Vice President, Marketing

Transcription

1 Vice President, Marketing California Coast Credit Union takes pride in promoting financial prosperity to our members while continuously delivering stellar service! We are passionate about cultivating relationships within the educational and business communities and take a very active role in community activities. We offer beautiful surroundings and foster a positive work/life balance. Cal Coast is in tune to what's important to our valued employees. Our workplace Wellness Program provides opportunities for health, wellness and fun as does our Employee Activity Program. We boast of our employee friendly culture and our positive environment which supports recognition and rewards. Come be a part of our family! If you share the same interests and passions and possess the right credentials, then read on to find out more: JOB OBJECTIVE: This position leads the development and execution of the organization s marketing strategy and is accountable for the daily operations of a full service Marketing Department. This position is an integral part of the senior management team and has oversight and responsibility for all marketing and brand creative to achieve the credit union s goals and objectives for growth, member service, profitability and visibility while ensuring a consistent message and position aligned with the corporate direction. DIMENSIONS: Plays key role in building the credit union s growth, generating sales leads, and increasing profitability. o Department budget over $2 million annually o Gross loan funding over $600 million o New member growth over 13,000 annually o Over 135,000 members Drives strategy and execution of marketing on multiple channels including o Electronic media including member website, online banking, telephone banking, mobile banking, bill payment, search engine marketing (SEM), search engine optimization (SEO) and internet pay-per-click. o Broadcast media including television, radio, internet streaming o Outdoor advertising o Electronic and direct marketing Manages marketing of several affiliate online products/services including o Various insurance products, auto sales, car buying service, investment services Oversees, contracts with and manages over 20 key marketing vendors and affiliates who provide advertising placement, electronic and direct marketing services, and SEG access. Recommends and executes strategy based on analysis of numerous consumer research and media ratings data from several sources including Scarborough, Arbitron, Nielsen, Raddon and others. Collaborates with and coordinates strategy with VP Community & Public Relations Management/Staff/Departments supported: Board of Directors, Senior Management, ALSC, Market Research and Development, Digital, Compliance, Member Service Center (call center), and Branch Support.

2 SUPERVISORY RESPONSIBILITIES: This position reports directly to the COO. The following staff is comprised of direct reports: Direct (6) emarketing Manager Sr. Marketing Specialists Graphic Designer Product & Market Development Manager NATURE & SCOPE: Develops marketing vision and plan to ensure credit union reaches or exceeds outlined strategies while maximizing the return on the marketing expenditures. Drives development of creative process to proactively adapt to new markets and industry changes. Provides oversight, guidance and direction to marketing staff on the development, execution and measurement of strategic marketing, brand creative, marketing communication plans and budgets. Actively collaborates with VP, Community and Public Relations to ensure marketing efforts support values based brand and culture. Collaborates with senior management to develop, implement and monitor strategic initiatives, organizational performance, the competitive environment, and corporate culture and image. Leads and facilitates cross-functional teams or projects in support of strategic goals, objectives and initiatives. Responsible for overseeing the development and implementation of new member, deposit and loan acquisition efforts as well as the deepening of existing member relationships and retention. Oversees the development of effective communication, education and promotional programs to introduce and promote new and existing credit union products, services and delivery systems to members and prospective members. Provides oversight and direction in the planning and execution of all print and electronic advertising, promotions and campaigns including determining the most effective media to be utilized. Ensures promotional literature is effective, in compliance and that timelines are met. Establishes annual marketing goals and prepares appropriate budget recommendations necessary to accomplish the desired results. Effectively monitors the budget and evaluates and documents the success of marketing campaigns by analyzing and reporting on the results including the return on marketing investment. Directs Market and Product Development in the development and evaluation of new products and revisions to existing products, and in conducting and analyzing member and market research. Page 2 of 5

3 Assists in representing the organization at a senior level to community, partners, strategic alliances and vendors. Attends the credit union s special events and various community events as well as occasional local, state and/or national credit union industry meetings. Provides oversight and direction to marketing staff for the credit union s website content and design, search engine marketing and the deployment of emerging marketing channels. Assists the organization in evaluating member needs and market trends and making recommendations for improvement and growth opportunities. Oversees the effective utilization of Marketing Customer Information File (MCIF) data to develop, implement and measure successful targeted marketing campaigns. Sets department goals and assigns, monitors and reviews the work of marketing staff to ensure completion of goals and responsibilities. Oversees the effective communication of new marketing programs, policies and procedures to staff. Builds and maintains an effective working relationship with all members of the management team. Frequently interacts with management and staff throughout the credit union to listen to their suggestions and concerns and recognize their efforts and successful contributions to the organization. Develops personnel by providing effective training, coaching, motivation, counseling, timely and fair performance appraisals. Interviews and recommends selection of new employees and promotion of existing employees. Serves as an active member of the credit union s Asset Liability Staff Committee, Quality Service Committee and Sales Committee. Performs other duties as required. EDUCATION, SKILLS, & ABILITIES: Requires an undergraduate degree in Marketing, Business Administration or a related discipline, plus ten (10) years of marketing management experience with at least five (5) of these years at a Senior Management level, directing the marketing function of at least a $1 Billion plus full service financial institution; or an equivalent combination of education and relevant experience. Knowledge of National Credit Union Administration (NCUA) regulations, California Credit Union Law and Rules and Regulations, and other applicable federal and state laws and regulations is desirable. Demonstrated above average creativity and innovation skills. Knowledge of marketing and advertising strategies, tactics and best practices including social and electronic channels. Page 3 of 5

4 Knowledge of asset liability management concepts and theories. Strong relationship builder and communicator with experience leading diverse work teams, developing an organization-wide strategy for marketing excellence. Requires working knowledge of credit union operations, products and services. Requires skills in examining, developing, reengineering, and recommending marketing policies and procedures. Requires strong analytical skills and experience interpreting a strategic vision into an operational model. Knowledge of the effective utilization of a Marketing Customer Information File (MCIF). Possess strong coaching and motivation skills as well as the ability to demonstrate sound reasoning and judgment. Possesses strong integrity and is a team player. Strong ability to facilitate strategic initiative teams and projects and work under time constraints to meet project deadlines. Ability to operate standard business machines such as computer, printer, fax, copier and telephonic devices and knowledge of various office computer software programs. MAJOR ACCOUNTABILITIES: Oversees the Marketing Department operations, projects and activities of the credit union. Leads the development and implementation of marketing strategies to achieve organizational growth, profitability and brand awareness and enhance member satisfaction. Manages, motivates, coaches, trains, and mentors employees to excel and achieve goals and objectives; delegates duties and responsibilities accordingly. Participates in strategic planning and leads various strategic initiative efforts and major projects. Actively supports the strategic processes of the senior management team providing market research and recommended strategies. PHYSICAL REQUIREMENTS: Ability to tolerate periods of continuous sitting. Ability to walk and stand for periods of time at community events. ENVIRONMENTAL CONDITIONS: Work is primarily performed within an enclosed office setting and occasional business travel may be required. Subject to standard background noise found in an office environment and during travel time, subject to variable weather and traffic conditions. Note: Staff is expected to perform various tasks, projects and administrative duties as assigned. Page 4 of 5

5 Management reserves the right to assign or change duties and tasks to this position at their discretion. Page 5 of 5