California Coast Credit Union

Under the general guidance of the EVP – Member Experience, develops strategies, plans, directs and controls marketing, media advertising budgets and promotions in digital channels to increase online traffic and generate sales leads, increase product penetration and product/member profitability. This position ensures that all online marketing efforts are completed under critical time constraints, and that they maintain a consistent brand image, are accurate, cost-effective and in accordance with credit union policies, regulations, laws and sound business practices. The Director, Digital Marketing oversees all digital content strategy development and execution.

Supervisory responsibilities (reporting structure):

The position reports directly to the Executive Vice President, Member Experience. There are positions that report directly to the Director, Digital Marketing. This role also provides support and guidance to marketing and social media team members.

NATURE & SCOPE:

• Specializes in online marketing and broadcast media advertising for assigned credit union products. Proactively identifies opportunities and initiating marketing strategies and tactics to increase lead conversion, product adoption, penetration and profitability.
• Conceives, writes and manages production of fully integrated marketing campaigns across television, radio and online marketing channels. Develops campaigns that are imaginative, engaging, timely, and aligned with the credit union’s brand while also meeting time and budget constraints. Crafts talking points as necessary.
• Lead a team to define, communicate and execute the strategy, roadmap, and build for digital product offerings.
• Define and develop requirements, features, value proposition, and experiences for digital product offerings.
• Exhibit knowledge of emerging technologies and partners that could accelerate our progress in digital banking.
• Collaborate with key stakeholders and cross-functional partners across CCCU including Technology, Credit Union Partners, Marketing, Finance, Legal, and Compliance to deliver on new product development activities and product launch.
• Develop communications and present and influence Senior Executive audiences
• Responsible for identifying and evaluating new technologies that keep the company in the forefront of developments in digital marketing, new strategies, tactics and emerging channels that can increase the success of the organization’s overall internet marketing strategy, expand online traffic and raise brand and product awareness for the credit union while maintaining the online brand integrity.
• Leverages core online marketing functions including Search Engine Optimization (SEO) by analyzing, developing and implementing strategies to make the public website more visible to search engines organically (non-paid links). Works with technical staff to make modifications to web pages and functionality to increase search ability, navigation and click-throughs, to direct traffic to online applications and increase sales through all delivery channels.
• Develops strategy for Search Engine Marketing (SEM) and oversees vendor relationship for all pay per click advertising and re-marketing efforts. Includes increasing visibility in search engine results, leveraging search traffic and converting it to leads or sales, and analyzing and reporting online advertising results. Manages and executes advertising efforts across various interactive channels. Consistently tracks, analyzes and reports on SEM results.
• Develops and executes successful digital marketing strategies and campaigns, including managing the critical functions of email & SMS planning, scheduling, analytics (Google Analytics & Meridian Link) and determining best practices to drive higher click and conversion rates. Incorporates digital technologies to track visitor behavior and deliver targeted messages based on their behavior. Ensures communications are aligned with internal policies and compliant with CAN-SPAM legislation. Consistently tracks, analyzes and reports on email marketing results. Manages member email delivery.
• Serves as marketing resource to electronic commerce team during product development. Strategizes and collaborates with product experts/managers, sales and training, and the compliance departments to ensure product launches, procedures, effective delivery of promotions and disclosures are met. Initiates and directs the building of lead capture mechanisms within online banking and the website.
• Evaluates and reports on product KPIs on all eService products, public website metrics, digital campaigns and broadcast media efforts.
• Manages affiliate marketing relationships with online partners and introduces new online partnerships for additional sources of revenue.
• Analyzes market conditions, competitor data, consumer research and media ratings data (Scarborough, Arbitron, Nielsen, online networks—Google, Yahoo, Bing) to determine effective media placement and costs. Negotiates rates, prepares and recommends media plans for review.
• Under critical time constraints, schedules placement, posts media billing and reports on ordered vs. actual media performance and budget results.
• Manages and ensures timely delivery of advertising content on online and broadcast media channels (television and radio). Reviews content and recommends adjustments that optimize channel effectiveness.
• Analyzes the results and determines cost benefit and ROI of online marketing campaigns and of existing and emerging marketing channels. Provides frequent and consistent reporting of results to management.
• Provides clear instruction and direction to vendors. Identifies vendors, negotiates and facilitates their contracting with the credit union as necessary. Works with credit union service providers, overseeing and assessing their marketing efforts and monitoring results.
• Develops and manages marketing budget for all broadcast media including TV, radio, and electronic services and for assigned products. Assists in the department’s annual budget development. Negotiates and presents contracts to the Expense Committee. For assigned products and channels, maintains budget records and periodically provides spending reports.
• Assists with strategic marketing planning including development of the annual marketing plan. Develops annual electronic services marketing plan. Represents the Marketing department and serves on strategic initiative teams as assigned.
• Researches, identifies and recommends methods for effectively reaching member and prospective member target audiences. Regularly conducts market, competitive and demographic research.
• Performs other relevant and related duties as required.

