obtener más información acerca de nosotros, visite http://www.manulife.com .
Manulife es un empleador que ofrece igualdad de oportunidades
En Manulife/John Hancock, valoramos nuestra diversidad. Nos esforzamos por atraer, formar y retener una fuerza laboral tan diversa como los clientes a los que prestamos servicios, y para fomentar un entorno laboral inclusivo en el que se aprovechen las fortalezas de las culturas y las personas. Estamos comprometidos con la equidad en las contrataciones, la retención de talento, el ascenso y la remuneración, y administramos todas nuestras prácticas y programas sin discriminación por motivos de raza, ascendencia, lugar de origen, color, origen étnico, ciudadanía, religión o creencias religiosas, credo, sexo (incluyendo el embarazo y las afecciones relacionadas con este), orientación sexual, características genéticas, condición de veterano, identidad de género, expresión de género, edad, estado civil, estatus familiar, discapacidad, o cualquier otro aspecto protegido por la ley vigente.
Nuestra prioridad es eliminar las barreras para garantizar la igualdad de acceso al empleo. Un representante de Recursos Humanos trabajará con los solicitantes que requieran una adaptación razonable durante el proceso de solicitud. Toda la información que se haya compartido durante el proceso de solicitud de adaptación se almacenará y utilizará de manera congruente con las leyes y las políticas de Manulife/John Hancock correspondientes. Para solicitar una adaptación razonable en el proceso de solicitud, envíenos un mensaje a hr@manulife.com .
Modalidades de Trabajo
Híbrido