VP - Growth Marketing & Member Experience

USALLIANCE Financial • Chelmsford, MA

4h • Hybrid

About The Position

The Vice President of Growth Marketing and Member Experience is a strategic leader responsible for driving member acquisition, engagement, and retention while elevating the credit union’s brand in the marketplace in full alignment with the Credit Union’s overall strategy, vision, and values.

This role leads and sets pace to ideate, plan and execute comprehensive marketing strategies that expand market share, deepen member relationships, and strengthen product adoption while generating analytics and insights that improve the Credit Union’s ability to understand its members and prospects and optimize its Marketing Return of Investment (MROI.) 

This VP position is called to be a key change agent able to leverage data-driven insights to guide brand positioning, growth marketing, product marketing, member onboarding, advertising, and public relations. With a focus on measurable growth and member experience (MX) improvement outcomes, this leader ensures alignment between marketing initiatives and the rest of the organization and key partner areas including, product, digital banking, operations/ technology, finance, risk, branches and call center. 

Requirements

• Strategic Thinking and Analytical Acumen: Demonstrated ability to design and execute scalable, data-informed campaigns that deliver measurable business growth.
• Financial services or credit union marketing experience strongly preferred.
• Bachelor’s degree in Marketing, Communications, Business, or related field required; MBA or advanced degree preferred.
• Minimum of 7 years of progressive experience in marketing, with proven success in growth marketing, brand development, and market expansion, including at least 5 years in a leadership role.
• Hands-on Experience with Goggle, Meta, IG, LinkedIn and other B2C and B2B advertising / media ecosystems. 
• Hands-on experience and understanding of MROI calculation/ optimization, MTA and MMM. 
• Strong background in lead generation, conversion optimization, product adoption, and cross-sell strategies.
• Exceptional writing and content development skills for both print and digital channels.
• Proficiency with marketing tools and platforms including analytics, automation, CRM, SEO/SEM, email, and social media.
• Strong communication, collaboration, and strategic thinking skills, with the ability to influence at all levels of the organization.

Nice To Haves

• Financial services or credit union marketing experience strongly preferred.
• Bachelor’s degree in Marketing, Communications, Business, or related field required; MBA or advanced degree preferred.

Responsibilities

• Provide strategic and executional leadership in the areas of: Market research, competitive analysis, and opportunity identification Growth marketing campaign planning, execution and analytics/performance reporting Member onboarding and lifecycle marketing strategy Team management, mentoring, and talent development
• Ideate, create and execute Growth Marketing and MX strategies and campaigns.
• Develop and manage comprehensive activity plan, calendar and budget to support Growth and MX initiatives incorporating inputs and coordinating with key partners areas.
• Leadership and Productivity Management; Manage GM. OV and MX for productivity and innovation. Reorg, re-engineers and adopt new tools to maximize output, impact and quality.
• Analyze and interpret data to create and execute marketing campaigns that have visible ROI in partnership with internal customers (Deposits and Loan Product Owners, Digital and Physical Branches, Contact Center, Business Dev.)
• Lead Voice of the Member and NPS: Analyze and interpret data to co-create and execute MX improvement campaigns that have visible MX lift in partnership with pain-points owners across functions.
• Lead the development and execution of a holistic growth marketing strategy that drives new member acquisition, product penetration, and share-of-wallet growth.
• Define and implement a comprehensive brand and public relations strategy to enhance visibility, reputation, and differentiation in the financial services marketplace.
• Partner with executive leadership and cross-functional teams to align marketing initiatives with organizational goals and member experience priorities.
• Design and manage integrated marketing campaigns that leverage data analytics, segmentation, and targeted outreach to maximize impact.
• Oversee performance marketing initiatives across traditional and digital channels, with a strong focus on conversion, retention, and lifetime member value.
• Direct the planning and execution of advertising, community engagement, sponsorships, and events that enhance brand recognition and support growth objectives.

Benefits

• Competitive salary and benefits package
• Opportunities for professional development and career growth with exposure to mentorship from the executive team. 
• Hybrid Schedule (min 3 days in office to maximize collaboration)
• A collaborative and inclusive work environment
• Paid Time Off, Wellness Time & Paid Federal holidays 
• 401K with 6% match 
• High Performance Culture that specializes in training to sharpen and expand skills brought to USALLIANCE.

What This Job Offers

• Job Type: Full-time
• Career Level: Executive
• Number of Employees: 101-250 employees