Chief Digital and Marketing Officer

Credit Union Central of Manitoba Ltd.; Kitchener; On-site; CAD 120,000 - 180,000; Full time

Job summary

A leading financial cooperative is seeking a Chief Digital and Marketing Officer to shape its brand and digital strategy. This role will drive innovation, enhance member experiences, and ensure alignment with Kindred's social purpose. Ideal candidates will have extensive experience in digital tools, data analytics, and brand management, contributing to a values-centered organization.

Qualifications

• 15+ years of relevant experience in performance marketing, branding, AI, and digital experience.
• Proven track record of leading cross-functional teams.
• Exceptional leadership and communication skills.

Responsibilities

• Develops the vision, strategy, and annual operating plans for brand and digital.
• Integrates in-person and digital banking for seamless experiences.
• Measures and improves marketing program effectiveness.

Skills

Digital Experience

Data Analytics and AI

Brand Management

Performance Marketing

PR/Communications

Education

Degree in business, marketing, or a related field

MBA or other graduate degree

Certification in Human-Centred Design or Agile/Lean methodology

Job description

Massey Henry is pleased to once again support Kindred Credit Union (“Kindred”) – this time in the recruitment for a Chief Digital and Marketing Officer (“CDMO”). As a member-owned financial cooperative, Kindred is driven by its purpose: Cooperative banking that connects values and faith with finances, inspiring peaceful, just, and prosperous communities.

Kindred Credit Union (“Kindred”) is a member-owned financial cooperative based in Southwestern Ontario. Kindred’s values-centred approach is woven into everything the organization does, making it the one-of-a-kind choice for those who want to “Make Peace with Your Money” – peace of mind and the impact of using money as a force for good.

Kindred offers a complete range of banking, borrowing, and investing products and services through eight branches and online. Members benefit from access to over 43,000 surcharge-free ATMs through THE EXCHANGE Network in Canada and the Allpoint Network in the US.

Kindred was founded in 1964 and is rooted in the founders’ radical vision to see mutual aid put into faithful practice. Its core values of integrity, compassion, and stewardship continue to shape the organization today.

Kindred Today

From modest beginnings, Kindred has grown to $2.6B in assets under administration and provides everyday banking services to over 29,000 members. As of December 31, 2024, Kindred is the 10th largest credit union in Ontario and the 32nd largest in Canada. As the marketplace has changed, Kindred has adapted and continues to adapt, with their foundation and values remaining strong.

Kindred approaches banking with a forward-thinking mentality, proactively investing in the future to ensure the organization is prepared to serve its growing membership and impact its growing communities.

Kindred’s Purpose is cooperative banking that connects values and faith with finances, inspiring peaceful, just, and prosperous communities.

Shared Values

Kindred operates in accordance with a strong set of shared values that are key to what makes it a values-centered financial institution, namely:

• Integrity means we strive to align our words and actions with our values at all times. We hold ourselves accountable to keep promises and follow through on commitments. When a mistake happens, we make it right. We strive to do the right thing in the right way for the right reasons.
• Compassion guides how we relate to each other and our communities, when it’s easy and when it’s not. We start with empathy, grace, and a deep appreciation for the equal value of each person, while also encouraging each other’s growth. Our mutual wellbeing depends on caring for one another in community where everyone is welcome.
• Stewardship acknowledges that all we have has been entrusted to us and we are called to be wise with the money, time, and other resources in our care. We will be a trustworthy expert our members can rely on to do what’s in their best interest and that of our credit union.

As a credit union, Kindred shares the seven cooperative principles that have been in place for more than 100 years, including:

• Voluntary and Open Membership
• Democratic Member Control
• Member Economic Participation
• Autonomy and Independence
• Education, Training, and Information
• Cooperation Among Cooperatives
• Concern for Community

Please visit the International Cooperative Alliance website for more information about the Seven Cooperative Principles.

Products and Services

Kindred offers a range of financial services to interested members seeking an alternative to traditional banking institutions. Leveraging unparalleled member experience, Kindred offers the opportunity to engage in values-centered banking, and the ability to become both a member and an owner, offering its members a full suite of banking products and services, including:

• Everyday banking – personal and business
• Loans and mortgages
• Wealth, investments and insurance
• Planning and advice

Values Products

Building on a foundation of mutual aid, Kindred offers a suite of unique values products designed to enable members to support each other and to extend access to financial services across the community, including:

• Affordable Housing GIC and Loan – Canada’s first for members to support loans for affordable housing
• Community Inspiration GIC – for members to earn bonus interest for a church or charity of their choice
• No/low fee accounts – for charitable and community organizations, refugees, recipients of Ontario Disability Support Program (ODSP), Registered Disability Savings Plan (RDSP), or Ontario Works
• HomeShare Mortgage – for two or more members to pool resources together to buy a home
• Escalator Loan – for members who struggle with access to mainstream credit options
• Creation Care Loan – for members to purchase environmentally sustainable home upgrades
• Crisis Care GIC and Loan – for members to support other members in financial hardship or distress
• Partnership GIC and Loan – for member to designate funds as a loan for another member or charitable organization

Additionally, in 2016, Kindred became the first financial institution in Canada to have all their GICs validated as Socially Responsible Investments (SRI), and the credit union continues to implement a rigorous review process to ensure their members’ money is invested in ways that fit their values to build a more economically, socially, and environmentally sustainable world.

Governance Structure

Kindred’s leadership consists of three groups: the Board of Directors, the Senior Leadership Team, and the Council of Members. These teams work closely together to ensure the continuing success and sound governance of the credit union.

