Website California Coast Credit Union
Under the general supervision of the Senior Vice President, Marketing, develops strategies, plans and executes advertising, promotion and member communication to reach prospective and existing members.
Manages marketing for up to 8 major product lines and up to $600,000 budget
Plays key role in building organization’s growth, generating sales traffic leads into 25 branches and 40 person call center
Influences the perceived value and quality of $2.5 billion brand (organization)
Interacts with senior management and product experts/managers
Operates relational database software, MCIF (Marketing Customer Information File)
The position reports directly to the Senior Vice President, Marketing. The position will have 1 direct report supervising the Graphic Designer, Marketing.
NATURE & SCOPE:
Specializes in the marketing of assigned credit union products, services, and programs including debit cards, checking accounts, savings accounts, ATMs, shared branches and loyalty rewards program. Proactively identifies opportunities and initiates marketing strategies and tactics to increase product penetration and profitability of product specialties.
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.
Serves as the point-person for developing and executing marketing initiatives to promote the Cal Coast brand.
Maintains brand guidelines and style guide and ensures consistent execution across the organization
Oversees development of graphics, design and campaign placement for online and offline channels. Ensures brand compliance in dealing with production vendors and Web Services.
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 and channels. Assists in the department’s annual budget development. For assigned products and channels, maintains budget records and periodically provides spending reports to Senior Vice President, Marketing.
Acts as resource and provides support and guidance to the marketing specialist.
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.
Plans, negotiates, buys, and places all out of home media include billboards, transit, theater, etc. Partners with SVP, Marketing & Digital Marketing Manager to develop out of home creative strategy.
Fulfills marketing deliverables for various sponsorships including in-arena, online, member promotions, etc.
Plans promotional activities and works closely with branch management and community relations specialists to meet branch goals. Assists with branch design. Plans, implements and maintains effective branch and ATM merchandising within credit union branding standards including posters, banners, signage, music, video, etc.
In conjunction with Marketing and Community Relations team, designs and produces engaging special events including but not limited to branch grand openings, member workshops, and community activities and events. Develops marketing for events and day of signage as needed.
Manages production of product and service brochures and various collateral including inventories, bidding, production, printing, and delivery.
Performs other relevant and related duties as required.
Education, skills, & 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.
Business acumen and strong critical thinking, writing and oral communication skills.
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 preferred.
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.
Strong vendor management and negotiation skills
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.
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.
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.
Excellent ability to communicate, both verbally and in writing; ability to tolerate periods
of continuous sitting. Ability to lift up to 25 lbs.
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.