Five Star Credit Union
Position Title:
Vice President, Marketing & Communication
Department:
Marketing
Classification: Exempt Executive/Grade 17 Approved By:
Tyler beck
REPORTING RELATIONSHIPS
Position Reports To:
SVP/Chief operations officer
Positions Supervised: Marketing Coordinator & Marketing Social Media Specialists
In order to fulfill the mission and vision of Five Star Credit Union, the primary function of all team members is to provide outstanding service to members by promoting and selling credit union services and products to new and existing members and by fully using job-relevant technical skills, maintaining/updating technical skills and seeking to enhance service skills. All positions require the ability to make decisions within established guidelines, the willingness to work within a sales environment, and the ability to be a team player in an organization that values the spirit of teamwork.
POSITION PURPOSE
Responsible for defining and executing the credit union's communications strategies and solutions across all channels with an added focus on digital. The position will work closely with all departments to understand business needs and identify opportunities, formulate strategy and vision, develop business requirements, plan, and budget, and execute against the plan. In managing this area of the business, this individual will be responsible for internal and external member communications, direct mail, web content, print advertising, general product materials, and the credit union social media presence. The position will also interface with multiple internal cross-functional areas and business partners, as well as external business partners, in the development and delivery of these strategic initiatives.
Formulates and executes communication plans and budgets consistent with and supportive of the Credit Union's annual business plans. Develops and oversees promotions including advertising, public relations, and promotional campaigns. Ensure professional business relations exist with members, and their needs are met. Directs, trains, and appraises marketing personnel.
ESSENTIAL FUNCTIONS AND BASIC DUTIES
1.
Responsible for the planning, development and implementation of effective marketing strategies and policies.
a. Work with senior management to define and drive the strategic marketing plan, goals and objectives.
b. Collaborate with business unit leaders to align the marketing strategy with business goals and objectives ensuring Five Star stays competitive in the markets it operates in.
c. Researches and analyzes environmental, competitive, and business conditions that impact strategy.
d. Formulates and helps manage the marketing budget. Tracks actual versus planned marketing results and reports monthly performance. Institutes and recommends corrective actions when necessary.
e. Cleary communicates the marketing roadmap and strategy to the organization to ensure alignment across the credit union. This communication is to include a clear timeline of future campaigns.
f. Foster a culture of innovation, accountability, and member-first thinking
g. Develop a high-performing marketing team that supports the credit unions goals and objectives.
2
Responsible for formulating and executing effective product and distribution strategies and programs.
a. Research consumer needs and perceptions to provide input for the selection and design of new products.
b. Provides information on new competitive products.
c. Identifies and quantifies target markets for credit union products.
d. Determines appropriate branding strategy for each product line.
e. Recommends short- and long-term strategies for each product line.
3.
Responsible for and establishes a plan for the company's digital footprint and communications.
a. Lead digital marketing transformation across web, mobile, email, social media, and emerging platforms.
b. Oversee SEO/SEM content strategy, and digital marketing campaign performance.
c. Maintain a working knowledge of evolving marketing tactics and delivery channels.
d. Optimize member journeys through data-driven personalization, automation, and user experience enhancements
e. Assist in the ongoing development of the mobile applications, website, and any other appropriate delivery channel to ensure communication to the membership is appropriate and timely with advancing the goals of the credit union.
4.
Responsible for monitoring market pricing pressures.
a. Monitors competitors' prices.
b. Analyzes market price sensitivity.
c. Establishes and monitors list prices, discounting structures, and special pricing. Recommends modifications as necessary.
d. Develops reports depicting how customers view Credit Union products on issues such as quality, value, and support as it relates to various Credit Union offerings and functions.
5.
Responsible for the development of effective brand and promotion strategies.
a. Strengthen the Five Star brand across all channels
b. Develop brand centric messaging that resonates with current and future members
c. Ensure brand consistency in all communications - from social media to physical locations.
d. Develops and oversees advertising and public relations programs.
e. Evaluates the nature and effectiveness of competitor's communications.
f. Establish KPIs and dashboards to measure campaign effectiveness, member engagement, and alignment of business goals.
g. Create and manage all member-facing materials including marketing brochures, prospecting letters, enrollment forms and member agreements, as well as materials needed to support business.
h. Recommends and administers promotional campaigns. Oversee special offers, member financial education seminars, and product launches.
