Vice President of Marketing

Overview

At Affinity Plus
, every employee understands how their work affects the member experience. We strive to provide an exceptional banking experience with strong culture, benefits, and work/life balance.

The Vice President of Marketing leads the strategy, operating model, and performance of Affinity Plus' marketing function, building a modern, data-driven and AI-enabled approach to member engagement and new member acquisition. This role integrates brand, lifecycle marketing, segmentation, campaign performance, channel strategy, marketing technology, communications, PR, storytelling, product marketing, business development, and community development into a coordinated marketing strategy. Working with senior leadership and cross-functional teams, this position enhances the user experience, strengthens brand positioning, and delivers measurable business results aligned with organizational goals.

• Strategic Leadership
  • Set strategic and operating directions for the marketing function; translate organizational priorities into marketing strategies, execution plans, and performance expectations.
  • Advise senior leadership on marketing strategy, brand positioning, member engagement, business development and growth opportunities.
  • Ensure departmental goals are measurable and aligned with the organization s goals.
  • Clarify roles, decision-making, and accountability across marketing functions.
  • Identify industry and market trends to inform proactive strategies.
  • Oversee vendor and agency relationships, aligning budgets and workflows with priorities.
• Leadership & People Development
  • Lead, mentor and develop the marketing team; build capability and adaptability as technologies and expectations evolve.
  • Promote collaboration and alignment across teams.
  • Model organizational values in day-to-day leadership.
• Product Marketing & Organizational Alignment
  • Lead product marketing strategy in partnership with product owners; ensure campaigns and messaging support member needs and priorities.
  • Align marketing with product, retail, digital and other partners through collaborative planning and clear campaigns.
  • Establish collaboration models to reduce silos and improve speed and clarity.
• Brand, Content, and Communications
  • Oversee brand strategy, creative services and content development for a clear, differentiated voice.
  • Lead communications and PR strategy to strengthen reputation and external positioning.
  • Oversee content planning to support lifecycle engagement and brand storytelling.
  • Drive thought leadership to increase authority and trust.
• Operational Excellence
  • Refine the marketing operating model; connect lifecycle marketing, campaigns and channel execution.
  • Establish performance indicators to assess effectiveness and alignment with goals.
  • Develop efficient department infrastructure.
• Data, Analytics and AI Enablement
  • Define vision for data, segmentation and personalization to drive engagement and growth.
  • Develop a data-driven marketing organization; use insights to inform lifecycle strategy and prioritization.
  • Own measurement, campaign performance tracking and reporting; drive adoption of AI and marketing tech.
  • Partner with internal teams to ensure data and tools are available to optimize engagement; apply emerging trends and best practices.
• Governance, Risk & Compliance
  • Ensure compliance with regulations and risk standards; manage risk associated with marketing initiatives; monitor regulatory changes and adjust strategies as needed.
• Financial & Business Management
  • Manage budget and resources to meet strategic goals and measurable outcomes.
  • Oversee contracts and investments; ensure cost-effectiveness and alignment with priorities.
  • Identify opportunities for growth and efficiency.
• External Representation & Industry Leadership
  • Represent the organization at industry events and forums; build external partnerships for visibility and thought leadership.
  • Other duties as assigned.

• Required Knowledge
  • 7+ years of progressive leadership experience, including 5+ years in a senior management role.
  • Strong understanding of lifecycle marketing, segmentation, marketing technology, and channel strategy.
  • Deep industry expertise in financial services or highly regulated environments.
  • Extensive experience leading marketing strategy, brand development, lifecycle engagement and digital marketing in a complex organization.
• Qualifications and Skills
  • People Leadership
    • Experience building and guiding high-performing, cross-functional teams.
    • Coaching, mentorship, succession planning and talent strategy.
    • Ability to foster trust, inclusion and accountability; model organizational values.
  • Decision-Making
    • Strategic influencer with the ability to partner with senior leadership and stakeholders to shape strategy and outcomes.
  • Collaboration and Relationship Building
    • Ability to break down silos and promote cross-functional alignment; build internal partnerships.
  • Accountability
    • Translate strategy into actionable initiatives; oversee execution and risk; uphold…