Chief Marketing and Growth Officer

a65a6d41-7b23-4d67-b200-0fa05fee2fc5•Clarksville, TN

1d•$250,000 - $300,000

About The Position

The Chief Marketing and Growth Officer (CMGO) leads marketing, member experience and product strategy to support Fortera’s continued growth and long-term success. The role is responsible for attracting and retaining members, growing deposits, increasing members’ use of services and expanding Fortera’s presence in priority markets. The CMGO oversees marketing and brand strategy for both Fortera and Vanderbilt Credit Union, translating member needs and market opportunities into products, communications and experiences that support lasting, profitable growth. The CMGO sets marketing and growth priorities, manages approved budgets and defines what members need from products and digital services. The role leads enterprise growth planning and accountability; Vanderbilt strategy and market expansion; product strategy and launches; brand, communications and market presence; member growth, retention and digital marketing; and member experience strategy. It uses research, market trends, product results and reliable data to guide investments, report recommendations and results to executive leadership and the Board, and assess the department’s people, structure, technology and resources. The position works closely with business-line executives, Finance, Data, Technology, Operations, Human Resources, the President/CEO and other leaders. It must ensure the function’s work meets applicable laws, regulations, internal policies, privacy standards, brand licensing obligations and Bank Secrecy Act requirements. The position has a hybrid/remote work arrangement, primarily involves seated executive work, and requires periodic travel to Fortera markets, partner locations, and community or industry events.

Requirements

Bachelor’s degree in marketing, business, finance or a related field, or an equivalent combination of education, training, certifications and relevant professional experience.
Minimum of 10–15 years of progressively responsible experience in marketing, growth, product management, digital marketing or member/customer experience.
At least 5 years leading managers or senior-level teams.
A demonstrated record of attracting and retaining members or customers, increasing service use and delivering sustained relationship or revenue growth, with accountability for measurable results.
Experience building teams and practices that continued to deliver as the organization grew.
Experience designing and building marketing and growth departments to support significant organizational growth.
Experience leading managers and specialists, managing budgets and outside partners, and coordinating product development and launches across departments.
Financial-services experience or demonstrated knowledge of consumer banking products, deposit costs and value, member/customer acquisition and service, and marketing in a regulated financial institution.
Sound business judgment connecting member needs and market opportunities with useful products and strong financial results.
Strong knowledge of branding, marketing measurement, online member acquisition, member relationship tools, product management and member experience.
Ability to evaluate business proposals, acquisition costs, product profitability and investment returns, and distinguish activity from meaningful results.
Clear, credible communication with employees, executive peers and the Board, and ability to earn cooperation across departments.
Ability to build strong teams, choose effective partners, establish accountability and make decisions when information is incomplete.
Frequent communication, use of standard business technology, and preparation and review of complex information.
Periodic travel to Fortera markets, partner locations and community or industry events, and regular, predictable attendance.

Nice To Haves

Advanced degree.
Experience in financial services or another complex, regulated consumer business.
Experience managing multiple brands, entering new markets or integrating mergers.

Responsibilities

Lead a credit union-wide growth plan to attract and retain members, grow loans and deposits, and increase members’ use of Fortera as their primary financial institution.
Translate strategic priorities into plans for priority markets, member groups and products, including responsibilities, budgets, timelines and targets.
Identify competitive opportunities, focus resources on lasting member and credit union value, maintain a growth scorecard, review results with executive leadership and adjust plans when needed.
Lead Vanderbilt Credit Union’s marketing and growth plan, including defining priority member groups, value propositions, advertising, digital presence, communications and success measures.
Preserve Vanderbilt’s licensed brand identity while leveraging Fortera products, technology and resources, and develop approaches that may support future affiliations, mergers and acquisitions.
Lead product planning and development using member feedback, competitor research and business results; recommend products to introduce, improve or replace and coordinate priorities, ownership, costs and goals with executives and Finance.
Establish a consistent process for evaluating product ideas, preparing business cases and launches, reviewing results and retiring products when appropriate.
Coordinate product launches across advertising, online applications, member communications and frontline team preparation.
Oversee marketing and dual-brand strategy for Fortera and Vanderbilt, and set standards for brand appearance, messaging, advertising, websites and member communications.
Lead corporate communications, media relations and reputation management, including crisis communications, and collaborate with the President/CEO and executives on leadership messages.
Represent Fortera at industry conferences, community events and business gatherings; build relationships that strengthen reputation and create partnership and member-growth opportunities.
Lead member acquisition through advertising, referrals, partnerships and other channels, measuring whether new members fund accounts, use services and remain with Fortera.
Test and improve marketing messages, offers, websites, applications and new-member follow-up to increase member engagement and conversion.
Partner with Fortera leaders to generate measurable growth through branches and digital channels, including market awareness, qualified leads, appointments and new business.
Work with Data, Technology and business leaders to define tools for managing member relationships, delivering relevant communications, and following up on leads and referrals.
Lead website and online-application improvements that help people find services, connect with branches and complete business online; simplify applications and follow-up and increase funded applications.
Lead Fortera’s member experience strategy, translating member feedback and account-use patterns into prioritized improvements with clear business owners and tracking their effect on satisfaction, service use and retention.
Use member research, market trends, product results and reliable data to guide investment and growth decisions.
Build marketing and growth budgets around expected member and financial outcomes, working with Finance and Data to measure acquisition costs, relationship value, retention and investment payback.
Present recommendations, results and choices to the President/CEO, Executive Leadership Team and Board as needed.
Assess departmental structure, talent, technology and resources; recommend and implement changes, including developing or recruiting talent and deciding which capabilities to build or obtain through partners.
Ensure the function’s work complies with applicable laws, regulations, internal policies, privacy standards, brand licensing obligations and Bank Secrecy Act requirements.
Collaborate with business-line executives and Finance on product strategy and launches while respecting their ownership of product financial results, pricing, lending decisions, operations and financial plans.
Share accountability with lending leadership for loan demand, application traffic and members’ use of lending products, while lending leadership retains responsibility for underwriting, credit policy and pricing.
Work with Technology and Data to define information and tools needed to improve products, attract members and increase service use, while those functions retain responsibility for systems, cybersecurity, technical delivery, data standards, quality and enterprise analysis.
Use member feedback to identify service improvements and work with Operations to set expectations, implement improvements and measure results; support internal brand messages and organizational-change communications as needed.