Role: The SVP, Chief Marketing Officer is accountable for transforming the Credit Union's strategic priorities into bold marketing action, exceptional execution, and measurable business results. As the organization's senior marketing executive and a key partner to the Chief Strategy & Growth Officer, this leader directs the Marketing and Public Relations functions and leads product marketing, integrated campaigns, personalized member engagement, and the Credit Union's digital financial wellness program. The CMO ensures the Credit Union's brand, products, services, and growth initiatives are brought to market with creativity, relevance, speed, and impact.
The CMO is a hands-on operating executive who combines strategic vision, innovation, and strong business acumen with the ability to mobilize teams and personally advance critical work when needed. Through proactive partnerships with lines of business and leaders across the organization, the CMO uses data, member insights, segmentation, and personalization to develop coordinated campaign calendars, product-marketing strategies, and market-entry plans that drive awareness, member acquisition, product adoption, relationship growth, financial well-being, and profitability. This leader must thrive in a fast-paced environment, anticipate opportunities, demonstrate return on investment, and consistently deliver exceptional work with speed and precision.
Essential Functions and Responsibilities:- Marketing Strategy and Planning: Partners with the Chief Strategy & Growth Officer, executive leadership, and lines of business to develop and execute an integrated marketing strategy aligned with the Credit Union's strategic priorities, financial objectives, and member-impact goals. Establishes annual marketing plans, campaign calendars, priorities, resources, performance targets, and deadlines.
- Product Marketing and Business-Line Growth: Proactively partners with lines of business to identify growth opportunities, contribute member and market insights, shape product value propositions, and develop go-to-market strategies. Leads coordinated product launches and campaigns that increase awareness, acquisition, adoption, utilization, and relationship growth.
- Market Expansion and Profitability: Develops data-informed marketing and business-development plans for existing and new markets, including pre-opening strategies that build awareness, community connections, referral channels, and business pipelines. Establishes measurable milestones and adjusts strategies to accelerate sustainable growth and profitability.
- Team Leadership and Cross-Functional Integration: Builds, develops, and holds accountable a creative, innovative, and high-performing marketing team. Serves as a key cross-functional integrator, coordinating with business lines and support functions to anticipate needs, resolve barriers, maintain brand and campaign alignment, and ensure commitments are successfully executed.
- Integrated Campaigns and Personalization: Leads the development and execution of integrated campaigns across digital, social media, websites, email, traditional media, public relations, and member communications. Advances data-driven personalization using member insights, behaviors, segmentation, and life-stage needs to deliver more relevant experiences and product recommendations.
- Brand, Public Relations, and Reputation: Manages and activates the Credit Union's brand in alignment with enterprise direction, ensuring consistency, relevance, and meaningful connections across members, markets, and communities. Leads public relations, media relations, reputation management, external communications, and key anchor marketing and community events. Evaluates and manages marketing sponsorships and strategic partnerships to strengthen brand awareness, support growth priorities, and deliver measurable value in coordination with executive leadership and community and industry partners.
- Digital Financial Wellness: Leads the strategy, development, delivery, and continuous improvement of the Credit Union's digital financial wellness program. Ensures its content, tools, and personalized pathways are accessible, engaging, connected to members' financial needs, and measured for participation, outcomes, and relationship impact.
- Marketing Performance and ALCO Support: Establishes performance measures and reporting that connect marketing activity to member and product growth, financial results, and return on investment. Serves as an active member of ALCO, providing timely competitive intelligence, campaign performance, market insights, and marketing recommendations supporting lending, deposit, pricing, and growth strategies.
- Operational Execution and Resource Management: Ensures marketing initiatives are organized, accurate, compliant, and delivered with speed and precision, including the ability to personally advance executive-level work within short timeframes. Manages the marketing budget, agency and vendor relationships, workflows, and resources to maximize effectiveness and organizational value.
- Performs other duties as assigned.
Experience:- Minimum of 15 years of progressive marketing and brand leadership experience, with a demonstrated record of developing and executing integrated growth strategies, ideally in a diverse set of industries and roles, but including consumer products and financial services. Required
- Minimum 5 years experience within the banking or financial services industry, with an emphasis on retail banking, consumer financial services, mortgage, and small-business banking. Required
- Deep functional expertise across a broad range of brand, marketing, digital, and growth strategies, tools, and programs. Required
- Demonstrated experience with mobile banking, digital financial services, and technology-enabled member experiences. Preferred
Education:- Master's Degree bachelor's degree in marketing, business administration, communications, or a related field preferred. An equivalent combination of relevant education and progressively responsible marketing leadership experience may be considered in lieu of a degree. Preferred
- Certification/License Credit Union Certified Marketing Executive (CUCME), Certified Credit Union Executive (CCUE), or other relevant advanced marketing, digital, or analytics certification preferred. Preferred
Other Skills Required:- Demonstrated ability to work cross functionally to execute a brand strategy.
- Distinctive leadership qualities and ability to motivate and focus the brand/marketing organization.
- Strong interpersonal, written oral and presentation skills.
- Strong results orientation.
- Well organized, resourceful and able to carefully plan.
- Must have high proficiency with Word, Excel, PowerPoint and Outlook.
- Must possess good data analysis skills and be able to think strategically while also focusing on tactical and operational issues.
- Must have ability to prioritize demands from multiple projects.
- Must have a track record of building strong, effective teams of people with complementary skills.
- Must possess strong collaborative problem-solving skills and strong project management skills.
