VP, Product & Marketing

Georgia's Own Credit Union

2d•Hybrid

About The Position

The Vice President, Product & Marketing leads the Credit Union’s product and marketing strategy, integrating product management, member and market insights, brand, and growth initiatives. This role is accountable for translating data into decisions that strengthen product performance, deepen member relationships, and improve sustainable financial results. The VP owns the development and ongoing management of Product and Marketing reporting, modeling, pricing recommendations, and marketing attribution. In close partnership with Enterprise Reporting & Analytics and Finance, this leader translates enterprise data and financial objectives into product, pricing, and marketing actions that support balance sheet management, including deposit and loan mix, funding costs, liquidity needs, and profitability. This position requires a dynamic leader who combines strategic judgment, analytical depth, creative thinking, and a strong bias for execution. The VP must be comfortable working directly with data, challenging assumptions, building capabilities, and adjusting priorities as results and market conditions change. Working across business functions, this leader turns insights into timely decisions and holds teams accountable for measurable member and financial outcomes.

Requirements

Bachelor’s degree in Business Administration, Marketing, Finance, Economics, Analytics, or a related field required.
Minimum of 10 years of progressively responsible experience in product management, marketing, growth, strategy, or related disciplines, including significant leadership experience.
Experience in financial services, banking, credit unions, fintech, payments, or another complex consumer financial services environment strongly preferred.
Strong understanding of consumer deposits, checking, payments and cards, and lending products.
Demonstrated success developing and executing product and marketing strategies that produce measurable acquisition, adoption, retention, balance growth, and financial results.
Demonstrated experience creating and managing dashboards, performance reporting, forecasts, financial models, and business cases, and using them to make and evaluate operating and investment decisions.
Demonstrated experience developing pricing strategies and assessing product economics, profitability, and return on investment.
Ability to evaluate how product and marketing decisions affect funding costs, deposit and loan mix, and balance sheet performance.
Demonstrated experience with marketing attribution, campaign measurement, segmentation, experimentation, and customer or member analytics, including evaluation of incremental business outcomes.
Experience partnering effectively with Finance and enterprise reporting and analytics teams to define analytical requirements, validate assumptions, resolve data issues, and implement business recommendations.
Proficiency with spreadsheet modeling, business intelligence and visualization tools, and marketing analytics platforms.
Ability to work directly with data and models and evaluate analytical methods, assumptions, and limitations.
Demonstrated experience leading organizational change, building capabilities, developing high-performing teams, and delivering results across functional boundaries.
Strategic and commercially minded, with the ability to connect enterprise objectives to specific product, pricing, marketing, and investment decisions.
Strong analytical and financial judgment, including the ability to frame business questions, interpret complex data, test assumptions, and translate findings into clear recommendations.
Dynamic and adaptable leadership style with the ability to move between strategic planning and detailed execution, make timely decisions, and follow through on results.
Strong command of product strategy and lifecycle management, member research, product economics, prioritization, and performance management.
Strong understanding of brand strategy, creative development, digital and lifecycle marketing, personalization, attribution, and campaign optimization.
Ability to balance member value with sustainable financial performance and explain tradeoffs among growth, profitability, funding needs, and risk.
Ability to challenge established approaches constructively, lead change, and build productive partnerships across business, analytical, financial, and control functions.
Strong leadership presence and communication skills, with the ability to explain complex analysis clearly, influence decisions, and establish accountability.
Curiosity, sound prioritization, and commitment to data accuracy, disciplined measurement, continuous improvement, and enterprise governance standards.

Nice To Haves

Master of Business Administration or another relevant advanced degree preferred.

