VP of Marketing

Core And General Job Responsibilities

Responsible for developing a team that will deliver a high level of member service to internal and external members in alignment with our clients standards of Greatness:

• Promises to listen, be responsive to members’ needs, simplify their financial life, and make it easy to do business with us.
• Promises to build valued relationships by discovering members’ needs and recommending relevant products and services.
• Promises to be knowledgeable and respectful – one transaction, one interaction, and one member at a time.1. Responsible for gaining intimate knowledge of each market, current and prospective members, businesses, advertising channels (such as TV, radio, OOH, direct marketing & digital platforms), local events, local organizations and opportunities within each marketplace. Ensures that our client is in front of the right audiences at the right time with the right messaging. Deeply understands the differences in our various markets.
• Works closely with the President/CEO to develop the marketing plan, utilizing the knowledge of each market. The marketing plan will include advertising campaigns utilizing multimedia channels, events, sponsorships, donations, social media, and publicity. Ensures that all marketing efforts support the brand ownership and are appropriately positioned for the market and target audiences. Develop strategies that optimize member, deposit and loan growth. Responsible for driving all product promotions and campaigns.
• Continually assesses department operations to determine where improvements can be made and implements changes as appropriate.
• Develops and maintains department budget. Monitors expenditures to ensure that budget is used to maximize the efficiency of the department and ultimately contributes to our clients vision and goals. Stays abreast of and contributes to project, as well as Balance Scorecard activities, discussion, and progressions. Monitors costs associated with marketing programs.
• Ensures all direct marketing strategies are consistently branded through all marketing and branch delivery channels.
• Responsible for overseeing external marketing agencies as well as all marketing vendors and ensuring that their deliverables meet the stated objective and brand standards.
• Oversees the credit union’s MCIF, (Member Customer Information File) database, calculating projections and results of all marketing campaigns, including response rate and return on investment (ROI) analysis, and working collaboratively with teams to define and collect data to support strategic goals. Responsible for the data integrity from marketing. This would include the management of the credit union’s research and competitive needs and reporting. Conducts ongoing analysis of member data.
• Maintains a strategic communication plan and program, through which a consistent and appropriate content- based image is conveyed to a variety of audiences, and which allows sufficient flexibility to accommodate the diverse needs and activities of our client.
• Coordinates surveys, such as, the annual member survey and focus groups including gathering and analyzing the results and providing detailed reporting and recommendations based on the results.
• Responsible for developing strategies based on analytics to increase member loyalty & engagement, reduce member churn and drive profitability from households.
• Monitors, identifies and communicates key social media trends, including technology, tools, shifts in behavior, consumer sentiment, etc. to identify opportunities to proactively engage with our followers and potential followers. Manage and analyze results reporting of our social media initiatives to drive continuous improvement.
• Oversees the digital marketing strategic plan designed to drive brand awareness, member acquisition, retention, and product and service awareness. This would include digital advertising content such as banner ads, video, landing pages, advertising site selection, testing and optimization.
• Monitors client digital channels for brand consistency, accuracy, effectiveness, traffic and engagement and leads ongoing improvements.
• Develops and prepares various Management reports. Provides summary input on items of significance.
• Provide leadership to personnel through goal setting, delegation and communication.
• Participate in the review and acquisition of new software systems to increase efficiencies in the Marketing area.
• Stays abreast of emerging marketing trends and recommends adoption if applicable.
• Complete special projects as assigned.
• Responsible for maintaining compliance with all applicable federal, state, and local rules and regulations, and following all of clients policies, procedures and internal controls.
• All other duties as assigned.
  
  

Knowledge, Skills & Abilities

Experience – The amount of experience required to attain proficiency in the job Eight years to ten years of similar or related experience

Education – The formal education needed to perform the job duties Equivalent to a college degree (BS or BA in a relevant field)

Mgr Responsibilities – The amount of direct management activities & functions 3. Managerial responsibilities of managing a Lead or Assistant

Interpersonal Skills – The level of direct contact skills needed

Ability to motivate or influence others is a material part of the job, along with obtaining cooperation

Independent Judgement – The latitude permitted in problem solving

Highest level of decision making within the discipline or function

Mental Process – The extent and nature of the problems to be solved

Problems require a mastery of techniques, practices, and theories gained through extensive experience or study

Organizational Impact – The level of influence the job has on end results

Limited Impact - budgetary responsibility for a large size department, branch or function, or multiple smaller departments

Organizational Restraint – The restraint under which the job must operateUnder general management, sets direction for one or more departments