• The Board of Directors establishes Kindred’s strategic direction, monitors the overall strength and financial performance of the organization, assesses the satisfaction of members, and ensures the credit union continues to be an engaging employer.
• The Senior Leadership Team provides strategic oversight and direction, developing and managing strategies necessary to attain the credit union’s goals and objectives.
• The Council of Members works closely with the Governance Committee of the Board, ensuring integrity in the recruitment of Directors to serve on the Board on behalf of the Membership.

Community Engagement

Kindred’s purpose is lived out through its members and in community with the congregations and charitable organizations that they support financially and volunteer with. Kindred strives to make a positive impact in the communities they serve by pledging to tangible impacts, including monetary contributions, programs, and events, in three key focus areas:

• Housing: Building partnerships to advance the availability of safe and affordable housing.
• Hunger: Engaging with different partners to improve access to healthy food and contribute to the development of a sustainable food system.
• Mental Health: Partnering to help support mental well-being for employees, families, and communities.

Kindred gave more than $650,000 in charitable giving on behalf of its members in 2024.

The Kindred Charitable Fund Committee approved more than $160,000 in grants for 2025, and more than $1.6 million since 1999. More than 200 groups have benefited from these grants, which have impacted people and communities across Ontario.

The Opportunity

The Chief Digital and Marketing Officer (“CDMO”) is responsible for shaping and driving the enterprise vision for brand positioning, ensuring a member-centric and purpose-driven brand experience across all communication and distribution channels, with particular focus on digital channels. This role leverages strategic data insights, digital and AI capabilities, branding, communications, and performance marketing to develop and implement transformative strategies.

The CDMO will steward the organization’s social purpose, crafting and implementing innovative strategic and operational plans that will guide Kindred’s transition to the next level of authentically fulfilling its social purpose.

As a catalyst for empathy-driven ideation, creativity, and strategic experimentation, the CDMO brings a fresh perspective and champions the voice of the member and data-driven insights to enhance decision-making and lead digital experience transformation.

The CDMO fosters innovation, inspiring teams to push boundaries to redefine financial services, including integrated omnichannel banking experiences and responsibly leveraging emerging AI and other technology to shape the future of member experience and engagement, while championing Kindred’s purpose.

Strategic Leadership and Vision

• Develops the vision, multi-year strategy, and annual operating plans and budgets for social purpose, brand, member and market insights, marketing and PR, and digital.
• Serves as a catalyst for bold ideas on social purpose, design thinking, member experience, brand, product development, and digital experience transformation.
• Drives innovation in new and exciting areas of unique distinction and growth, educating the organization on emerging concepts and inspiring the team to push toward new ways of realizing the purpose and delivering financial services.

Digital Experience

• Integrates in-person and digital banking to create seamless omnichannel experiences.
• Develops internal capabilities and determines external partnerships necessary to meet the organization’s digital and performance marketing aspirations.
• Delivers and continuously improves data, digital, and AI-enabled marketing automation tools, capabilities, and services for the organization.

Brand, Marketing and Member Engagement

• Champions and stewards Kindred’s purpose and brand.
• Develops marketing programs for Kindred and business lines to support member acquisition, retention, and growth.
• Measures and continuously improves marketing program effectiveness, the member experience, and Kindred’s social impact.
• Brings a fresh perspective with broad external insights to advocate for the “voice of the member.”
• Guides Kindred’s community engagement to further Kindred’s purpose.

Data-Driven Decision-Making and Insights

• Leverages data insights to improve the quality and speed of decision-making and improve the member experience.
• Creates an organizational understanding of the spectrum of member segments and journeys, ensuring the organization’s purpose, programs, and products serve members effectively.

Areas of Accountability

• Social purpose leadership and community engagement
• Brand and marketing
• Member and market insights
• Digital experience
• Artificial intelligence (Champion)
• Human Centered Design (HCD) practices

The Individual

Bringing 15+ years of relevant experience the Chief Digital and Marketing Officer (“CDMO”) is a bold, innovative, and strategic leader with deep expertise in performance marketing, branding, AI, and digital experience. They bring a forward-thinking mindset, leveraging data-driven insights to enhance decision-making and drive innovation while keeping the member experience at the core.

A natural change agent, this individual thrives in member-centric, social purpose organizations, inspiring teams to challenge convention and embrace an omnichannel approach. With a proven track record of leading cross-functional teams, they foster collaboration and introduce emerging technologies to redefine financial services.

The CDMO brings exceptional leadership and communication skills and is both visionary and implementation-focused, capable of influencing senior stakeholders while delivering measurable impact. Adaptable and innovative, they balance creativity with analytical rigor, ensuring strategies further both business objectives and the organization’s broader social purpose.

Key Qualifications

Key Skills and Technical Experience

• Digital Experience: Deep expertise in leveraging digital tools, platforms, and technologies to enhance member experiences and drive organizational growth.
• Data Analytics and AI: Proficient in utilizing data insights and AI capabilities to inform strategy, improve decision-making, and enable digital experience transformation.
• Brand Management: Skilled in crafting and implementing brand strategies that resonate with members and further the organization’s purpose.
• Social Purpose and Impact: Knowledgeable in driving social purpose within organizations, ensuring alignment with the organization’s values and creating a positive societal impact.
• Performance Marketing: Expertise in driving performance marketing initiatives, optimizing customer acquisition, retention, and engagement strategies.
• PR/Communications: Strong experience in developing and implementing public relations and communication strategies that amplify the brand’s message and purpose.
• Digital Growth Strategy: Proven track record of owning and implementing digital growth strategies that align with business objectives and member needs.

Education

• Degree in business, marketing, or a related field.
• MBA or other graduate degree is preferred.
• Certification in Human-Centred Design or Agile/Lean methodology is considered an asset.

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