Marketing Manager

Marketing Manager Role:

 Manage marketing efforts by developing and executing campaigns that enhance member engagement, product adoption and brand visibility which ultimately lead to achievement of credit union goals. This role is responsible for managing digital and print advertising, optimizing the website and SEO performance, overseeing social media and analyzing campaign effectiveness using Google Tools, MCIF, Core reports and other data sources, as applicable. The Marketing Manager collaborates with internal teams and manages external vendors to ensure desired and measurable results.

Essential Functions & Responsibilities:

 20%

Maintains website for: accurate information; SEO optimization: working links, changing content - Blog articles, optimized images (alt text), Keywords in Title Tag, Meta description and H1 Tags, Keywords in other Tags/Headings and content, good structure - logical flow, internal linking, information not repeating on pages and dead weight pages; schema code; monitor Google Analytics, Google Search Console, Google Tag Manager and Google Looker Studio to spot needed changes in site (and for campaigns). Use AI to stay current with SEO and other SEO tools. Improve Google organic ranking and Click Through Rates (CTR). Updates rates, including those in Savvy Money.

20%

Directs all digital and print advertising trigger, scheduled and news update email, digital banking interstitials/ads, Savvy Money and print campaigns along with standard promotions (branch posters & other branch marketing; welcome brochures, etc.) for products and services; uses QR codes where appropriate; using Marquis MCIF and Alkami Flex identifies campaign opportunities and personalizes offers; monitors ROI from data in Marquis MCIF and Google Tools; develops advertising programs to include Google Ads and collateral materials using AI to assist with generated images and content; uses Canva, Adobe Illustrator, Copilot and other platforms for content and images.

20%

Manages social media post creation and posting both for organic and paid posts that are unique for Facebook, Instagram, X, Tik Tok, LinkedIn, etc. Monitors competitors' posts. Manages community involvement to include posting of events. Manages brand on business profile sites, Bing, Google, Yahoo, Yelp, Whatsapp, etc

10%

Develops annual marketing budget and monitors compliance making adjustments as necessary and as ROI dictates. Pulls reports from MCIF and Google Tools to analyze data and make adjustments. Manages vendor relationships and closely monitors their work when applicable. Ensures integrity and accuracy of data with marketing vendors. Collaborates with all departments to fully use marketing tools. Ensure all staff adheres to a marketing approved guide for member communication. Works with IT to get all data sent to vendors/tools; put marketing opportunities in Keystone Core; monitor member communications to ensure our brand is properly represented.

5%

Conducts market research and recommends product/service modifications or new products; monitors SEO elements of high ranking competitor sites.

5%

Develops, proposes, gains acceptance for, and implements plans designed to meet the credit union's short and long-term marketing and growth objectives. Works with COO and VP of Business Development to develop content for improved SEG penetration using QR codes where appropriate to link to home page for Ahold Delhaize USA associates and special account opening process for Ahold Delhaize associates.

5%

Manages member complaint/grievance response activity; responds to all online reviews and comments (Google, App Stores, Yelp, Social Media). Manages app listings in app stores (text - changing for updates, images, settings, ratings).

5%

Creates quarterly newsletter. Handles printing and insertion with paper statements; handles appropriate format for email of newsletter (appropriate responsive design, colors okay for dark mode, alt text for images, plain text version for users that block HTML) and always test before sending. Manage statement messages and graphics.

5%

Coordinates special events; monitors planning, schedules and implementation as required for proper execution of each event. Coordinates the annual meeting, including production of reports, facilities, and meeting logistics.

5%

Performs other job related duties as assigned by President/CEO.

Performance Measurements:

1.  To achieve the Credit Union's planned market share, assets, loans, and other product/service objectives; meet the credit union's objectives for: member acquisition and retention; production adoption; cost per acquisition. Meet the credit union's objectives for search engine ranking and for website traffic and engagement.

2. To provide direction and recommendations to management, based on current research data, regarding market strategies and directions the Credit Union should take.

3. To meet the credit union's: social media growth and engagement goals; and email open and click-through rates.

4. To complete marketing and projects as outlined in the operation plan for the year; To deliver planned results within budget.

5. To note observations of employee performance into appropriate reporting tool, as well as, give to and receive feedback from employee on the same no later than XX working days following each quarter. 

6. To complete performance reviews within the prescribed time frame.

7. To hire, direct and motivate a highly qualified staff sufficient to meet the daily operational needs of the department. 

8. To accomplish all assigned projects according to policy and procedures, keeping management informed of any critical areas. 

9. To achieve community involvement goals and incorporate branding strategy into all projects. 

Knowledge and Skills:

Experience

One year experience with the technical skills needed.

Education

(1) A bachelor's degree in Marketing, Communications, or a related field, or (2) achievement of formal digital marketing certifications recognized in the industry as equivalent to a bachelor's degree. 

Interpersonal Skills

Motivating or influencing others is a material part of the job. Outside contacts become important and fostering sound relationships with other entities (companies and/or individuals) becomes necessary and often requires the ability to influence and/or sell ideas or services to others. The role requires a significant level of trust or diplomacy. 

Other Skills

Creative writing and knowledge of target marketing.
AI prompt skills.
Canva skills.
SEO skills.
Google Tools skills.
Must possess organizational and analytical skills; must be able to coordinate a variety of projects.
Must possess PC skills and be able to run spreadsheets, word processing, website content platform and publishing software as well as other general office equipment. 

Physical Requirements

This position primarily involves work in an office or remote setting and requires the ability to:

Sit or stand at a workstation for extended periods.
Use a computer and other office equipment (e.g., phone, printer) regularly.
Occasionally lift or carry items up to 20 pounds (e.g., marketing materials, event supplies).
Travel occasionally for meetings, conferences, or events (if applicable).
Must have sufficient visual acuity to: (1) Read and interpret digital and printed materials; and (2) Review marketing content, graphics, and layouts. 

 Work Environment

This position operates in a professional office environment and may include remote or hybrid work options depending on business needs.