VP of Marketing

CapEd Credit Union • Meridian, ID

13h • Onsite

About The Position

The Vice President of Marketing leads strategy to drive sustainable growth, strengthen the brand, and deepen member engagement in alignment with CapEd’s operating model and long term vision. This role ensures marketing, product strategy, and brand promise translate into cohesive, high impact member experiences. The VP advances CapEd’s future by positioning it as a trusted financial partner, delivering simple and digitally enabled experiences, and enabling disciplined, data driven growth. This leader also ensures marketing execution drives awareness and adoption of solutions across all lines of business while remaining operationally aligned, compliant, and centered on member needs.

Requirements

• Ten years to fifteen years of similar or related experience.
• A bachelor's degree in Marketing, Business, or Communications
• Achievement of formal certifications recognized in the industry as equivalent to a bachelor's degree (e.g. information technology certifications in lieu of a degree).
• Expertise in: Integrated marketing and digital strategy
• Brand development and market positioning
• Data analytics, segmentation, and marketing technology
• Strong understanding of member first business models and service delivery alignment
• Knowledge of industry regulations and compliance requirements
• Exceptional leadership, communication, and cross functional influence skills
• Ability to translate strategy into operationally executable plans and measurable outcomes

Nice To Haves

• Taking responsibility to meet member needs and build loyal relationships; Maintaining professional performance and character under pressure, provocation, or ambiguity; Consistently sustaining high levels of activity or productivity with vigor and effectiveness over extended periods of time.
• Identifying and understanding key issues and opportunities; using an effective approach for choosing a course of action or developing appropriate solutions based on data and potential outcome analysis, facts, constraints, and organizational values. Committing to a course of action and then taking action.
• Developing individuals while allocating decision making authority and/or task responsibility to maximize the organization and individuals’ effectiveness.
• When given time to prepare, organize ideas efficiently to deliver presentation(s) suited to the characteristics and needs of individuals or groups and ensure that the meetings/presentations serve the business objective
• Interacting with others in a way that gives them confidence in one’s intentions and those of the organization. Making the needs of others a priority in order to actively build and develop productive internal and external relationships.
• Identifying opportunities and taking action to develop strategic and collaborative relationships with other areas, teams, departments, or organizations to help achieve business goals.
• Keeping CapEd’s vision and values at the forefront of decision making and action. Focusing and guiding others in accomplishing work objectives and problem solving. Using appropriate methods and a flexible interpersonal style to help build a cohesive team, facilitating the completion of team goals.

Responsibilities

• Develop and execute a comprehensive, enterprise marketing strategy aligned with CapEd’s Business Plan and Strategic Plan.
• Lead initiatives that support membership growth, product adoption and simplification, or relationship deepening and retention.
• Continuously recalibrate marketing strategy and resource allocation to align with evolving business priorities.
• Design and lead end to end lifecycle marketing strategies spanning acquisition, onboarding, engagement, and retention.
• Ensure marketing initiatives align with frontline capabilities, service delivery models, and operational readiness.
• Partner across teams to reduce friction and improve member experience across all channels.
• Leverage member feedback tools to improve experiences.
• Lead digital marketing and support enterprise digital strategies, including: omnichannel engagement, digital acquisition and onboarding, AI enabled or automated communications.
• Partner with technology teams to streamline member contact channels, enhance personalization and speed to service through automation and AI.
• Enable data driven decision making through advanced analytics infrastructure.
• Lead enterprise brand strategy aligned with CapEd’s mission, values, and legacy of education and service.
• Strengthen CapEd’s position as a trusted financial partner and community leader.
• Oversee public relations and media, sponsorships and community engagement, and internal brand alignment.
• Partner with internal departments to support internal communications and brand alignment.
• Conduct ongoing brand and market analysis to support expansion and positioning.
• Partner with business units to simplify, enhance, and position products and services.
• Support strategic growth initiatives across consumer, mortgage, and commercial lending, business banking and wealth management.
• Develop tools, messaging, and campaigns that enable frontline teams to deliver effective member advocacy and relationship growth.
• Establish KPIs aligned with strategic priorities, including: growth, engagement, retention, digital adoption and conversion, marketing ROI and efficiency.
• Drive a data informed culture leveraging segmentation and behavioral insights.
• Align marketing investments to financial performance, profitability, and sustainability goals.
• Ensure all marketing activities comply with applicable financial regulations (e.g., NCUA, Truth in Lending, UDAAP).
• Partner with compliance, legal, and risk teams to mitigate risk in communications and campaigns and align marketing practices with enterprise governance frameworks
• Lead and develop a high performing marketing and growth team.
• Cultivates great employee experience and wellbeing to mitigate employee turnover through hiring, assessing performance, coaching and developing employees in adherence to CapEd policies and employment law.
• Provides oversight of the Marketing team's performance, identifies risk trends and recommends operational risk policies and strategies for span.
• Often recommends and leads key tactics and projects within the organization.
• Foster a collaborative, accountable, and innovative culture aligned to CapEd’s people first philosophy.
• Uses measurements and data to design plans for improving workflow efficiencies, service delivery, growth, profitability and organizational financial stability.
• Develops, illustrates, and communicates budgets and cost containment for span.
• Maintains knowledge of all Credit Union products, services, and promotions.
• Contributes to efficient Credit Union operations by performing other job related duties as assigned.

Benefits

• The Credit Union's business days are Monday through Saturday between the hours of 8:00 a.m. to 6:30 p.m.; however, this position may occasionally require an adjusted work schedule, overtime, and to include evening/weekend hours.

What This Job Offers

• Job Type: Full-time
• Career Level: Executive