Vice President, Sales & Marketing

SF Fire Credit Union•San Francisco, CA

7d•$225,000 - $338,000

About The Position

SF Fire Credit Union is seeking a senior growth leader to integrate sales, marketing, product and proposition management, business development, strategic partnerships, market insights, and brand strategy into a coordinated enterprise capability. The Vice President, Sales & Marketing is accountable for profitable member growth, relationship deepening, product penetration, brand relevance, and scalable acquisition and distribution channels. This leader will build the operating model, talent, disciplines, and technology-enabled capabilities needed to translate strategy into measurable market results. This is not a traditional marketing leadership role. The successful candidate will combine strategic range with hands-on execution, using research, analytics, product thinking, sales leadership, and brand positioning to shape where the Credit Union competes and how it wins. The mandate is to understand the market, define the proposition, build the brand, create demand, and convert growth opportunities into durable member relationships. The role leads enterprise growth strategy; sales and distribution capabilities; marketing, demand generation, and member engagement; market research and strategic insights; brand strategy and market repositioning; product and proposition strategy; partnerships and new growth channels; and the organization and operating model. Success will be measured by an integrated growth strategy and operating model, stronger market research and insights, a compelling brand and position, improved sales, campaign, product, and partnership management, measurable growth and relationship outcomes, and a high-performing team with scalable capabilities.

Requirements

At least ten years of progressive leadership experience across a meaningful combination of sales, marketing, growth, product, brand, partnerships, market research, or go-to-market leadership.
Demonstrated success building or transforming a growth-oriented function with accountability for measurable commercial or membership outcomes.
Proven experience leading brand evolution, market repositioning, value proposition development, market expansion, or go-to-market transformation.
Experience using market research, consumer or member insights, segmentation, competitive intelligence, and voice-of-customer methods to shape strategic decisions.
Strong knowledge of integrated marketing, sales management, CRM, lifecycle engagement, digital acquisition, product strategy, and performance analytics.
Experience translating strategy into operating models, organizational capabilities, roadmaps, budgets, metrics, and sustained execution.
Ability to work effectively across executive leadership, technology, finance, operations, risk, compliance, and external partners in a regulated environment.
Exceptional leadership, judgment, communication, executive presence, analytical thinking, and change leadership skills.
Bachelor’s degree required.
Financial services experience is strongly preferred.

Nice To Haves

Advanced degree.
Experience building field sales, business development, community outreach, affinity-based, partnership-driven, or other alternative distribution models within financial services or adjacent industries.
Credit union, community bank, regional financial institution, fintech, or other regulated consumer financial services experience.
Experience leading a significant brand repositioning, market-entry, or audience-expansion initiative.
Experience building an internal research and insights capability or integrating voice-of-customer, competitive intelligence, and market research into enterprise decisions.
Experience with affinity-based growth, strategic partnerships, CRM, marketing technology, and digitally enabled distribution.

Responsibilities

Develop and execute an integrated sales and marketing strategy aligned with enterprise priorities, financial objectives, member needs, and risk appetite.
Establish growth objectives, channel strategies, investment priorities, performance measures, and management routines.
Create accountability for member acquisition, deposit and loan growth, relationship deepening, product penetration, retention, and lifetime value.
Develop and scale community-based, partnership-driven, field-based, and other non-traditional distribution channels.
Design and lead an enterprise sales model spanning branches, digital channels, business development, partnerships, and referrals.
Establish sales disciplines, pipeline management, lead routing, performance expectations, coaching, incentives, and CRM-enabled workflows.
Build a culture that balances growth, member trust, suitability, service, and responsible financial guidance.
Oversee integrated marketing, acquisition, lifecycle marketing, digital campaigns, content, communications, community engagement, and agency relationships.
Use segmentation, experimentation, channel economics, and campaign data to improve conversion, retention, and return on marketing investment.
Ensure marketing translates the Credit Union’s value proposition into clear, relevant, and differentiated member experiences.
Build an internal market research and insights capability that informs strategy, product development, pricing, brand, and investment decisions.
Lead voice-of-member, competitive intelligence, segmentation, concept testing, brand research, and journey research.
Translate research into choices about target segments, propositions, products, channels, partnerships, and go-to-market plans.
Lead the evolution of the Credit Union’s brand, value proposition, and market positioning in support of long-term growth.
Direct brand research, positioning, architecture, messaging, identity, launch planning, and enterprise adoption with internal stakeholders and external agencies.
Connect the brand promise to products, experiences, culture, partnerships, and distribution so repositioning extends beyond communications.
Lead product and proposition management across the portfolio to improve relevance, competitiveness, adoption, and financial performance.
Partner with Finance, Operations, Technology, Risk, Compliance, and Strategy & Transformation to evaluate opportunities, develop business cases, and bring offerings to market with appropriate governance.
Use member and market evidence to prioritize investments, validate concepts, refine pricing, and improve existing offerings.
Identify, evaluate, and develop strategic partnerships, affinity relationships, and business development opportunities.
Define partnership economics, value propositions, operating requirements, success measures, and relationship management practices.
Represent the Credit Union externally with prospective partners and community stakeholders.
Assess the current organization, talent, workflows, technology, agency model, and performance disciplines, and develop a practical capability-building roadmap.
Build, coach, and lead a high-performing multidisciplinary team across sales, marketing, insights, product, partnerships, and growth operations.
Clarify decision rights, handoffs, governance, budgets, and accountability while fostering collaboration, experimentation, and disciplined execution.