Director, Marketing

Salary Range: $ To $ Annually

Provides leadership and strategic direction for all of credit union’s corporate communications, market research, brand management and public relations initiatives. Develops and executes the credit union’s brand strategy and oversees the creation of marketing plans that support and enhance overall organizational goals and strategic objectives. Performs duties in compliance with regulatory requirements including, but not limited to, the Bank Secrecy Act.

• Works with other Leadership Team members to develop the Credit Union’s overall strategic plan and annual budget.
• Coaches staff toward optimum performance and develops Individual Performance Plans to support of credit union’s Strategic Plan, Annual Budget and strategic objectives.
• Engages staff to achieve results in a member-centric, needs-based sales and service culture.
• Provides leadership through effective goal/objective setting, delegation, and communication.
• Leads projects, initiatives and staff in support of approved plans and goals.
• Prepares, implements and manages the annual marketing and business development budgets to support the overall strategic plan.
• Develops and executes the credit union’s brand strategy and oversees the creation of marketing plans that support and enhance overall organizational goals and strategic objectives.
• Provides leadership, direction and management of the market research function;
  Analyzes trends, member relationships, and profitability using the Credit Union’s MCIF system and utilizes data to develop competitive marketing strategies.
• Through collaborative management with other departments and teams, develops marketing and branding programs that build member relationships and enhance the Credit Union’s image and brand equity in the community.
• Works closely with Retail Delivery and Lending to effectively promote products and services to members in accordance with organizational goals and strategic objectives; works to enhance current product lines and introduce new products and services as needed to deepen and attract member relationships.
• Collaborates with sales leadership to ensure marketing delivery channels are used in an optimum manner to assist the sales distribution network to effectively and efficiently service members.
• Develops segmentation and targeting strategies to increase sales responses and minimize waste of resources. Create and implement strategies to increase product penetration and ensure sustainment of member engagement and increase member profitability.
• Oversees all internal and external corporate communications.
• Envisions creative marketing concepts and oversees the design of effective marketing, e-marketing, and advertising programs; evaluates results and makes revisions, as appropriate.
• Manages branding strategy and ensures branding efforts are utilized properly, both internally and externally;
  Maintains and builds upon existing branding and/or recommends new branding as appropriate.
• Oversees coordination of all media, print, electronic, and community involvement activities and ensures that all marketing efforts support branding and organizational strategies.
• Analyzes market trends and demographic data of members and potential members, as well as competitive offerings available through other financial institutions, to secure a competitive position.
• Provides oversight, direction, evaluation, and management to subordinates and/or vendors involved in the marketing of the Credit Union.
• Maintains an awareness of laws and regulations, plus developments and trends within the credit union industry that may affect the marketing function.
• Ensures all Marketing includes proper and correct disclosures and adhere to NCUA advertising guidelines.
• Conducts timely performance appraisals as required.
• Recommends changes in staff, including promotions, transfers and salary adjustments.
• Responsible for complying with the Bank Secrecy Act policies and procedures, including attendance at annual training, as directed by the Bank Secrecy Act Officer.
• Works in the spirit of the credit union’s purpose and values.
• Perform other related duties and…