VP Marketing Strategy
Posted on :
26-10-2023
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1 Vacancy
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Job Description
This position leads the development and execution of the organization s marketing strategy and is accountable for the daily operations of a full-service Marketing Department. This position is an integral part of the senior management team and has oversight and responsibility for all marketing and brand creative to achieve the credit union s goals and objectives for growth, member service, profitability and visibility while ensuring a consistent message and position aligned with the corporate direction.
DIMENSIONS (the depth and breadth of the job in numeric or statistical terms):
- Plays key role in building the credit union s growth, generating sales leads, and increasing profitability.
- Department budget over $4 million annually
- Gross loan funding over $1 billion
- New member growth over 16,000 annually
- Over 200,000 members
- Department budget over $4 million annually
- Drives strategy and execution of marketing on multiple channels including
- Electronic media including public facing website, online banking, telephone banking, mobile banking, bill payment, search engine marketing (SEM), search engine optimization (SEO) and pay-per-click (PPC).
- Broadcast media including television, radio, internet streaming
- Outdoor advertising
- Electronic and direct marketing
- Branch merchandising/advertising
- Electronic media including public facing website, online banking, telephone banking, mobile banking, bill payment, search engine marketing (SEM), search engine optimization (SEO) and pay-per-click (PPC).
- Partners with the Business Innovation Team to develop and execute marketing of several affiliate online products/services including
- Various insurance products, auto sales, car buying service, investment services
- Various insurance products, auto sales, car buying service, investment services
- Oversees, contracts with and manages over 20 key marketing vendors and affiliates who provide advertising placement, electronic and direct marketing services, and SEG access.
- Recommends and executes strategy based on analysis of numerous consumer research and media ratings data from multiple several sources.
- Collaborates with and coordinates strategy with SVP Community & Public Relations
- Management/Staff/Departments supported: Board of Directors, Senior Management, ALSC, Market Research and Development, Digital, Compliance, Member Service Center (call center), and Branch Support.
Supervisory responsibilities (reporting structure):
This position reports directly to the EVP, Member Experience. The following staff is comprised of direct reports:
Direct (8)
AVP, Member Deposits, Research and Development
Director, Digital Marketing
Sr. Content Strategist, Digital Marketing
Product Marketing Strategist
Manager, Marketing
Assistant Manager
Senior Graphic Designer
Marketing Specialist
NATURE & SCOPE: (daily, weekly, monthly, and yearly tasks, duties and responsibilities):
- Develops marketing vision and plan to ensure credit union reaches or exceeds outlined strategies while maximizing the return on the marketing expenditures.
- Drives development of creative process to proactively adapt to new markets and industry changes.
- Provides oversight, guidance and direction to marketing staff on the development, execution and measurement of strategic marketing, brand creative, marketing communication plans and budgets.
- Actively collaborates with SVP, Community and Public Relations to ensure marketing efforts support values-based brand and culture.
- Collaborates with senior management to develop, implement and monitor strategic initiatives, organizational performance, the competitive environment, and corporate culture and image.
- 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, deposit and loan acquisition efforts as well as the deepening of existing member relationships and retention.
- Oversees the development of effective communication, education and promotional programs to introduce and promote new and existing credit union products, services and delivery systems to members and prospective members.
- Provides oversight and direction in the planning and execution of all print and electronic advertising, promotions and campaigns including determining the most effective media to be utilized. Ensures promotional literature is effective, in compliance and that timelines are met.
- Establishes annual marketing goals and prepares appropriate budget recommendations necessary to accomplish the desired results. Effectively monitors the budget and evaluates and documents the success of marketing campaigns by analyzing and reporting on the results including the return on marketing investment.
- Directs Market and Product Development in the development and evaluation of new products and revisions to existing products, and in conducting and analyzing member and market research.
- Assists in representing the organization at a senior level to community, 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.
- Provides oversight and direction to marketing staff for the credit union s website content and design, search engine marketing and the deployment of emerging marketing channels.
- Assists the organization in evaluating member needs and market trends and making recommendations for improvement and growth opportunities.
