Position Summary
Reporting to the EVP/COO, the Chief Marketing Officer (CMO) is a visionary, strategic leader responsible for shaping and executing the Credit Union's marketing, brand, and business development strategy. As a member of the Chief Executive Team, the CMO drives sustainable growth, enhances member engagement, and strengthens the Credit Union's competitive position across all markets. This role oversees Marketing, Business Development, Creative Direction, and ensures alignment between L&N's brand and member experience.
With a data-informed, member-centric approach, the CMO leads the strategy and execution for brand management, membership growth, product marketing, community engagement, digital acquisition, and market expansion for the Credit Union.
Key Responsibilities
Strategic Leadership & Vision
- Develop and execute a comprehensive, multi-year strategic marketing plan aligned with L&N's strategic vision.
- Serve as the steward of brand strategy, value proposition, and market positioning to drive sustainable growth and differentiation.
- Provide strategic leadership to the Marketing, Business Development, and Creative teams, ensuring cohesive direction and alignment.
- Identify emerging market trends, member insights, and competitive dynamics to inform strategic decision-making.
- Partner closely with the President/CEO, EVP/COO and executive leadership team to shape organization-wide strategy, culture, and growth priorities.
Marketing & Brand Management
- Lead all aspects of the credit union's brand, creative direction, advertising, communications, and public relations.
- Oversee development and execution of integrated marketing campaigns across digital, traditional, and community channels.
- Ensure messaging, visual identity, and brand standards are consistent and compelling across all touchpoints.
- Drive member acquisition, retention, loyalty, and product adoption strategies using data analytics and segmentation.
Digital Marketing & Member Experience
- Advance digital-first marketing strategies including SEO/SEM, content strategy, social engagement, and marketing automation.
- Partner with Technology and Member Experience leaders to create a cohesive digital experience that reflects brand values and drives conversion.
- Strengthen the credit union's digital presence to expand reach, improve engagement, and enhance the overall member experience.
Business Development & Community Engagement
- Lead business development strategies focused on expanding membership, deepening market penetration, and building long-term relationships.
- Oversee community outreach, employer partnerships, SEG relationships, and financial education initiatives.
- Represent the credit union at key community events and strategic partnerships to enhance brand visibility and influence.
Executive Oversight & Team Leadership
- Provide direct leadership, coaching, and development to the broader marketing/business development teams.
- Build a high-performing, innovative, and collaborative marketing organization with strong accountability, operational excellence and collaboration with other credit union departments and branches.
- Develop and manage the department budget, ensuring efficient use of resources and strong ROI.
Data, Analytics, and Reporting
- Utilize data analytics, market research, and performance metrics to evaluate effectiveness of marketing and business development strategies.
- Deliver regular reports and insights to the Executive Leadership Team and Board of Directors.
- Ensure decisions are data-driven, performance-focused, and aligned with credit union strategy.
Qualifications
- Bachelor's degree required; Master's Degree preferred.
- 10+ years of experience in leading business expansion efforts, developing strategic partnerships, progressive marketing leadership experience, prior financial services experience preferred.
- Demonstrated success driving strategic marketing, brand management, and business development at the executive level.
- Strong understanding of how to drive the Business Development and Marketing to achieve desired measurable results.
- Proven exceptional leadership, communication, and relationship-building skills that has resulted in bottom line impact to the business.
- Strategic thinker with the ability to lead execution and deliver measurable outcomes.
- Commitment to the mission, values, and cooperative philosophy of the credit union movement.
Key Competencies
- Strategic and visionary leadership
- Business acumen and growth mindset
- Brand and creative excellence
- Data-driven decision making
- Relationship building and influence
- Executive presence and communication
- Innovation and forward-thinking
- Team development and coaching
Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws.
For further information, please review the Know Your Rights notice from the Department of Labor.
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