Director of Digital Journey

Description

The Director of Digital Journey is responsible for leading the execution, optimization, and continuous improvement of the credit union’s digital member experience across all channels. This role ensures that digital touchpoints deliver a seamless, intuitive, and high performing member journey that supports acquisition, engagement, and growth.

This role plays a critical part in strengthening brand presence, driving new member acquisition, advancing financial literacy through digital education, increasing member engagement, and supporting sustainable growth by delivering meaningful and consistent experiences across all digital interactions.

Reporting to the VP of Marketing, this role partners closely with Marketing leadership and cross-functional teams to translate strategic priorities into a clear digital roadmap and actionable initiatives. The Director of Digital Journey serves as a key driver of digital performance, aligning experience design, journey optimization, and technology execution to deliver measurable business impact.

Duties & Responsibilities

Digital Strategy & Roadmap Execution

• Partner with the VP of Marketing to shape and execute the digital experience strategy aligned with organizational goals
• Lead the development and execution of a prioritized digital roadmap focused on growth, experience, and efficiency
• Identify opportunities across the digital ecosystem and recommend initiatives based on member impact, ROI, and strategic alignment
• Drive cross-channel initiatives that advance digital transformation and enhance the member experience
• Serve as a subject matter expert and strategic contributor in digital experience planning
  
  

Member Journey Strategy & Optimization

• Define and optimize end-to-end member journeys across key lifecycle moments:
• New member acquisition and onboarding
• Loan discovery and application
• Account opening and funding
• Digital banking adoption and engagement
• Cross-sell and relationship growth
• Identify friction points, inefficiencies, and drop-offs across digital and assisted channels
• Develop strategies to increase conversion, reduce abandonment, and improve satisfaction
• Ensure consistency and alignment of experiences across digital channels and branch interactions
  
  

Digital Channel Leadership & Optimization

• Lead performance and continuous improvement of all digital channels, including:
• Website
• Online and mobile banking experience (in partnership with IT/product teams)
• Digital onboarding, application, and sales funnels
• Ensure experiences align with brand standards, marketing campaigns, and product priorities
• Guide UX/UI improvements to enhance usability and conversion
• Oversee optimization of content, navigation, landing pages, forms, and key user flows
  
  

Growth & Product Enablement

• Partner with Marketing, Lending, Deposits, and Retail teams to align digital efforts with growth objectives
• Support the digital launch and promotion of products and services
• Execute digital go-to-market strategies that drive:
• Member acquisition
• Product adoption
• Engagement and retention
• Identify opportunities to expand digital capabilities that support long-term growth
  
  

Data, Insights & Performance Management

• Collaborate with the Marketing team to develop and maintain a digital performance framework aligned with marketing and business goals
• Monitor and analyze key metrics, including:
• Traffic and engagement
• Conversion rates and funnel performance
• Application completion and abandonment
• Digital adoption
• Member satisfaction (e.g., NPS)
• Collaborate on building dashboards and reporting that inform marketing strategy and leadership decision-making
• Use data to recommend optimizations and inform prioritization
  
  

Execution & Project Leadership

• Translate strategic direction into clearly defined initiatives, projects, and deliverables
• Lead cross-functional coordination across Marketing, IT, Operations, and external partners
• Manage timelines, priorities, and deliverables to ensure successful execution
• Maintain accountability for delivering initiatives that meet business objectives and performance targets
  
  

Platform & Vendor Coordination

• Partner with internal stakeholders to support the performance and evolution of the digital technology ecosystem
• Coordinate with third-party vendors supporting:
• Website/CMS
• Digital banking platforms
• Analytics and optimization tools
• Marketing automation solutions
• Identify opportunities to enhance capabilities through integration, personalization, and automation
  
  

Compliance & Accuracy

• Ensure all content meets regulatory requirements (NCUA, Truth in Lending)
• Work with compliance partners to review and approve communications
• Maintain accuracy and consistency across all published materials
  
  

Requirements

• Bachelor’s degree in marketing, Business, Digital Product, or related field
• 5–10 years of experience in digital experience, digital strategy, product management
• Proven ability to translate strategy into execution and measurable business outcomes
• Experience managing websites, digital journeys, or customer/member experiences
• Strong analytical, problem-solving, and prioritization skills
• CMS platforms
• Analytics tools (e.g., Google Analytics)
• Conversion optimization
• UX/UI best practices
• Agile or project-based delivery frameworks
  
  

Work Schedule

Monday - Friday 8:15am - 5:00pm

Work Location

Fully On-Site