Marketing Director

GENERAL SUMMARY:

Assumes leadership responsibilities, oversight and execution of corporate and product marketing, and growth strategies for Kinecta Federal Credit Union and its subsidiaries. This position develops, manages, and executes strategic product, member, and prospective member growth campaigns to drive revenue for the direct and in-direct member channels. The position requires advanced product knowledge and data management experience and will utilize this knowhow to support effective marketing campaigns leveraging multiple integrated media types including but not limited to direct response, online and mobile banking, digital, print, out-of-home, direct mail, email, TV, radio, and sponsorships.

NATURE AND SCOPE OF POSITION:

Reports directly to the Vice President, Marketing and is authorized to take reasonable actions necessary to carry out the assigned responsibilities of the position, provided that such action is consistent with pragmatic marketing framework, cost-effective practices, as well as policies and procedures of Kinecta Federal Credit Union.

SUPERVISORY RESPONSIBILITIES:

This role will oversee the marketing team that supports new member acquisition, deepening member relationships through retention activities and cross-sell. This includes consumer and business product lines such as consumer lending, mortgage lending, business lending, credit & debit cards, deposits, investments/wealth, and insurance. 

ESSENTIAL DUTIES AND RESPONSIBILITIES: 

•    Understands the organizational objectives and creates marketing strategies to achieve goals. Works closely with Chief Operations Officer, Business Unit Leadership, Strategy, Business Intelligence, IT, Digital Banking, and the entire Marketing team in the development, execution, and implementation of strategic growth marketing campaigns.

•    Serves as program owner for all marketing campaigns (Retail and Business).Develops and executes strategic marketing plans for all share products. Establishes annual goals and objectives for each product, maintains management reports and analysis related to the execution of those strategies.

•    Manages all product marketing and technology activities that support member growth, retention, and a positive member experience. 

•    Recognizes impact the website has on the attainment of departmental and credit union goals advocating for innovation and development.

•    Creates/manages marketing dashboard and KPI reporting.

•    Manages direct reports and supports their ongoing professional development, including training. Provides creative and brainstorming activities for and with the team to broaden exposure and engagement.

•    Manages production of high-quality communications across all channels to support the brand, meet deadlines and control costs. 

•    Ensures materials produced are in compliance with Kinecta and its subsidiaries’ branding guidelines, graphic standards, writing style and regulatory requirements.

•    Delivers approved plans within allocated budget.

•    Develops return on marketing investment and recommendations for program changes.

•    Monitors and reports overall Marketing KPIs and NTO projects to Vice President, Marketing on a regular basis.

•    Maintains an on-going understanding of credit union operations.    

•    Directs vendors and agencies as required to attain quality and cost objectives, meeting goals and performance requirements.

•    Interacts with product owners (i.e. retail/auto loans/credit cards/mortgages) to plan marketing initiatives and gather feedback.

•    Utilizes members and market research to identify opportunities for product or service positioning and develops recommendations.

•    Prepares the annual departmental business plan and budget in partnership with Vice President, Marketing. Tracks and reports budget performance. 

•    Participates in community related activities to promote the credit union.

•    Regularly monitors and analyzes industry news and market conditions as they relate to products and services.

NON-ESSENTIAL DUTIES AND RESPONSIBILITIES:

Performs other duties including special projects as assigned.

MINIMUM QUALIFICATIONS:    

Knowledge, Skills and Abilities:

•    10 years hands on knowledge of financial services industry (e.g. credit union, banking, lending, wealth, insurance).

•    10 years managing effective growth campaigns for financial services companies.

•    5 years’ hands-on experience managing and building high-performing marketing teams.

•    Knowledge of advertising mediums including but not limited to digital, broadcast, print, collateral, web, online, social, and direct response. 

•    Knowledge of bank and/or credit union products and services related to business and market segments.

•    Familiarity with developing marketing campaigns utilizing predictive analytics and personas.

•    Ability to provide effective leadership and guidance to staff.

•    Strategic thinker and innovative, proactive collaborator.

•    Strong communication, copywriting, and presentation skills.

•     Understanding of website development and management.

•     Excellent organizational, project, and time management skills.

•     The ability to interface with all levels of employees including staff, management, and executives. 

•     Ability to work cooperatively, self-sufficiently, and as a self-starter.

Education, Training and Experience:

Potential candidates for this position must meet the following requirements:

•    BA/BSA in business, advertising, marketing, public relations, or related experience required

•    Master’s degree preferred

•    Minimum of 5 years management experience

•    Minimum of 10 years marketing experience in financial institution or similarly regulated large organization

•    Must have strong organizational, management, analytical and problem-solving skills

One year of relevant professional-level work experience may be substituted for one year of required education.

WORKING CONDITIONS:

•    The working environment is generally favorable. Lighting and temperature are adequate, and there are no hazardous or unpleasant conditions caused by noise, dust, etc. 

•    The job may require flexibility with regards to scheduling days, hours, and work location, depending on business needs. 

•    The job is typically sedentary but may require standing and walking up to 35% of the work time to transfer files, ask questions, and related activities.

•    Position may require local or regional travel estimated to be 5% annually. 

PHYSICAL ABILITIES, MENTAL DEMANDS, AND WORK ENVIRONMENT

Must be able to exercise sound judgment, effectively plan and be well organized, have excellent oral and written communications skills, work well under changing timelines, take the initiative and be flexible and cooperative. Accuracy, timeliness and maintaining confidentiality related to member, employee information and company records is required.

While performing the job duties of this position, the employee is regularly required to sit; talk or hear in person and by telephone; use hands to operate standard office equipment; reach with hands and arms; lift minimum 10 lbs.

The employee is frequently required to walk and stand. Vision abilities required by this job include close vision and the ability to adjust focus to read and operate office equipment, as necessary. The employee works under typical office conditions and noise levels. 

Disclaimer:

The above information on this description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees assigned to this job.