Job Type
Full-time
Description
The Vice President, Marketing & Brand Strategy provides strategic leadership, vision, and direction for the marketing, brand, communications, customer engagement, public relations, and community engagement functions of Security Federal Mutual Bancorp and its affiliated financial institutions. The position leads the development and execution of enterprise-wide marketing strategies that support the Bancorp's strategic plan, growth objectives, and brand reputation, while recognizing the unique markets, brands, business objectives, and customer needs of each affiliate bank.
Serves as a member of Security Federal Mutual Bancorp's leadership team and collaborates closely with executive management and affiliate bank leadership to identify market opportunities, strengthen customer relationships, enhance brand awareness, and support business development and growth throughout the organization.
While primarily focused on strategic leadership, maintains strong hands-on knowledge and experience in content creation, digital marketing, social media, website management, public relations, and emerging marketing technologies to ensure strategies are relevant, effective, and successfully executed.
Requirements
Minimum Level preparation and Training Normally Required by the Job:
- Bachelor's degree in Marketing, Communications, Business Administration, Public Relations, or related field.
- Minimum of ten (10) years of progressive marketing experience preferred.
- Minimum of five (5) years of leadership and management experience preferred.
- Financial institution marketing experience preferred.
- Demonstrated experience developing and implementing strategic marketing plans.
- Experience leading branding, advertising, digital marketing, and communications initiatives.
- Graduate School of Banking, ABA Marketing School, or similar advanced professional development preferred.
Job Requirements:
- Comprehensive understanding of strategic marketing principles and brand management.
- Strong leadership, coaching, and team development skills.
- Exceptional verbal, written, presentation, and interpersonal communication skills.
- Ability to align marketing initiatives with organizational goals and growth objectives.
- Strong analytical and business acumen.
- Experience evaluating marketing performance metrics and return on investment.
- Knowledge of digital marketing, social media platforms, content marketing, website management, and marketing automation tools.
- Ability to develop and manage budgets effectively.
- Strong project management and organizational skills.
- Ability to build and maintain relationships with community leaders, media representatives, customers, vendors, and employees.
- Ability to maintain confidentiality and adhere to Bank privacy and security policies.
- High degree of professionalism, integrity, initiative, and creativity.
- Proficiency in Microsoft Office and relevant marketing software platforms (InDesign, PhotoShop, etc.).
Specific Job Functions:1. Strategic Leadership:
a. Comprehensive understanding of strategic marketing principles and brand management.
b. Strong leadership, coaching, and team development skills.
c. Exceptional verbal, written, presentation, and interpersonal communication skills.
d. Ability to align marketing initiatives with organizational goals and growth objectives.
e. Strong analytical and business acumen.
f. Experience evaluating marketing performance metrics and return on investment.
g. Knowledge of digital marketing, social media platforms, content marketing, website management, and marketing automation tools.
h. Ability to develop and manage budgets effectively.
i. Strong project management and organizational skills.
j. Ability to build and maintain relationships with community leaders, media representatives, customers, vendors, and employees.
k. Ability to maintain confidentiality and adhere to Bank privacy and security policies.
l. High degree of professionalism, integrity, initiative, and creativity.
m. Proficiency in Microsoft Office and relevant marketing software platforms.
n. Responsible for knowing and complying with all Bank policies and procedures that apply to the position
o. Responsible for knowing and complying with all Federal Regulations and bank policies/procedures that apply to position, including the BSA/AML/OFAC and CIP Program
2. Brand Management:
a. Serves as steward of the Bank's brand identity and reputation.
b. Ensure consistent messaging and visual standards across all customer-facing communications.
c. Oversees brand positioning and market differentiation strategies.
d. Maintains brand standards for advertising, publications, social media, website content, and promotional materials.
e. Leads reputation management efforts and communication strategies.
3. Marketing & Growth Development:
a. Develops annual marketing plans designed to support deposit growth, loan growth, customer acquisition, and relationship expansion.
b. Collaborates with Retail, Mortgage, Commercial Lending, Wealth Management, and other business units to develop targeted marketing programs.
c. Oversees market research and customer insights initiatives.
d. Evaluates campaign effectiveness and monitors key performance indicators.
e. Recommend new products, services, and marketing initiatives based on customer and market trends.
f. Oversees digital marketing strategy, including website, search engine optimization, email marketing, online advertising, and social media.
g. Partners with customer-facing leaders to identify opportunities and implement initiatives that enhance the customer experience and strengthen customer relationships.
h. Shares accountability with business-line leaders for supporting deposit growth through targeted marketing strategies, customer acquisition initiatives, relationship expansion, and measurable campaign performance.
4. Communications & Public Relations:
a. Oversee all public relations, media relations, external communications, and corporate messaging.
b. Serves as primary advisor regarding crisis communication strategies.
c. Cultivates relationships with media outlets and community organizations.
d. Reviews and approves significant public communications.
e. Develops executive communication strategies and organizational storytelling initiatives.
5. Leadership & Department Management:
a. Provides direction, coaching, mentoring, and performance management for marketing staff.
b. Establish departmental priorities and resource allocation.
c. Promotes professional growth and development within the marketing function.
d. Oversee vendor relationships, agency partnerships, and external marketing resources.
e. Ensures marketing activities comply with applicable regulations, policies, and procedures.
6. Content Strategy & Digital Oversight:
a. Provides strategic oversight of content creation, website management, social media, advertising campaigns, and customer communications.
b. Reviews and guides the development of marketing content and creative materials.
c. Stays informed regarding emerging technologies, digital trends, artificial intelligence applications, and customer engagement strategies.
d. Ensures content aligns with brand standards and strategic objectives.
e. Supports development of thought leadership, educational, and community-focused content initiatives.
7. Community & Organizational Management:
a. Represents the Bank within community organizations, professional associations, and industry groups.
b. Develops community engagement strategies that support brand awareness and organizational values.
c. Oversees community sponsorship, contribution, and charitable giving strategies.
d. Promotes the Bank's community involvement and commitment to local markets.
8. Budget & Financial Management:
a. Develops and administers the annual marketing budget.
b. Evaluates marketing expenditures and vendor contracts to maximize effectiveness and return on investment.
c. Monitors departmental expenses and ensures adherence to approved budgets.
d. Reports marketing performance and budget results to executive management.
e. Presents brand performance, customer engagement initiatives, marketing results, and growth-related reports to the Board of Directors and executive management, as requested.
9. Compliance:
a. Responsible for knowing and complying with all Bank policies and procedures applicable to the position.
b. Responsible for compliance with all applicable banking regulations, including BSA, AML, OFAC, CIP, CRA, and advertising regulations.
c. Ensures all advertising and marketing materials receive required compliance review and approval.
10. Affiliate Bank Support:
a. Provides marketing leadership and shared services to affiliated financial institutions in accordance with applicable intercompany or shared-services agreements.
b. Partners with affiliate bank leadership to understand local market needs, establish priorities, and develop strategies that support each institution's business objectives while maintaining appropriate enterprise-wide brand and strategic standards.
11. Shared Services Responsibilities:
a. As an employee of Security Federal Mutual Bancorp, this position may provide services and support to the MHC and its affiliated financial institutions.
b. Responsibilities may include enterprise-wide initiatives as well as services tailored to the needs of individual affiliate banks.
c. This position is expected to collaborate effectively with affiliate bank leadership while recognizing and preserving each banks separate legal, regulatory, governance, and operational responsibilities.
12. Additional Responsibilities:
a. Performs other duties as directed by supervisor
