Marketing Manager

Position Purpose: The Marketing Manager is responsible for leading the Credit Union's marketing function by developing and executing integrated marketing strategies that strengthen the Essential brand, drive member growth, increase product adoption, and support the Credit Union's strategic objectives. This position oversees all marketing initiatives, including digital marketing, advertising, brand management, and marketing analytics. This role provides direction to the Marketing Department, ensuring the successful execution of digital marketing initiatives while maintaining alignment with organizational priorities. The Marketing Manager serves as the liaison between internal departments, leadership, and external marketing partners, ensuring all marketing activities are data-driven, member-focused, compliant, and reflective of Essential's mission, values and brand. Collaborating closely with Digital Services, Lending, Retail, Community Development, Compliance, and leadership to continuously improve member acquisition, engagement, and retention through traditional and digital marketing channels. Duties and Responsibilities • Develop and execute Essential’s annual marketing strategy and tactical marketing plans aligned with organizational goals. • Lead integrated marketing campaigns promoting loans, deposits, digital banking services, and brand awareness. • Establish annual marketing objectives, campaign calendars, social media initiatives and calendars. • Monitor marketing trends, competitive activity, consumer behavior, and emerging technologies to recommend new marketing initiatives. • Supervise, coach, mentor, and develop the Digital Marketing Coordinator. • Foster collaboration, innovation, accountability, and continuous improvement within the marketing department. • Maintain and strengthen Essential’s brand identity across all communication channels. • Ensure consistency of messaging, creativity, tone, and member experience throughout all marketing materials. • Review marketing collateral, advertisements, website content, digital communications, and public-facing materials. • Provide strategic oversight for website management, search engine optimization (SEO), paid search, paid social, display advertising, streaming media, geofencing, email marketing, social media, and digital campaigns. • Serve as the primary relationship manager with Essential's digital marketing agency and other marketing vendors. • Monitor digital campaign performance and adjust strategies based on analytics and organizational priorities. • Oversee website strategy and digital content to ensure positive brand exposure. • Analyze digital marketing metrics, website traffic, member acquisition, application conversions, and campaign performance. • Ensure marketing campaigns support objectives and maximize return on investment. • Utilize data to guide marketing decisions and optimize future campaigns. • Ensure all marketing activities comply with regulatory requirements and Credit Union policies. Major Accountabilities • Marketing Strategy – Develops and executes comprehensive marketing strategies that support organizational growth and strategic initiatives. • Leadership & Staff Development – Effectively supervises, coaches, and develops marketing personnel while promoting accountability and professional growth. • Creative Direction & Brand Management - Oversees the creative development and execution of marketing materials while ensuring brand consistency across all marketing and communication channels. • Campaign Management – Successfully manages integrated marketing campaigns that drive awareness, engagement, and member growth. • Digital Marketing Oversight – Provides strategic direction for digital marketing initiatives while ensuring alignment with organizational objectives. • Member Experience – Partners with internal departments to improve digital experiences and member engagement throughout the member journey. • Marketing Analytics – Utilizes performance metrics and data analysis to optimize marketing effectiveness and support executive decision-making. • Innovation & Continuous Improvement – Identifies emerging technologies and marketing opportunities that improve organizational performance and member experience. • Risk Management & Compliance – Ensures marketing initiatives comply with applicable laws, regulations, and Credit Union policies. Other duties may be assigned as necessary. Job Specification • Bachelor's Degree in Marketing, Business Administration, Communications, Advertising, Public Relations, or a related field required. • Five (5) or more years of progressive marketing experience required. • Knowledge of Google Analytics, Google Ads, Meta Ads Manager, CRM systems, marketing automation, and reporting tools. • Strong understanding of digital marketing, SEO, SEM, social media, email marketing, website management, analytics, and online advertising. • Strong analytical and strategic thinking abilities. • Demonstrated ability to manage multiple priorities in a fast-paced environment. • Member-focused mindset with a passion for innovation and service excellence. Training Requirements • On the job training • Maintain knowledge of Microsoft Office Products and marketing technology platforms. • Maintain working knowledge of website CMS, email marketing, analytics, and social media management tools. • Attend continuing education related to digital marketing, financial services marketing, compliance, branding, leadership, and emerging marketing technologies. Work Experience Requires five (5) to seven (7) years of progressively responsible experience in marketing, advertising, communications, or digital marketing, including experience developing integrated marketing strategies and managing campaigns. Skills, Abilities, and Knowledge • Advanced Computer Knowledge • Ability to read, write, and speak in English at an advanced level • Microsoft Office • Adobe Express and/or Canva • Website content management • Google Analytics familiarity • Social media management • Ability to multi-task while maintaining attention to detail • Ability to work independently while being a team player • Strong Time Management skills Physical Requirements: Perform primarily sedentary work with limited physical exertion and occasional lifting of up to 10 lbs. Must be capable of climbing/descending stairs in emergency situations. Must be able to operate routine office equipment including telephone, copier, facsimile and calculator. Must be able to routinely perform work on computer for an average of 6-8 hours per day. Must be able to work extended hours whenever required or requested by management. Must be capable of regular, reliable and timely attendance. Other Requirements: Must exercise discretion with confidential information, work effectively both independently and collaboratively, adapt to changing priorities, and provide excellent internal and external customer service.