Growth Marketing Manager

VyStar Credit Union•Jacksonville, FL

7d•Onsite

About The Position

The Growth Marketing Manager will execute marketing activities with the goal of acquiring new members (in markets where we have branches and nationally), retaining existing members, managing paid digital marketing efforts, driving volume for assigned lines of business, and advancing the personalization strategy. The role will be key in leveraging data analytics tools to develop and lead direct marketing efforts as part of an opti-channel approach (following the Acquisition, Activation, Retention, Revenue, and Referral funnel) and provides project management support by organizing and coordinating the product marketing workload and campaigns within the project management system.

Requirements

Bachelor's degree is required (or equivalent combination of education and significant relevant experience).
5+ years’ work experience in marketing or comparable role
Excellent verbal and written communication skills
Experience in presentations in a business setting
Advanced computer skills and an above average knowledge of the latest Microsoft Office (Word, Excel, and PowerPoint) and Adobe Professional suite
Results oriented with strong strategic, analytical and interpersonal skills.
High level of initiative and ability to work independently.
Ability to manage multiple projects, and flexibility to adapt to changing priorities.
Strong team orientation and ability to work with people from all business areas and levels.
Ability to work with varying levels of internal constituents and develop communication at various internal levels.

Nice To Haves

5+ years' marketing automation experience preferred
5+ years’ email marketing experience preferred
5+ years' digital marketing experience preferred
5+ years' financial services marketing experience is preferred
Experience with HubSpot or similar marketing automation platform is preferred
Experience with Google Analytics preferred
Ability to participate in local events after hours and on the weekend.
Local/regional travel is required.

Responsibilities

Manage marketing acquisition program and lead strategy to acquire new members both in markets where we have branches and to targeted eligible segments nationally where we may not have branches (ex. active military, veterans, foundation etc.).
Manage marketing automation and personalization software to develop/execute direct marketing activities that drive member growth.
Develop a comprehensive growth strategy to drive volume for assigned lines of business.
Leverage MCIF data to measure/report on campaign results and optimize conversions.
Work with internal and external partners to develop campaign creative briefs.
Ensure all campaign creative follows the compliance approval process.
Periodically present new marketing initiatives to VPs/SVPs/Marketing Dept.
Serve as project manager for owned campaigns, ensuring alignment across teams.
Manage regular meetings with VPs/SVPs within departments of assigned lines of business to review reporting campaign metrics, discuss new initiatives, and align with business unit goals.
Create comprehensive member retention strategy. Including measuring current attrition rates, establishing industry comparisons for benchmarking, identifying the main drivers of attrition, and developing ongoing sustainable tactics to reduce member attrition.
Partner with Marketing Insights and Analytics team to develop campaign attrition dashboards (at the membership and product level).
Leverage MCIF system to conduct ongoing research into growth rates, market share, attrition, profitability, and production for new branches.
Analyze products‑per‑member trends and develop strategies to increase product penetration across member segments.
Collaborate with Finance, Data Solutions, and Marketing Insights to establish realistic targets for both retention and products‑per‑member performance.
Monitor and measure percentage of members who VyStar considers primary financial institution members and measure against industry peers.
Act as personalization software administrator for marketing team.
Develop holistic personalization strategy, leveraging personalization software, to create a true opti-channel marketing experience (right offer, right person, right time, right channel).
Paid product digital marketing subject matter expert, responsible for working with digital marketing agencies on marketing spend (align with product marketing calendar), A/B testing, conversion optimization, and attribution analysis (primarily for paid search and display).
Maintain accurate documentation, timelines, and status updates within the project management system.
Coordinate cross-functional workflows to ensure campaign tasks are completed on time and aligned with dependencies.
Develop project plans and standardized processes to improve efficiency and throughput for product marketing initiatives.
Identify bottlenecks or resource gaps and proactively recommend solutions.
Facilitate campaign kickoff, review, and retrospective meetings to ensure successful execution and continuous improvement.
Lead strategic initiatives that support member growth, retention, and product adoption across assigned business lines.
Influence and align stakeholders across Marketing, Analytics, Digital, Finance, and business units to ensure execution of growth priorities.
Champion the member lifecycle strategy and ensure marketing efforts support organizational growth goals.
Serve on internal project teams, support functional areas within the marketing department, and assist lines of business with new initiatives as needed.
All employees and business units, as first line of defense, are expected to proactively help identify, assess, manage, and report risks within their domain of work.
To enhance a healthy risk culture and support our growth for good pillar, employees will maintain vigilance in safeguarding our operations while ensuring compliance with regulatory mandates.
The Risk team serves as the second line of defense by providing risk oversight and credible challenge whereas the Audit team serves as the third line of defense by providing risk assurance.