Director, Digital Marketing

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