Vice President of Marketing

The Vice President of Marketing will lead the development and execution of a comprehensive growth strategy that drives acquisition, engagement, and conversion across all member touchpoints. This role is responsible for building a full-funnel marketing engine, uniting brand and performance marketing to deliver measurable business results. By establishing a strong, consistent, and differentiated brand identity, the VP of Marketing will elevate MVFCU’s presence across digital, traditional, and community platforms. This leader will guide a cross-functional team in implementing data-driven, audience-centric marketing programs that align with organizational goals and resonate in every market we serve.

FUNCTIONS

• Develop and own a full-funnel marketing strategy from the first member touchpoint to funded account.
• Establish and maintain a comprehensive brand playbook that defines voice, tone, visual identity, and usage guidelines to ensure brand consistency across all member and community touchpoints.
• Lead multichannel campaigns across paid search, social, display, direct mail, email, SEO/SEM, content, and community presence.
• 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.
• Use data to test and optimize conversion performance at each stage of the member journey.
• Oversee brand positioning and ensure consistent visual and messaging standards across physical branches, digital assets, advertising, sponsorships, and community engagement.
• Lead internal team and external partners with a focus on high performance, speed to execution, and accountability.
• Act as the guardian of brand integrity, ensuring every asset and campaign reinforces MVFCU’s identity and values.

REQUIRED SKILLS/ABILITIES

• Proven track record of growing brand awareness and conversion through integrated marketing strategies.
• Experience building and implementing brand standards and playbooks across large organizations.
• Expertise in digital platforms (Google Ads, Meta, SEO/SEM, CRM, automation tools).
• Deep understanding of CAC, LTV, attribution modeling, and multitouch performance tracking.
• Demonstrated experience using psychographic and behavioral data to drive personalization at scale.
• Strong cross-functional leadership and ability to translate strategy into execution.
• Skilled in team development, budget management, and agency/vendor oversight.

IMPACT MEASURES

• Clear, consistent, and recognizable brand identity across all internal and external touchpoints.
• Reducing CAC while increasing the volume of funded accounts.
• Improving campaign-level ROI across digital and traditional channels.
• 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).
• Building a resilient, agile, and outcomes-focused marketing team.

PREREQUISITES FOR THE POSITION

• Education: Bachelor’s degree in marketing, business, or a related field. MBA preferred.
• Minimum Experience: 10+ years of progressive marketing leadership, including 5+ years in a digitally sophisticated environment.
• Working Conditions: Full-time, onsite position. 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. May require prolonged periods of sitting, using a computer, or attending meetings. Minimal physical exertion is required, but may need to lift items up to 40 pounds.