SUMMARY
The Vice President of Brand is responsible for collaborating with the CBO on brand strategy and executing activities that position the credit union to meet the strategic growth initiatives in the credit union's annual business plans. This includes developing and executing campaign strategies that drive brand awareness and consideration across employees, members, and the overall market as identified in our strategic business goals.
The position will play a key role in identifying tailored strategies, messaging, and campaigns for each key audience-all while keeping the need for overall brand consistency in mind. This individual will balance the need for customization and tailored approaches by medium/channel with the need for establishing brand consistency, ultimately leading toward increasing our brand equity in the marketplace. They will be responsible for providing brand guidance to agency partners and internal teams. They will also be responsible along with the Chief Brand Officer for ensuring that employees have a consistent understanding of the new brand and that the brand is expressed consistently across delivery channels by effectively collaborating and communicating with all business partners, management, and staff.
QUALIFICATIONS
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• Education and/or Experience: Bachelor's degree in marketing, branding, or other closely related fields of study; and 10 years of related experience in brand, advertising, and/or marketing ideally in the banking/ finance/ credit union industry, or an equivalent combination of education and experience. Demonstrated leadership roles in previous positions with a focus on brand experience.
• Certificates, Licenses, Registrations: None.
• Geographical Location : This position may be eligible for a flexible work arrangement. Individuals working in this position must be located within the state of California.
ESSENTIAL FUNCTIONS
Brand Strategy
•Assists the Chief Brand Officer in developing short and long-term goals and strategic plans for the Brand, ensuring that the plans align with the vision and strategic priorities of the organization.
•Develop and implement ongoing brand strategies and activation tactics to support strategic priorities.
•Recommends annual brand budget with key assumptions clearly outlined; Manages expenses to ensure that they are covered by the existing budget or pre-approved with a clear rationale for need.
•Develop effective media planning strategies and execution.
Brand Management
•Develop campaigns and branded materials that are consistent with brand guidelines, ensuring a consistent expression of the brand across all mediums/channels.
•Owns the library of logo assets, coordinating the creation of additional file formats as needed.
•Collaborates with internal teams to provide strategic direction and creative counsel on branded materials and assets that are produced by third parties outside of Marketing.
•Works with Legal/Outside Counsel and Compliance to manage trademark registrations and ensure the effective use of registration marks.
•Ensures that brand campaigns are in accordance with regulatory compliance.
Brand Governance
•Develop a brand governance strategy, process, and policy that is aligned with the needs and culture of the organization.
•Trains the organization on the new brand governance process.
•Owns the brand guidelines, managing additions and revisions.
•Owns the brand's clear space requirements for the logo, providing direction to internal partners and third parties as part of the brand team's response to logo requests.
•Owns the logo request process, providing appropriate logo file formats and requesting a final review of branded material before printing or production to confirm brand approval.
Digital Brand Experience
•Develop a newly imagined website as a key expression of the brand.
•Partners with the Digital Delivery Team to ensure a consistent expression of the brand on the company's website.
•Works with digital agency to develop content (both copy and images) that is aligned with brand strategy.
•Collaborates with digital agency to create brand solutions that are consistent with the overall brand and tailored where needed to digital experience and channel.
Team
•Provides clear direction and guidance to the team, providing leadership toward the achievement of business goals.
•Effectively coaches and develops direct reports, optimizing team performance.
Business Relationships
In performing the above responsibilities, the VP of Brand maintains the following relationships:
•Co-workers:Establish and maintain strong working relationships with employees, collaborating effectively with cross-functional teams; Approach partnerships with respect, providing timely responses and support.
•Other Relationships:Maintain good working relationships with agency partners, providing timely direction and feedback as projects develop.
KNOWLEDGE, SKILLS, AND ABILITIES
•Strong communication skills as demonstrated through written correspondence, verbal interactions, and presentations with a proven ability to tailor communication by audience (externally for various segments and internally for various levels) and to communicate professionally.
•Effective interpersonal and collaboration skills with the ability to partner professionally and positively with employees of all levels.
•Proactive individual with excellent ability to evaluate and advance the development of creative assets/campaigns.
•Strong attention to detail, maintaining high standards, and ensuring flawless execution.
•Ability to manage multiple projects and tasks, effectively prioritizing and remaining nimble even when priorities change.
•Ability to understand and interpret brand research, providing recommendations for achieving brand health goals.
•Broad experience with both traditional and digital media campaign development
•Demonstrated leadership experience, including the ability to effectively coach, develop, and supervise direct reports, all while meeting individuals where they are at in their development.
•Commitment to learning and development, taking the initiative to learn new and relevant skills, emerging media, and trends as well as leveraging the organization's opportunities for continuing education.
•Computer literacy with proficiency in MS Office applications (Word, Excel, PowerPoint, and Outlook), Adobe Acrobat, and other marketing software applications
•Innovative thinker, bringing forth new and different ideas where appropriate.
•Develops effective execution plans that are grounded in the strategy; Manages projects effectively, communicating timely and relevant updates; Identifies recommendations when challenges arise; Builds consensus and overcomes resistance to ensure organizational buy-in, taking time to explain "the why" behind key decisions; Effectively manages both timelines and budgets.
•Exercises good judgment and the ability to identify/manage brand risk, effectively determining where brand consistency is needed and when a custom solution would be more appropriate.
•Office suite, e.g., Excel, PowerPoint, Word, Outlook, Teams
•Hungry: Always looking for more. More things to do. More to learn. More responsibility to take on. Self-motivated and diligent. Constantly thinking about the next step and the next opportunity.
•Humble: Lack excessive ego or concerns about status. Quick to point out the contributions of others and slow to seek attention for self. Shares credit, emphasizes team over self and defines success collectively rather than individually.
•Work Intelligently: Have common sense about people. Tend to know what is happening in a group situation and how to deal with others in the most effective way. Demonstrates good judgment and intuition around the subtleties of group dynamics and the impact of their words and actions.
•Supervisory Responsibilities: Manages all staff and vendor relationships related to Training. Is responsible for the overall direction, coordination, and evaluation of these positions. Carries out supervisory responsibilities in accordance with the organization's policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding, coaching, and correcting the performance of employees when necessary, according to established standards.
PHYSICAL REQUIREMENTS
The physical demands described below are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodation may be made to enable individuals with disabilities to perform the position's essential functions.
•Full-time hours required, with additional work hours as necessary to accomplish objectives, goals, and projects.
•Occasionally lift and/or move up to 10 pounds.
EEO STATEMENT
SCCFCU encourages diverse applicants to apply for all positions. SCCFCU does not discriminate in employment opportunities or practices on the basis of race, color, religion, creed, sex, familial status, marital status or domestic partner status, national origin, age, disability, marital status, pregnancy, childbirth, breastfeeding or related condition, ancestry, medical condition including genetic characteristics, veteran or military status, sexual orientation, gender identify, gender expression, any persons holding an undocumented "AB 60" driver's license, or any other characteristic protected by law. This provision also includes the perception that anyone has any of the above characteristics or is associated with a person who has or is perceived as having any one of these characteristics. Discrimination based on any of these protected classifications is unlawful and is a violation of company policy. The Company makes all employment decisions without regard to these protected statuses and does not tolerate harassment or discrimination.
This job description is not an exclusive or exhaustive list of all job functions that an employee in this position may be asked to perform from time to time. Santa Clara County Federal Credit Union reserves the right to revise or change job duties and responsibilities as the need arises.
$163,000 - $203,800 a year