Description

Summary

 Develops, directs, and executes the Credit Union's Marketing plans and programs, and directs the development and enhancement of products, services, and delivery channels. These include, but are not limited to, advertising, public relations and social media efforts, business development, Internet website management, quality programs, survey research, market research, member behavior analysis, planning, and budgeting.

Essential Functions

        Oversees development and execution of Marketing Plan and budget.

        Oversees the development, execution and proper use of our brand identity, ensuring a positive and consistent image for the Credit Union.

        Oversees the development and execution of the Credit Union’s website, email marketing and social media sites, ensuring that these channels are used                    effectively to generate business and that all content is accurate, functional and reflects our positive brand image.

        Directs marketing research to gain input regarding member needs, product development, technological needs, and competitive analysis.

 Management

•         Monitors and manages cost efficiency and effectiveness of department activities.
•         Plans, organizes, and controls all activities of the department.
•         Develops department goals, objectives, and systems.
•         Utilizes MCIF and analyzes member and industry data to develop plans and strategies.
•         Develops and implements short and long-term marketing plans.
•         Prepares and maintains annual budgets for marketing campaigns, events, premiums, and all other marketing related expenses.
•         Ensures that appropriate time frames and budgets are maintained for all marketing activities.
•         Analyzes and negotiates contracts within area of responsibility.
•         Directs, coordinates, and/or participate in other special projects as requested.

Product Development

•         Evaluates current product offering and recommends future enhancements to management.
•         Analyzes current product performance and historical trends, and evaluates member preferences, competition and market trends.
•         Develops and implements new product and service enhancements, pricing and new programs.
•         Studies the operational processes that support the programs to ensure the programs’ success.      
•         Analyzes consumer & competitive trends for existing and new product viability.
•         Recommends new pricing strategies and product design.
•         Conducts profitability analysis for development of new products and services.

 Internal Controls

•         Ensures Credit Union compliance with all state and federal regulations pertaining to department.
•         Develops, updates, and communicates department policies and procedures.
•         Monitors member/customer service standards to ensure that they meet Credit Union guidelines.
•         Ensures that Credit Union standards for effectiveness, quality, regulatory compliance, budget and time frames are met throughout the production of              all marketing projects and print materials.
•         Complies with BSA and OFAC regulations within area of responsibility.

 Public Relations

•          Plans and coordinates annual meetings, member informational meetings, and any special activity meetings.
•          Ensures that important Credit Union news is publicized within the industry and sponsor, through press releases, published articles and any other                   appropriate media and events (i.e. new employees, new products, enhancements, milestones, etc.).
•         Directs other marketing research necessary to gain input regarding member needs, product development, quality service standards, and the c        competition          

 Advertising

•          Plans, budgets, and directs all Credit Union promotional activities (i.e. newsletters, statement inserts, brochures, annual reports, website, statement          messages, promotions, etc.).
•         Evaluates, monitors, and reports results for all marketing plans and promotional activities.
•         Develops programs aimed at improving our service quality and sales culture.
•         Coordinates, promotes, and participates in all business development and public relations activities, including member educational/sales presentations,          site visits, branch open house activities, etc.
•         Analyzes membership data and develops target marketing strategies.
•         Assists in evaluating emerging technologies and delivery systems.
•         Communicates to staff new marketing initiatives.
•         Creates a consistent and positive "brand image" within the marketplace.
•         Effectively conducts cost/benefit analysis (ROI) for new marketing initiatives and campaigns.
•         Effectively utilizes current technologies in marketing.
•         Analyzes demographic information for select groups and identifies appropriate business opportunities and implements specialized marketing.
•         Assists in developing product mix and profitability goals.
•         Coordinates the development of long-term strategic marketing plans.
•         Proficiently develops and implements new internet/e-commerce marketing initiatives.

Online Channels

•          Oversees and maintains the corporate website, ensuring the accuracy of its content and relevance of the websites.
•          Oversees the Credit Union’s presence on Social Media and develops strategies to grow its fan base and engagement.

Requirements

Qualifications

•         Four-year college degree in marketing, business or a related field.
•         Minimum of four years in marketing, advertising or public relations position.
•         Minimum of two years supervisory experience.
•         Strong strategic planning and organizational skills.
•         Demonstrated leadership and management skills.
•         Well-developed time management skills with the ability to manage multiple priorities.
•         Excellent verbal and written communication skills.
•         Ability to exercise discretion and independent judgment.
•         Personal computer proficiency (MS Word, Excel, PowerPoint, database software and desktop publishing).