Reporting to the Director of Content, Brand, the Social Media Specialist is a key member of Manulife Canada’s Brand team. The role manages and advances Manulife Canada’s organic social media content stream, bringing our “One Manulife” story to life through relevant, engaging content across priority channels.

This role involves both strategic planning and execution; the social media specialist liaises with marketing leads across business lines to plan our social media calendar, develops creative social-first content programs, and identifies new ways to bring Manulife’s expertise and leadership perspectives to multiple audience segments. The role works closely with Communications, creative teams, executives, and internal and external business partners, and uses performance insights to strengthen content and results.

Position Responsibilities

Social Media Planning and Management

• Manage the development and execution of Manulife Canada’s organic social media strategy.
• Lead editorial planning across our Manulife Canada social channels, balancing brand, business, audience, and reputational priorities.
• Develop the social content calendar and ensure content is timely, relevant, and aligned with brand standards.
• Provide guidance and recommendations to internal partners on social content, channels, formats, and best practices.

Social Content Development and Innovation

• Develop creative social-first content programs and multimedia formats, including video, that strengthen Manulife Canada’s presence on priority channels, bring its expertise and perspectives to different audiences, and extend its social reach.
• Identify opportunities to engage leaders, employees, and other internal partners in strengthening Manulife’s social presence.
• Monitor emerging platform and content trends, and identify opportunities to test and scale new approaches.

Content Production and Collaboration

• Work with writers, designers, videographers, agencies, and internal partners to develop high-quality social content.
• Guide content from concept through briefing, production, approval, publishing, and optimization.
• Ensure social content is clear, engaging, accessible, and appropriate for the platform and intended audience.
• Look for opportunities to integrate AI tools that allow for efficiencies in workflows.
• Work with optimization teams to ensure discoverability of social content.

Performance and Governance

• Use audience and performance insights to strengthen content planning and channel effectiveness.
• Establish measures of success and provide clear reporting on performance, opportunities, and recommendations.
• Maintain effective workflows, governance, and approval processes in collaboration with Brand, Communications, Legal, and Compliance partners.
• Support response planning with community management team.
• Collaborate with internal teams to optimize content and maximize paid opportunities

Required Qualifications

• Three to five years of experience in social media, content marketing, communications, or a related field.
• Bilingualism in English and French is required, with strong written and verbal communication skills in both languages.
• Experience managing organic social media programs and developing content for corporate or consumer audiences.
• Strong editorial judgment and the ability to translate complex topics into clear, engaging social content.
• Demonstrated creativity and experience developing new content concepts, formats, or programs.
• Strong knowledge of social platforms, audience behaviour, and evolving content practices, particularly on LinkedIn.
• Familiarity with GEO principles and best practices
• Experience working with senior leaders, cross-functional partners, agencies, and creative teams.
• Strong project management and organizational skills, with the ability to manage multiple priorities and deadlines.
• Experience using performance insights to guide content decisions and improve results.
• High attention to detail and an understanding of content governance in a regulated environment.
• Fully bilingual (French/English): The successful candidate will be required to communicate in English and French in order to support clients from various jurisdictions outside of Quebec.

Preferred Qualifications

• Experience in financial services, insurance, health, or another regulated industry.
• Experience developing executive social content or video programming.
• Familiarity with social media management tools such as Hootsuite, as well as social listening and analytics tools, and AI-enabled content tools.

This job description does not represent a comprehensive listing of job duties that are required of the employee performing this role. We reserve the right to change duties or assign additional duties at any time with or without notice.

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

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

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.

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.