6.
Responsible for establishing and maintaining professional business relations with members, distributors, vendors, and trade contacts.
a. Ensures requests, needs, and questions are promptly resolved. Ensures information regarding Credit Union products, programs, and promotions is appropriately provided.
b. Monitors service delivery and ensures excellence in service levels.
c. Ensures all notices for action and new account opportunities are followed up.
d. Ensures the Credit Union's professional reputation is maintained.
7.
Responsible for related duties as required or assigned.
a. Stays informed of trends in the marketing field.
b. Completes special projects as assigned.
QUALIFICATIONS
Education/Certification: Bachelor's degree in related field or equivalent experience and training.
Required Knowledge: Thorough understanding of Credit Union products, services, and competitors' product lines.
Strong knowledge of promotion techniques, pricing policies, distribution channels, and public relations.
Experience Required:
Ten years of related progressive experience.
Skills/Abilities:
Solid leadership abilities.
Organizational and analytical skills.
Proven ability to optimize marketing mix across multiple channels
Superior writing, presentation and communications skills; ability to effectively present and convey key concepts and ideas across all areas of the organization. Project management skills, including a demonstrated ability to lead multi-functional project teams to drive to concrete results and actions Energetic and self-directed individual who thrives in a dynamic environment.
Ability to optimize emerging technology and digital marketing trends
PHYSICAL ACTIVITIES AND REQUIREMENTS OF THIS POSITION
Talking:
Position requires capacity for almost continuous verbal communication and detailed or important instructions or ideas must frequently be conveyed accurately, loudly or quickly.
Average Hearing:
Able to hear average or normal conversations and receive ordinary information.
Repetitive Motions:
Movements frequently and regularly required using the wrists, hands, and/or fingers.
Average Visual Abilities:
Average, ordinary visual acuity necessary to prepare or inspect documents or products, or operate machinery.
Physical Strength:
Sedentary work; sitting most of the time. Exerts up to 50 lbs. of force occasionally. (Almost all office jobs.)
WORKING CONDITIONS
None:
No hazardous or significantly unpleasant conditions. (Such as in a typical office.)
MENTAL ACTIVITIES AND REQUIREMENTS OF THIS POSITION
Reasoning Ability:
Ability to apply logical or scientific thinking to define problems, collect data, establish facts, and draw conclusions.
Able to interpret a variety of technical instructions and can deal with multiple variables.
Mathematics Ability:
Ability to compute discount, interest, profit, and loss; commission markup and selling price; and ratio, proportion, and percentage.
Able to perform very simple algebra.
Language Ability:
Ability to read periodicals, journals, manuals, dictionaries, thesauruses, and encyclopedias.
Ability to prepare business letters, proposals, summaries, and reports using prescribed format and conforming to all rules of punctuation, grammar, diction, and style.
Ability to conduct training, communicate at panel discussions, and make professional presentations.
INTENT AND FUNCTION OF JOB DESCRIPTIONS
Job descriptions assist organizations in ensuring that the hiring process is fairly administered and that qualified employees are selected. They are also essential to an effective appraisal system and related promotion, transfer, layoff, and termination decisions. Well constructed job descriptions are an integral part of any effective compensation system.
All descriptions have been reviewed to ensure that only essential functions and basic duties have been included. Peripheral tasks, only incidentally related to each position, have been excluded. Requirements, skills, and abilities included have been determined to be the minimal standards required to successfully perform the positions. In no instance, however, should the duties, responsibilities, and requirements delineated be interpreted as all inclusive. Additional functions and requirements may be assigned by supervisors as deemed appropriate.
In accordance with the Americans with Disabilities Act, it is possible that requirements may be modified to reasonably accommodate disabled individuals. However, no accommodations will be made which may pose serious health or safety risks to the employee or others or which impose undue hardships on the organization.
Job descriptions are not intended as and do not create employment contracts. The organization maintains its status as an at-will employer. Employees can be terminated for any reason not prohibited by law.
