Head of Commercialization & Emerging Business

Affinity is on a bold path to double our franchise. This transformation is anchored in three strategic pillars: strengthening our core, enhancing capabilities, and pursuing breakout opportunities. We are building leadership in the direct channel, optimizing customer experience across digital platforms, and launching new partnerships to differentiate in the marketplace. Affinity is accelerating growth through innovation, personalization, and operational excellence.

Reporting to the Head of Affinity, this newly created role supports the growth ambition of the business. The Head of Commercialization and Emerging Business will lead the transformation and expansion of Affinity’s direct-to-consumer and distribution strategies, while unlocking new revenue opportunities for partners. This role combines strategic vision, operational leadership, and cross-functional execution to drive innovation and scale across distribution evolution and partner monetization.

Position Responsibilities:

• Lead the evolution of CoverMe from an online insurance portal into a fully integrated digital DTC business.

• Define and execute a roadmap that enhances customer experience, expands product offerings, and drives digital acquisition and retention.

• Collaborate with product, marketing, technology, and operations teams to deliver scalable, insight-driven solutions.

• Develop a new go-to-market approach and playbook.

• Expand distribution to include simple, affordable products from all Canada-domiciled business units.

• Build and manage a segmented network, optimizing coverage and engagement strategies.

• Develop and launch new revenue streams for Affinity distribution partners.

• Identify and prioritize opportunities based on partner needs, market trends, and internal capabilities.

• Foster a values-based team culture that is high performing, collaborative, customer-centric, and innovative.

• Attract, nurture and retain a strong and effective team that align goals and sales compensation to maintain a highly energized, collaborative, and results-focused team.

• Collaborate with the Head of Product & Platforms to ensure alignment between commercial strategy and product delivery.

• Partner with marketing, digital, and analytics teams to optimize customer engagement and conversion.

• Work closely with Affinity leadership team peers to establish and support strategic initiatives and cross-business synergies.

• Contribute to the Affinity Leadership Team (“ALT”) and Canada segment’s Senior Leadership Team (“SLT”).

• Identify performance enhancement opportunities to significantly improve sales, reduce cost and effectively manage risk.

• Identify and share best sales practices across internal Manulife Canada sales teams and in the external market.

• Develop an annual strategic sales/business plan to achieve sales goals, revenue, and customer growth and retention.

• Work with Affinity Compensation committee to achieve comp-program targets.

• Ensure the effective planning and control of unit operating expenses.

• Build scalable models for monetization and value delivery.

Required Qualifications:

• Proven track record in commercial strategy, digital transformation, and distribution leadership.

• Experience in insurance, financial services, or related sectors.

• Strong cross-functional leadership and stakeholder management skills.

• Strategic thinker with operational rigor and execution excellence.

• Demonstrated ability to innovate and scale new business models.

• Proven competency influencing, assessing, developing and coaching talent to contribute to a high performing and values-based team environment.

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 recruitment@manulife.com.

Referenced Salary Location

Salary range is expected to be between

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.