Vice President - Marketing

Lafayette Federal Credit Union; Rockville (MD); Hybrid; USD 120,000 - 160,000; Full time

Job summary

An established industry player is seeking a Vice President of Marketing to spearhead their marketing strategy and drive member engagement. This pivotal role involves leading a dynamic team, crafting innovative campaigns, and optimizing digital marketing efforts to enhance brand presence. With a strong focus on demand generation and lead conversion, the ideal candidate will leverage their extensive experience in financial services marketing to achieve measurable results. Join a forward-thinking organization that values creativity and collaboration, and be part of a mission to serve the community while advancing your career in a supportive environment.

Benefits

Employer paid health insurance premium

Fully funded deductible

401k employer matching

Income protection with life insurance

Paid time off

Educational assistance

Commuter benefits program

Qualifications

• 10+ years in marketing leadership, preferably in financial services.
• Expertise in demand generation and lead conversion strategies.

Responsibilities

• Lead the marketing strategy and oversee marketing operations.
• Develop multi-channel marketing campaigns to promote products.

Skills

Strategic Leadership

Demand Generation

Brand Positioning

Digital Marketing

Content Creation

Lead Conversion

Data Analysis

Communication Skills

Education

Bachelor’s degree in Marketing

Master’s degree in related field

Tools

HubSpot

CRM Platforms

Marketing Automation Tools

Job description

NOTICE: JOB APPLICANTS LIMITED TO DC, MD, OR VA RESIDENTS. POSITION IS HYBRID. Please note that we are exclusively considering applicants residing in the District of Columbia, Maryland, or Virginia for all open positions.

Join Lafayette Federal Credit Union, a proud recipient of USA Today's Top Workplaces of 2024 award!

As we continue to grow, we are on the lookout for exceptional talent to join our dynamic team. At Lafayette Federal Credit Union, we pride ourselves on our commitment to excellence and our reputation as an employer of choice. We believe that the dedication and skills of our team members are crucial to achieving our mission of becoming the premier financial partner for our community. Your potential contributions are invaluable, and we are excited to welcome new team members who share our passion for innovation and high performance.

About us:

Our Difference: What makes Lafayette Federal cutting-edge? Lafayette Federal Credit Union is not only a great place to bank, but also a great place to work! In addition to our Top Workplaces recognition by USA Today, we've also earned numerous accolades including:

• Newsweek’s America’s Best Banks list.
• A 5-star rating from Bauer Financial.
• Recognition by S&P Global's Top Performing Credit Unions.

Our Culture: Lafayette Federal is about inclusion, diversity, high performance, and new opportunities. Teamwork and our sense of community also make Lafayette Federal a great place to work. Each person is valued for his or her unique set of skills. We share a common devotion to the people we serve, participating in charity events throughout each year and giving back to the community.

Our Opportunities: Professional development, training, and certification is a priority for our employees. We want you to reach your career goals and provide support that leads to opportunities of advancement within the industry.

About the role:

We are currently seeking a Vice President of Marketing to join our team! The Vice President of Marketing is responsible for leading the credit union’s marketing strategy, demand generation, and brand positioning to drive member growth, engagement, and retention. This role will oversee the Marketing Department and play a key role in developing and executing integrated marketing campaigns. The ideal candidate will have deep expertise in financial services marketing, with results measured by key metrics to include return on marketing investment (ROMI), among others.

Requirements:

Strategic Leadership & Marketing Oversight:

• Developing and executing a comprehensive marketing strategy aligned with the credit union’s strategic objectives.
• Overseeing the credit union’s marketing strategy and operations, including data management, campaign management, marketing automation, reporting and analytics, and process optimization. Leading digital marketing efforts, including social media, branding, content creation, demand generation, and event marketing, ensuring a data-driven and member-focused approach to engagement and growth.
• Leading and mentoring the marketing team, fostering a culture of creativity, collaboration, and data-driven decision-making.
• Developing and managing the marketing budget, ensuring effective allocation of resources for maximum ROMI.

Demand Generation & Lead Conversion:

• Implementing lead generation strategies to drive new member acquisition and deepening relationships with existing members.
• Enhancing and optimizing the lead conversion funnel, ensuring a seamless transition from marketing-qualified leads to sales-qualified leads for improved conversion and growth.
• Utilizing CRM tools such as HubSpot or similar platforms to track and manage lead generation and conversion efforts.

Campaign Development & Performance Tracking:

• Designing, launching, and evaluating multi-channel marketing campaigns to promote credit union products and services, including but not limited to savings and deposit products, consumer and real estate loans.
• Setting clear marketing goals and KPIs; track campaign success using analytics and reporting tools.
• Collaborating with internal teams to develop targeted marketing programs that support business growth initiatives.

Branding & Content Strategy:

• Strengthening and evolving the credit union’s brand identity to ensure consistency across all touchpoints.
• Developing compelling and persuasive marketing content, including copywriting for digital and print materials.
• Overseeing creative direction and working closely with graphic designers and external vendors to produce high-quality marketing assets.

Digital & Social Media Marketing:

• Leading digital marketing efforts, including SEO, SEM, PPC, email marketing, and social media advertising.
• Optimizing the credit union’s online presence and website to enhance member engagement and lead generation.
• Monitoring digital trends and emerging technologies to ensure innovative marketing strategies.

Industry Relationships & Vendor Management:

• Establishing and maintaining strong relationships with marketing vendors, agencies, and industry experts.
• Staying informed of best practices and trends in financial services marketing to ensure a competitive edge.
• Overseeing marketing event planning, sponsorships, and community outreach initiatives.

Qualifications & Experience:

• Bachelor’s degree in Marketing, Business, Communications, or a related field; master’s degree preferred.
• 10+ years of experience in marketing leadership roles, preferably within the financial services industry at institutions with assets of $1 billion or more.
• Proven track record in demand generation and lead conversion strategies.
• Strong background in branding, content creation, and marketing campaign development.
• Hands-on experience with digital marketing, social media marketing, and marketing automation tools.
• Working knowledge of financial services products and services, including savings, deposits, consumer loans, and real estate lending.
• Proficiency with CRM platforms such as HubSpot or similar systems.
• Exceptional leadership, communication, and strategic thinking skills.

Top benefits or perks:

Joining Lafayette Federal comes with perks to support you in your personal and professional journey.

We provide employees with a generous benefits package including:

• Employer paid (99.9%) health insurance premium for single and family coverage. (HMO Plan)
• Fully funded deductible (HMO Plan).
• 401k employer matching contribution.
• Income protection with life insurance, short and long-term disability.
• Paid time off, holiday leave & birthday leave.
• Educational assistance.
• Commuter benefits program and more.

Pay: $120,000 - $160,000 annually depending on experience and qualifications.

*Lafayette Federal Credit Union is an Equal Opportunity and E-Verify Employer

*EOE/AA/DISABILITY/VETERAN