AVP of Marketing

Description

YOUR PURPOSE

Leads Horizon’s marketing function and the team that delivers it. Sets and executes strategy for brand, member acquisition, retention and engagement across all Horizon markets, translating business goals into marketing plans that produce measurable growth. Builds a high-performing team and develops the managers within it. Partners closely with Community Development, Retail, Lending and Digital Banking so that members experience one consistent Horizon across every channel.

Serves as a senior voice on how Horizon shows up in market and how members experience the brand.

YOU ARE RESPONSIBLE FOR

Essential Duties & Responsibilities

• In collaboration with the VP of Marketing and other key leaders, develop and execute a marketing plan and strategy focused on member growth, retention and brand strength.
• Design and implement an overall multi-channel marketing and digital plan which supports the credit union’s member experience, market share growth and targeted business results.
• Direct and execute efforts in all areas of marketing, including research/development; brand management; creative development; direct marketing; advertising; public relations; product launch; website; social media; event planning; and project and program management.
• Own the marketing technology stack, including email and campaign automation, and member onboarding journeys, and ensure these systems are used to their full capability.
• Lead member retention and engagement marketing, working with retail and analytics to reduce attrition and deepen existing member relationships.
• Direct Horizon’s organic visibility strategy, including search, AI-generated search results and content, so that members find Horizon when they look for financial answers.
• Establish measurement standards for the function and report performance against acquisition, retention, engagement and efficiency targets.
• Monitor and respond to changes in the marketing and digital landscape, including regulatory change, technology shifts, and changes in member needs and preferences.
• Oversee all external communication activities.
• Develop and maintain relationships with external service providers, advertising firms and vendors to facilitate marketing objectives.
• Prepare marketing activity reports for management, including marketing trends, environmental scans, campaign performance, member product usage and adoption, and member sentiment and satisfaction.
• Lead the creative function, overseeing copywriting, design, video and production of member-facing materials across print, digital and broadcast.
• Partner with digital banking, retail and lending leadership to shape the digital member experience so that marketing, onboarding and in-platform messaging work together.
• Identify and analyze industry trends, define competitive positioning, and work with Horizon business lines and product teams to build strategies that increase member engagement and meet or exceed member needs and goals.
• Develop and maintain a public relations plan focused on relationship building and positioning Horizon as a trusted, well-run institution in the communities it serves.
• Measure marketing results against stated objectives, adjust as needed, and deliver within approved budget.
• In partnership with compliance, oversee that policy and legal requirements are satisfied to ensure marketing practices are compliant.
• Own vendor selection, contracting and performance management for marketing platforms and agency partners in areas of responsibility.
• Support budget planning, monitoring and oversight. May develop the marketing budget.
• Serve as the point of contact and decision maker for the marketing function with internal stakeholders, corporate counsel and escalated member matters.
• Perform such other duties and accountabilities as assigned by the VP of Marketing and the SVP Marketing & Facilities.

Leadership Responsibilities

• Lead, direct, coordinate and evaluate the assigned marketing team.
• Guide, coach and develop the team, including the managers within it, building leadership capability and not only individual contributor performance.
• Carry out supervisory responsibilities in accordance with the organization's…