Responsibilities

• Strategic Marketing Leadership: Develops and executes Altura’s annual and multi-year marketing strategy, aligned to the credit union’s growth objectives and board-approved business plan. Leads brand positioning, campaign architecture, and integrated marketing planning across all channels. Partners with the SVP, CMO and senior leadership on shared member acquisition KPI’s and annual strategic planning.
• Metrics, Analytics & ROI Management: Serves as the executive owner of all marketing performance data. Establishes, monitors, and reports on a comprehensive KPI framework including brand awareness, cost-per-acquired member, digital discovery rate, campaign attribution, product penetration, and 12-month member profitability. Leverages profitability data, analytics, and Brand Benchmarking to drive evidence-based decision-making. Presents campaign summaries and quarterly marketing ROI dashboards to the executive team.
• Budget Stewardship & Resource Allocation: Owns and manages the $2 million marketing budget with full accountability for efficient allocation across staff, media, agencies, MarTech, and programs. Evaluates return on every major spend category, reallocates resources in response to performance data, and prepares budget justifications for the SVP, CMO. Maintains transparency on budget pacing, variance, and ROI at all times.
• Team Leadership & Operational Efficiency: Directly leads the Marketing Department’s three core staff members: Graphic Designer, Digital Marketing Analyst, and Marketing Generalist. Owns the design, implementation, and continuous improvement of the ESD ticketing system for all internal marketing requests, ensuring structured intake, clear prioritization, accountable turnaround SLAs, and measurable throughput metrics. Builds a culture of disciplined execution and scalable processes that allow the department to absorb growing request volume without proportional headcount increases. Recruits, develops, and retains top marketing talent.
• Digital & Technology Optimization: Oversees all digital marketing operations including alturacu.com, paid media (Google, Meta, programmatic, OTT/CTV), SEO, and email marketing. Maximizes CRM platform utilization — including lifestyle-indicator offer optimization, new member onboarding automation, and segment export for paid media lookalike targeting. Partners with the Business Intelligence unit to formalize a Marketing-BI data-sharing relationship without requiring a change in reporting structure. Leads Altura’s strategy for AI-powered search and generative engine optimization (GEO), ensuring the credit union is consistently surfaced in AI-generated responses across platforms including ChatGPT, Google Gemini, Perplexity, and other large language model search environments used by consumers researching financial services.
• Brand Management & Awareness Growth: Leads all brand strategy and awareness initiatives. Oversees bilingual (English/Spanish) marketing execution, ensuring culturally resonant and compliant communications across all channels. Manages agency relationships including PR, video production, and media buying partners.
• Community & SEG Integration: Partners with the VP of Community Outreach to align sponsorship activations, SEG employer outreach, and community event marketing to Altura’s acquisition pipeline. Ensures community presence generates measurable digital follow-up through CRM triggered product offers to newly acquired members from community channels.
• Executive Reporting: Prepares and delivers marketing performance presentations to the board of directors on a quarterly basis, including brand awareness trending, cost-per-acquired-member benchmarks, campaign ROI, and budget pacing. Serves as marketing’s strategic voice in executive-level planning sessions and annual strategic planning processes.