Product Go To Market (GTM) Lead

Product Go To Market (GTM) Lead is Lead the end‑to‑end go‑to‑market for life and health products by running the GTM Squad and owning the Marketing & Communications pillar—translating approved propositions into clear, compliant customer narratives, integrated campaigns, internal excitement, and distribution activation across Agency and Bancassurance, including Syariah and Health segments

The role chairs GTM cadence (bi‑weekly forum), manages the shared tracker and decision matrix, and ensures timely, quality launch execution against 90‑day outcomes. Distinct from Product Proposition (which owns the “what & why”), GTM MarComms owns the “how to market and drive impact.”

Position Responsibilities

• GTM Governance & Orchestration
• GTM Squad Lead: coordinate Product Proposition, Marketing/Comms, and Distribution pillars; run bi‑weekly GTM forum, maintain shared GTM tracker (milestones, PIC/owner, risks), and apply the decision matrix to keep alignment and escalate when needed.
• Operate the GTM Playbook phases: Insight → Proposition → Narrative → Enablement → Launch → Review, tailoring activities to proposition type and channel actual reality from the market.
• Lead Function — Marketing & Communications
• Timeline & impact owner: drive the overall launch timeline and ensure all customer‑facing deliverables land on time and on brand.
• Messaging & Narrative: co‑build the messaging house and elevator pitch with Proposition; translate into master copy and visual guidelines for all marketing communication/creative assets. (Product Proposition retains product design, positioning guideline, and training content ownership; GTM adapts for market‑facing use.)
• Content Factory: oversee production video, brochure/e‑brochure, sales decks/tools/cheat sheets, FAQs/objection handling, website/product pages, social media content, and internal sizzle/teaser assets—working with Brand/Creative.
• Media & Channels:
• Plan and run paid digital media in partnership with Global Performance Marketing Shared Service (GPMSS)—Manulife’s in‑house performance marketing team that integrates martech, data, and demand‑generation capabilities (Google ads, Programmatic, Meta ads, SEM, YT ads). Coordinate paid media activation (digital paid, search, social).
• Orchestrate owned channels (site/app, EDM/WhatsApp) with Customer Engagement/Digital team.
• Collaborate earned channels (PR, launch events) with Comms—ensuring all communications follow required transparency and disclosure standards
• Customer Insights → Creative: lead consumer insighting and creative testing to drive awareness, engagement & demand, aligned with the proposition’s target segments (as needed and as time permits)
• Cross/Up‑Sell CPM Support: Collaborate with CX/Analytics and Distribution to activate cross‑sell and up‑sell opportunities when they are included in GTM plans. This involves using propensity segments or data models provided by Analytics, preparing executable customer lists, and supporting the setup of relevant journeys (e.g., EDM/WhatsApp). Execution ownership, commercial KPIs, and end‑to‑end cross/upsell strategy remain with Distribution and Health teams. Marketing’s role is to enable data‑driven marketing execution and ensure alignment of messaging and journey quality.
• Performance & iteration: Right after launch, closely monitor results and rapidly improve what’s not working. (If sales are slower than expected, distribution squad are confused, paid media is not performing, customers raise concern, etc)
• Distribution Enablement & Activation
• Sales readiness: align with Distributions Comms, Training & Development, and Agency/Banca Business Development on socialization, training, rollout toolkits, and sales incentives/campaigns; capture field feedback for continuous improvement.
• Bancassurance co‑marketing: coordinate with Banca team and bank partners to adapt campaigns and navigate partner approvals—recognizing local regulatory and data‑sharing norms in bancassurance.
• Internal Excitement & Comms
• Drive internal “believe the USP” programs: leadership/internal teasers, product townhalls, floor parades, demo flow, talk tracks, and objection handling; ensure training materials harmonize with Proposition’s content while being market‑ready.
• PR & Launch Moments
• Collaborate with Corporate Comms, deliver press releases/press conferences and spokesperson prep; land consumer‑friendly proof points to build awareness and trust. (Track SOV and sentiment.)
• Compliance & Consumer Duty (Indonesia)
• Uphold high standards of compliance and transparency across all communications, ensuring alignment with applicable product and digital‑marketing regulations (e.g., POJK 8/2024). Maintain auditable documentation and coordinate closely with Legal/Compliance on required approvals and post‑launch reporting.
• Operating Cadence & Tools
• Bi‑weekly GTM Forum: track milestones, align dependencies, unblock risks.
• Shared GTM Tracker: centralized dashboard of deliverables, owners, timelines, risks.
• Decision Matrix: empower functions to decide within scope; GTM Lead aligns/escalates.
• Playbook Phases: standardized flow Insight → Proposition → Narrative → Enablement → Launch → Review
• Success Metrics
• D+90 sales target attainment by distribution (Agency/Banca).
• 360° stakeholder feedback (customers, agents, bank partners) with positive sentiment.
• Marketing & PR: reach, engagement, and share of voice that demonstrate excitement for the new product.
• Clear Boundaries vs. Product Proposition (to prevent overlap)
• Product Proposition (Responsible; Marketing consulted): define customer problem & target market, lead product research/FGDs, craft value proposition, competitive intelligence, core positioning, and develop training materials/FAQ/sales pitch content (with Marketing consultation).
• GTM MarComms (Responsible; consult Proposition & Distribution): timeline management and “how to market”, insights, campaign strategy, content production, media plan, customer communication, PR/events, social, and CPM for cross/upsell; read out sales & campaign effectiveness and iterate
• Distribution (Responsible): sales readiness, rollout, performance monitoring, and feedback loop.

Required Qualifications

• Bachelor’s degree with 5–10 years in Product Marketing/GTM/MarComms for life insurance or adjacent Financial Services in Indonesia, with proven launch leadership and cross‑functional orchestration (GTM forums, trackers, approval matrices).
• Strong project management skills to coordinate cross‑functional stakeholders, manage timelines, and ensure on‑time, high‑quality launch execution.
• Portfolio of integrated paid/owned/earned campaigns (incl. social, video, PR/events) and distribution enablement that moved APE/NBV and adoption within 90 days.
• Experience partnering with Agency and Bancassurance teams (Branch activation, partner approvals) in line with local bancassurance practices.
• Working knowledge of Indonesia’s POJK 8/2024 and digital marketing implications for insurance (disclosures, digital policy sales requirements).
• Ability to translate propensity models into executable journeys (EDM/WhatsApp, web/app) with CX/Analytics and Digital team.

Preferred Qualifications

• Familiarity with industry context and growth levers (e.g., bancassurance uplift potential) to set ambitious yet realistic GTM targets and SOV goals.
• Strong Bahasa Indonesia copy skills for clear, compliant consumer comms across digital channels. (Important for OJK’s consumer protection emphasis.)

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 hr@manulife.com .

Working Arrangement

Hybrid