Vice President, Integrated Marketing

UW Credit Union•Madison, WI

10d•Hybrid

About The Position

This role serves as the strategic bridge between the CMO's enterprise vision and day-to-day marketing execution, translating business objectives into cohesive plans across all channels. The VP leads day-to-day operations of the marketing function and partners closely with the VP of Product Strategy to bring products to market. The role manages a team of 12 people and four agency partnerships in service of a well-resourced media and sponsorship plan. Direct reports include the Director of Performance Marketing & Digital Experience, a Brand Manager for Campus & Retail Marketing, and a Social Media Manager.

Requirements

Bachelor's degree required; MBA or advanced degree strongly preferred
10+ years of progressive marketing experience with 5+ years in senior marketing leadership roles
Proven track record in integrated marketing strategy, brand leadership, and demand generation
Deep comfort using consumer insights and marketing analytics to inform decisions and improve performance
Familiarity with media planning, digital marketing, and lifecycle or CRM marketing practices
Demonstrated success building and leading high-performing, multi-disciplinary marketing teams
Financial services, fintech, or highly regulated industry experience strongly preferred
Exceptional communication, presentation, and stakeholder management skills
Experience managing external agency relationships and multi-agency ecosystems
Track record as a strategic marketing partner to the business, not just a tactical execution team

Responsibilities

Grow the membership base. Lead the marketing strategy for new member acquisition. Drive checking account and membership growth through integrated campaigns across paid, owned, and earned channels. Define audience strategies, oversee mass advertising and brand sponsorships, and ensure messaging is grounded in insights and competitive intelligence. Make the brand show up consistently and powerfully everywhere it needs to.
Bring products to market. Partner with the VP of Product Strategy on go-to-market planning. Product Strategy leads market sizing, value prop development, and pricing decisions. This role owns the translation of those inputs into integrated marketing plans—audience strategy, channel mix, messaging frameworks, campaign architecture. Lead marketing execution for product launches and feature introductions. Own marketing outcomes measurement and prove what worked.
Grow member relationships. Lead the marketing strategy for deepening member relationships and product cross-sales success. Provide strategic oversight for lifecycle marketing programs designed to grow loans, deposits, and share of wallet. Optimize the skills, processes and technologies (including AI assists) to scale personalization.
Integrate the marketing plan. Own the annual integrated marketing plan. Translate the CMO's enterprise goals into one coherent strategy that connects brand, performance, lifecycle, and acquisition marketing. Establish the planning rhythms and decision-making processes that keep marketing aligned and responsive. Ensure we're running one plan, not parallel workstreams.
Lead the agency ecosystem. Serve as the senior relationship owner for our creative, earned media, digital media, website, and SEO agencies. Bring the right partners together at the right moments. Orchestrate joint planning sessions that keep everyone coordinated. Know how to help agency partners be successful on our account.
Marketing Performance & Analytics Govern the frameworks that connect campaigns to business outcomes. Partner with the Director of Performance Marketing & Digital Experience on attribution modeling and MarTech capabilities. Optimize channel mix, creative strategy, and targeting based on performance data. Provide executive-level analysis and recommendations that connect what marketing is doing to what the business needs.
Enterprise Leadership Participate in annual business planning as the primary marketing voice. Lead the marketing division's planning process and budget priorities. Provide strategic counsel on brand differentiation, member growth, and competitive positioning. Represent marketing in cross-functional forums with a clear, integrated perspective.
Strategic Partnerships Lead partnership development with community organizations, sports teams, and higher education institutions. Oversee the sponsorship portfolio and ensure brand investments deliver meaningful exposure and authentic engagement.
Team Leadership Manage and develop direct reports. Build a high-performing, cohesive team through structured coaching and clear expectations. Establish operating discipline without quashing creativity.

Benefits

Ample amount of time off
Relocation assistance available
2 weeks paid caregiver leave
2.5 weeks paid new child parental leave
2 days paid volunteer time
Hybrid work environment
10 paid holidays (including your birthday!)
401k company match of up to 5%, plus approximately 4% discretionary match
457 deferred-compensation plan
Variable bonus reward
Competitive Medical, Dental, and Vision plans, including domestic partner eligibility
Employee Assistance Program