John Hancock Financial, the financial services subsidiary of Manulife Financial Corporation, has appointed David Longfritz as its chief marketing officer. 

Longfritz previously served as senior vice president and general manager of the company's retirement income and rollover solutions division, which developed lifetime retirement solutions through John Hancock's wealth management businesses. Prior to that, he was a retail broker with Merrill Lynch and held marketing positions with Procter & Gamble, Titleist and Dunlop.

As chief marketing officer, Longfritz is responsible for brand communication and developing new strategies to help the firm's insurance and wealth management businesses achieve their objectives. He also holds executive responsibility for John Hancock's sponsorship opportunities such as the Boston Marathon and the Boston Red Sox.

John Hancock Financial is the US division of Manulife, which had $473 billion in assets under management as of 30 September 2011.