AVP of Strategic Marketing Partnerships

Gesa Credit Union•Richland, WA

67d

About The Position

The AVP of Strategic Marketing Partnerships is a senior leader within the marketing department, responsible for guiding a team that serves as the strategic bridge between marketing and the credit union's various business units. This role ensures that marketing strategies and go-to-market plans are aligned with organizational goals, member needs, market dynamics and informed by robust data analysis and performance insights. The AVP leads the development and execution of marketing initiatives that support product launches, service enhancements, and member engagement, while maintaining a deep understanding of the credit union's offerings, competitive landscape, and audience behaviors. This AVP plays a key role in shaping the broader marketing department's structure, talent development, and strategic direction. The ideal candidate is a collaborative, data-driven leader with a passion for member-centric marketing and a proven ability to drive cross-functional alignment and measurable results.

Requirements

Ability to translate complex business goals into actionable marketing strategies.
Ability to guide and leverage marketing analytics to support strategic planning, performance optimization, and reporting.
Passion for insight with experience in interpreting data, identifying trends, and making data-informed decisions.
Ability to maintain a presence among the executive team as required while influencing leadership and cross-functional stakeholders.
Exceptional written and verbal communication skills, with the ability to present ideas clearly and persuasively at all levels within the organization.
Strong organizational skills and ability to manage multiple initiatives simultaneously.
Deep understanding of member needs and behaviors, with a focus on delivering value through marketing.
Ability to navigate complex stakeholder environments and lead change effectively.
Bachelor's degree in Marketing, Business, Communications, or a related field is required. Master's degree preferred.
Minimum of ten (10) years of progressive experience in marketing strategy, with at least three (3) years in a leadership role managing a team.
Demonstrated success in developing and executing go-to-market strategies and integrated campaigns supported by thoroughly researched and documented market analysis.
Proven experience in managing and mentoring high-performing teams including analytical roles.
Experience managing marketing analytics functions and leveraging insights for strategic decision-making.
Proven experience developing, managing, and maintaining large, complex marketing budgets, including forecasting, resource allocation, and performance tracking.
Experience leading enterprise-wide strategic initiatives and cross-functional teams.
Experience in organizational design, strategic planning, and change management.
Familiarity with marketing analytics platforms, CRM systems, and campaign management tools.
Experience in financial services or credit union marketing strongly preferred.

Responsibilities

Define and evolve the strategic marketing partnership model to ensure scalable collaboration across departments and business units.
Serve as a key advisor to the VP of Marketing and executive leadership on enterprise marketing strategy and organizational design.
Build and maintain strong relationships with business unit leaders to understand their goals, challenges, and opportunities.
Develop marketing strategies that translate business objectives into cohesive, member-centric initiatives.
Partner with product, digital, operations, and member experience teams to ensure approved marketing strategies are integrated and member-focused.
Lead strategic planning sessions to align marketing initiatives with product roadmaps, service enhancements, and organizational priorities.
Ensure the marketing analytics deliver actionable insights, accurate reporting, and supports strategic decision-making across campaigns and initiatives.
Maintain a deep understanding of the credit union's products, services, competitive landscape, and member segments.
Use qualitative and quantitative research to uncover member motivators, barriers, and behavioral trends.
Apply insights to inform messaging, positioning, and campaign strategies that resonate with target audiences.
Oversee the development and execution of performance tracking frameworks for all marketing initiatives led by the team.
Ensure timely reporting and analysis of campaign results, including member impact, engagement metrics, and ROI.
Lead optimization efforts by identifying performance gaps and implementing data-driven improvements.
Represent marketing in cross-functional leadership forums and contribute to enterprise-wide strategic planning; collaborate with other senior marketing leaders to shape the department's vision, structure, and strategic roadmap.
Contribute to departmental goal setting, resource planning, and budgeting processes.
Manage and mentor a team of Strategic Marketing Partners providing clear direction, feedback, and development opportunities to team members.
Collaborate with senior marketing leadership to identify talent needs, build team capabilities, and support succession planning.
Champion a culture of excellence, innovation, and inclusivity across the marketing organization.