Vice President of Marketing

PURPOSE The Vice President of Marketing provides strategic leadership to the organization and leads the development and execution of a comprehensive growth strategy that drives membership and loan growth, product adoption, engagement, and conversion across all member touchpoints. This role is responsible for building a full-funnel marketing approach that unites brand and performance marketing to deliver measurable business results.

This leader develops a deep understanding of MVFCU's members, markets, competitors, and opportunities and proactively brings forward ideas and recommendations that help shape organizational priorities. By establishing a strong, consistent, and differentiated brand identity, the Vice President of Marketing will elevate MVFCU's presence across digital, traditional, social media, and community platforms.

This leader will guide the Marketing team in implementing data-driven, audience-focused programs that align with organizational priorities and resonate across the markets we serve. FUNCTIONS

• Develop and execute the annual marketing strategy, operating plan, campaign calendar, performance targets, and budget in alignment with MVFCU's strategic priorities. Bring forward market-informed ideas and recommendations that help shape organizational priorities and identify growth opportunities.
• Lead integrated campaigns that support member and loan growth, product adoption, engagement, and retention across digital, traditional, website, email, social media, branch, and other appropriate channels.
• Lead coordinated go-to-market strategies for major growth initiatives from concept through launch, adoption, measurement, and optimization, partnering with accountable business lines and support departments to align the offering, audience, positioning, operational readiness, communications, channels, and success measures.
• Establish and enforce brand, messaging, design, and accessibility standards across all member-facing materials and channels.
• Own the quality-control and approval process for marketing materials, ensuring content, design, links, dates, product information, disclosures, and member or employee information are accurate and appropriately reviewed before release.
• Use member, market, competitor, product, and campaign data to define audiences, identify opportunities, bring forward recommendations, improve relevance, measure results, test performance, and connect marketing activity to business outcomes.
• Maintain a centralized process for project intake, prioritization, production, approvals, deadlines, status reporting, and escalation of risks or resource conflicts.
• Directly lead, coach, and evaluate the Marketing team; establish clear roles and performance expectations; assign work; address performance concerns; and develop team capabilities. Continually strengthen the department's processes, technology, analytics, workflows, and overall effectiveness.
• Build targeting frameworks that leverage demographic, psychographic, and behavioral data to tailor messaging by channel and segment.
• Stand up a unified analytics ecosystem that tracks marketing influence from first touch through business line operations and into revenue outcomes.
• Partner with business lines and support departments to confirm campaign objectives, operational readiness, facts, compliance requirements, approvals, and success measures before launch.
• Manage the marketing budget, agencies, media partners, platforms, and vendors, evaluating spending based on business results and strategic value.
• Provide timely reporting to the CFO and executive leadership on priorities, campaign results, budget performance, risks, capacity, and decisions needed.
• Coordinate with the Community Engagement Strategist, who owns sponsorship and partnership development, community relationships, and the initial handoff of approved opportunities and partner requirements. Marketing owns the related planning and execution, including event logistics, brand, messaging, creative development, promotion, social media and other marketing channels, and performance reporting. REQUIRED SKILLS/ABILITIES
• Proven ability to contribute strategic insight to enterprise planning and translate financial objectives into prioritized marketing plans and measurable results.
• Strong knowledge of integrated marketing, digital channels, content strategy, SEO/SEM, CRM and automation, segmentation, campaign testing, and conversion optimization.
• Demonstrated ability to use marketing analytics, including funded-account volume, conversion, ROI, attribution, engagement, retention, and budget performance.
• Exceptional editorial judgment and attention to detail, with the ability to establish reliable quality-control and approval processes.
• Strong people leadership, including expectation setting, coaching, workload management, performance accountability, and employee development.
• Excellent project management, executive communication, collaboration, and judgment in managing competing priorities, deadlines, vendors, risks, and decisions. IMPACT MEASURES
• An approved marketing strategy, operating plan, campaign calendar, and budget aligned with MVFCU's strategic priorities.
• Measurable improvement in member and loan growth, funded accounts, conversion, engagement, product adoption, retention, and campaign ROI.
• Consistent brand execution across markets, branches, channels, vendors, and major initiatives.
• Dependable visibility into project status, campaign results, resource use, delivery risks, and budget performance.
• Building and deploying a full-funnel attribution and analytics framework.
• Increasing conversion rates across each stage of the member journey.
• Driving personalized campaigns that resonate by segment (demographic, psychographic, behavioral).
• A capable and accountable Marketing team with clear expectations, timely delivery, and active performance management and development. PREREQUISITES FOR THE POSITION
• Education: Bachelor's degree in marketing, business, communications, or a related field required; MBA or comparable advanced study preferred.
• Minimum Experience: Ten or more years of progressive marketing experience, including at least five years leading teams and integrated marketing in a digitally sophisticated, multi-channel environment. Demonstrated success in building or materially elevating a marketing function is required. Financial services or another regulated-industry experience is strongly preferred.
• Working Conditions: Alaska-based, full-time, on-site position in a professional office setting with a collaborative atmosphere. Occasional travel may be required for meetings with members, partners, regulatory agencies and conferences. Availability for occasional evening or weekend work may be necessary during high-priority lending activities, business events, or special projects. The role may require prolonged sitting, computer use, and meetings, with occasional lifting of items up to 40 pounds.