Position Summary
The Senior Vice President, Chief Marketing Officer (CMO) serves as a member of the Executive Leadership Team and is responsible for leading the strategic direction, development, implementation, and execution of Financial Partners Credit Union's marketing, brand, communications, public relations, business intelligence, and artificial intelligence strategies.
The CMO is responsible for driving membership growth, deepening member relationships, increasing product adoption, and enhancing Financial Partners' brand reputation through innovative, data-driven marketing and communication strategies. This executive oversees all aspects of brand management, digital marketing, social media, public relations, corporate communications, market research, website strategy, member engagement, community partnerships, business intelligence, data analytics, and AI-enabled solutions.
As a strategic business leader, the CMO leverages data, analytics, technology, and emerging artificial intelligence capabilities to improve member experiences, increase organizational efficiency, support enterprise decision-making, and achieve the credit union's long-term growth objectives.
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Marketing & Brand Leadership
· Establish strategic marketing plans and objectives to support membership growth, loan production, deposit growth, and overall financial performance.
· Develop and execute comprehensive marketing plans and integrated campaigns utilizing digital, social, print, broadcast, direct mail, and community channels.
· Lead the development, management, and stewardship of the Financial Partners Credit Union brand.
· Ensure consistent and compelling member experience across all marketing, communication, and service channels.
· Evaluate and recommend brand positioning strategies that differentiate Financial Partners in the marketplace.
· Develop product positioning, promotional strategies, and go-to-market plans that maximize market share and member engagement.
· Oversee the creation, production, and distribution of all marketing, advertising, and promotional materials.
· Conduct market research, segmentation analyses, surveys, and member studies to identify opportunities and support strategic decision-making.
· Monitor competitive products, pricing, services, and marketing activities and recommend appropriate strategic responses.
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Digital Marketing & Member Engagement
· Lead digital marketing strategy, including website management, SEO/SEM, social media, email marketing, content marketing, paid advertising, and marketing automation.
· Oversee the design, functionality, user experience, accessibility, and content strategy of the credit union's public-facing website.
· Develop and implement member communication strategies that strengthen engagement, loyalty, and financial well-being.
· Leverage digital technologies and analytics to improve campaign performance and member experiences.
· Establish performance metrics and reporting structures to evaluate marketing effectiveness and return on investment.
· Optimize the member journey through data-driven insights and personalized engagement strategies.
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Business Intelligence, Data Analytics & Artificial Intelligence
· Provide executive leadership for the credit union's Business Intelligence (BI), marketing analytics, and enterprise reporting functions.
· Develop and implement a strategic vision for business intelligence, analytics, artificial intelligence, and data-driven decision-making across the organization.
· Oversee the collection, analysis, interpretation, and presentation of data to support business strategy and operational effectiveness.
· Ensure the delivery of accurate, timely, and actionable insights to executive leadership, business units, and the Board of Directors.
· Lead the development and maintenance of organizational dashboards, scorecards, performance metrics, and key performance indicators (KPIs).
· Utilize predictive analytics, data modeling, and segmentation strategies to improve member acquisition, retention, product penetration, and lifetime value.
· Evaluate and implement artificial intelligence solutions that enhance member experiences, improve productivity, and support business growth.
· Drive the adoption of AI-enabled technologies, automation tools, and advanced analytical capabilities throughout the organization.
· Ensure the ethical, responsible, and compliant use of artificial intelligence and member data.
· Partner with Technology, Operations, Finance, Retail, Lending, Human Resources, and other business leaders to develop enterprise analytics solutions.
· Oversee Salesforce customer relationship management (CRM), marketing automation, data visualization, and business intelligence platforms.
· Establish governance standards related to data quality, reporting accuracy, analytics integrity, and regulatory compliance.
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Public Relations and Communication
· Lead the credit union's public relations, media relations, corporate communications, and reputation management initiatives.
· Develop and maintain relationships with community organizations, business associations, strategic partners, and key stakeholders.
· Represent Financial Partners Credit Union at industry conferences, community events, and public engagements.
· Promote and strengthen the organization's reputation, visibility, and market presence.
· Ensure consistent messaging and communications across all internal and external audiences.
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Product Development & Growth Strategy
· Collaborate with executive leadership and business line leaders to identify opportunities for new products, services, and delivery channels.
· Serve as a key contributor in the development, launch, and ongoing optimization of products and services.
· Evaluate market opportunities and members need to support innovation and revenue growth.
· Develop targeted marketing strategies and campaigns that support organizational growth objectives.
· Recommend pricing, positioning, packaging, and promotional strategies designed to enhance member value and business performance.
Education & Experience
· Bachelor’s degree in marketing, Business Administration, Communications, Analytics, Data Science, or a related field. Preferred, master’s degree in business administration (MBA), Marketing, Communications, Data Analytics, or a related field.
· Minimum of fifteen (15) years of progressive leadership experience in marketing, communications, business development, analytics, or related fields.
· Minimum of seven (7) years of executive leadership experience managing marketing and growth functions.
· Demonstrated success leading strategic marketing initiatives within financial services, banking, credit unions, fintech, or other highly regulated industries.
· Proven experience overseeing brand management, digital marketing, member acquisition, communications, and business growth strategies.
· Experience leading data analytics, business intelligence, CRM, or marketing technology initiatives.
· Strong knowledge of Salesforce Marketing Cloud
· Track record of developing high-performing teams and driving measurable business results.
· Credit union industry experience.
· Experience leading digital transformation initiatives.
· Experience implementing business intelligence, artificial intelligence, predictive analytics, and data-driven decision-making programs.
· Experience presenting strategic recommendations and business performance insights to Boards of Directors and executive leadership teams.
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Knowledge, Skills & Abilities
· Strategic leadership and executive business acumen.
· Expertise in marketing, branding, communications, digital marketing, and public relations.
· Strong understanding of business intelligence, analytics, artificial intelligence, and data governance.
· Proven ability to translate data into business strategy and actionable insights.
· Knowledge of CRM platforms, marketing automation systems, and BI technologies.
· Strong financial management and budgeting skills.
· Exceptional verbal, written, presentation, and interpersonal communication skills.
· Ability to influence and collaborate effectively across all levels of the organization.
· Strong analytical, critical-thinking, and problem-solving skills.
· Demonstrated ability to lead organizational change and innovation.
· Knowledge of applicable financial services regulations and compliance requirements.
Financial Partners Credit Union is an equal opportunity employer and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.