Manulife Philippines has appointed Joy Ann Concepcion as Chief Marketing Officer, effective April 27, 2026, signaling a stronger push toward AI-driven marketing and digital transformation within the organization.
In her new role, Concepcion will oversee an expanded marketing portfolio that integrates brand strategy, content and social media, performance marketing, customer experience, and digital platforms. Notably, her mandate includes advancing AI and growth marketing initiatives—areas increasingly critical in delivering personalized, data-driven customer engagement in the financial services sector.
She will also lead efforts to streamline customer journeys and enhance digital touchpoints, aligning marketing strategies with Manulife’s broader goal of improving accessibility to protection, health, and wealth solutions for Filipinos.
According to company leadership, the appointment reflects Manulife’s focus on combining technology, analytics, and customer-centric design to strengthen its competitive position. Concepcion brings nearly a decade of experience within the organization, having joined in 2017 and played a key role in brand building, commercial growth, and team development.
Her leadership is expected to accelerate the integration of AI tools, marketing automation, and data insights into the company’s operations—supporting more connected and efficient customer experiences across digital channels.
The move underscores a wider industry trend, where financial institutions are investing in AI-powered marketing ecosystems to drive engagement, optimize performance, and deliver measurable business outcomes.
