VP of Marketing

Role: To improve the Credit Union's competitive position, consistent with its mission, vision, and core values, within the markets served; develop objectives, policies and programs for marketing and public relations activities of the Credit Union; plan, direct, and coordinate the efforts of marketing and sales toward the accomplishment of overall objectives and strategic tactics; supply advice and assistance to the Chief Experience Officer (CXO) and other operating units within the credit union.

Essential Functions & Responsibilities:

Develops, proposes, gains acceptance for, and implements a strategic marketing plan designed to meet the credit union’s short- and long-term marketing objectives.

Directs marketing planning, including an analysis of competitive products/services and selling techniques, legislation, budgets, pricing and distribution.

Oversees the marketing department: hires, trains, directs, and evaluates employee performance; recommends promotions/transfers and salary adjustments.

Collaborates with the Chief Marketing Officer to modernize the credit union’s digital marketing ecosystem through AI-driven search optimization, omnichannel content strategy, marketing automation, digital analytics, personalization, and performance marketing initiatives that support member growth and engagement.

Measures and reports marketing campaign results on a monthly, quarterly, and annual basis.

Conducts market research and recommends product/service modifications or improvements.

Directs the oversight of special events; monitors planning, schedules and implementation as required for proper execution of each event. Coordinates the annual meeting, including production of reports, facilities, and meeting logistics.

Manages member complaint/grievance response activity.

Maintains brand standards and ensure compliance across all marketing channels.

Ensure departmental tools, including Flight Sheets, are maintained and effective.

Performs other duties as assigned by the Chief Marketing Officer (CMO).

Performance Measurements:

1. To uphold and encourage the First Service culture which include the First Service Compass, quality standards, traits, and behaviors.

2. To achieve the Credit Union's planned market share, assets, loans, and other product/service objectives.

3. To provide direction and recommendations to management, based on current research data, regarding market strategies and directions the credit union should take.

4. To complete marketing and research projects as outlined in the marketing plan for the year; To deliver planned results within budget.

5. To hire, direct and motivate a highly qualified staff sufficient to meet the daily operational needs of the department.

6. To accomplish all assigned projects according to policy and procedures, keeping management informed of any critical areas.

7. To achieve community involvement goals and incorporate branding strategy into all projects.

Knowledge and Skills:

Experience: Five years to eight years of similar or related experience. 

 Education: BA/BS Undergraduate degree in Marketing or related field. 

 Interpersonal Skills: Work involves extensive personal contact with others and is of a personal or sensitive nature. Motivating, influencing, and/or training others is key at this level. Outside contacts become important and fostering sound relationships with other entities (companies and/or individuals) becomes necessary and often requires the ability to influence and/or sell ideas or services to others. 

 Other Skills:

1. Creative writing and knowledge of target marketing required.

2. Must possess organizational and analytical skills.

3. Must be able to coordinate a variety of projects. Experience with JIRA and Agile project management preferred.

4. Must possess PC skills and be able to run spreadsheets, word processing, and publishing software as well as other general office equipment.