Education, skills, & abilities (qualifications/experience required):

• An undergraduate degree in Marketing, Advertising, Online or Electronic Marketing, Journalism, Broadcast Media or a related discipline; plus 8 years’ experience in increasingly more responsible positions working directly with marketing and/or advertising, and five years online marketing and broadcast media buying experience; or an equivalent combination of related education and relevant experience.
• Knowledge of electronic banking services, CRM systems and online bank marketing is preferred.
• Demonstrated experience with online marketing management practices including SEM, SEO, internet radio streaming, email marketing, social networks, consumer email privacy and CAN-SPAM compliance, general understanding of HTML, content management systems and web analytics.
• Demonstrated experience with traditional marketing and advertising practices including media ratings analysis, buying and placement, direct mail and postal requirements and advertising legal compliance. Ability to develop marketing/advertising concepts and manage marketing production processes.
• Demonstrated ability to analyze consumer research and media ratings data (Scarborough, Arbitron, Nielsen, TAB, online networks—Google, Google Analytics, Yahoo, Bing), determine effective media placement and costs, and experience negotiating rates and management of placement and billing.
• Ability to prepare and assess ROI Analysis of marketing programs.
• Business acumen and strong critical thinking, writing and oral communication/negotiation skills.
• Excellent organizational and project management skills, attention to detail and ability to prioritize work in order to handle multiple projects at once and meet deadlines.
• Excellent analytical skills and ability to interpret data.
• Knowledge of basic sales skills in order to cross-sell credit union products and services.
• Ability to effectively work in cross-functional (often technology) team environment, take direction from others, as well as work independently and lead cross-functional teams.
• Ability to interact effectively with peers, senior management and vendors, to understand and follow policies and procedures and accept constructive criticism.

MAJOR ACCOUNTABILITIES:

• Managing the credit union’s online electronic and advertising campaigns and marketing programs to drive cost-effective sales.
• Developing and maintaining strong relationships with external advertising partners.
• Developing strategy, conceiving, writing and managing production of fully integrated marketing campaigns across multiple online and electronic marketing channels, as well as broadcast media channels.
• Analyzing, negotiating, placing and monitoring media advertising performance.
• Developing methods to monitor, measure and track marketing programs’ effectiveness and ensuring return on investment (ROI). Analyzing results and adjusting strategies and tactics as necessary to increase effectiveness/ROI.
• Strategizes and develops plans, with product experts/managers, sales and training, and the compliance departments, to ensure streamlined product launches, procedures, and delivery of promotions and disclosures.

Salary Range

$116,756.08 (min) – $175,134.13 (max)

California Coast Credit Union

Under the general supervision of the VP, Marketing develops strategies, plans and executes advertising, promotion and member communication to reach prospective and existing members. Additionally, this position is accountable for managing multiple marketing, communications and community relations projects and events of moderate to extreme complexity.

DIMENSIONS

• Manages marketing for up to 8 major product lines and up to $1.3MM budget
• Manages the Marketing Project Specialist
• Plays key role in building organization’s growth, generating sales traffic leads into 26 branches and 40-person call center
• Influences the perceived value and quality of $3.6 billion brand (organization)
• Interacts with senior management and product experts/managers
• Operates relational database software, MCIF (Marketing Customer Information File)
• Manages Member Statement content
• Concurrent management of 8-10 complex projects and 6-8 less complex projects to support a $3.6 billion credit union with nearly 200,000 members.
• Manages complex projects that have impact on brand and member growth, member service and credit union profitability.
• Responsible for managing project or event resources: employees, vendors, equipment and facilities.

Supervisory responsibilities

The position reports directly to the Vice President, Marketing. This position has one direct report.

