Senior Vice President of Marketing

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Company: United Federal Credit Union
Location: Saint Joseph, MI

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GENERAL SUMMARY (What is done and why)

The Senior Vice President of Marketing will be a champion of the credit union’s corporate image by actively engaging with the UFCU team and the communities we serve. The SVP of Marketing will provide leadership in corporate communications, support of the corporate mission through delivery of marketing, product, advertising, public relations, and sales support as required to support the credit union’s plans.

ESSENTIAL FUNCTIONS, IN PRIORITY ORDER (Majority of duties, but not meant to be all inclusive or prevent other duties from being assigned as necessary)

  • Serve and support member sales and service channels through:
    Time: 45%

    • Tactical excellence in copywriting, public relations, market awareness.
    • Communications with sales and service team.
    • Monitoring member and community feedback to inform tactical adjustments.
    • Community engagement, events, public-facing image.
    • Supporting each market based upon their unique needs.
    • Educate and inform the membership in support of corporate objectives.
    • Execute product development plans with corresponding marketing support.
  • Provide strategic marketing leadership in alignment with the corporate strategic plan including:

    Time: 35%

    • Leverage business intelligence team’s analysis of tactical and trend data to achieve short and long term corporate goals.
    • Identify strategic targets of opportunity for branch/market expansion and respond to merger opportunities with strategic entry analysis.
    • Conduct research and analysis to support market segmentation, forecast growth, and support product management.
    • Develop and implement product portfolio strategy.
  • Fulfill the responsibilities of a member of the Strategic Leadership Team including:

    Time: 20%

    • Participate in the strategic leadership of the credit union.
    • Participate in the strategic planning process with the Board of Directors.
    • Support Board and Committees as assigned by the CEO.
    • Create and maintain policies, procedures, and budgets to support the Credit Union’s strategic and tactical plans.
    • Provide leadership to Directors and Teams.
Qualifications

EDUCATION (Minimum education required to perform the duties of this position)

  • Bachelor’s degree in marketing or general business or two years of related work experience required.

EXPERIENCE (Minimum experience required to perform the duties of this position)

In addition to the education requirement:

  • Five years of marketing experience is required.
  • Minimum 8 years direct management experience required. Leadership of managers, as well as professional and/or subject matter experts, is highly desired.
  • Financial industry experience required.
  • Experience in retail banking, product development, and eCommerce channel support is strongly preferred.

KNOWLEDGE, SKILLS AND ABILITIES (Minimum experience, technical and communication skill levels and licenses/certificates normally required to perform the duties of this position)

  • Ability to drive member/consumer behavior through effective marketing.
  • Ability to measure and communicate the effectiveness of marketing.
  • Ability to work in a self-managed team environment.
  • Ability to lead a team to high quality execution and tactical excellence.
  • Have a strong understanding of the concepts of product management and product mix.
  • Ability to communicate the message and image of the credit union to the UFCU team and the communities we serve.

Required Competencies

  • Managing Through Systems
  • Total Work Systems
  • Demonstrates Courage
  • Customer Focus
  • Integrity & Trust
  • Self-Development
  • Business Acumen
  • Developing Direct Reports & Others
  • Organizational Agility
  • Strategic Agility
  • Managing Vision & Purpose
  • Building Effective Teams

Mental Requirements

  • High level of decision making.
  • Ability to listen and interpret member, employee, team, and corporate needs.
  • Ability to analyze the gaps between current situations/systems and future vision.
  • Ability to meet deadlines and changing corporate priorities.

Tools and Equipment Used

  • All available general office equipment as needed.
  • All available computer software and hardware as needed.

WORKING RELATIONSHIPS/CONTACTS (Positions with which incumbent has frequent contact)

  • Daily, personal/written contact with Credit Union Strategic Leadership Team.
  • Daily, personal/written contact with Credit Union Department Managers and staff.
  • Monthly, personal/written contact with Credit Union Board of Directors and Committees.
  • As needed, personal/written/phone contact with community organizations and Credit Union industry.
  • As needed, personal/written/phone contact with Credit Union members.

PHYSICAL DEMANDS (Physical effort generally associated with this position)

Work involves standing and walking for brief periods of time, but most work is done from a seated position. There is potential for eyestrain from reading detailed reports and computer screen. Deadlines, workloads and pressure to achieve goals may cause increased stress levels.

WORKING CONDITIONS (Typical working conditions associated with this type of work and environmental hazards, if any, that may be encountered in performing the duties of this position)

Internal – Work is normally performed in climate controlled office environment, where exposure to conditions of extreme heat/cold, poor ventilation, fumes and gases is very limited. Noise level is moderate and includes sounds of normal office equipment (computers, telephones, etc.). No known environmental hazards are encountered in normal performance of duties. Length of day is unpredictable; long hours may be required to accommodate deadlines, Board and committee meetings.

External – Some travel is required; however, information on environmental conditions is not available.