Responsibilities

Develop and execute an enterprise product and marketing strategy aligned with the Credit Union’s financial objectives, member needs, and growth priorities, with clear measures of success and accountability for results.
Establish a strong working partnership with Enterprise Reporting & Analytics and Finance to identify business questions, prioritize analytical work, develop shared insights, and translate findings into product, pricing, marketing, and balance sheet decisions.
Partner with Finance to translate balance sheet objectives into coordinated deposit, lending, and marketing strategies. Evaluate the effects of growth initiatives on funding mix, cost of funds, liquidity, net interest margin, and product and relationship profitability.
Lead the development, evaluation, implementation, and ongoing review of product pricing and promotional recommendations within established approval authority. Incorporate competitive positioning, member value, funding costs, expected credit losses, operating costs, and financial return, as applicable.
Model pricing alternatives and member responses, including rate sensitivity, deposit retention and runoff, internal balance migration, and loan demand. Distinguish new money and incremental growth from transfers among existing products and evaluate the full cost of promotional offers.
Develop and maintain product economics models, growth forecasts, business cases, and scenario and sensitivity analyses in partnership with Finance and Enterprise Reporting & Analytics. Document assumptions and evaluate expected balances, revenue, expenses, profitability, and return on investment.
Compare actual results with forecasts and business cases, investigate variances, and update assumptions and recommendations. Use findings to adjust pricing, product design, campaigns, and resource allocation.
Own the creation, implementation, maintenance, and continuous improvement of Product and Marketing dashboards, scorecards, and recurring and ad hoc reporting. Define business requirements, reporting cadence, and accountable owners, and build scalable reporting with Enterprise Reporting & Analytics.
Partner with Enterprise Reporting & Analytics and Finance to establish consistent metric definitions, trusted data sources, and reconciliation and quality controls. Ensure reporting and models follow enterprise standards for data governance, access, documentation, and appropriate use.
Establish product and marketing measures covering acquisition, activation, utilization, retention, relationship depth, balance growth, profitability, and member experience. Analyze performance by product, member segment, channel, campaign, and acquisition cohort to identify actionable differences.
Lead regular performance reviews that explain what is driving results, identify emerging opportunities or underperformance, and assign corrective actions. Present clear recommendations to leadership and track decisions through implementation and measured outcomes.
Develop and manage marketing attribution with Enterprise Reporting & Analytics, Finance, and channel partners. Connect campaigns and spend to applications, funded accounts and loans, retained balances, revenue, and profitability across digital and assisted channels, documenting attribution assumptions and limitations.
Establish disciplined testing of offers, pricing, targeting, and creative using controlled experiments and other appropriate methods. Measure incremental lift, acquisition cost, member lifetime value, and return on marketing investment to guide spending and campaign optimization.
Lead the strategy, development, management, and lifecycle of the consumer product portfolio, including deposits, checking, payments and cards, lending, and other assigned products and services. Recommend enhancements, redesign, consolidation, or retirement based on member value, economics, and performance.
Maintain a prioritized product roadmap informed by member research, competitive intelligence, market trends, financial models, and enterprise strategy. Identify and evaluate new products, features, partnerships, and capabilities that address member needs and support sustainable growth.
Establish consistent competitive intelligence and member research capabilities. Combine market and financial data, behavioral analysis, member feedback, and qualitative research to inform product design, pricing, positioning, and segmentation.
Establish disciplined product development and launch processes that define the member need, target audience, business case, operational and technology requirements, implementation plan, and success measures. Assign clear accountability for adoption and financial performance after launch.
Lead marketing and brand strategy to strengthen the Credit Union’s value proposition and drive measurable member acquisition, engagement, deposit and loan growth, and relationship expansion. Ensure creative, content, and communications are compelling, consistent, and relevant to intended audiences.
Develop segmentation, targeting, personalization, and lifecycle marketing strategies using member behavior and relationship data. Improve onboarding, activation, product adoption, cross-sell, retention, and reengagement through coordinated campaigns and ongoing testing.
Lead integrated go-to-market planning for new products, enhancements, campaigns, and strategic initiatives. Align Product, Marketing, Digital, frontline teams, and other partners on positioning, offers, employee readiness, member communications, and performance expectations.
Partner with Digital, Technology, Retail, Lending, and Operations to improve acquisition and product adoption across channels. Use funnel and journey analysis to identify friction from initial interest through application, funding, activation, and ongoing use, and drive improvements in conversion and experience.
Develop and manage Product and Marketing budgets, vendor relationships, and technology investments. Allocate and reallocate resources based on strategic priorities, expected financial contribution, measured results, and execution capacity.
Lead, develop, and manage the Product and Marketing teams with clear roles, goals, and accountability. Build analytical and financial fluency across the functions and assess the talent, technology, data, and processes needed to improve performance.
Create a culture of curiosity, experimentation, urgency, and accountability. Challenge legacy assumptions, make timely decisions with available evidence, and lead teams and business partners through change while maintaining execution discipline.
Work closely with Executive Management and business leaders on enterprise priorities, growth opportunities, and competitive developments. Communicate complex analysis clearly, explain tradeoffs, and recommend specific actions supported by evidence.
Maintain a strong understanding of financial services trends, emerging technologies, changing member expectations, and regulatory considerations. Ensure Product and Marketing activities comply with applicable laws, regulations, Credit Union policies, brand standards, and risk management expectations.
Participate in or lead special projects and Credit Union initiatives, and perform other duties as assigned.