Chief Marketing and Growth Officer

Responsibilities

• Lead a credit union-wide growth plan that attracts new members, retains existing members, grows loans and deposits and makes Fortera the financial institution members use most.
• Turn strategic priorities into clear plans for each priority market, member group and product, with assigned responsibilities, budgets, timelines and targets.
• Identify where Fortera can compete successfully and focus resources on opportunities that offer lasting value for members and the credit union.
• Maintain a clear growth scorecard, review results regularly with executive leadership and adjust plans when results fall short.
• Lead Vanderbilt Credit Union’s marketing and growth plan. Define priority member groups, reasons to choose Vanderbilt, advertising, digital presence, communications and measures of success.
• Preserve Vanderbilt’s licensed brand identity while using Fortera’s products, technology and resources to provide greater value to members.
• Partner with the Vanderbilt market leader, who leads local relationships and business development. The CMGO leads brand, marketing, member acquisition and product launch strategy.
• Develop approaches to branding, communications, member retention and entry into new markets that Fortera can use in future affiliations, mergers and acquisitions.
• Lead product planning and development using member feedback, competitor research, and business results. Recommend which products to introduce, improve or replace, and work with the responsible executives and Finance to agree on ownership, priorities, costs and goals for member use, growth and financial results.
• Establish a consistent process for evaluating product ideas, building business cases, preparing launches, reviewing results, and retiring products when appropriate.

Requirements

• Bachelor’s degree in marketing, business, finance or a related field, or an equivalent combination of education, training, certifications and relevant professional experience. Advanced degree preferred.
• Minimum of 10-15 years of progressively responsible experience in marketing, growth, product management, digital marketing or member/customer experience, including at least 5 years leading managers or senior-level teams. Experience in financial services or another complex, regulated consumer business is strongly preferred.
• Substantial, progressively responsible leadership experience in marketing, with additional experience in growth, product management, digital marketing or member/customer experience, in financial services or another complex, regulated consumer business.
• A demonstrated record of attracting and retaining members or customers, increasing their use of services and delivering sustained relationship or revenue growth. Must have been accountable for measurable results and built teams and practices that continued to deliver as the organization grew.
• Demonstrated experience designing and building marketing and growth departments that supported an organization through significant growth. Experience leading managers and specialists, managing budgets and outside partners, and coordinating product development and launches across departments.
• Financial-services experience or demonstrated knowledge of consumer banking products, deposit costs and value, member/customer acquisition and service, and marketing in a regulated financial institution. Experience managing multiple brands, entering new markets or integrating mergers is preferred.

Preferred

• Advanced degree preferred.