The Chief Marketing Officer has executive leadership accountability for the achievement of corporate goals through the effective design and execution of the credit union’s marketing, communication, business development, corporate giving, and community relations strategies. The Chief Marketing Officer is charged with executive accountability for the development and positioning of brand strategies which achieve goals for increasing brand equity. The Chief Marketing Officer is responsible for the strategic development and direction of all general marketing activities, promotional campaigns, merchandising, image positioning and branding, internal and external corporate communications, and media relations. The Chief Marketing Officer utilizes knowledge of consumer behavior, market research, segmentation strategies, predictive analytics, data assets, and ROI analysis to plan, execute, and evaluate strategic marketing results,.
The Chief Marketing Officer must effectively carry out the essential duties of this position in a manner that consistently demonstrates the core values of the organization in a positive manner.
1) Accountable for attaining corporate goals through the development of an effective marketing and communications strategy - 35%
a) Develop and execute the organization’s marketing and communications strategy that aligns with and supports the overall strategic plan.
b) Monitor progress with emphasis on member service, strategic partner support, and achievement of product, loan, and deposit goals.
c) Understand industry trends and our markets, and adjust strategies and tactics to maximize opportunities and meet organizational goals.
d) Provide overall leadership for defining and developing the brand identity, and participate in managing the company’s reputation.
e) Oversee messaging and campaigns to illustrate the credit union’s differentiators, including “doing the right thing” and “acting in the member’s best interest.”
f) Monitor and assess brand image, and establish effective strategies to build the brand equity of the organization.
g) Identify key brand promises consistent with corporate values, and assure continuity in communications efforts.
h) Deploy methods to measure and assess brand equity.
i) Provide strategic leadership for the development of marketing data analytics capabilities.
j) Oversee guidelines and standards for logo usage and all written member communications that occur in client- facing mediums.
2) Provide leadership for the development and execution of divisional business plans - 25%
a) Establish and oversee division structure, technology, and work processes to address business needs.
b) Provide structure and accountability for the effective budgeting and management of department finances.
c) Guide the development of and oversee an effective and collaborative promotional process to assure the wise allocation of marketing resources to support product sales and achieve strategic results within targeted ROIs.
d) Plan and organize marketing resources in a manner which enables a coordinated approach across all communication mediums.
e) Skillfully apply analytics to understand the membership and market opportunities and to execute effective data-driven marketing plans.
f) Implement new and evolving marketing capabilities across all communication channels to achieve goals and optimize the use of technology and social media.
g) Actively participate in cross-divisional strategic initiatives and project teams.
h) Analyze, evaluate, and benchmark criteria to measure the effectiveness and efficiency of marketing programs.
i) Oversee employee communications to ensure alignment with the organization’s mission, vision, and core values, as well as supporting organizational effectiveness by enhancing employee education about the company.
3) Leadership Expectations - 20%
a) Work closely with HROD to select and retain highly engaged employees.
b) Interpret and communicate overall organizational purpose, critical measures, strategies and progress as it relates to the department and individual team member goals and success. Cascade information. Provide open and transparent communication with team members and departments across the organization.
c) Responsible for developing a staff of highly engaged employees as measured by the annual employee engagement surveys.
d) Provide broad based recognition by recognizing positive behaviors, achievements, and results exhibited by team members and all staff at all levels across the organization in a consistent and professional manner.
e) Review and communicate performance standards and expectations of team members as often as necessary to ensure accountability and effective execution.
f) Actively role model behaviors necessary to achieve goals.
g) Possess a commitment to the excellence of others through actions that support the growth and development that optimizes the talent of individual team members.
h) Provide timely, ongoing and consistent direction, performance coaching and honest feedback through dialogs, mid- year snapshots, year-end appraisals and informal in-the-moment coaching.
i) Maintain accurate, timely and transparent information regarding employee performance. Examples include, attendance (updating time and attendance information as required), dialogs and performance journals, and performance journals, and documented disciplinary actions and action plans as necessary.
j) Utilize progressive discipline practices to address sub-standard performance in a timely manner. Carry out progressive discipline and documentation with dignity and respect.
k) Invite and accept feedback from others and provide upward feedback.
l) Responsible for own continual individual development and improvement of UW Credit Union’s Leadership development competencies including, communication, thinking and analyzing, business understanding, interpersonal, leadership, management, and self awareness.