Vice President, Marketing & Communication
Department:
Marketing
Classification: Exempt Executive/Grade 17 Approved By:
Tyler beck
REPORTING RELATIONSHIPS
Position Reports To:
SVP/Chief operations officer
Positions Supervised: Marketing Coordinator & Marketing Social Media Specialists
In order to fulfill the mission and vision of Five Star Credit Union, the primary function of all team members is to provide outstanding service to members by promoting and selling credit union services and products to new and existing members and by fully using job-relevant technical skills, maintaining/updating technical skills and seeking to enhance service skills. All positions require the ability to make decisions within established guidelines, the willingness to work within a sales environment, and the ability to be a team player in an organization that values the spirit of teamwork.
POSITION PURPOSE
Responsible for defining and executing the credit union's communications strategies and solutions across all channels with an added focus on digital. The position will work closely with all departments to understand business needs and identify opportunities, formulate strategy and vision, develop business requirements, plan, and budget, and execute against the plan. In managing this area of the business, this individual will be responsible for internal and external member communications, direct mail, web content, print advertising, general product materials, and the credit union social media presence. The position will also interface with multiple internal cross-functional areas and business partners, as well as external business partners, in the development and delivery of these strategic initiatives.
Formulates and executes communication plans and budgets consistent with and supportive of the Credit Union's annual business plans. Develops and oversees promotions including advertising, public relations, and promotional campaigns. Ensure professional business relations exist with members, and their needs are met. Directs, trains, and appraises marketing personnel.
ESSENTIAL FUNCTIONS AND BASIC DUTIES
1.
Responsible for the planning, development and implementation of effective marketing strategies and policies.
a. Work with senior management to define and drive the strategic marketing plan, goals and objectives.
b. Collaborate with business unit leaders to align the marketing strategy with business goals and objectives ensuring Five Star stays competitive in the markets it operates in.
c. Researches and analyzes environmental, competitive, and business conditions that impact strategy.
d. Formulates and helps manage the marketing budget. Tracks actual versus planned marketing results and reports monthly performance. Institutes and recommends corrective actions when necessary.
e. Cleary communicates the marketing roadmap and strategy to the organization to ensure alignment across the credit union. This communication is to include a clear timeline of future campaigns.
f. Foster a culture of innovation, accountability, and member-first thinking
g. Develop a high-performing marketing team that supports the credit unions goals and objectives.
2
Responsible for formulating and executing effective product and distribution strategies and programs.
a. Research consumer needs and perceptions to provide input for the selection and design of new products.
b. Provides information on new competitive products.
c. Identifies and quantifies target markets for credit union products.
d. Determines appropriate branding strategy for each product line.
e. Recommends short- and long-term strategies for each product line.
3.
Responsible for and establishes a plan for the company's digital footprint and communications.
a. Lead digital marketing transformation across web, mobile, email, social media, and emerging platforms.
b. Oversee SEO/SEM content strategy, and digital marketing campaign performance.
c. Maintain a working knowledge of evolving marketing tactics and delivery channels.
d. Optimize member journeys through data-driven personalization, automation, and user experience enhancements
e. Assist in the ongoing development of the mobile applications, website, and any other appropriate delivery channel to ensure communication to the membership is appropriate and timely with advancing the goals of the credit union.
4.
Responsible for monitoring market pricing pressures.
a. Monitors competitors' prices.
b. Analyzes market price sensitivity.
c. Establishes and monitors list prices, discounting structures, and special pricing. Recommends modifications as necessary.
d. Develops reports depicting how customers view Credit Union products on issues such as quality, value, and support as it relates to various Credit Union offerings and functions.
5.
Responsible for the development of effective brand and promotion strategies.
a. Strengthen the Five Star brand across all channels
b. Develop brand centric messaging that resonates with current and future members
c. Ensure brand consistency in all communications - from social media to physical locations.
d. Develops and oversees advertising and public relations programs.
e. Evaluates the nature and effectiveness of competitor's communications.
f. Establish KPIs and dashboards to measure campaign effectiveness, member engagement, and alignment of business goals.
g. Create and manage all member-facing materials including marketing brochures, prospecting letters, enrollment forms and member agreements, as well as materials needed to support business.
h. Recommends and administers promotional campaigns. Oversee special offers, member financial education seminars, and product launches.
