VP of Marketing and Communications

PENAIR CREDIT UNION•Pensacola, FL

23h

About The Position

The Vice President of Marketing and Communications leads the development and execution of PenAir’s comprehensive marketing, branding, and communication strategies. This role ensures consistent brand representation across all channels, oversees daily marketing operations, and identifies opportunities for growth. Working closely with the Chief Experience Officer, the Vice President of Marketing and Communications aligns initiatives with PenAir’s strategic objectives. This role also leverages Voice of the Member insights and data‑driven understanding of member needs to inform strategy, enhance the member experience, and support effective cross‑functional decision‑making across the organization.

Requirements

A minimum of 15 years of experience, including similar or preparatory positions, with a minimum of five years in a senior leadership role.
A bachelor's degree in Marketing, Business Administration, or a related field is required.
Work frequently involves contacts requiring considerable discussion of problems, material presentations, and resolving issues impacting multiple departments or divisions. The ability to motivate or influence others is a material part of the job, requiring a significant level of professional diplomacy, trust and relationship. Obtaining cooperation and agreement (internally and/or externally) is an important part of the job and a expert level of interpersonal and written communication skills are critical to the success of this position.
Proficiency in leveraging digital platforms and tools to drive marketing results, including applying data and insights to guide strategy.
Strong capability in interpreting member insights to improve experience and drive growth.
Ability to stay current with marketing, communications, and technology trends and apply them effectively.
Exceptional project management skills.
Proficiency in budgeting, financial forecasting, and ROI analysis.
Deep understanding of member segmentation, targeted marketing, and member‑centric strategies.
Expertise in brand storytelling, content development, PR, and corporate communications.
Demonstrated success in developing and executing marketing strategies, digital campaigns, and leading diverse, high‑performing teams.
Proficient understanding of financial regulations and compliance standards pertinent to the credit union industry (e.g., BSA, AML, Fair Lending).

Nice To Haves

A master's degree in a related field is highly preferred.
Relevant industry certifications or courses that showcase expertise in marketing, branding, and strategic planning are a plus.

Responsibilities

Oversees and ensures the consistent representation of PenAir's brand across all channels.
Collaborates with leadership to define and execute brand strategy, ensuring its integration into member experience, products, channels, and physical touchpoints like branches, loan production offices, and ITMs.
Incorporates Voice of the Member insights and data‑driven understanding of member needs to guide messaging, market positioning, and brand relevance.
Ensures brand direction supports long‑term growth, member engagement, and strategic differentiation.
Directs marketing, advertising, social media, and product promotion plans across all media and channels while continuously evolving a comprehensive digital strategy.
Utilizes organic media, proactive public relations, social-media engagement, and content marketing to increase marketing efficacy and brand visibility.
Oversees digital marketing strategy, including website engagement initiatives, ensuring the website serves as a key marketing channel and supports awareness, engagement, and conversion.
Designs and implements a comprehensive marketing-funnel approach encompassing the entire member lifecycle, from initial awareness and consideration to conversion, engagement, loyalty, and referral.
Applies Voice of the Member and other relevant insights and data to optimize targeting, messaging, and campaign performance.
Leads internal and external corporate communications, including executive communications, organizational messaging, and change communications.
Oversees public relations strategy to strengthen PenAir’s reputation and elevate its presence across media and the broader community.
Directs community engagement programs and partnerships aligned with PenAir’s mission, values, and brand positioning.
Ensures communications, messaging, and PR efforts reflect key member insights, reinforcing culture, brand, and organizational strategy while supporting reputation management.
Oversees website strategy to strengthen digital engagement and support marketing objectives, ensuring alignment with internal digital stakeholders.
Optimizes marketing tools, technology, and digital platforms to support modern, insight‑driven marketing practices.
Monitors external trends and member-behavior insights, aligning marketing activities accordingly.
Oversees production of video, digital, print materials, and marketing and sales collateral inventory, ensuring professional quality, accuracy, and brand alignment.
Leads, coaches, and develops the marketing team, ensuring innovative capabilities and outcomes.
Partners with internal stakeholders, external partners, and vendors.
Manages the marketing budget and expenditures.
Leads the enterprise Voice of the Member program, ensuring member insights — including feedback, sentiment trends, and behavioral patterns — inform decisions across marketing, experience, and organizational strategy.
Synthesizes insights to drive improvements in member engagement, satisfaction, loyalty, and business outcomes.
Shares insight themes cross‑functionally to guide decision‑making, remove friction points, and support PenAir’s member‑centric strategy.
Performs other duties as assigned