- Oversees the effective utilization of Marketing Customer Information File (MCIF) data to develop, implement and measure successful targeted marketing campaigns.
- Oversees member statement channel operations and related content
- Sets department goals and assigns, monitors and reviews the work of marketing staff to ensure completion of goals and responsibilities.
- Oversees the effective communication of new marketing programs, policies and procedures to staff.
- Builds and maintains an effective working relationship with all members of the management 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 personnel by providing effective training, coaching, motivation, counseling, timely and fair performance appraisals.
- Interviews and recommends selection of new employees and promotion of existing employees.
- Serves as an active member of the credit union s Asset Liability Staff Committee, Quality Service Committee and Sales Committee.
- Performs other duties as required.
Requirements
Education, skills, & abilities
The Eight Superpowers
- Provides leadership through modeling of behaviors and bringing forward new ideas and new ways of doing things.
- Demonstrates empathy, self-reflection, and adjustment of own behaviors, showing effective emotional intelligence.
- Practices active listening in communications with others, giving someone full attention and listening to understand, not just respond.
- Demonstrates grit, persisting in application of knowledge, skills, and behaviors to achieve goals and address obstacles.
- Models intrinsic motivation; is self-driven to meet or exceed objectives, timelines, and quality measures while building and sustaining effective relationships.
- Applies creative problem-solving to provide clarity, handle resources under one s control, and address stressful situations; finds ways to meet individual, team, and member goals, by navigating through barriers.
- Shares a diverse set of perspectives, work and life experiences, as well as religious and cultural differences. Actively seeks out differences in values, ideas, and priorities. Respects and value the differences of others, including but not limited to: national origin, language, race, color, disability, ethnicity, gender, age, religion, sexual orientation, gender identity, socioeconomic status, veteran status, and family structures. Believes a diverse workplace is essential to the company s success.
- Values and shows appreciating for the unique qualities and experiences of each person-inclusion; appreciates and effectively utilizes the talents and skills of others to achieve objectives; is open to the perspective of others; and encourages collaboration, flexibility and fairness. Makes each employee feel valued and supported for their unique qualities.
Other Education, Skills, and Abilities
- Bachelor s Degree (Master s preferred) in Marketing, Business Administration or a related discipline, plus ten (10) years of marketing management experience with at least five (5) of these years at a Senior Management level, directing the marketing function of at least a $1 Billion plus full service financial institution; or an equivalent combination of education and relevant experience.
- Knowledge of National Credit Union Administration (NCUA) regulations, California Credit Union Law and Rules and Regulations, and other applicable federal and state laws and regulations is desirable.
- Demonstrated above average creativity and innovation skills.
- In depth knowledge of marketing and advertising strategies, tactics and best practices including social and digital channels.
- Leadership experience overseeing CRM activities
- Knowledge of asset liability management concepts and theories.
- Strong relationship builder and communicator with experience leading diverse work teams, developing an organization-wide strategy for marketing excellence.
- Requires working knowledge of credit union operations, products and services.
- Requires skills in examining, developing, reengineering, and recommending marketing policies and procedures.
- Requires strong analytical skills and experience interpreting a strategic vision into an operational model.
- Knowledge of the effective utilization of a Marketing Customer Information File (MCIF).
- Possess strong coaching and motivation skills as well as the ability to demonstrate sound reasoning and judgment. Possesses strong integrity and is a team player.
- Strong ability to facilitate strategic initiative teams and projects and work under time constraints to meet project deadlines.
- Ability to operate standard office computer software programs.
MAJOR ACCOUNTABILITIES (major responsibilities of the position):
- Oversees the Marketing Department operations, projects and activities of the credit union.
- Oversees member statement channel operations
- Leads the development and implementation of marketing strategies to achieve organizational growth, profitability and brand awareness and enhance member satisfaction.
- Manages activities to enhance the member experience across all communication channels in collaboration with the Connected Member Experience Committee
- Manages, motivates, coaches, trains, and mentors employees to excel and achieve goals and objectives; delegates duties and responsibilities accordingly.
