Senior Marketing Manager, Lending Growth & Member Relationship Marketing

Allegacy Federal Credit Union•Winston-Salem, NC

About The Position

Allegacy Financial is seeking a strategic, growth-minded marketer to lead lending growth and member relationship marketing. This role blends acquisition, portfolio growth, member engagement, and cross-sell strategy to drive business outcomes. The ideal candidate understands lending, identifies growth opportunities, and builds strategies. This role will work across consumer lending, mortgage, home equity, credit cards, and other lending solutions, while also deepening relationships with existing members throughout their financial journey. The Senior Marketing Manager will develop and lead marketing strategies that drive loan growth, deepen member relationships, and increase product adoption across the member lifecycle. This role partners closely with Product, Lending, Retail Banking, Finance, Analytics, Digital, and Operations leaders to identify growth opportunities, optimize member engagement, and prioritize initiatives that support Allegacy's strategic objectives. This role owns the growth strategy, audience strategy, campaign planning, and performance management for lending products and relationship expansion efforts. Collaboration with marketing peers who execute integrated campaigns across paid media, email, digital channels, content, social media, branch marketing, and member communications is key.

Requirements

Bachelor's degree in Marketing, Business, Communications, or related field.
7+ years of progressive marketing experience.
5+ years developing growth, product marketing, lifecycle marketing, or acquisition strategies.
Financial services, banking, credit union, mortgage, consumer lending, or fintech experience required.
Proven success driving measurable growth through integrated marketing campaigns.
Strong understanding of consumer lending products, including mortgages, home equity, auto loans, credit cards, and personal loans.
Experience using member or customer data to develop targeted growth strategies.
Strong analytical, communication, and stakeholder management skills.

Nice To Haves

Experience within a credit union or regional financial institution.
Experience with CRM, marketing automation, lifecycle marketing, and customer segmentation.
Familiarity with lending portfolio management and consumer lending economics.
MBA or advanced degree.

Responsibilities

Develop annual and quarterly marketing strategies that support consumer loan growth across key lending portfolios.
Partner with Lending, Product, Finance, and Analytics teams to identify growth opportunities, portfolio priorities, and member needs.
Create strategies that drive acquisition of new borrowers and increased lending engagement among existing members.
Monitor market trends, competitor activity, rate environments, and consumer behavior to inform growth recommendations.
Develop go-to-market strategies for lending products, promotions, and strategic initiatives.
Lead marketing efforts designed to deepen member relationships across multiple products and services.
Identify opportunities to increase product adoption, engagement, and lifetime member value.
Develop lifecycle marketing strategies that help members progress through key financial milestones.
Partner with analytics teams to identify member segments, behaviors, and triggers that support personalized growth opportunities.
Create strategies that strengthen retention, loyalty, and long-term member relationships.
Lead development of integrated marketing campaigns supporting lending growth and relationship expansion.
Build campaign briefs, audience strategies, positioning, messaging frameworks, and measurement plans.
Collaborate with channel marketing teams responsible for campaign execution across digital, paid media, email, website, branch, social, content, and direct channels.
Ensure campaigns are aligned to business priorities, member needs, and regulatory requirements.
Continuously optimize campaign performance through testing, learning, and insights.
Establish KPIs tied to loan growth, funded balances, member acquisition, cross-sell, engagement, and retention.
Partner with analytics teams to evaluate campaign effectiveness and identify new growth opportunities.
Translate data into actionable recommendations for business and marketing leaders.
Present performance insights and strategic recommendations to cross-functional stakeholders and senior leadership.
Serve as a strategic marketing partner to Lending, Retail Banking, Product Management, Finance, Analytics, and Digital teams.
Help prioritize growth opportunities across the lending and member relationship portfolio.
Influence business decisions through data, insights, and strategic thinking.
Foster strong partnerships that align marketing initiatives with organizational goals.