Director, Demand Generation

About the role

At Landmark Credit Union, we succeed by putting people first - and that starts with you. Our culture of inclusion and collaboration enables us to support our members’ financial wellbeing, positively impact the communities we serve, and help our associates grow their careers. Bring your authentic self to work as part of an organization where you’ll feel valued for your unique qualities, are enabled to reach your full potential, and are recognized for your contributions to our success. We strive to ensure you feel empowered to grow and succeed, while also feeling valued and taken care of, as we all do our part to put people first. We invite you to learn more about this and other opportunities at Landmark Credit Union.

Responsibilities

• Provide strategic direction for marketing automation, member journey orchestration, and advanced personalization.
• Oversee front-end website, SEO AI evolution, email, digital banking marketing support, and paid media to ensure marketing experiences are less complicated, more relevant, and aligned with member needs.
• Partner with Business Units, IT, Digital Banking, Commercial Banking, Analytics, Compliance, and Marketing Peers to align marketing initiatives with enterprise growth objectives and the people‑first culture.
• Lead demand generation programs and advance the future state of marketing by developing the marketing technology roadmap, expanding automation, integrating AI into marketing operations, and preparing the organization for next‑generation CRM capabilities.
• Lead a team of marketing professionals while fostering inclusion, collaboration, innovation, accountability, continuous improvement, and data‑driven decision making.
• Develop and execute enterprise demand generation strategy aligned with goals for member acquisition, deposit growth, consumer and mortgage lending, digital adoption, retention, and relationship growth.
• Partner with planning, strategy, marketing leadership, and business unit stakeholders to establish annual and long‑term growth plans supporting mission, member experience, community impact, and measurable business outcomes.
• Own marketing automation strategy, member journey framework, and Salesforce‑enabled marketing technology ecosystem.
• Design, optimize, and scale automated, personalized, behavior‑based member journeys across the full lifecycle to improve engagement, conversion, onboarding, product adoption, retention, re‑engagement, financial confidence, and member experience.
• Set digital marketing strategy and provide strategic oversight of omnichannel digital campaigns.
• Lead strategic planning, execution, optimization, and performance of all paid media investments across channels, overseeing budget allocation and campaign performance to elevate brand awareness and drive measurable member growth and conversion.
• Develop and own the MarTech strategy and roadmap, evaluating, recommending, and implementing technologies that improve automation, personalization, scalability, speed to market, and operational efficiency.
• Lead adoption of AI‑powered capabilities and AI‑first demand generation practices, including GEO, AEO, AI‑powered buyer engagement, audience segmentation, predictive marketing, content generation, campaign optimization, customer journey orchestration, and next‑generation personalization.
• Partner with IT, Digital, Data Analytics, and related teams to ensure marketing technologies integrate effectively with enterprise systems and support future