VP of Marketing - Brand & Growth

Our Opportunity:

The VP of Brand & Growth is responsible for leading the marketing, community impact, brand/growth strategies, and the product roadmap that drives member engagement and successfully meet business and growth objectives. The VP of Marketing - Brand & Growth will successfully lead a team in the planning and oversight of branding, marketing advertising, community engagement activities and the data analysis and development of the overall product strategy and ongoing product management of CCF's lending and deposit programs. This position is the primary driver of strategic communications, messaging, and product life cycle.

What You'll Do in This Role:

• Work as a strategic partner with the leadership team to provide vision and leadership for business initiatives including, but not limited to development, revision, and implementation of objectives, goals, policies, products, procedures, messaging, and programs of the marketing department. Prepares, presents, and implements the marketing business plans and the related budgets which support the goals, mission, vision, and budget for the credit union.
• Create and oversee the development and execution of marketing campaigns/strategies to effectively reach and engage targeted members and communities. Designs, evaluate and execute digital advertising, website design, and messaging strategy. Collaborate with external partners to ensure timely implementation, oversee ongoing content and ad changes, and track performance to ensure maximum optimization of digital and website programs.
• Leverage data analytics to gain insights into member behavior, market dynamics, and performance metrics to identify growth opportunities, optimize marketing efforts, and consistently make data-driven decisions.
• Establish key performance indicators (KPIs) and metrics to evaluate the performance and success of retail financial services products. Monitor and analyze emerging trends, product performance, and member feedback to identify gaps, areas for improvement, and develop new product/service offerings that contribute to drive overall growth.
• Lead end-to-end product development lifecycle, from concept ideation to launch and post-launch performance optimization. Collaborate with internal stakeholders, including, design, finance, risk management, retail, marketing, and operations, to ensure successful product delivery and ongoing feature/functionality enhancements.
• Develop, implement, and maintain a comprehensive brand strategy that aligns all areas of CCF with the organization's vision, values, and target market. Actively manage the organization's brand identity, ensuring consistency across all marketing and communication channels. Oversee brand guidelines, brand messaging, and visual identity elements.
• Oversee and lead community relations and maximize financial literacy, community, and brand efforts. Create/execute plans to promote the growth of the CU by attracting new members from targeted community groups & maximizing member account penetration.
• Follow policy and procedures related to Bank Secrecy Act (BSA), Anti-Money Laundering (AML), Customer Identification Program (CIP), Customer Due Diligence (CDD) and Secure and Fair Enforcement for Mortgage Licensing Act (SAFE) daily to ensure compliance with current regulations. Responsible for ensuring all department team members are trained and adhere to all BSA, AML, CIP, CDD, and SAFE policies and procedures.

What You'll Bring To CCF:

• Five to ten years of similar or related experience, including time spent in preparatory positions.
• Minimum three years' experience managing people and teams.
• Minimum 5-7 years experience in leading, designing, and implementing marketing activities in various marketing mediums including electronic, print, radio, TV, internet and social media.
• A college degree.
• Ability to motivate or influence internal or external senior level professionals is a critical part of the job, requiring a significant level of influence and trust.
• Obtain cooperation and agreement on important outcomes via frequently complex, senior level dialogues, as well as a professional level of written communication skills are essential to the position.
• Proficient with desktop publishing software and MCIF is necessary.
• Ability to interact with team members, vendors, and members in a positive and professional manner.
• Ability to lead, manage, and motivate employees to act through performance management, training, coaching, recognition and development. Self-motivated, independent problem-solving abilities.
• Proficient with the Microsoft suite of products including Excel, Word, Outlook, and PowerPoint.
• Experienced in budget oversight and allocation. Excellent verbal and written communication skills.
• Excellent attention to details. Strong project management and organizational abilities to implement promotions resulting from research and analysis. Professional demeanor, with ability to work independently and in teams.

Work Location: This position is based in Auburn Hills, Michigan. Hybrid working arrangements are available following 4-6 months of successful employment.

Onboarding: The former VP of Brand & Growth has been retained in a consultant capacity to assist in the onboarding of this role.

EOE: CCF is committed to equal opportunity and complies with EEOC rules and regulations.