Vice President, Marketing

Altura Credit Union•Riverside, CA

11h

About The Position

The VP of Marketing is responsible for driving measurable member acquisition and brand awareness growth, ensuring every dollar of marketing investment is allocated with disciplined financial rigor, and translating profitability, CRM, and third-party brand measurement tools into actionable strategy. The VP leads with a metrics-first mindset, establishing clear KPIs, demonstrable ROI frameworks, and transparent reporting to senior leadership. The Vice President of Marketing provides executive-level leadership for Altura Credit Union’s Marketing Department and serves as a key strategic partner to the SVP, Chief Marketing Officer. This role owns the $2 million marketing budget and has full accountability for the strategic direction, staffing, and performance of the Marketing Department, including direct oversight of the Graphic Designer, Digital Marketing Analyst, and Marketing Generalist. A critical focus of this role is building and maintaining efficient operational systems, including the ESD ticketing platform for internal marketing requests, to maximize departmental impact and ensure resources are deployed where they generate the greatest return.

Requirements

High school diploma or its equivalent is required.
Bachelor’s degree in Marketing, Business Administration, Finance, or a related field is required.
Minimum of eight (8) years of progressive marketing leadership experience, with at least three (3) years at the director level or above, ideally within financial services, credit unions, or a regulated consumer-facing industry.
Demonstrated track record of managing and allocating marketing budgets of $1 million or greater with measurable, data-driven outcomes, including cost-per-acquired-member tracking, campaign attribution modeling, and ROI reporting to executive or board-level stakeholders.
Expert-level proficiency in marketing analytics and performance measurement.
Must demonstrate hands-on experience building KPI frameworks, interpreting brand benchmarking data (e.g., Raddon BBS), and translating financial profitability data (e.g., profitability by account) into actionable marketing strategy.
Deep experience with CRM and marketing automation platforms.
Must demonstrate ability to use member lifestyle data to drive personalized offer delivery, onboarding automation, and cross-sell sequencing.
Comprehensive digital marketing proficiency including paid search (Google Ads/SEM), paid social (Meta, TikTok), programmatic display, geofencing, OTT/CTV, SEO, and conversion rate optimization.
Ability to manage external agencies and internal digital specialists.
Demonstrated knowledge of artificial intelligence applications in marketing and generative engine optimization (GEO).
Must understand how AI platforms — including ChatGPT, Google Gemini, Perplexity, and Microsoft Copilot — surface and prioritize financial institution results, and must be capable of developing a proactive content and data strategy that ensures Altura Credit Union is accurately and prominently represented in AI-generated responses.
Experience using AI tools to enhance marketing productivity, content creation, and campaign personalization is required.
Experience managing and developing multi-person marketing teams, including setting performance standards, conducting reviews, managing role evolutions, and building a high-performance creative culture.
Proven ability to lead cross-functional alignment between Marketing and adjacent departments (Community Outreach, Business Intelligence, Finance, Retail) using shared KPI’s, structured operating cadences, and formalized data partnerships.
Strong written and verbal communication skills with the demonstrated ability to present complex financial and marketing data to non-technical executive and board audiences.
Proficiency with Microsoft Office Suite, Google Analytics, CRM platforms, and project management tools.
Ability to maintain a flexible work schedule and represent Altura at community functions, industry conferences, and board events as required.

Nice To Haves

MBA or advanced degree is strongly preferred.
Familiarity with behavioral segmentation tools (e.g., Segmint) is strongly preferred.
Bilingual English/Spanish proficiency is strongly preferred given the demographics of Altura’s primary market in Riverside County.

Responsibilities

Develops and executes Altura’s annual and multi-year marketing strategy, aligned to the credit union’s growth objectives and board-approved business plan.
Leads brand positioning, campaign architecture, and integrated marketing planning across all channels.
Partners with the SVP, CMO and senior leadership on shared member acquisition KPI’s and annual strategic planning.
Serves as the executive owner of all marketing performance data.
Establishes, monitors, and reports on a comprehensive KPI framework including brand awareness, cost-per-acquired member, digital discovery rate, campaign attribution, product penetration, and 12-month member profitability.
Leverages profitability data, analytics, and Brand Benchmarking to drive evidence-based decision-making.
Presents campaign summaries and quarterly marketing ROI dashboards to the executive team.
Owns and manages the $2 million marketing budget with full accountability for efficient allocation across staff, media, agencies, MarTech, and programs.
Evaluates return on every major spend category, reallocates resources in response to performance data, and prepares budget justifications for the SVP, CMO.
Maintains transparency on budget pacing, variance, and ROI at all times.
Directly leads the Marketing Department’s three core staff members: Graphic Designer, Digital Marketing Analyst, and Marketing Generalist.
Owns the design, implementation, and continuous improvement of the ESD ticketing system for all internal marketing requests, ensuring structured intake, clear prioritization, accountable turnaround SLAs, and measurable throughput metrics.
Builds a culture of disciplined execution and scalable processes that allow the department to absorb growing request volume without proportional headcount increases.
Recruits, develops, and retains top marketing talent.
Oversees all digital marketing operations including alturacu.com, paid media (Google, Meta, programmatic, OTT/CTV), SEO, and email marketing.
Maximizes CRM platform utilization — including lifestyle-indicator offer optimization, new member onboarding automation, and segment export for paid media lookalike targeting.
Partners with the Business Intelligence unit to formalize a Marketing-BI data-sharing relationship without requiring a change in reporting structure.
Leads Altura’s strategy for AI-powered search and generative engine optimization (GEO), ensuring the credit union is consistently surfaced in AI-generated responses across platforms including ChatGPT, Google Gemini, Perplexity, and other large language model search environments used by consumers researching financial services.
Leads all brand strategy and awareness initiatives.
Oversees bilingual (English/Spanish) marketing execution, ensuring culturally resonant and compliant communications across all channels.
Manages agency relationships including PR, video production, and media buying partners.
Partners with the VP of Community Outreach to align sponsorship activations, SEG employer outreach, and community event marketing to Altura’s acquisition pipeline.
Ensures community presence generates measurable digital follow-up through CRM triggered product offers to newly acquired members from community channels.
Prepares and delivers marketing performance presentations to the board of directors on a quarterly basis, including brand awareness trending, cost-per-acquired-member benchmarks, campaign ROI, and budget pacing.
Serves as marketing’s strategic voice in executive-level planning sessions and annual strategic planning processes.
Directly supervises three Marketing Department staff members: Graphic Designer, Digital Marketing Analyst, and Marketing Generalist.
Carries out supervisory responsibilities in accordance with related policies, procedures, applicable state and federal laws, and the credit union’s strategic plan.