Vice President Marketing

Role:

The Vice President of Marketing is the architect of Empower FCU's brand story and a key driver of the credit union's strategic growth, shaping how we show up for our members and our communities. This role leads the charge in creating meaningful connections through digital experiences, compelling campaigns, and authentic storytelling that reflects our mission, vision, and values.

As a strategic leader, this role oversees initiatives that elevate our brand, amplify member voices, and position Empower FCU as a trusted financial partner, while ensuring marketing efforts directly support the credit union's long‑term growth objectives. From crafting innovative digital strategies to delivering impactful campaigns, our next VP of Marketing will ensure every message to our members or the community resonates and every experience feels personal, and every effort contributes to sustainable growth.

The annual salary range for this position is: $-$

Our headquarters are based in Syracuse, NY. We work in a Hybrid Model requiring a minimum of 5 days in office per month. This role reports to our Chief Marketing Officer.

• Develop and implement comprehensive digital marketing strategies to enhance online presence and member engagement.
• Oversee website content, SEO, SEM, social media, and email marketing campaigns to ensure consistency and effectiveness.
• Analyze digital performance metrics and optimize campaigns for maximum ROI.
• Set the vision and strategy for brand, digital, content, and campaign marketing.
• Develop and execute multi‑channel marketing strategies to support national and regional new member goals.
• Align marketing goals and metrics with credit union priorities for growth, equity, and impact.
• Oversee marketing budget, ensuring cost‑effectiveness and return on investment.
• Leverage data to refine strategies, improve performance, and guide decision‑making.
• Collaborate with other senior leaders to align marketing with programmatic and organizational goals.
• Lead the use of Salesforce Marketing Cloud to deliver personalized, automated, and data‑driven member communications across all channels.

• Champion the Voice of the Member by leveraging insights and feedback to inform marketing and member experience strategies.
• Lead initiatives to improve member experience across all touchpoints, ensuring alignment with brand values and service standards.
• Collaborate with internal teams to design and implement programs that enhance satisfaction and loyalty.
• Monitor feedback and data to identify trends and opportunities for improvement.
• Elevate Empower FCU’s brand position nationally through storytelling, design, and thought leadership.
• Ensure consistent, mission‑aligned external messaging across all channels and touchpoints, including owned, earned, and paid media.
• Lead the development of differentiated messaging tailored to diverse audiences (e.g., prospective members, community partners, etc.).
• Guide thought leadership strategy in partnership with senior leadership to increase Empower FCU’s visibility and credibility in the field.

• Recruit, train, mentor, and develop a team that reflects our core values, as well as manage staffing levels and associated expenses.
• Ensure you are continuing to develop and engage a high‑performing team of Marketing Managers and team members.
• Conduct annual performance reviews and work with assigned team members to establish individual goals.
• Manage and mentor a high‑performing marketing leadership team and build a culture of excellence, creativity, and innovation.
• Foster collaboration with key departments, especially Events & Partnerships, Community Impact, Digital Banking Experience, Operations, Lending, etc., to ensure unified messaging and marketing alignment.
• Partner with VPs and Sr. Leadership to generate, nurture, and convert qualified leads through marketing automation and content strategy.
• Implement scalable systems and operations to improve team efficiency and performance tracking.
• Represent the marketing function internally,…