Vice President, Marketing

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POST DATE 9/6/2016
END DATE 12/19/2016

Aberdeen Proving Ground Federal Credit Union Edgewood, MD

Edgewood, MD
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Job Classification
Full Time
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Responsible for the daily operation of the marketing department including but not limited to advertising, promotions, communications, media relations, direct mail, e-marketing, special events, public relations, product development, business development, website development and design, social media, corporate intranet, project management, market research and analysis, and department policies and procedures.


LEADERSHIP AND DEVELOPMENT: Directs the administration of the marketing department to include interviewing, hiring and training employees; planning and assigning work; appraising performance, rewarding and disciplining staff; and addressing complaints and resolving problems. Focuses on continuous professional development for self and staff. Exemplifies APGFCU'S values. Leads development and execution of marketing-related projects across all product and service lines. Builds and maintains effective working relationships with all levels of the credit union and with external partners.

STRATEGIC PLANNING: Responsible for assisting with the development of the annual strategic marketing plan and business development plan in support of corporate growth goals, and the creation and implementation of the tactical plan. Monitors progress and ensures the timely adjustment of marketing strategies and plans to meet changing market and competitive conditions. Presents results and recommendations to senior management.

MARKET RESEARCH: Directs the market research function to ensure the effective use of the Marketing Customer Information File (MCIF), and other demographic and socio-economic information to provide member behavior insights, direct-mail strategies, direct response and promotion targeting, list production and branch site/ATM site selection. Directs staff to create and conduct qualitative and quantitative research and to coordinate projects with external research vendors. Responsible for monitoring and measuring advertising and promotional initiatives, and gauging their effectiveness. Responsible for staying informed of financial industry trends, as well as consumer/member needs and behaviors. Regularly reports results and other information, as well as opportunities for increased business to meet corporate goals.

PRODUCT DEVELOPMENT: Directs the product development function to lead efforts to monitor, evaluate and enhance existing products/services, as well as to identify and recommend opportunities for the development and implementation of new products/services. Ensures that critical measures and key metrics are developed and tracked for each product/service.

ADVERTISING AND PROMOTIONS: Manages the marketing communications function to ensure that the credit union's brand and image are effectively presented in all marketing materials, media, and public relations initiatives. Responsible for the content/theme of messages and the selection and monitoring of media channels such as newspapers, newsletters, television, radio, direct mail, outdoor and social media. This responsibility extends to the image, tone, content, and administration of the credit union's electronic-based services, including the corporate website and FEBE, the intranet communications and information channel for employees. Directs the development and staging of corporate events, including the annual meeting.

BUSINESS DEVELOPMENT: Directs the business development function (Harford and Cecil counties) to ensure that membership and business partner goals are met. Directs the development and implementation of the annual business development plan to effectively penetrate our markets. Responsible for working with the business development directors to identify community event opportunities and to ensure marketing/communications needs are met. Participates in events and respresents the credit union at various community and business functions.

MEMBER EDUCATION: Responsible for the creation and distribution of member education materials including newsletters, website articles, print collateral and seasonal/special event publications, including the annual report. Works with the AVP Financial Education and staff to ensure strategies and tactics are effective and coordinated. Works in a creative and fulfillment capacity with other departments on segmented member education efforts (youth, auto buyers, homebuyers, etc.)

SALES: Provides marketing support to the sales function to assist with the results-driven sales program, which is aligned with corporate growth strategies and responsive to staff and members' needs. Uses cross-functional collaboration to ensure a coordinated approach and efficient use of time and resources, including branch merchandising and communicating plans on the corporate intranet.


EDUCATION: Bachelor's degree in Marketing, Communications or related field. Additional education or certification in marketing-related disciplines are a plus.

EXPERIENCE: Seven to ten years' experience in marketing with at least five years in marketing management preferably in a financial instititution. Credit union experience not essential, but is preferred. Special emphasis is placed upon experience, leadership, and results in a strong sales-focused environment.

Knowledge, Skills and Abilities:

RESULTS: Ability to develop strategic marketing plans, translate those plans into executable tactical plans and motivate others to meet/exceed goals. Must have clear evidence of success and full competence within the marketing arena, preferably in financial services including advertising, promotions, communications media relations, direct mail, e-marketing, special events, public relations, product development, business development, website development and design, social media, financialeducation, corporate intranet, project management and market research and analysis.

COMMUNICATION & INTERPERSONAL: Exceptional oral, written, presentation, and interpersonal communication skills. Ability to speak publicly on behalf of the credit union. Builds and maintains effective working relationships with all levels of the credit union and with external partners.

TEAMWORK & COLLABORATION: Must be able to work independently as well as serve as a leader of and participant on teams. Strong leadership, facilitation and consensus-building skills required. Must be able to confidently and effectively share objectives and enthusiasum with small and large groups. Ability to plan, assign, and direct the work of a specialized marketing staff and administer a member-driven, sales-focused marketing program.

PROBLEM SOLVING walk; use hands to finger, handle, or feel objects, tools, or controls; and talk or hear. The employe frequently is required to reach with hands and arms. The employee is frequently required to sit, stoop, kneel, or crouch. The employee must frequently lift and/or move up to 25 pounds, and be capable of transporting related supplies and equipment. Specific vision abilities by this job include vision, distance vision, color vision, peripheral vision, depth perception and ability to focus.