- Participates in strategic planning and leads various strategic initiative efforts and major projects. Actively supports the strategic processes of the senior management team providing market research and recommended strategies.
PHYSICAL REQUIREMENTS (sitting, walking, climbing, lifting, etc.)
- Ability to tolerate periods of continuous sitting.
- Ability to walk and stand for periods of time at community events.
ENVIRONMENTAL CONDITIONS (indoors, outdoors, desk, etc.)
- Work is primarily performed within an enclosed office setting and occasional business travel may be required. Subject to standard background noise found in an office environment and during travel time, subject to variable weather and traffic conditions.
Note: Staff is expected to perform various tasks, projects and administrative duties as assigned.
Management reserves the right to assign or change duties and tasks to this position at their discretion.
Benefits
Salary Range
$149,456.5163 (min) - $249,094.1938 (max)
Education, skills, & abilities The Eight Superpowers Provides leadership through modeling of behaviors and bringing forward new ideas and new ways of doing things. Demonstrates empathy, self-reflection, and adjustment of own behaviors, showing effective emotional intelligence. Practices active listening in communications with others, giving someone full attention and listening to understand, not just respond. Demonstrates grit, persisting in application of knowledge, skills, and behaviors to achieve goals and address obstacles. Models intrinsic motivation; is self-driven to meet or exceed objectives, timelines, and quality measures while building and sustaining effective relationships. Applies creative problem-solving to provide clarity, handle resources under one s control, and address stressful situations; finds ways to meet individual, team, and member goals, by navigating through barriers. Shares a diverse set of perspectives, work and life experiences, as well as religious and cultural differences. Actively seeks out differences in values, ideas, and priorities. Respects and value the differences of others, including but not limited to: national origin, language, race, color, disability, ethnicity, gender, age, religion, sexual orientation, gender identity, socioeconomic status, veteran status, and family structures. Believes a diverse workplace is essential to the company s success. Values and shows appreciating for the unique qualities and experiences of each person-inclusion; appreciates and effectively utilizes the talents and skills of others to achieve objectives; is open to the perspective of others; and encourages collaboration, flexibility and fairness. Makes each employee feel valued and supported for their unique qualities. Other Education, Skills, and Abilities A Bachelor s degree in Business/Financial Services is preferred or up to 8 years equivalent financial industry experience. A minimum of 3 years supervisory experience is required for Branch Manager. One year must be in an Assistant Branch Manager position. Good communication, conflict resolution and coaching skills; ability to demonstrate sound reasoning, judgment and decision making. Knowledgeable in sales and service, branch operations, lending, regulations and security procedures. Requires demonstrated leadership skills and the ability to effectively train, develop and motivate others. Acts as a role model for co-workers, displaying a professional and positive attitude at all times. Ability to interact effectively with coworkers, understand and follow posted work rules and procedures, accept constructive criticism and lead and manage others. Availability to work Saturdays, Sundays and evenings required in order to accommodate branch, Business Development and Community Relations functions. Ability to operate standard business machines such as computer, printer, fax, copier and telephonic devices. NMLS registration required. MAJOR ACCOUNTABILITIES Ensure sales and service goals are met. Oversee operations of the branch to ensure efficiency, accuracy and compliance. Manage, motivate, coach, train and mentor staff to excel and achieve goals. Adhere to cash, key and dual control policies and procedures. Adhere to security and robbery procedures. Comply with policies and procedures. PHYSICAL REQUIREMENTS Ability to tolerate long periods of sitting with occasional walking/standing. Occasional travel for business or to community events is required. Ability to use keyboard, mouse and other peripherals. ENVIRONMENTAL CONDITIONS Work is primarily performed within an enclosed office setting. Subject to standard background noise found in an office environment or variable weather and traffic conditions when travel is required. Note: Staff is expected to perform various tasks, projects and administrative duties as assigned. Management reserves the right to assign or change duties and tasks to this position at their discretion.
Employment Type
Full Time
Key Skills
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