John Hancock’s new CMO & next moves

Steve’s breakdown: Looks like their Different World campaign is still kicking with the addition of yet another female top executive. Has the company now reached critical mass to change agencies? Worth looking into.

BOSTONMA: John Hancock said today that Barbara Goose has joined the company as Chief Marketing Officer. Most recently, Ms. Goose was the Global Chief Marketing Officer of Altisource, a leading financial technology servicing company in the mortgage and real estate industries.

Based in John Hancock’s Boston headquarters, she will have dual reporting responsibilities to Craig Bromley, President of John Hancock, and to Gretchen Garrigues, Chief Marketing Officer for Manulife worldwide. Ms. Goose becomes a member of Mr. Bromley’s senior management team, and will also serve on the Global Marketing Leadership team led by Ms. Garrigues.

“With our customer-centric strategy continuing to gain momentum, Barbara will lead our ambitious marketing, branding, communications and customer engagement efforts, working closely with John Hancock’s various businesses to support their growth plans, and to deepen our connectedness and relevance to today’s U.S. consumer,” said Mr. Bromley. “We are pleased to welcome Barbara to John Hancock.”

Ms. Goose has more than 20 years of experience in the digital marketing space, having led innovative and strategic programs that built brand equity for national and multi-national brands. At Altisource, she launched an online real estate platform, led re-branding efforts, established an in-house creative team, and delivered innovative solutions to build engagement among key audiences for Altisource’s businesses.

Previously, Ms. Goose had been President of DigitasLBi Boston and Detroit, where she was responsible for the overall growth of both offices as well as the strategy and execution of client programs. Under her leadership, DigitasLBi Boston experienced significant growth to become Greater Boston’s largest agency, adding such clients as Dunkin’ Donuts, ZipCar, and Lenovo, while recruiting some of the industry’s top talent. She also helped establish the DigitasLBi office in Detroit through her leadership of the agency’s work with General Motors.

During her 15 year tenure, DigitasLBi Boston and Detroit executed numerous award-winning programs for clients across various industries, while receiving “Best Places to Work” accolades from the Boston Business Journal, Boston Globe, the Michigan Business & Professional Association, Detroit Free Press, and Crain’s Detroit Business, among others.

A community and industry leader, Ms. Goose currently serves on the board of Cradles to Crayons, a post she has held for six years. She previously served as chair of the New England AAAA (American Association of Advertising Agencies), and on the boards of the Massachusetts Innovation & Technology Exchange (MITX), the Greater Boston Chamber of Commerce, and the Citi Arts Center/Wang Center. Named one of the Boston Business Journal’s “Power 50” two years in a row, she holds an MBA from Harvard University and a BA in Economics from the University of Pennsylvania, and has completed McKinsey’s Business Analyst program.

About John Hancock Financial and Manulife
John Hancock Financial is a division of Manulife, a leading Canada-based financial services group with principal operations in AsiaCanada and the United States. Operating as Manulife in Canada and Asia, and primarily as John Hancock in the United States, our group of companies offers clients a diverse range of financial protection products and wealth management services through its extensive network of employees, agents and distribution partners. Assets under management and administration by Manulife and its subsidiaries were $934 billion (US $718 billion) as at June 30, 2016. Manulife Financial Corporation trades as ‘MFC’ on the TSX, NYSE and PSE, and under ‘945’ on the SEHK. Manulife can be found on the Internet at

The John Hancock unit, through its insurance companies, comprises one of the largest life insurers in the United States. John Hancock offers and administers a broad range of financial products, including life insuranceannuitiesinvestments,  401(k) planslong-term care insurancecollege savings, and other forms of business insurance. Additional information about John Hancock may be found at


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