[Remote] Chief Marketing and Growth Officer

Note: The job is a remote job and is open to candidates in USA. Fortera Credit Union is hiring a Chief Marketing and Growth Officer to lead marketing, member experience and product strategy. The role is responsible for attracting and retaining members, growing deposits and service use, expanding into priority markets, and overseeing marketing and brand strategy for Fortera and Vanderbilt Credit Union.

Responsibilities

• Lead a credit union-wide growth plan that attracts new members, retains existing members, grows loans and deposits and makes Fortera the financial institution members use most
• Turn strategic priorities into clear plans for each priority market, member group and product, with assigned responsibilities, budgets, timelines and targets
• Identify where Fortera can compete successfully and focus resources on opportunities that offer lasting value for members and the credit union
• Maintain a clear growth scorecard, review results regularly with executive leadership and adjust plans when results fall short
• Lead Vanderbilt Credit Union’s marketing and growth plan. Define priority member groups, reasons to choose Vanderbilt, advertising, digital presence, communications and measures of success
• Preserve Vanderbilt’s licensed brand identity while using Fortera’s products, technology and resources to provide greater value to members
• Partner with the Vanderbilt market leader, who leads local relationships and business development. The CMGO leads brand, marketing, member acquisition and product launch strategy
• Develop approaches to branding, communications, member retention and entry into new markets that Fortera can use in future affiliations, mergers and acquisitions
• Lead product planning and development using member feedback, competitor research, and business results. Recommend which products to introduce, improve or replace, and work with the responsible executives and Finance to agree on ownership, priorities, costs and goals for member use, growth and financial results
• Establish a consistent process for evaluating product ideas, building business cases, preparing launches, reviewing results, and retiring products when appropriate
• Lead coordinated product launches, including advertising, online applications, member communications, and preparation of frontline teams
• Oversee marketing and the dual-brand strategy for both Fortera and Vanderbilt Credit Union, helping each attract members, build trust and strengthen its presence in the markets it serves
• Set consistent standards for brand appearance, messaging, advertising, websites, and member communications
• Lead corporate communications, media relations and reputation management, including communications during a crisis. Work with the President/CEO and other executives on leadership messages
• Represent Fortera at the senior executive level at industry conferences, community events and business gatherings, including speaking engagements and leadership roles in relevant organizations as appropriate. Build relationships with community leaders, employers and industry partners that strengthen Fortera’s reputation and create opportunities for partnerships and member growth
• Lead efforts to attract new members through advertising, referrals, partnerships and other channels. Measure success by whether those members fund their accounts, loans, use our services and stay with us
• Test and improve marketing messages, offers, websites, applications and new-member follow-up to learn what helps members take the next step
• Partner with leaders across Fortera to turn marketing efforts into measurable growth through branches and digital channels. Build market awareness and generate qualified leads, appointments and new business. Support existing services and future offerings as Fortera grows
• Work with Data, Technology and business leaders to define the tools needed to manage member relationships, send timely and relevant communications, and follow up on leads and referrals
• Lead improvements to Fortera’s websites and online applications that help people find the right services, connect with a branch or complete business online. Work with Technology and business-line leaders to make those steps easier and increase completed inquiries, appointments and applications
• Work with leadership to simplify online applications and follow-up and increase the share of applications that are funded
• Lead Fortera’s member experience strategy. Listen to members and work with the responsible leaders to agree on improvements that make joining, borrowing, saving and getting help easier
• Turn member feedback and account-use patterns into a prioritized improvement plan with clear business owners. Track whether changes improve member satisfaction, use of services and retention. Operations remains responsible for service delivery, and Technology remains responsible for technical delivery
• Use member research, market trends, product results and reliable data to decide where to focus time and money
• Build marketing and growth budgets around expected member and financial results. Work with Finance and Data to measure the cost of attracting active members, the value of those relationships, how long members stay, and how quickly investments pay for themselves
• Present clear recommendations, results and choices to the President/CEO, Executive Leadership Team and Board as needed
• Assess whether the department’s structure, talent, technology and resources can support Fortera’s long-term growth. Recommend and implement the changes needed, including developing or recruiting talent, clarifying roles and determining which capabilities to build internally or obtain through outside partners
• Ensure the function’s work meets applicable laws, regulations, internal policies, privacy standards, brand licensing obligations and Bank Secrecy Act requirements

Skills

• Bachelor's degree in marketing, business, finance or a related field, or an equivalent combination of education, training, certifications and relevant professional experience
• Minimum of 10-15 years of progressively responsible experience in marketing, growth, product management, digital marketing or member/customer experience, including at least 5 years leading managers or senior-level teams
• Substantial, progressively responsible leadership experience in marketing, with additional experience in growth, product management, digital marketing or member/customer experience, in financial services or another complex, regulated consumer business
• A demonstrated record of attracting and retaining members or customers, increasing their use of services and delivering sustained relationship or revenue growth. Must have been accountable for measurable results and built teams and practices that continued to deliver as the organization grew
• Demonstrated experience designing and building marketing and growth departments that supported an organization through significant growth. Experience leading managers and specialists, managing budgets and outside partners, and coordinating product development and launches across departments
• Financial-services experience or demonstrated knowledge of consumer banking products, deposit costs and value, member/customer acquisition and service, and marketing in a regulated financial institution
• Sound business judgment that connects member needs and market opportunities with useful products and strong financial results
• Strong knowledge of branding, marketing measurement, online member acquisition, member relationship tools, product management and member experience
• Ability to evaluate business proposals, acquisition costs, product profitability and investment returns, and distinguish activity from meaningful results
• Clear, credible communication with employees, executive peers and the Board, and the ability to earn cooperation across departments
• Ability to build strong teams, choose effective partners, establish accountability and make decisions when information is incomplete
• Please be advised, visa sponsorship is not available for this position
• Advanced degree preferred
• Experience in financial services or another complex, regulated consumer business is strongly preferred
• Experience managing multiple brands, entering new markets or integrating mergers is preferred

Benefits

• This position includes a hybrid/remote work arrangement.

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