VP of Marketing

POSITION DESCRIPTION

JOB TITLE: Vice President of Marketing

GRADE LEVEL: EXEC1

DEPARTMENT: Executive

FLSA: Exempt

DATE: February 2026

Reports directly to: CEO

Position Summary

The Vice President of Marketing is a visionary, data-driven leader responsible for designing and executing innovative marketing strategies that drive growth, deepen member engagement, and enhance the overall

brand. Leveraging advanced data analytics, the VP will guide the organization’s marketing direction with insight, precision, and measurable results. This role demands an inspiring leader adept at building and

coaching teams, fostering cross-functional collaboration, and translating complex data into actionable marketing programs. The ideal candidate is both creative and analytical, passionate about the credit union

movement, and committed to delivering exceptional member experiences.

Duties and Responsibilities

• Must meet our service standards as evaluated by our internal and external members:
• I will greet you with a prompt, friendly welcome
• I will treat you with courtesy and respect
• I will offer you my undivided attention
• I will take ownership of situations and follow through
• I will provide accurate information and helpful solutions
• I will do all I can to improve your financial life
• I will thank you for your business
• Key Responsibilities:
• Oversee enterprise brand strategy that differentiates the credit union and resonates with the community, ensuring consistent messaging and visual identity across all touchpoints.
• Lead the digital marketing strategy to drive measurable growth and engagement including SEO/SEM (Search Engine Optimization / Search Engine Marketing), email, social media, content marketing, and website optimization.
• Champion the use of analytics tools to monitor campaign performance, optimize marketing mix, track ROI (Return on Investment) across channels, interpret member behaviors, refine brand position, and drive a segment of one strategy, while also influencing a culture of data driven decision making.
• Partner with product and branch teams to launch new offerings and drive adoption through segmented, personalized campaigns based on data-driven insights.
• Develop and oversee strategic partnerships, new business development, and community engagement with select employer groups
• Participates in the development of the Credit Union’s strategic plan, developing and executing marketing strategies that align with the Credit Union’s vision, mission and business objectives.
• Oher Responsibilities
• Design and implement targeted campaigns to attract new members and deepen relationships with existing ones.
• Lead qualitative and quantitative research initiatives to understand member needs, competitive positioning, and emerging market trends.
• Oversee the development and use of dashboards and reports to track KPIs (Key Performance Indicators), campaign effectiveness, and member insights.
• Recruit, develop, and inspire a high-performing marketing team. Foster an agile, innovative, and continuous-improvement mindset.
• Collaborate with senior leadership, IT, compliance, lending and operations to align marketing efforts with organizational priorities and regulatory requirements.
• Develop and manage the marketing budget. Allocate resources efficiently to achieve strategic objectives and ensure a strong return on marketing investments.
• Serve as Vice President/Executive Director of New Britain Charitable Foundation directing the Foundation’s operations, fundraising, and giving responsibilities.
• Serve as Program Champion of New Britain Financial Advisors overseeing the program’s marketing and compliance while offering guidance to the financial advisory team.
• Oversee the Training and Development Department, ensuring alignment of employee development initiatives with the Credit Union’s strategic objectives including member service and engagement goals.
• Oversee the business development function to support the growth and management of existing and future select employee groups.

Key Success Measures

• Marketing Return on Investment (ROI) – ROI by channel and campaign
• Member Engagement - Depth of member, brand health metrics (clicks, likes, impressions), web and application traffic growth
• Member Acquisition - New member growth, abandonment rate

Position Specifications

Education: Minimum of a bachelor’s degree in marketing, business administration, communications, analytics, or a related field; advanced degree preferred.

Experience: Minimum of ten years of experience in marketing, with at least five years in a senior leadership role, preferably with a credit union or financial institution.

Skills

• Innovative thinker with a passion for member experience and cooperative values.
• Demonstrated expertise in data analytics, marketing technology platforms, performance measurement, and business intelligence.
• Strong track record of designing and executing member acquisition and retention strategies using quantitative and qualitative insights.
• Experience managing digital marketing programs, including website, social, email, and paid media campaigns.
• Exceptional leadership, communication, and project management skills.
• Ability to translate complex data into clear, persuasive presentations for stakeholders at all levels.
• Familiarity with credit union operations, regulatory environment, and member service philosophy is strongly preferred.