Senior Manager, Marketing & Communications

Role Overview

As the Senior Manager, Marketing & Communications, you are a strategic, purpose-driven leader responsible for shaping and amplifying the credit union’s brand, voice, and growth strategy. You lead a multidisciplinary team spanning Brand & Growth Strategy, Communications, and Community Engagement & Partnerships—driving member acquisition, engagement, and retention through compelling storytelling, data-informed marketing, and meaningful community connection. You set the vision for how the credit union shows up in the market and in the community—ensuring every campaign, message, and partnership reflects the organization’s mission, values, and member-first philosophy. In close partnership with the Chief Operating Officer and cross-functional leaders, you translate enterprise priorities into integrated strategies and execution plans that strengthen trust, accelerate growth, and increase long-term relevance.

Key Areas of Leadership

• Team Empowerment & Alignment

• Provide vision, coaching, and support to the Brand & Growth Strategy, Communications, and Community Engagement & Partnerships leaders—enabling high-performing, engaged teams.
• Clarify roles, priorities, and success metrics across the department to ensure alignment, accountability, and efficient execution.
• Foster a collaborative culture grounded in creativity, ownership, inclusion, and continuous improvement.
• Promote development pathways for team members through mentorship, feedback, and skill-building opportunities.

• Strategic Marketing & Brand Stewardship

• Define and execute the overarching marketing and communications strategy aligned with the credit union’s mission, business objectives, and member experience goals.
• Serve as primary steward of the brand—ensuring consistency, clarity, and authenticity across channels and touchpoints.
• Guide the evolution of brand positioning, messaging architecture, and visual identity to support long-term differentiation and growth.
• Ensure marketing initiatives support enterprise priorities including membership growth, product adoption, and community impact.

• Growth Strategy & Performance Oversight

• Oversee integrated growth initiatives spanning digital marketing, lifecycle campaigns, product marketing, and member engagement.
• Partner with analytics and business leaders to set measurable goals, KPIs, and performance benchmarks.
• Review performance insights to inform optimization, channel strategy, resource allocation, and future planning.
• Balance brand-building efforts with performance-driven outcomes to maximize ROI and sustainable growth.

• Communications, Reputation & Executive Messaging

• Set direction for internal and external communications, ensuring transparency, clarity, and brand alignment.
• Guide proactive and reactive communications, including public relations, issues management, crisis communications, and executive messaging.
• Serve as an escalation point for sensitive communications and reputational matters, ensuring coordinated stakeholder alignment.
• Strengthen enterprise communication rhythms and change communications in partnership with leadership and key departments.

• Community Engagement & Partnerships

• Ensure community engagement strategy and partnerships authentically advance the credit union’s values and measurable local impact.
• Lead a community presence that elevates trust, awareness, and meaningful connection—representing the credit union at key local events and initiatives as needed.
• Build cross-functional alignment to activate community programs and sponsorships that support growth and mission outcomes.

• Cross-Functional Partnership & Organizational Impact

• Collaborate closely with executive leadership and partners across product, lending, member services, HR, and technology.
• Translate business strategy into clear marketing and communication plans that teams can execute with speed and quality.
• Represent Marketing & Communications in enterprise planning, initiatives, and leadership forums—advocating for the member perspective.

• Operational & Financial Stewardship

• Oversee departmental budgeting, forecasting, and vendor/agency management.
• Ensure resources are allocated effectively to maximize impact, scalability, and return on investment.
• Establish workflows, tools, and processes that support operational excellence and consistent execution.
• Ensure compliance with legal, regulatory, and brand governance requirements impacting financial services marketing and communications.

Qualifications

• Qualifications & Skills

• Education:

• Bachelor’s degree in Marketing, Communications, Business, or related field (required).
• Advanced degree and/or certifications in marketing, branding, digital marketing, or leadership (preferred).

• Experience:

• 8+ years of progressive marketing and/or communications experience, including leadership of multi-disciplinary teams and enterprise initiatives (required).
• Experience in financial services, credit unions, or regulated industries (preferred).

• Technical Skills:

• Strong understanding of brand strategy, integrated marketing, communications planning, and marketing performance measurement tools (required).
• Familiarity with CRM, marketing automation, analytics platforms, and content management systems (preferred).

• Knowledge:

• Expertise in brand stewardship, growth strategy, communications governance, and regulatory considerations impacting financial services marketing (required).

• Soft Skills:

• Exceptional communication, strategic thinking, and leadership capabilities; able to influence across departments and executive audiences (required).

• Attributes:

• Strategic and visionary leader with a strong member-first mindset; passionate about brand integrity, growth, and community impact; skilled at leading change, building alignment, and translating strategy into execution (required).

Expectations & Work Environment

Decision-Making Authority: Exercises independent judgment on marketing and communications strategy, prioritization, and execution, in alignment with executive leadership.

Physical Requirements: Ability to sit, stand, walk, reach, and use hands for extended periods required. Occasional travel for community events, meetings, or conferences may be required. Occasional lifting and carrying up to 25 pounds required.

Workplace Culture: Foster an inclusive, collaborative, and high-performance environment that reflects the credit union’s values and commitment to service excellence.