AVP - Research & Insights

Manulife - Toronto, ON (30+ days ago)

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Are you looking for unlimited opportunities to develop and succeed? With work that challenges and makes a difference, within a flexible and supportive environment, we can help our customers achieve their dreams and aspirations.

Job Description

The AVP Customer Insights & NPS will play a key role within our transformation to become more Customer Obsessed. This role will lead initiatives related to understanding and anticipating consumer, advisor and sponsor perceptions and preferences both in terms of broad needs as well as their evaluation of digital experiences. The AVP will also lead the Canada segment activities related to improving Net Promoter Score. This includes leading system implementation ensuring reporting and activation on insights and development of overall strategy to improve NPS.

The AVP Customer Insights & NPS will lead development of Best-In-Class “Customer” (end user, member, group benefits / retirement administrator, Advisor, employees, etc.) insights gathering approach (studies, panel, digital, social, quant, qual, proprietary / omnibus, etc.) to help us know more about our customers, partners and prospects now and in the future. These types of insights will aid in how we engagement, loyalty and advocacy. The AVP will also manage key ongoing research related to Brand and Advertising effectiveness. In addition, this role will lead work related to customer and sponsor segmentation approaches.

Net Promoter Score is a KPI for Manulife and the AVP Insights, Research & NPS plays a pivotal role in enabling achievement of our ambitions to improve NPS across the organization. This team is responsible for implementation of the measurement systems, production of survey results, and ongoing results related to Inner and Outer Loops. The team partners with key resources in our Contact Centre’s and training to ensure Loops are launched and managed effectively. The AVP also leads the summation of our NPS Strategy and Action Plan, identifying the key opportunities based on insights and working with NPS champions and Partners within the Business Units and Marketing to formulate an integrated plan

As we seek to build a more customer obsessed culture, it is critical that the AVP focus on how insights and information can be shared and accessed by the organization and partner with Communications to build awareness and motivate the integration of key customer insights into the way we work.

Key Accountabilities

Customer Insights

Focus on key projects to aid Future-proofing the business by forecasting key trends in behavior that will disrupt the business

Digital experience

Develop cost effective framework for agile squads to generate customer/user insight to power our Human-Centred Design program
Facilitate at-scale Usability testing and tracking mechanisms in partnership with the AVP Digital Experience

Manage Market Research Needs for Business

Act as the Centre of Expertise and best practices for all research efforts in Canadian Division; consult on problem identification, research design, and execution
Lead and manage segmentation strategy and personal development

Brand & Advertising Measurement

Ensure appropriate Brand Tracking studies to meet Marketing needs at the segment and global level for evaluation of key metrics
Develop the appropriate testing and tracking of key advertising to ensure best use of resources

Marketing Planning & Strategy

Contribute Canada marketing strategy based on Insights by Business and across Businesses related to needs and trends
Link Insights on Customer, Brand performance & NPS to identify overall Marketing Strategy opportunities

Net Promoter System & Strategy

Lead and manage the Canadian NPS system – both transactional and relational
Generate ongoing reporting and quarterly executive summaries to report on insights, progress and challenges
Lead overall vision for key segment-wide initiatives to improve rNPS and collaborate and partner with stakeholders to execute
Develop in-depth knowledge of performance and drivers of rNPS and tNPs within each Canadian segment business
Be a champion for NPS improvement, raising awareness and understanding of drivers, encourage action amongst all Inner/Outer loop participants

People Leadership & Development

Effectively lead team of 3 Research Managers,2 Consultants, 2 Analysts
Actively motivate, coach, engage and develop Team
Empower team to drive change and inspire Team to embrace new cultural behaviours
Provide strategic direction and plans to employees. Ensure optimal organizational structure for delivery of multiple objectives

Specific Individual Accountabilities:
NPS System Implementation targets
NPS Strategy articulation and plan
Budget Management – cost efficient approaches to scaling insight development and management
Quality of future proofing insights


10+ years of experience in market research and marketing analytics, including experience in financial services industry. Knowledge of the retirement industry and life insurance industry is strongly preferred .
Bachelor’s degree required, with focus in business, marketing / market research, psychology or sociology preferred.
Demonstrated track record of impact as an Insights practitioner; creativity, resource management, collaboration
Experience with both qualitative and quantitative research methods; strong analytical abilities.
Ability to synthesize multiple data sources to identify issues, trends and exceptions; bring data- driven insights to life for the organization; and drive business results.
Excellent verbal and written communication skills with a sharp eye for detail and ability to convey key messages to senior and C-level executives.
Strong leadership skills, ability to work in a collaborative team environment, and experience working cross-functionally with partners.
Strong sense of accountability and ability to multi-task, handle shifting priorities, and work with limited supervision.

Key Leadership Behaviours:
Inspiring leader
Collaborative with the ability to influence across multiple business lines
Excellence in execution
Innovative thought leader

If you are ready to unleash your potential, it’s time to start your career with Manulife/John Hancock.

About Manulife

Manulife Financial Corporation is a leading international financial services group that helps people make their decisions easier and lives better. We operate primarily as John Hancock in the United States and Manulife elsewhere. We provide financial advice, insurance, as well as wealth and asset management solutions for individuals, groups and institutions. At the end of 2018, we had more than 34,000 employees, over 82,000 agents, and thousands of distribution partners, serving almost 28 million customers. As of June 30, 2019, we had over $1.1 trillion (US$877 billion) in assets under management and administration, and in the previous 12 months we made $29.4 billion in payments to our customers. Our principal operations in Asia, Canada and the United States are where we have served customers for more than 100 years. With our global headquarters in Toronto, Canada, we trade as 'MFC' on the Toronto, New York, and the Philippine stock exchanges and under '945' in Hong Kong.

Manulife is an equal opportunity employer. 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 and advancement and we administer all of our practices and programs based on qualification and performance and without discrimination on any protected ground. It is our priority to remove barriers to provide equal access to employment. A Human Resources representative will consult with applicants contacted to participate at any stage of the recruitment process who request any accommodation. Information received regarding the accommodation needs of applicants will be addressed confidentially.