NATURE & SCOPE

• Specializes in the marketing of assigned credit union products including consumer loans (credit card, auto, personal loans, etc.) and deposit marketing. Proactively identifies opportunities and initiates marketing strategies and tactics to increase product penetration, utilization, and profitability of product specialties. Oversees marketing support for Cal Coast Financial Services
• Operates relational database software, MCIF (Marketing Customer Information File)
• Manages marketing activities to support car buying partners (TrueCar and New Cars Inc.).
• Collaborates with the Digital Marketing Team Conceives for the creation of digital assets for product marketing activities (e.g., consumer / member email creation, banner ads, etc.) and acts as a backup for digital content revisions via a content management system.
• Conceives, writes and manages production of fully integrated marketing campaigns across multiple marketing channels. Develops campaigns that are imaginative, engaging, and aligned with the credit union’s brand while also meeting time and budget constraints. Coordinates and ensures accurate and timely communication to employees and management on the execution of marketing campaigns. Crafts talking points as necessary.
• Manages and ensures timely delivery of advertising content on assigned marketing channels. Reviews content and recommends adjustments that optimize channel effectiveness.
• Analyzes and determines cost benefit and ROI of existing and emerging marketing channels.
• Provides clear instruction and direction to vendors. Identifies vendors as necessary. Works with credit union service providers, overseeing and assessing their marketing efforts and monitoring results.
• Confers with product experts/managers, sales and training, and the compliance departments to ensure product launches, procedures, effective delivery of promotions and disclosures are met. Evaluates product performance factors and initiates and executes as appropriate the resolution of performance issues.
• Develops and manages marketing budget for assigned products. Assists in the department’s annual budget development. For assigned products and channels, maintains budget records and periodically provides spending reports to the Senior Vice President, Marketing.
• Manages and provides guidance to the Marketing Specialist.
• Manages credit card campaigns designed to attract new members and increase utilization of existing credit card accounts.
• Assists with strategic marketing planning including development of the annual marketing plan. Represents the Marketing Department and serves on credit union strategic initiative teams as assigned. Interacts regularly with the Senior Leadership Team. Using member data from the Marketing Customer Information File (MCIF) independently analyzes member account data and makes recommendation to management for pricing and product development and general marketing strategies. Prepares mailing targets and tracks and measures direct mail and e-mail campaign results. Researches, identifies and recommends methods for effectively reaching member and prospective member target audiences. Regularly conducts market, competitive and demographic research.
• Manages monthly member statement content
• Plans promotional activities and works closely with branch management and community relations specialists to meet branch goals.
• Performs other relevant and related duties as required.

Education, skills, & abilities

The Eight Superpowers

1. Provides leadership through modeling of behaviors and bringing forward new ideas and new ways of doing things.
2. Demonstrates empathy, self-reflection, and adjustment of own behaviors, showing effective emotional intelligence.
3. Practices active listening in communications with others, giving someone full attention and listening to understand, not just respond.
4. Demonstrates grit, persisting in application of knowledge, skills, and behaviors to achieve goals and address obstacles.
5. Models intrinsic motivation; is self-driven to meet or exceed objectives, timelines, and quality measures while building and sustaining effective relationships.
6. Applies creative problem-solving to provide clarity, handle resources under one’s control, and address stressful situations; finds ways to meet individual, team, and member goals, by navigating through barriers.
7. Shares a diverse set of perspectives, work and life experiences, as well as religious and cultural differences. Actively seeks out differences in values, ideas, and priorities. Respects and value the differences of others, including but not limited to: national origin, language, race, color, disability, ethnicity, gender, age, religion, sexual orientation, gender identity, socioeconomic status, veteran status, and family structures. Believes a diverse workplace is essential to the company’s success.
8. Values and shows appreciating for the unique qualities and experiences of each person-inclusion; appreciates and effectively utilizes the talents and skills of others to achieve objectives; is open to the perspective of others; and encourages collaboration, flexibility and fairness. Makes each employee feel valued and supported for their unique qualities.

Other Education, Skills, and Abilities

• An undergraduate degree in Marketing, Advertising, Journalism, Public Relations, or a related discipline; plus five years experience in increasingly more responsible positions working directly with marketing and/or advertising.
• Knowledge of digital marketing practices
• Business acumen and strong critical thinking, writing and oral communication skills.
• Financial Services experience required
• Demonstrated experience with marketing and advertising, including direct mail and postal requirements, media buying and placement and advertising legal compliance. Ability to develop marketing and advertising concepts and manage marketing production processes.
• Ability to prepare and assess Return on Investment Analysis of marketing programs is required.
• Ability to motivate, coach, train, and mentor others
• Excellent organizational skills, attention to detail and ability to prioritize work in order to handle multiple projects at once and meet deadlines.
• .Excellent analytical skills and ability to interpret data.
• Knowledge of basic sales skills in order to cross-sell credit union products and services.
• Ability to work in a team environment with all levels of credit union staff, as well as to work independently.
• Ability to interact with co-workers, take direction from others, understand and follow policies and procedures and accept constructive criticism.

MAJOR ACCOUNTABILITIES

• Conceives, writes and manages production of fully integrated marketing campaigns for up to 8 major product lines across multiple marketing channels.
• Negotiates and purchases media advertising, printing and mailing services and other creative services.
• Manages content production
• Analyzes member account data and makes recommendation to management for pricing and product development and marketing strategies.
• Monitors and tracks marketing effectiveness.
• Confers with product experts/managers, sales and training, and the compliance departments to ensure product launches, procedures, effective delivery of promotions and disclosures are met.
• Plans promotional activities and works closely with branch management and community relations specialists to meet branch goals.

PHYSICAL REQUIREMENTS

• Excellent ability to communicate, both verbally and in writing; ability to tolerate periods

of continuous sitting. Ability to lift up to 25 lbs.

ENVIRONMENTAL CONDITIONS:

• Work is primarily performed within a cubicle office setting and occasional business travel may be required. Subject to standard background noise found in an office environment.

Note: Staff is expected to perform various tasks, projects and administrative duties as assigned.

Management reserves the right to assign or change duties and tasks to this position at their discretion.

Salary Range

$87,878.0560 (min) – $131,817.0840 (max)

California Coast Credit Union