Director, Agency Lead Generation

This role offers the opportunity to shape and scale end-to-end lead management across the agency channel, from acquisition strategy to deployment, conversion, and performance optimisation. It contributes directly to our mission by helping advisors access better-quality opportunities, improving sales productivity, and ensuring lead initiatives are governed with strong compliance and data privacy standards. The role also works across different teams to turn lead generation into measurable business impact through stronger partnerships, advisor enablement, and funnel analytics. In return, the successful candidate will gain broad exposure to commercial strategy, cross-functional leadership, and high-visibility stakeholder engagement, while building expertise in sales operations, CRM, analytics, and agency distribution.

Position Responsibilities:

1. Lead Management Strategy & Governance

• Own the end-to-end lead management framework, from acquisition through to deployment and conversion across the agency channel.

• Define lead sourcing strategies across digital, partnerships, events, referrals, and purchased leads, ensuring alignment with business priorities and advisor capacity.

• Set clear policies, governance, and operating models for lead allocation, prioritisation, recycling, and performance measurement. Ensure all initiatives comply with MAS regulations, PDPA requirements, and Manulife’s internal compliance standards.

2. Acquisition Channels & Partnerships

• Build and scale lead acquisition channels including:

• Client seminars, webinars, and roadshows

• Worksite marketing and affinity partnerships

• Referral and “Friend-Get-Friend” programmes

• Digital and platform-based partnerships

• Third-party lead purchase programmes

3. Sales Activation & Advisor Enablement

• Translate leads into actionable sales opportunities by designing effective deployment models suited to different advisor segments and clusters.

• Present, educate, and engage agency leaders and advisors on lead initiatives, usage best practices, and conversion strategies.

• Work closely with Marketing and Agency teams to refine messaging, targeting, and campaign effectiveness based on advisor and customer feedback.

4. Performance Management & Analytics

• Track and optimise the lead-to-sales conversion funnel across hundreds of campaigns, channels, and initiatives.

• Establish key metrics covering lead quality, conversion rates, advisor adoption, productivity uplift, and overall ROI.

• Provide regular insights to senior stakeholders, identifying bottlenecks, opportunities, and actionable improvements.

• Design and manage sales incentives or activation mechanisms linked to lead initiatives to drive desired behaviours.

Required Qualifications:

• Experience in sales operations, CRM management, agency distribution, or lead management preferred.

• Strong understanding of lead lifecycle processes, CRM systems, and sales funnels.

• Excellent analytical, communication, and stakeholder management skills.

• Comfortable working across Marketing, Sales, and Technology teams.

• Familiarity with data privacy and consent management principles is a plus.

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.

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].