The Vice President, Marketing drives the credit union's marketing activities by developing and implementing marketing, brand, and communication plans and programs, overseeing day-to-day marketing operations, and identifying opportunities for growth. Direct responsibilities include oversight of branding, marketing, advertising, business development, and community engagement activities and the design and execution of customer, sales, and revenue growth strategies. This leadership role works closely with the Chief Marketing + Growth Officer and identifies and develops strategies that support the credit union's strategic objectives.
Primary Responsibilities and Duties:
Responsible for the development and implementation of both short- and long-term marketing plans and strategies to ensure achievement of credit union strategic objectives which include member acquisition and share of wallet.
Direct and oversee marketing, advertising, social media, and product promotion plans across all media and channels to achieve strategic and business objectives.
Employ earned media, proactive public relations and communications, social media engagement, and content marketing methods to improve marketing effectiveness and fortify brand image.
Collaborate with leadership to define and execute brand strategy and integration into member experience, products, channels, and branch network.
Develop and execute strategically appropriate marketing "funnel" to include the full customer decision journey and lifecycle (awareness, evaluation, conversion, use/experience, loyalty, advocacy).
Oversee website strategy focused on enhancing experience and engagement.
Identify key metrics to evaluate and report on all marketing results and benchmark performance.
Develop and execute business development strategies to expand and reach new markets, and integrate sales and promotional plans into daily activities of branch teams, member contact center and business units
Monitor external environment and align marketing activities with emerging trends and opportunities.
Optimize marketing tools and technologies to achieve full range of strategic and tactical marketing objectives.
Coordinate communication to members, employees and public as necessary; included but not limited to, branches, website, social media and/or direct mail.
Manage all aspects of video, digital and print production, and the professional appeal, accuracy, and inventory of sales and marketing collateral. `
Lead, coach, engage, and develop marketing staff to deliver effective and innovative marketing capabilities and outcomes to the organization.
Partner with internal stakeholders, external partners, and vendors.
Develop and manage the marketing budget and expenditures.
Assume additional responsibilities as necessary for the continued growth and advancement of the credit union.
Accountability:
Overall marketing performance and business growth through customer acquisition and retention
Brand awareness and building brand value
Media relations and corporate image management
Depth and breadth of organizational relationship with community and external organizations
Accountable for understanding and applying government laws and regulations and credit union policy and procedures relating to anti-money laundering regulations, including but not limited to the Bank Secrecy Act (BSA), US Patriot Act and OFAC.
Knowledge/Skills:
Demonstrated ability to manage and resolve conflict
Exceptional communication skills, to include oral, written, visual, and quantitative
Highly effective leadership and influence skills, and the ability to drive change
Excellent prioritization and organizational skills
Strategic and critical thinking, problem solving, and analytical skills
Adept at optimizing data-driven decisions that drive growth and improve marketing ROI
Creative, design, content development and assessment skills
Experience leading, developing, and coaching a team to achieve success
Thorough knowledge of marketing technology stack, platforms, ecosystems, and tools
Proficiency with contemporary business productivity and collaboration software such as Microsoft Office, Teams, etc.
Strong financial acumen and demonstrated ability to prioritize and manage the corporate budget
Demonstratable balance of creative and analytical skills
Minimum Requirements:
Bachelor's Degree in marketing or related field required; MBA or master's degree preferred
Minimum 10 years of relevant marketing experience required with 7+ years in a leadership role
Exposure to multiple strategic domains within the field is preferred (such as brand design and activation, advertising, product promotion, creative and design, public relations, business development, etc.)
Experience marketing a growing business and within regulated industries strongly preferred.
Demonstrated experience with traditional and digital marketing methods, customer acquisition, marketing principles, and reporting on results
Experience in customer and market research
Ability to travel up to 10% based on business needs
Everwise is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
