Director of Digital & Product Marketing

Capital Credit Union•Green Bay, WI

About The Position

Upholds the Credit Union’s mission of “We do the right thing one member, one employee, and one experience at a time to strengthen the communities we serve” by owning and leading digital and product marketing and communications strategies and execution for owned, organic and paid digital channels to drive growth in credit union members, deposits, and loans. Channels include, but are not limited to, paid and organic social media, SEM, SEO, Display, websites (front-end UX, and content and design optimization), all automated marketing strategies and execution, email (e.g., email journey mapping, A/B testing, list development, distribution, reporting and analysis), and owned digital across digital banking and branches as well as other potentially new media channels. Must have a performance marketing mindset and skillset, able to plan, budget, execute, target, segment, test, measure and analyze growth marketing strategies and tactics. Must be an experienced, hands-on digital marketer with creative targeted marketing ideas to engage members. Must be a digitally savvy growth driver who will roll up their sleeves and continue to enhance the digital marketing, website experience, and optimization practice from the ground up for our credit union and members. Ideal candidate is, highly analytical, strategic, data-driven, creative, and curious, and humbly operates with a growth mindset.

Requirements

Bachelor's degree in marketing or related field and 5-10 years’ experience in digital marketing or performance, ideally in a financial services business or similar.
5+ years leadership experience
5+ years of experience in SEM, SEO, and digital advertising.
5+ years of hands-on advanced-level experience with Google Analytics, AdWords, Advanced Analytics, and Google Search Console.
Adept with reporting platforms such as Microsoft Power BI, Google Analytics, SiteImprove and Microsoft Excel.
Go to market experience in product development and new product release.
Strong presentation and communication skills with Microsite PowerPoint or similar.
Knowledgeable in paid search, social and display campaign strategies
Knowledgeable with Google AdWords and proficient in developing targeting strategies.
Equivalent combination of education and experience may substitute for stated qualifications.
Proven success of consumer journeys and sales funnel optimization improving both user experience and conversion success.
Compute rates, ratios, and percentages.
Ability to quickly learn specialized software.
Proficient in the use of basic applications in a Windows-based environment, including Outlook, Word, and Excel.
Excellent customer service skills.
Possess valid Driver’s License for occasional travel for events, meetings, etc.

Nice To Haves

HTML/CSS & CMS experience a plus.

Responsibilities

Lead and implement strategic direction for all digital and performance/growth marketing efforts from start to finish, including planning, targeting, setting up, tracking, optimizing, and measuring digital and owned media campaigns, increasing usage of Segmint Customer Insights & Marketing Automation platform.
Increase social media engagement, website engagement and digital banking usage.
Set digital marketing roadmap, under the guidance of the Chief Marketing Officer.
Oversee owned and organic digital, from website experience to campaigns, including creation of landing pages, a testing roadmap, and an SEO practice to improve front-end UX. Will set corresponding website improvement goals.
Identify acquisition and retention-focused opportunities and strengthen marketing campaigns to grow new members and balances; keep the website and rates up to date across all owned and digital channels;
Lead the SEO, SEM, paid digital and social media strategies and execution, developing channel-specific plans as well as multi-channel digital campaigns and ongoing reporting;
Campaign and Always-On calendar development and maintenance, including website testing and optimization plans.
Develop go-to-market strategies for products, outline deployment timelines, and stay up to date on market and user trends.
Create compelling product messaging, define the product storytelling vision, and provide guidance in the development of marketing content for various channels.
Collaborate with product teams to influence product strategy and roadmap development.
Participate in idea exploration with team members to facilitate development of innovation.
Develop and maintain digital and performance marketing KPIs and measurement framework for owned, organic and paid digital.
Digital vendor and media agency evaluation and management.
Budget management plus ROI tracking and reporting for Paid Media.
Lead, mentor, and develop a high-performing marketing activation team. Foster a culture of innovation, collaboration, and continuous improvement.
Monitor industry trends, as well as competitor landscape and make appropriate suggestions for changes needed with our digital campaigns.
Communicates regularly and effectively with management about activities, ideas, plans, and/or significant problems, with a solutions-oriented mindset, including monthly reporting.
Maintains complete confidentiality of member, employee, and Credit Union information.
Reliably completes assigned work on time and motivates the team to do the same.