VP of Marketing

About the role

The Vice President of Marketing leads strategy to drive sustainable growth, strengthen the brand, and deepen member engagement in alignment with CapEd’s operating model and long-term vision. This role ensures marketing, product strategy, and brand promise translate into cohesive, high-impact member experiences. The VP advances CapEd’s future by positioning it as a trusted financial partner, delivering simple and digitally enabled experiences, and enabling disciplined, data-driven growth.

Responsibilities

• Develop and execute a comprehensive, enterprise marketing strategy aligned with CapEd’s Business Plan and Strategic Plan.
• Lead initiatives that support membership growth, product adoption and simplification, or relationship deepening and retention.
• Continuously recalibrate marketing strategy and resource allocation to align with evolving business priorities.
• Design and lead end-to-end lifecycle marketing strategies spanning acquisition, onboarding, engagement, and retention.
• Ensure marketing initiatives align with frontline capabilities, service delivery models, and operational readiness.
• Partner across teams to reduce friction and improve member experience across all channels.
• Leverage member feedback tools to improve experiences.
• Lead digital marketing and support enterprise digital strategies, including: omnichannel engagement, digital acquisition and onboarding, AI-enabled or automated communications.
• Enable data-driven decision-making through advanced analytics infrastructure.
• Lead enterprise brand strategy aligned with CapEd’s mission, values, and legacy of education and service.
• Sponsor public relations and media, sponsorships and community engagement, and internal brand alignment.
• Partner with internal departments to support internal communications and brand alignment.
• Conduct ongoing brand and market analysis to support expansion and positioning.
• Partner with business units to simplify, enhance, and position products and services.
• Support strategic growth initiatives across consumer, mortgage, and commercial lending, business banking and wealth management.
• Develop tools, messaging, and campaigns that enable frontline teams to deliver effective member advocacy and relationship growth.
• Establish KPIs aligned with strategic priorities, including: growth, engagement, retention, digital adoption and conversion, marketing ROI and efficiency.
• Drive a data-informed culture leveraging segmentation and behavioral insights.
• Align marketing investments to financial performance, profitability, and sustainability goals.
• Ensure all marketing activities comply with applicable financial regulations (e.g., NCUA, Truth in Lending, UDAAP).
• Partner with compliance, legal, and risk teams to mitigate risk in communications and campaigns and align marketing practices with enterprise governance frameworks.
• Lead and develop a high-performing marketing and growth team.
• Cultivate great employee experience and wellbeing to mitigate employee turnover through hiring, assessing performance, coaching and developing employees in adherence to CapEd policies and employment law.
• Provide oversight of the Marketing team's performance, identify risk trends, and recommend operational risk policies and strategies for span.
• Often recommend and lead key tactics and projects within the organization.
• Foster a collaborative, accountable, and innovative culture aligned to CapEd’s people-first philosophy.
• Use measurements and data to design plans for improving workflow efficiencies, service delivery, growth, profitability, and organizational financial stability.
• Develop, illustrate, and communicate budgets and cost containment for span.
• Maintain knowledge of all Credit Union products, services, and promotions.
• Contribute to efficient Credit Union operations by performing other job-related duties as assigned.

Qualifications

• Experience: Ten years to fifteen years of similar or related experience.
• Education: (1) A bachelor's degree in Marketing, Business, or Communications (2) achievement of formal certifications recognized in the industry as equivalent to a bachelor's degree (e.g. information technology certifications in lieu of a degree).
• Skills: Expertise in: integrated marketing and digital strategy, brand development and market positioning, data analytics, segmentation, and marketing technology; strong understanding of member-first business models and service delivery alignment; knowledge of industry regulations and compliance requirements; exceptional leadership, communication, and cross-functional influence skills; ability to translate strategy into operationally executable plans and measurable outcomes.

Brand Promise

To make a difference - every member experience matters. Employees of CapEd carry out our promise and values of EP!C by being Empowered - We are knowledgeable and trusted to make decisions. Professional - We are respectful in creating outstanding experiences. Innovative - We seek new ideas for positive change. Collaborative - We connect with each other to implement solutions.

Physical Requirements

• Sit and/or remain in a stationary position.
• Use hands to finger, handle, operate, input or feel.
• Reach with hands and arms in any direction.
• Talk, communicate, converse, exchange information and hear.
• Balance, kneel, walk and stand, occasionally moving and traversing.
• Frequent use of a computer and/or phone.
• Repetitive movements, making substantial movements of the wrists, hands, and/or fingers.
• Wear personal protective gear correctly.

Work Environment

• Inside environmental conditions: protection from weather conditions but not necessarily from temperature changes and/or seasonal brightness through windows.
• Periodic stressful conditions.
• Business days: Monday through Saturday between the hours of 8:00 a.m. to 6:30 p.m.; occasional evening/weekend hours.
• Noisy environment.