Vice President of Marketing

Volunteer Corporate Credit Union•Nashville, TN

About The Position

Responsible for Volunteer Corporate Credit Union's ("VolCorp" or the "Corporate") Marketing strategy, this role is focused specifically on driving brand strategy via precision marketing utilizing predetermined marketing channels, metrics, and data analytics to create opportunities and decision points for VolCorp and Symphony. By aligning marketing efforts with both VolCorp's and Symphony's Strategic Plans and sales goals, outcomes should stimulate fee income growth, enhance engagement of credit unions within our geographic focus, and create a cohesive and impactful brand presence. Additionally, the VP – Marketing plays an integral role regarding member engagement as the key support resource for in-person and virtual events – e.g. the annual member Forum, Kentucky Economic Conference, webinars, etc. This position is at the center of cementing a positive brand experience for the Corporate's membership and Symphony's client base.

Requirements

Minimum of 10 years' experience in marketing leadership roles, with an emphasis on brand management and precision marketing within a wholesale financial institution (e.g., Corporate Credit Union, correspondent bank, or similar organization) or a demonstrated equivalent combination of education and experience.
Minimum of 10 years' experience developing marketing plans in support of new product/service launches including market research, brainstorming, brand journey (storyboard), collateral development (sales and training), product penetration & profitability analysis (initial estimations and ongoing tracking), and perpetual strategic collaboration to improve one or both, as necessary.
Minimum of 10 years' experience with corporate communications-related functions – e.g. public relations (external-facing), technical writing (e.g. product- or technology-specific), newsletters (internal-facing), collaborative content writing (with stakeholders), social media platforms (e.g. Facebook, LinkedIn, Instagram, X, etc.) – supporting the organization both strategically and tactically, as needed.
Deep knowledge of the financial services industry – specifically credit unions, corporate credit unions, banker's banks, or related sectors – is a plus.
Proven history of successfully managing and executing data-driven marketing campaigns which drive and meet/exceed sales goals.
Strong familiarity with marketing metrics, KPIs, and analytics platforms to track campaign performance and optimize marketing efforts.
In-depth strategic thinking skills with the ability to align marketing strategies with sales and business objectives.
Proven understanding of digital marketing strategies, Customer Relationship Management (CRM) systems, and marketing automation tools.
Demonstrated experience in designing, coordinating, facilitating, and executing public-facing events, both in-person and virtual.
Exposure to client engagement tools, mechanisms, and best practices within a services organization and the ability to utilize the results to create stronger relationships and/or drive additional business opportunities.
Bachelor's degree in Marketing, Business, or a related field required; MBA or advanced degree preferred.
Proficient in the Microsoft Office suite of products and social media platforms and possesses the ability to quickly maneuver/understand basic concepts involving video editing and digital production software.

Nice To Haves

Collaborative and consultative, initiative-taking and anticipatory, and knowing instinctively when to lead and to follow.
Elevated emotional intelligence (EQ) is necessary.
Exceptional communication (written, verbal, and non-verbal) skills, with the ability to present complex ideas clearly and effectively to executives, stakeholders (internal and external), team members, and business partners.
Strong business acumen and a deep understanding of how marketing initiatives drive overall business performance.
Excellent leadership and team management skills, with the ability to inspire and mentor a high-performing team.
Innovative thinker with a passion for data-driven decision-making and continuous improvement.
Ability to think strategically, act tactically, and drive results with an ability to influence and affect change across departments.
Adaptable and comfortable working in a fast-paced, evolving environment.

Responsibilities

Brand Strategy : Develop, execute, and refine VolCorp's brand strategy, ensuring alignment with the Corporate's Strategic Plan and overall business objectives and values, as needed. Maintain consistency in the brand's voice, messaging, and visual identity across all platforms and touchpoints through all marketing channels and promotions.
Precision Marketing & Campaign Execution : Design and implement data-driven marketing strategies which are precise, targeted, and effective. Utilize advanced analytics and segmentation strategies to deliver personalized marketing campaigns to key credit union members, prospects, and desired business partners.
Metrics & Performance Optimization : Utilize marketing analytics, Key Performance Indicators (KPIs), and other performance data to measure the effectiveness of campaigns and initiatives. Regularly assess and adjust strategies to meet sales goals and ensure marketing efforts contribute to bottom-line business outcomes.
Planning & Execution : Collaborate with cross-functional leadership to align marketing goals with overall business objectives. Support the development and execution of marketing plans which directly support sales growth, member acquisition/retention, and long-term brand equity.
Sales Goal Alignment : Partner with the Business Development team to align marketing strategies with sales targets and deliver integrated campaigns which drive new business, expand member relationships, and increase revenue.
Market Research & Competitive Analysis : Research industry trends, competitor activities, and emerging technologies to maintain a competitive edge in marketing strategies. Conduct market research and analysis to better understand member needs and industry dynamics. Research, track, and report on market and product penetration for identified products/services and adjust Marketing strategies/plans accordingly based on business owner feedback. Facilitate a Member Survey at least bi-annually, or as needed, to elicit feedback regarding service level performance, product/service viability, and member satisfaction. Coordinate VolCorp's response to the feedback to improve our performance and/or drive new business.
Data/Marketing Analytics: Develop predictive models which incorporate results from analyses obtained through the data warehouse (i.e. historical sales, marketing data, trends, etc.), apply quantitative methodologies to guide with forecasting performance and in making business/marketing/operational decisions, and propose new processes and systems to track, manage, and improve quality, service, and productivity.
Product/Service Marketing Campaigns: Partner with business stakeholders to design, plan, and execute marketing campaigns for new and existing products/services being offered for VolCorp and Symphony. Activities could range from audience identification, market segmentation, communication strategies, media/advertising/social media channels, collateral development, event design, execution timeline (local/regional/national), etc.
Social Media and Websites: Serve as business owner for VolCorp and Symphony internet-based presence, from social media platforms to the world wide web (including owned websites). Partner with Communications, Member Experience, Investments, and Symphony leadership to determine product/service content for social media messaging and website design/feel. Utilize Marketing and Communications resources to execute on the desired strategy and content.
Member-Related Events: Support the facilitation, coordination, and execution of in-person member/client events for VolCorp and Symphony – e.g., Forum, Kentucky Economic Conference, webinars, training, etc. – partnering with lines of business leadership to determine relevant content and topics. Utilize all necessary resources – e.g. Marketing and Communications teams, VolCorp staff, and other business partners – to ensure all communications, logistics, and associated events are planned and executed at the highest level. Collaborate with Member Experience, Investments, and Business Development to ascertain which conferences and events VolCorp and Symphony need to participate and utilize the Marketing team to coordinate registration and planning accordingly.