Description
Transform marketing from an activity-oriented function into a measurable, data-driven growth engine. The VP, Marketing & Growth will set a clear strategic vision, align the marketing plan to FIG's enterprise strategy, sharpen segment go-to-market execution, build lifecycle and automation capabilities, strengthen voice-of-member insight, and create a culture of continuous testing, learning and accountability. This leader is expected to challenge the status quo, make thoughtful resource and talent decisions, and focus the team on work that produces meaningful member, revenue and brand impact.
Core Responsibilities
Strategy & Enterprise Alignment
Own FIG's multi-year marketing strategy and annual functional plan; ensure direct alignment to the Credit Union's strategic plan, growth goals and evolving member proposition.
Participate as an enterprise leader in strategic planning and translate enterprise priorities into focused, sequenced marketing initiatives.
Act as a trusted strategic partner across the leadership team, including Growth/Sales, Branches, Product, Finance, Risk, Compliance, Technology, Operations and People.
Growth, Segmentation & Go-to-Market
Build modern, measurable acquisition and growth strategies across consumer and business segments without relying on large traditional advertising budgets.
Lead differentiated go-to-market plans for young families, 50+ households, business owners and other strategic segments; connect proposition, channel, creative, offer and journey design.
Support major product and capability launches, including business banking and emerging segment solutions, with integrated campaigns and clear performance objectives.
Use social, digital, partnerships, influencers/creators where appropriate, owned channels, events, referral and other efficient channels to reach audiences authentically and cost-effectively.
Data, Experimentation & Performance
Institutionalize a test-and-learn culture. Require clear hypotheses, A/B and multivariate testing where appropriate, rapid measurement and fast pivots when results underperform.
Build dashboards and operating rhythms that move the function beyond activity metrics toward funnel conversion, cost to acquire, incremental product adoption, relationship depth, retention, lifetime value and ROI.
Use data to decide what to scale, stop or change; coach the team to treat marketing as an engine that is continuously tuned rather than a calendar of completed tasks.
Brand, Creative & External Network
Set and protect a high creative bar across brand, content, digital experience and campaigns; challenge work that is merely adequate.
Maintain a strong network of agencies, freelancers, creators, production resources and specialty partners; know when to tap external expertise rather than add permanent cost.
Bring fresh thinking to FIG while protecting brand integrity, regulatory requirements and member trust.
People, Culture & Leadership
Lead, coach and develop a high-performing marketing team with clear priorities, role clarity, candid feedback and strong accountability.
Assess organizational design and talent objectively; make tough decisions when necessary to ensure the function has the right capabilities for the future.
Partner with the People team on employee engagement and internal communications initiatives, using brand and marketing capabilities to strengthen employee connection to FIG's purpose and strategy.
Model FIG's core values and an enterprise-first mindset; collaborate constructively even when there is healthy tension around risk, compliance, resources or priorities.
Financial & Vendor Management
Own annual marketing budget proposals, in-year management, forecasting and reallocation decisions.
Hold agencies, vendors and platforms accountable to performance, service and cost expectations; continually evaluate build/buy/outsource choices.
Leadership Profile
Strategic and visionary: Can formulate a compelling future-state vision, translate it into priorities and execution, and keep the team focused on enterprise impact.
Growth-minded and commercially accountable: Wants to be measured. Understands acquisition, conversion, relationship growth and economics - not just awareness and engagement.
Data-fluent and relentlessly curious: Uses data as a decision tool, asks why performance moved, and drills into the funnel rather than accepting surface-level reporting.
Creative with judgment: Has strong instincts for messaging, audience, channel and experience and is willing to say, "this is not good enough," while helping the team make it better.
Experimenter and change agent: Enjoys testing new ideas, learning quickly, pivoting and reinventing the playbook. Comfortable taking measured risks with defined success criteria.
Resourceful and networked: Knows how to get excellent work done without building a large fixed-cost machine; has a strong network of creative and specialist talent.
Collaborative influencer: Builds credibility with peers across risk, compliance, finance, technology, product and the front line; can influence without owning every decision.
Decisive people leader: Coaches talent to higher performance, creates clarity, gives candid feedback and can make difficult calls when performance or structure needs to change.
Hands-on self-starter: Comfortable moving between strategy and execution, especially while capabilities are being built.
Experience & Qualifications
Progressive marketing leadership experience with a strong foundation in growth, digital, CRM, lifecycle marketing, acquisition and optimization. Senior experience in a sophisticated consumer brand, financial services company, fintech, payments, technology platform or comparable data-driven business is highly attractive.
Demonstrated experience building or materially advancing lifecycle marketing capabilities and measurable customer/member journeys.
Hands-on experience defining marketing requirements for CRM implementations and using CRM to drive segmentation, lead management, personalization and campaign execution.
FIG Credit Union | VP, Marketing & Growth | Confidential Recruiting Specification
Experience selecting, implementing or materially optimizing marketing automation platforms and the operating processes around them.
Proven fluency in analytics, funnel management, attribution, testing and campaign economics; able to show specific examples where experimentation and iteration materially improved results.
Experience with personalized/pre-qualified offer strategies, digital decisioning, credit monitoring/financial wellness platforms or similar targeted offer ecosystems is strongly preferred; direct SavvyMoney experience is helpful but not required.
Strong budget ownership and vendor/agency management experience, including evidence of achieving impact with constrained resources.
Demonstrated ability to lead through change, assess talent, reshape teams and develop strong performers.
Excellent executive communication and influencing skills; able to operate credibly with senior leaders, regulators/compliance partners, frontline teams and external partners.
Financial services experience is beneficial, but not required. Mindset, capability and evidence of measurable growth leadership matter more than traditional credit union tenure.
Bachelor's degree or equivalent relevant experience required; advanced degree is a plus but not essential.
Pay Range
$160,000.00 Annually to $220,000.00 Annually
