Allegacy Federal Credit Union
Employee Job Description
Job Title: Senior Vice President, Marketing
Reports To: EVP/Chief Operations and Digital Officer
Location: Winston-Salem, NC, Allegacy Headquarters (Hybrid schedule of one day a week remote may be considered after first 90 days)
Role Accountability:
At Allegacy, a common thread runs through all of us. It’s our commitment to doing right and our promise to members to always do the right thing for their wellbeing. Every employee in our organization is accountable for living out our brand in meaningful ways, as our promise motivates our beliefs, our behaviors, and the benefits we share.
To achieve this state of success, the Senior Vice President, Marketing (SVP, Marketing) will provide strategic thought leadership regarding all facets of marketing related to positioning and communicating the credit union’s brand to members, potential members, and community and business partners. This position reports directly to the EVP/Chief Operations and Digital Officer and works closely with all executive leaders in conceptualizing and implementing market and product strategies to achieve the Credit Union’s strategic goals while ensuring a consistent brand in the communities of service and distribution channels.
Nature and Scope:
The SVP, Marketing is responsible for developing, implementing, and maintaining the credit union’s strategic marketing, advertising, corporate communications, and public relations, while ensuring the integration of the organization’s long-range plan and strategy.
This leadership position defines and communicates Marketing and Credit Union strategy, goals, and challenges regarding business results. The SVP, Marketing will deliver the brand vision and strategically drive sustainable, smart growth to align the marketing long-term goals, and P&L with the organization’s overall business strategy and objectives. Because of the competitive environment, the position must maintain knowledge of competitors’ strategies and general financial and environmental factors/events. The SVP, Marketing works closely with the credit union’s senior leadership team and compliance department about requirements and regulations regarding credit union advertising. The position is responsible for all advertising and communications material, the annual marketing plan, and assists, as needed, in other departments with various operating plans.
Specific Accountabilities:
- Provide oversight, direction, evaluation, mentorship, and management to direct reports and team. Ensure understanding of the Performance Management system and company-wide objectives.
- Develop and meet with each employee to their highest potential by identifying their areas for improvement and appropriately coaching, setting goals for performance, and developing plans for training or correcting the employees’ performance.
- Responsible for exceptional member service to every member, every time, by ensuring employees deliver consistently high-quality service to internal and external members that aligns with our Brand Culture. Hold employees accountable for their performance, attitude, and behavior. Fairly and consistently evaluate employees against the Allegacy behaviors.
- Demonstrate enthusiastic support of corporate mission, core values, and long-term objectives. Performs job duties within our bylaws, regulations, and Board of Directors policies, as well as established internal and external service standards and our work procedures.
- Create and implement strategic marketing programs designed to attract new members, deepen relationships with existing members, and support the organization’s goals and objectives.
- Leadership contributor for new and existing relationships in the communities we serve as it relates to sponsorships and events, including collegiate programs and new market expansion efforts to create more opportunities for growing memberships.
- Develop and manage annual marketing budget and strategic marketing plan to strengthen brand equity, deepen relationships, meet scorecard goals, and drive member loyalty.
- Integral role in product performance support for alignment to target audiences, markets, and business needs
- Continually improve the organization’s competitive position in markets served, consistent with the mission, by examining market trends and demographic data concerning members and potential members, products and services, and potential products and services. Keep abreast of changing market trends so that the credit union reacts quickly and competently.
- Create breakthrough member offerings and advance marketing and public relations through cutting-edge technology, alternative media, and new tools and techniques.
- Measure and report on campaign and promotion results for member growth, profitability, and satisfaction. Evaluate the effectiveness of all marketing strategies and channels through return on marketing investments and market research assessments.
- Create and review letters, direct mail, press releases, collateral materials, forms, etc. May manage an outside advertising or marketing vendor design, content, or delivery of marketing materials, marketing promotions, or media campaigns.
- Ensure that all marketing and public relations materials comply with State and Federal rules and regulations for the credit union. Keep abreast of changing rules and regulations.
Knowledge, Skills, and Abilities:
- Analytical experience and success in data and market trend analyses.
- Proven success in converting data insights into actionable strategies to deliver superior, personalized member experiences and measurable results.
- Demonstrated capability of creating distinguished marketing, branding, and advertising that exhibit strong storytelling.
- Results-driven with the ability to track and report results.
- Ability to professionally interact with all levels of staff and handle sensitive situations with tact and empathy.
- Success in providing leadership, support, motivation, and professional development to management and staff.
- Demonstrated knowledge/skills in strategic planning/thinking, organizational culture, leading change, facilitation, and organizational design.
- Ability to analyze the gaps between current situations/systems and future vision effectively.
- Working knowledge of budgeting and ability to accurately analyze financial data.
- Ability to promote and maintain a positive image of the Credit Union to staff, members, and the community and set an example for responsive/excellent member service.
- Excellent organizational skills.
- Effective, professional verbal and written communication and presentation skills.
- Working knowledge of Marketing Technology.
- PC skills to include Microsoft Office.
- Requires attending meetings and events during evenings and weekends. Travel and overnight stay will be required.
Education and Experience:
Bachelor’s degree in Marketing or related field and equivalent 8-10 years of progressive, strategic leadership and supervisory responsibility in marketing and advertising with a proven track record of success and results, preferably in the financial services industry. Master’s degree preferred. Achievement of formal certifications recognized in the industry is a plus.
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