This position plays a key role in driving the development and execution of the organization s values based brand strategy, and is responsible for community relations and outreach, public relations, social media, external communications, financial education, partnerships and business development. Under the guidance of the SVP, Community and Public Relations, the individual oversees these vital functions to achieve the credit union s goals and objectives for brand, member and partnership growth, member service and financial health, and strength, safety, and profitability of the organization, while ensuring a consistent brand message and position aligned with Cal Coast s values, mission, vision, and corporate direction.
DIMENSIONS
- Drives credit union brand and member growth and expands its visibility and engagement in the communities Cal Coast serves:
- Oversees and responsible for Community Relations and Business Development teams and annual budgets of over $2 million
- Member growth of over 20,000 annually
- Approximately 200,000 members
- Collaborates and supports over 200 preferred business, community and educational partners
- Supports 25 Branches throughout San Diego and Riverside Counties
- Develops and collaborates in creating strategy and execution of values based brand and culture
- Responsible for driving strategy, execution and operating plans of:
- Business development and partnership acquisition and service
- Community outreach throughout the communities the credit union serves, including a special focus on the under-resourced neighborhoods in the San Diego Promise Zone
- Employee volunteer engagement in the community
- Comprehensive financial education and wellness programs
- Oversees all external communications including public, partner, media and social media
- Management/Staff/Departments supported: Board of Directors, Foundation Board of Directors, Executive Leadership, ALSC, Branch Offices, Member Service Center and other departments.
Supervisory responsibilities
This position reports directly to the SVP, Community and Public Relations. The following staff is comprised of direct and indirect reports:
Direct (2)
Director, Community and Public Relations
Manager, Business Development
Indirect (12)
Manager, Public Relations and Community Partnerships
Manager, Community Outreach
Manager, Financial Education and School Partnerships
Lead Business Development Officer
Sr. Business Development Officer
Business Development Officers (2)
Sr. Community Relations Specialist
Sr. Social Media and Community Relations Specialist
Sr. Community Service Representatives (3)
Supervisory responsibilities
This position reports directly to the SVP, Community and Public Relations. The following staff is comprised of direct and indirect reports:
Direct (2)
Director, Community and Public Relations
Manager, Business Development
Indirect (12)
Manager, Public Relations and Community Partnerships
Manager, Community Outreach
Manager, Financial Education and School Partnerships
Lead Business Development Officer
Sr. Business Development Officer
Business Development Officers (2)
Sr. Community Relations Specialist
Sr. Social Media and Community Relations Specialist
Sr. Community Service Representatives (3)
NATURE & SCOPE
- Reports to and collaborates with the SVP, Community and Public Relations in driving, developing and enhancing the values based brand and culture strategy.
- Provides oversight, guidance and direction to the business development, community relations management and staff on the development, execution, and measurement of strategic branding, communication, plans and budgets.
- Plans, implements, and monitors strategic initiatives, the competitive environment, corporate culture and image.
- Leads and monitors the performance, engagement, and satisfaction of direct reports and their teams.
- Leads and facilitates cross-functional teams or projects in support of strategic goals, objectives, and initiatives.
- Responsible for overseeing the development and implementation of new member acquisition efforts as well as the deepening of existing member and partner relationships and retention through business development and community relations. Oversees, identifies and cultivates major partnerships and negotiates partner agreements.
- Oversees the effective development and execution of effective external communication including all public, partner, media, social media, and public relations.
- Responsible for the strategy and execution of all financial wellness initiatives including, workshops, webinars, financial education centers, and youth financial education app-based programs. Works in collaboration with the Financial Fitness department to create educational content and workshop/webinar presentations.
- Works in collaboration with the Foundation Manager to support the ongoing growth and development, promotion, and communications of the non-profit Cal Coast Cares Foundation, its scholarship and educator grant programs, events, golf tournament, and donor relations.
- Establishes and monitors goals for public and community relations, social media, business development, financial wellness, and the foundation, and prepares appropriate budget recommendations necessary to accomplish the desired results while maximizing the return on investment. Effectively monitors the budgets, evaluates, and documents the success of strategies deployed. Adheres to approved level of budget authorization.
- Identifies and develops new partnerships, community engagement and growth opportunities for the credit union. Designs and implements customized and innovative strategies and solutions to enhance member experience and increase business.
- Represents the organization at an executive level to community, educational, and preferred partners, strategic alliances and vendors. Attends the credit union s special events and various community events as well as occasional local, state and/or national credit union industry meetings.
- Oversees the compliance of relevant policies and procedures by direct and indirect staff, as well as development and execution of their department business recovery, crises communications, and enterprise management plans.
- Assists the organization in anticipating, analyzing, and interpreting public opinion, attitudes and issues that might impact the organization s operations, plans, brand and image. Serves as one of the organization s primary media spokespersons.
- Builds and maintains an effective working relationship with all members of the leadership team. Frequently interacts with management and staff throughout the credit union to listen to their suggestions and concerns and recognize their efforts and successful contributions to the organization.
- Develops a high-performance leadership team by providing effective training, coaching, motivation, goal-setting and ongoing feedback, and timely and fair performance appraisals.
- Interviews and recommends selection of new employees, promotion, and disciplinary actions of existing employees.
- Serves as an active member of executive leadership and various internal and external committees and boards.
- Performs other duties as required.