Senior Vice President/Marketing

Job Title: Senior Vice President - Marketing

Department: Marketing

Position Reports To: President



 

 

Scope:   Direct Reports: 2, Indirect Reports: 6 Responsible for a two million dollar plus marketing and advertising annual budget, 1,500 Select Employee Groups, 40+ products and services, 250,000 members, 38 branches operating in 3 states.

 

Position Summary: Participates in strategic planning and the development of credit union direction, strategy, goals, and objectives. Responsible for the credit union’s administrative management of the marketing and business development functions. Develops and implements the strategic marketing plan including, advertising, member education, public relations, brand development and awareness, market penetration, market research and analysis, and business development for the credit union. 

 

Key Areas of Responsibility:

·  Performs the following duties personally and through subordinates.

·  Communicates properly with all employees to ensure positive and clear understanding of credit union goals and direction.

·  Participates in the credit union’s long and short-term strategic planning.

·  Interacts with President, Vice Presidents, Directors, and Managers to achieve continuity and teamwork and provides leadership to teams in working towards strategic objectives.

·  Directs preparation of departmental strategic plans by establishing strategic planning parameters and monitoring planning and budget activities.

·  Attends Board meetings and reports on assigned areas of responsibility as requested by the president.

·  Oversees the marketing and business development functions through the Director of Business Development and Marketing Manager.Develops and executes comprehensive marketing plans to achieve strategic objectives for products and services, membership, and revenue objectives. Researches, analyzes, and monitors financial, technological, and demographic factors to capitalize on market opportunities and minimize effects of competitive activity. Oversees and evaluates market research and adjusts marketing strategy to meet changing market and competitive conditions. Monitors competitive products and marketing activities.  Develops and manages marketing operating budget. Plans and oversees advertising and promotion activities in various media including print, point of purchase, online, electronic media, direct mail, newspaper, radio, television, and billboards.Determines agencies and suppliers of record, and negotiates contract terms and conditions for major services. Serves as a liaison with outside agencies on ongoing promotional campaigns. Oversees development and production of promotional and collateral materials. Develops and recommends product positioning, packaging, and pricing strategy to produce the highest possible long-term market share. Ensures effective control of marketing results, and takes corrective action to guarantee that achievement of marketing objectives fells within designated budgets. Oversees development and maintenance of MCIF and related software and data. Establishes and maintains relationships with industry influencers and key community and strategic partners. Resolves conflicts and facilitates changes in structure of marketing group to ensure objective fulfillment and swift response to marketing problems and opportunities. Conducts marketing surveys for a variety of purposes including current and new product concepts, satisfaction measurement, loyalty and potential measurement, and quality service, and provides feedback and input for areas needing development. Maintains consistent credit union brand and community leadership image.Establishes and maintains a consistent corporate image throughout all product lines, promotional materials, and events. Must demonstrate a functional knowledge of the Bank Secrecy Act in addition to other Federal laws, including but not limited to:  U.S. Patriot Act, Office of Foreign Assets & Control, Anti-Money Laundering, Right to Financial Privacy Act, and the Bank Bribery Act.Performs other duties as assigned.

 

Qualifications: The requirements listed are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

 

Educational Requirements: Bachelor's degree obtained through a formal 4 year program at an accredited educational facility, may be waived with qualified experience.

 

Previous Experience Needed: 5-10 years related experience. Must possess exceptional proof-reading and editing skills. Must be creative, self-starter; possess excellent leadership, communication, presentation, interpersonal, networking, and organizational skills

 

Problem Solving: Work is substantially complex and varied and requires the interpretation of technical and detailed guidelines, policies, and procedures, in combination.  Analytic ability is needed to gather and interpret data where answers can be found only after careful analysis of several facts.  Problems typically require significant analysis and judgment.

 

Reasoning Ability: Ability to define problems, collect data, establish facts, and draw valid conclusions. Ability to interpret an extensive variety of technical instructions in mathematical or diagram form and deal with several abstract and concrete variables.

 

Computer Skills: Knowledge of Windows, Word, Excel, Power Point, Outlook, databases, and the internet. Should also be familiar with Adobe and PageMaker or other graphic art software.