Vice President of Marketing

Summary

The Vice President of Marketing leads the strategic direction and execution of the credit union's marketing, business development, and product development functions. This role executes data-driven strategies to strengthen member relationships, drive membership, grow products, and enhance the credit union's brand presence through integrated marketing strategies, community partnerships, and innovative financial products. The VP collaborates with executive leadership and cross-functional teams to identify opportunities, develop member-focused solutions, and support organizational strategic objectives.

This role is responsible for understanding member needs, monitoring market trends, and ensuring the credit union remains competitive and relevant in a fast-changing financial services landscape. The VP of Marketing leads a high-performing team and cultivates a culture of innovation, accountability, and results.

Essential Functions

Leadership & People Management

• Lead departmental hiring, coaching, training, performance evaluation, and development planning for marketing, business development, and product strategy teams.
• Establish clear performance goals, accountability measures, and a collaborative, results-driven team culture.

Communications & Brand Management

• Oversee digital marketing, advertising, promotions, public relations, and community outreach to ensure consistent and effective brand messaging.
• Ensure high-quality written communications across all channels, including member communications, press releases, and digital content.

Business Development & Community Engagement

• Lead strategies to grow membership through community partnerships, business partners, and affinity relationships.
• Build and maintain strong partnerships with community, media, and public-interest groups; represent the credit union at networking and community events.

Strategic Marketing

• Lead the development and execution of a comprehensive, data-driven marketing strategy that is fully aligned with organizational goals, brand positioning, and growth targets.
• Leverage market research, member insights, and performance analytics to identify opportunities, optimize campaigns, and drive measurable results such as member acquisition, engagement, and growth.

Campaign Design and Management

• Develop and manage marketing campaigns designed to grow membership, loans, deposits and product utilization.
• Establish Key Performance Indicators (KPI's) for marketing campaigns, membership growth, and product performance.
• Monitor campaign effectiveness, development outcomes, and product adoption metrics.

Product Strategy & Development

• Direct the development and launch of financial products and services based on member needs and market trends.
• Coordinate product initiatives with lending, retail, operations, technology, and compliance teams to ensure successful implementation and alignment.

Budgeting, Reporting & Performance Measurement

• Develop and manage the department budget in alignment with the credit union's financial and strategic goals.
• Establish and monitor KPIs for marketing, business development, and product performance, providing insights and reporting to executive leadership.
• Evaluate the ROI of marketing and business development initiatives and adjust strategies based on performance results.

Market Research & Competitive Analysis

• Conduct comprehensive, data-driven analysis of market trends, economic indicators, and competitor offerings to uncover actionable insights and emerging opportunities.
• Integrate qualitative and quantitative data to evaluate market positioning, pricing strategies, product performance, and member behavior.
• Translate findings into clear, strategic recommendations that inform Asset Liability Management (ALM) strategy and broader organizational planning.
• Continuously monitor the competitive landscape and industry shifts to anticipate risks, optimize portfolio decisions, and support proactive, evidence-based decision-making that drives sustainable growth and financial performance.

Vendor & Contract Management

• Evaluate vendors and partners to ensure objectives are met, and manage an annual process to optimize return on investment.

• Oversee partnerships with external partners and internal teams to execute campaigns across all media channels.

• Ensure compliance with credit union policies, NCUA regulations, consumer protection laws, and marketing-related standards.

• Any other duties as required by the Senior Vice President of Lending.

Competencies

• Functional Skills: Budgeting, Planning, Dependability
• Operating Skills: Teamwork, Quality Of Work, Communication
• Strategic Skills: Strategic Thinking, Business Acumen
• People Management: Empowering Employees, Leadership
• Behavioral Expectations

Work Environment

This job operates in a hybrid work arrangement, requiring a minimum of 20% in office time, with a preferred in office time of 40%. This role requires to use of standard office equipment, routinely performing work on a computer.

Physical Demands

Sitting, standing, bending, and hand dexterity required. Ambulation - able to move from one area to another throughout a multi-floor office layout. Reliable transportation with the ability to operate a vehicle.

Travel

This position requires travel including but not limited to, other Branch Offices, Valued Business Partners, and Community Events. Evening and Saturday work may be required.

Minimum Required Education and Experience

Requires a Bachelor's Degree in Marketing, Business, Data Analytics or Economics and a minimum of ten years of experience in Marketing. Demonstrated success developing and executing marketing strategies, managing and strengthening brand positioning, and leading growth initiatives. Must possess a thorough knowledge and strong understanding of compliance as it relates to Marketing, Communications, and Business Development.

Preferred Education and Experience

A Master's Degree in Business Administration or similar field of study with more than ten years of prior senior leadership financial institution experience is preferred.

Additional Eligibility Qualifications

Excellent communication, strategic thinking, emotional intelligence, teamwork, self-reliance and leadership skills required for senior level position. Organization and time management skills, professional phone etiquette, attention to detail, effective listening skills, and strong problem resolution skills. Ability to maintain productivity under pressure and to multitask effectively, consistently producing results. Positive interpersonal skills and the ability to interface with different business levels and disciplines as necessary. Extensive familiarity with marketing, communications, and business development strategies.

Disclaimer

Please note this position description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.