6.
Responsible for establishing and maintaining professional business relations with members, distributors, vendors, and trade contacts.
a. Ensures requests, needs, and questions are promptly resolved. Ensures information regarding Credit Union products, programs, and promotions is appropriately provided.
b. Monitors service delivery and ensures excellence in service levels.
c. Ensures all notices for action and new account opportunities are followed up.
d. Ensures the Credit Union's professional reputation is maintained.
7.
Responsible for related duties as required or assigned.
a. Stays informed of trends in the marketing field.
b. Completes special projects as assigned.
QUALIFICATIONS
Education/Certification: Bachelor's degree in related field or equivalent experience and training.
Required Knowledge: Thorough understanding of Credit Union products, services, and competitors' product lines.
Strong knowledge of promotion techniques, pricing policies, distribution channels, and public relations.
Experience Required:
Ten years of related progressive experience.
Skills/Abilities:
Solid leadership abilities.
Organizational and analytical skills.
Proven ability to optimize marketing mix across multiple channels
Superior writing, presentation and communications skills; ability to effectively present and convey key concepts and ideas across all areas of the organization. Project management skills, including a demonstrated ability to lead multi-functional project teams to drive to concrete results and actions Energetic and self-directed individual who thrives in a dynamic environment.
Ability to optimize emerging technology and digital marketing trends
PHYSICAL ACTIVITIES AND REQUIREMENTS OF THIS POSITION
Talking:
Position requires capacity for almost continuous verbal communication and detailed or important instructions or ideas must frequently be conveyed accurately, loudly or quickly.
Average Hearing:
Able to hear average or normal conversations and receive ordinary information.
Repetitive Motions:
Movements frequently and regularly required using the wrists, hands, and/or fingers.
Average Visual Abilities:
Average, ordinary visual acuity necessary to prepare or inspect documents or products, or operate machinery.
Physical Strength:
Sedentary work; sitting most of the time. Exerts up to 50 lbs. of force occasionally. (Almost all office jobs.)
WORKING CONDITIONS
None:
No hazardous or significantly unpleasant conditions. (Such as in a typical office.)
MENTAL ACTIVITIES AND REQUIREMENTS OF THIS POSITION
Reasoning Ability:
Ability to apply logical or scientific thinking to define problems, collect data, establish facts, and draw conclusions.
Able to interpret a variety of technical instructions and can deal with multiple variables.
Mathematics Ability:
Ability to compute discount, interest, profit, and loss; commission markup and selling price; and ratio, proportion, and percentage.
Able to perform very simple algebra.
Language Ability:
Ability to read periodicals, journals, manuals, dictionaries, thesauruses, and encyclopedias.
Ability to prepare business letters, proposals, summaries, and reports using prescribed format and conforming to all rules of punctuation, grammar, diction, and style.
Ability to conduct training, communicate at panel discussions, and make professional presentations.
INTENT AND FUNCTION OF JOB DESCRIPTIONS
Job descriptions assist organizations in ensuring that the hiring process is fairly administered and that qualified employees are selected. They are also essential to an effective appraisal system and related promotion, transfer, layoff, and termination decisions. Well constructed job descriptions are an integral part of any effective compensation system.
All descriptions have been reviewed to ensure that only essential functions and basic duties have been included. Peripheral tasks, only incidentally related to each position, have been excluded. Requirements, skills, and abilities included have been determined to be the minimal standards required to successfully perform the positions. In no instance, however, should the duties, responsibilities, and requirements delineated be interpreted as all inclusive. Additional functions and requirements may be assigned by supervisors as deemed appropriate.
In accordance with the Americans with Disabilities Act, it is possible that requirements may be modified to reasonably accommodate disabled individuals. However, no accommodations will be made which may pose serious health or safety risks to the employee or others or which impose undue hardships on the organization.
Job descriptions are not intended as and do not create employment contracts. The organization maintains its status as an at-will employer. Employees can be terminated for any reason not prohibited by law.