VP of Marketing

PURPOSE

The Vice President of Marketing will lead the development and execution of a comprehensive growth strategy that drives acquisition, engagement, and conversion across all member touchpoints. This role is responsible for building a full-funnel marketing engine, uniting brand and performance marketing to deliver measurable business results. By establishing a strong, consistent, and differentiated brand identity, the VP of Marketing will elevate MVFCU’s presence across digital, traditional, and community platforms. This leader will guide a cross-functional team in implementing data-driven, audience-centric marketing programs that align with organizational goals and resonate in every market we serve.

FUNCTIONS

• Develop and own a fullfunnel marketing strategy from the first member touchpoint to funded account.
• Establish and maintain a comprehensive brand playbook that defines voice, tone, visual identity, and usage guidelines to ensure brand consistency across all member and community touchpoints.
• Lead multichannel campaigns across paid search, social, display, direct mail, email, SEO/SEM, content, and community presence.
• Build targeting frameworks that leverage demographic, psychographic, and behavioral data to tailor messaging by channel and segment.
• Stand up a unified analytics ecosystem that tracks marketing influence from first touch through business line operations and into revenue outcomes.
• Use data to test and optimize conversion performance at each stage of the member journey.
• Oversee brand positioning and ensure consistent visual and messaging standards across physical branches, digital assets, advertising, sponsorships, and community engagement.
• Lead internal team and external partners with a focus on high performance, speed to execution, and accountability.
• Act as the guardian of brand integrity, ensuring every asset and campaign reinforces MVFCU’s identity and values.

REQUIRED SKILLS/ABILITIES

• Proven track record of growing brand awareness and conversion through integrated marketing strategies.
• Experience building and implementing brand standards and playbooks across large organizations.
• Expertise in digital platforms (Google Ads, Meta, SEO/SEM, CRM, automation tools).
• Deep understanding of CAC, LTV, attribution modeling, and multitouch performance tracking.
• Demonstrated experience using psychographic and behavioral data to drive personalization at scale.
• Strong crossfunctional leadership and ability to translate strategy into execution.
• Skilled in team development, budget management, and agency/vendor oversight.

IMPACT MEASURES

• Clear, consistent, and recognizable brand identity across all internal and external touchpoints.
• Reducing CAC while increasing the volume of funded accounts.
• Improving campaignlevel ROI across digital and traditional channels.
• Building and deploying a fullfunnel attribution and analytics framework.
• Increasing conversion rates across each stage of the member journey.
• Driving personalized campaigns that resonate by segment (demographic, psychographic, behavioral).
• Building a resilient, agile, and outcomesfocused marketing team.

PREREQUISITES FOR THE POSITION

• Education: Bachelor’s degree in marketing, business, or a related field. MBA preferred.
• Minimum Experience: 10 years of progressive marketing leadership, including 5 years in a digitally sophisticated environment.
• Working Conditions: Fulltime, onsite position. Professional office setting with a collaborative atmosphere. Occasional travel may be required for meetings with members, partners, regulatory agencies and conferences. Availability for occasional evening or weekend work may be necessary during highpriority lending activities, business events, or special projects. May require prolonged periods of sitting, use a computer, or attend meetings. Minimal physical exertion required but may

need to lift items up to 40 pounds.

About Matanuska Valley Federal Credit Union

Matanuska Valley Federal Credit Union (MVFCU) is your local credit union. We offer more than just a job; we provide a fulfilling career with excellent benefits while serving the community we live in. MVFCU invests in its employees with competitive pay, generous health and wellness benefits, paid time off, and a 401k. Team members enjoy professional development opportunities, tuition reimbursement, and a healthy work-life balance. Our culture emphasizes our local roots, respect, collaboration, and a passion to serve our community. MVFCU is a place where employees feel valued, supported, and proud of the work they do every day.