Vice President of Marketing

Summary:

The Vice President of Marketing leads the strategic direction and execution of the credit union’s marketing, business development, and product development functions. This role executes data-driven strategies to strengthen member relationships, drive membership, grow products, and enhance the credit union’s brand presence through integrated marketing strategies, community partnerships, and innovative financial products. The VP collaborates with executive leadership and cross‑functional teams to identify opportunities, develop member‑focused solutions, and support organizational strategic objectives.

This role is responsible for understanding member needs, monitoring market trends, and ensuring the credit union remains competitive and relevant in a fast-changing financial services landscape. The VP of Marketing leads a high-performing team and cultivates a culture of innovation, accountability, and results. 

Essential Functions:

1. Leadership & People Management: Lead departmental hiring, coaching, training, performance evaluation, and development planning for marketing, business development, and product strategy teams. Establish clear performance goals, accountability measures, and a collaborative, results‑driven team culture.

2. Communications & Brand Management: Oversee digital marketing, advertising, promotions, public relations, and community outreach to ensure consistent and effective brand messaging. Ensure high‑quality written communications across all channels, including member communications, press releases, and digital content. Business Development & Community Engagement: Lead strategies to grow membership through community partnerships, business partners, and affinity relationships. Build and maintain strong partnerships with community, media, and public‑interest groups; represent the credit union at networking and community events.

3. Strategic Marketing: Lead the development and execution of a comprehensive, data-driven marketing strategy that is fully aligned with organizational goals, brand positioning, and growth targets. Leverage market research, member insights, and performance analytics to identify opportunities, optimize campaigns, and drive measurable results such as member acquisition, engagement, and growth.

4. Campaign Design and Management: Develop and manage marketing campaigns designed to grow membership, loans, deposits and product utilization. Establish Key Performance Indicators (KPI’s) for marketing campaigns, membership growth, and product performance. Monitor campaign effectiveness, development outcomes, and product adoption metrics.

5. Product Strategy & Development: Direct the development and launch of financial products and services based on member needs and market trends. Coordinate product initiatives with lending, retail, operations, technology, and compliance teams to ensure successful implementation and alignment.

Competencies:

Work Environment:

This job operates in a hybrid work arrangement, requiring a minimum of 20% in office time, with a preferred in office time of 40%. This role requires to use of standard office equipment, routinely performing work on a computer. 

Physical Demands: 

Sitting, standing, bending, and hand dexterity required. Ambulation – able to move from one area to another throughout a multi-floor office layout. Reliable transportation with the ability to operate a vehicle. 

Travel: 

This position requires travel including but not limited to, other Branch Offices, Valued Business Partners, and Community Events. Evening and Saturday work may be required.

Minimum Required Education and Experience:

Requires a Bachelor’s Degree in Marketing, Business, Data Analytics or Economics and a minimum of ten years of experience in Marketing. Demonstrated success developing and executing marketing strategies, managing and strengthening brand positioning, and leading growth initiatives. Must possess a thorough knowledge and strong understanding of compliance as it relates to Marketing, Communications, and Business Development. 

Preferred Education and Experience:

A Master’s Degree in Business Administration or similar field of study with more than ten years of prior senior leadership financial institution experience is preferred.

Additional Eligibility Qualifications:

Excellent communication, strategic thinking, emotional intelligence, teamwork, self-reliance and leadership skills required for senior level position. Organization and time management skills, professional phone etiquette, attention to detail, effective listening skills, and strong problem resolution skills. Ability to maintain productivity under pressure and to multitask effectively, consistently producing results. Positive interpersonal skills and the ability to interface with different business levels and disciplines as necessary. Extensive familiarity with marketing, communications, and business development strategies. 

Disclaimer:

Please note this position description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice. 

We are an Equal Employment Opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, gender identity, sexual preference/orientation, age, disability, marital status, pregnancy, veteran status or other legally protected bases. Belco’s Diversity and Inclusion initiatives provide all employees with equal access to training and advancement opportunities throughout the organization.

Belco will provide reasonable accommodation to applicants and employees with disabilities where appropriate throughout the application and employment process. Determinations on requests for reasonable accommodation related to any job function will be made on a case-by-case basis. A reasonable accommodation is any change to a job, the work environment, or the way things are usually done that enables an individual with a disability to apply for a job, perform job duties or receive equal access to job benefits.