Manulife Promotes Sarah Chapman to Global Marketing Chief
Event summary
- Sarah Chapman appointed Global Chief Marketing & Customer Experience Officer, effective January 1, 2027.
- Chapman succeeds Karen Leggett, who retires at year-end, ensuring smooth leadership transition.
- Chapman currently leads Manulife Canada's marketing and global digital, customer-centricity, and sustainability agendas.
- Manulife serves 36 million customers with $1.4 trillion in AUM as of 2025.
The big picture
Manulife's promotion of an internal candidate to lead global marketing reflects a strategic emphasis on customer experience as a differentiator in the crowded financial services sector. With $1.4 trillion in AUM and operations across North America, Asia, and Europe, the move underscores the importance of cohesive branding and digital innovation in retaining and attracting customers. The appointment also highlights the company's focus on internal talent development for critical leadership roles.
What we're watching
- Customer Strategy
- How Chapman will unify global marketing efforts to deepen customer focus across Manulife's diverse regional operations.
- Digital Transformation
- Whether Chapman's leadership can accelerate Manulife's digital and sustainability agendas to drive competitive differentiation.
- Succession Impact
- The pace at which Chapman integrates her vision while maintaining continuity from Leggett's tenure.
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