Director - Digital Marketing and Channel Management

TITLE: DIRECTOR - DIGITAL MARKETING AND CHANNEL MANAGEMENT

STATUS: EXEMPT

REPORTS TO: VP - MARTIECH AND INTEGRATED MARKETING

DEPARTMENT: MARKETING

JOB CODE: 11678

PAY RANGE: $152,300.00 - $175,000.00 ANNUALLY

General Description

The Director, Digital Marketing & Channel Management is responsible for developing, implementing, and managing digital marketing campaigns that promote the organization and its products or services. This role oversees the digital marketing delivery team, analyzes data to identify trends and insights, and optimizes campaign performance to ensure maximum return on investment. The director formulates comprehensive digital marketing strategies aligned with business goals and target audiences while ensuring an integrated digital marketing brand experience across all channels.

Tasks, Duties, Functions

• Develop and implement a comprehensive digital marketing strategy including digital advertising, email marketing, demand generation, lead nurturing, retargeting, display advertising, paid search, SEO, and SEM.
• Develop digital marketing campaigns in concert with product marketing managers and product leaders to help attract new customers, convert prospects, and engage members.
• Work cross-functionally to plan and deliver marketing automation campaigns across owned and paid channels that drive customer acquisition, solution adoption, customer retention, and satisfaction.
• Oversee digital reporting and analytics, work with marketing analytics to inform the digital marketing team’s KPIs and diagnostic dashboards.
• Create and implement a comprehensive digital marketing and content strategy that ties into all digital outlets, such as social media, video displays, email and text messaging, search engine optimization and web-based advertising.
• Partner with marketing leadership team to deploy digital marketing platforms, tools, and technologies, and oversee the use of automation tools.
• Lead a team of direct reports specializing in marketing automation, digital marketing and digital media, ensuring intentional and strategic connectivity on campaigns across the team and organization.
• Work with stakeholders across the organization and present digital marketing campaigns and metrics to senior leadership.
• Foster a positive and engaging work environment by promoting skill development, coaching for improvement and growth, attracting, retaining, and inspiring a high-performing team through words and actions, ensuring positive employee morale, and embracing Golden 1’s mission, vision, and core values.
• Manage department operations including development, execution and documentation of efficient, compliant procedures, productivity measurement and improvement, and service level agreements for internal clients.
• Effectively manage relationships across multiple agency/creative partners and cross-functional teams.
• Direct, train, supervise, and evaluate staff.
• Develop and maintain an understanding of the pertinent regulatory requirements and risks inherent to job responsibilities, establish, and maintain control activities that mitigate those risks consistent with the Credit Union’s risk appetite, and ensure operational integrity and compliance with applicable regulations.
  
  

PHYSICAL SKILLS, ABILITIES, AND EXERTION UTILIZED IN THE PERFORMANCE OF THESE TASKS:

• Prolonged sitting throughout the workday.
• Effective oral and written communication required to accomplish tasks.
• Must possess sufficient manual dexterity to skillfully operate standard office equipment, including a computer, and telephone.
• Unusually long work hours may be required on occasion to accomplish tasks.
  
  

Organizational Contacts & Relationships

• INTERNAL: Leadership, business units within the organization, staff/team reports
• EXTERNAL: Digital media, vendors, community organizations, members, and prospective members.
  
  

Qualifications

• EDUCATION: Bachelor's degree in marketing or related field. Master's in Business Administration a plus.
• EXPERIENCE: Ten years or more experience leading digital marketing or digital channel delivery. Experience in financial services or another regulated industry a plus. A minimum of seven years' experience leading direct reports.
• KNOWLEDGE/SKILLS:
• Experience with MadTech and using and managing marketing technology such as Salesforce Marketing Cloud, Adobe, CMS systems.
• Familiarity with artificial intelligence/machine learning, IoT, big data, and cloud technology
• Knowledge regarding laws, rules, regulations, and procedures impacting credit union advertising and marketing activities.
• Demonstrated financial marketing performance with knowledge of digital marketing, SEO, SEM, and digital media.
• Exceptional oral, written, and analytical abilities.
• Political, popular culture, social media experience and traditional media awareness.
• Financial services experience preferred.
• Breadth and depth of marketing knowledge across various media; promotional campaign planning; and adherence/adoption AP Style Guide.
• Strong management and supervisory skills.
• Strong interpersonal, organizational and management skills.
  
  

Physical Requirements

• Occasional mobility throughout the workday to attend meetings, manage staff, and perform other functions.
• Prolonged sitting throughout the workday.
• Corrected hearing within normal range required to accomplish tasks. A telephone device to enhance hearing will be provided if needed.
• Minimal local travel by car or public conveyance for conferences, meetings, vendors, and off-site promotional events.
  
  

THIS JOB DESCRIPTION IN NO WAY STATES OR IMPLIES THAT THESE ARE THE ONLY DUTIES TO BE PERFORMED BY THIS EMPLOYEE. HE OR SHE WILL BE REQUIRED TO FOLLOW OTHER INSTRUCTIONS AND TO PERFORM OTHER DUTIES REQUESTED BY HIS OR HER SUPERVISOR THAT ARE WITHIN HIS / HER KNOWLEDGE, SKILL AND ABILITY AS WELL AS HIS / HER MENTAL AND PHYSICAL ABILITIES.

REV. 5/29/2024

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