VP of Marketing

About Gulf Winds

Gulf Winds Credit Union offers innovative financial tools that give our members freedom to live life with their finances under control. Since our founding in 1954, we have grown from a single branch in Pensacola, Florida, to a regional institution with over $1 billion in assets and 83,000+ members across Florida, Alabama, and Georgia. From daily banking needs to investment services, our members aren't treated like an account number, but as part of the family.

Our Values

We are guided by our core values of Integrity, Care, Growth, and Innovation and are dedicated to our members, our community and each other.

Integrity
We own our decisions and actions by doing the right thing, learning from our mistakes, and taking responsibility.

Care
We help members meet their goals by listening to understand and offering the best solutions, placing kindness above all else.

Growth
We set ambitious goals, provide personal development opportunities, and encourage results.

Innovation
We challenge the status quo to enhance the member's experience and solve tomorrow's challenges today.

Working at Gulf Winds

Working at Gulf Winds is not just a job, it's a career. We're hiring collaborative, motivated people who want to love what they do. We are forward-thinking and family oriented. We recognize and reward excellent member service and have fun while working hard. When you join the team, you can expect:

• Open and transparent communication with your leaders
• Consistent coaching and opportunities to improve performance.
• Collaborative and team-focused environments
• Short and long-term professional development
• Opportunity to participate in cross-functional projects.

With you on our team we can achieve our vision of becoming the leading and most trusted credit union on the Gulf Coast.

Job Description

Role:

The Vice President (VP) of Marketing plays a crucial role in leading the Marketing, Community Relations, and Communications initiatives for the Credit Union. This strategic leadership position sets the direction and vision for short- and long-term marketing strategies, ensuring alignment with the Credit Union's mission and vision. Success in this role relies on collaboration and partnerships with internal stakeholders and external partners.

The VP of Marketing is responsible for facilitating, evaluating, and reporting on marketing performance metrics and the return on investment (ROI) for various initiatives, projects, and campaigns. Additionally, they manage department resources and budgets, ensuring effective allocation and optimization to maintain high performance within the Marketing team.

As the ambassador for the Gulf Winds brand, the VP of Marketing ensures that the brand's vision remains consistent across all marketing platforms, aligning with the Credit Union's Vision, Mission, and Values. This position also advocates for Community Relations to support the Credit Union's mission of helping our members and communities succeed financially.

Essential Functions & Responsibilities:

Strategic Marketing Development: Lead the design and implementation of a comprehensive marketing strategy that aligns with the Credit Union's goals and brand positioning to enhance member acquisition and retention. Data-Driven Decision Making: Leverage data analytics and market research to gain insights into member behavior and preferences, using this information to drive targeted marketing efforts and improve campaign performance.

Leadership and Collaboration: Effectively lead and coach the Marketing Team to high performance standards to accomplish the department's goals. Collaborate with cross functional teams, including sales, operations, and member services, to ensure a cohesive marketing approach that supports organizational goals and enhances the member experience.

Brand Management: Oversee the development and maintenance of a strong brand identity, including crafting clear value propositions that highlight the benefits of Credit Union membership, engaging community involvement, and competitive product offerings.

Digital Marketing Oversight: Lead the execution of digital marketing initiatives across various platforms, including social media, email campaigns, and SEO strategies, to effectively engage potential members and promote financial literacy.

Performance Measurement and Reporting: Establish key performance indicators (KPIs) to monitor and evaluate the effectiveness of marketing initiatives, providing regular reports to executive leadership and recommending adjustments to optimize results.

Performs other job-related duties as assigned.

Performance Measurements:

1. Maintains a cohesive, highly trained, motivated Marketing Team sufficient to meet daily department demand and long-term organizational goals. Direct reports receive leadership, and coaching. Evaluations provide value, hold the team accountable, and help the Credit Union become a high-performing institution.
2. Develops and delivers on effective strategic plans for Marketing that support the Credit Union's overall strategic plan. Allocates and aligns resources to meet plan objectives. Incorporates organizational priorities, strategies, goals, industry trends, and market viability.
3. Achieves the Credit Union's planned market share, assets, loans, and other product/service objectives, and return on investment on marketing campaigns, meeting the credit union's growth objectives. Provides direction and recommendations to Executive Leadership, based on data and target market research.
4. Communicates effectively, accurately, and professionally to all members and team members.
5. Completes marketing and research projects as outlined in the operation plan for the year and deliver planned results within budget.
6. Accomplishes all assigned projects according to policy and procedures, keeping Executive Leadership informed of any key issues.
7. Successfully incorporates branding strategy into all projects and presents a unified brand image and message across all channels. Identify and communicate effectively any threats or opportunities surrounding the Credit Union's brand and reputation.
8. Work with the Director of Community Engagement to provide direction and recommendations to Executive leadership based on best practices for PR and donor relations.
9. Complies with all applicable rules, regulations and policies, including but not limited to BSA, OFAC and Physical Security.

Knowledge and Skills:

Experience Five: to eight years of similar or related experience.

Education: (1) A bachelor's degree in Marketing or related field

Interpersonal Skills: Work frequently involves exercising advanced conflict resolution, giving material presentations, and resolving issues impacting multiple departments or divisions. Role also requires the ability to motivate or influence others as a material part of the role, with a significant level of diplomacy and trust. Obtaining cooperation (internally and/or externally) is an important part of the role and a high level of interpersonal skills is critical to the success of this position.

Other Skills:

1. Change readiness - Positively embraces change and remains open to changes, altering behavior as necessary.
2. Collaboration and teamwork - Works cooperatively and collaboratively with other inside and outside the organization to accomplish individual and organizational objectives.
3. Communication - Conveys information effectively in a variety of settings, applying the best mode of communication for the situation.
4. Continuous learning and improvement - Continually participates in development opportunities to improve personal knowledge, skills, and abilities, as well as the organization's success and efficiency.
5. Creative thinking and problem-solving - Anticipates needs; thinks critically about business issues; addresses problems and issues innovatively. Analyzes relevant data, weighs alternatives, and chooses the best action plan.
6. Ownership/Accountability - Takes responsibility for decision-making and accomplishing objectives within the role; demonstrates initiative to enhance value.

Physical Requirements: This role requires sitting at a computer for most of the day. This role would also require the ability to file files, open filing cabinets, and bend or stand as necessary. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential function.

Work Environment: The position is based in-office in our Pensacola, Florida market, operates primarily in an office setting, and routinely uses standard office equipment such as computers, printers, and phones.

This position requires consistent presence in the office to collaborate with team members and fulfill job responsibilities effectively. It requires the ability to actively participate in conference calls and meetings with other Credit Union team members and vendors.

The normal expected work schedule is Monday through Friday, 8:30a.m. to 5:00p.m. Afterhours work or travel required to meet project deadlines or attend conferences, seminars, or meetings.

Must adhere to safety rules and regulations.