POSITION DESCRIPTION

*The Vice President of Marketing is a senior management role responsible for developing, implementing, and overseeing the credit union’s enterprise-wide marketing, business development, and membership growth strategies in support of the Board approved strategic plan. This position ensures that marketing initiatives are conducted in a safe, sound, compliant, and risk aware manner consistent with regulatory expectations, internal controls, and the credit union’s risk appetite.

*The VP of Marketing leads all marketing and business development functions, including brand management, digital and social media marketing, community and SEG outreach, and product promotion. The role actively participates in executive management discussions,

strategic planning, and crossfunctional initiatives to support sustainable growth, member engagement, and financial performance.

*This position requires strong leadership, the ability to influence outcomes across departments, and a working knowledge of credit union products, delivery channels, and applicable regulatory requirements. The Vice President of Marketing must remain current on evolving marketing trends, digital platforms, member behavior, and regulatory guidance impacting advertising, communications, and data usage.

MAJOR DUTIES AND RESPONSIBILITIES

Strategic Leadership and Governance
Develop and execute comprehensive marketing, business development, and membership growth strategies aligned with the Boardapproved strategic plan and annual operating goals.
Participate in executive management and strategic planning processes, providing datadriven recommendations related to growth, branding, and member engagement.
Ensure marketing and business development activities are consistent with the credit union’s mission, values, risk tolerance, and internal control framework.
Provide regular performance reporting to executive management, including key metrics related to membership growth, campaign effectiveness, product usage, and return oninvestment.
Membership Growth Business Development
Lead initiatives designed to attract new members, deepen relationships with existing members, and increase utilization of credit union products and services.
Oversee business development activities, including community outreach, SEG relationships, partnerships, and employerbased growth initiatives.
Collaborate with lending, operations, compliance, and retail teams to support crosssell strategies and enhance the overall member experience.
Monitor market conditions, competitive positioning, and member demographic trends to identify growth opportunities.
Marketing Channels Digital Strategy
Oversee integrated marketing efforts across all delivery channels, including website, email campaigns, social media, digital advertising, direct mail, inbranch marketing, and community events.
Direct social media marketing strategy, including content development, audience engagement, paid social campaigns, analytics, and online reputation management.
Ensure digital and social media initiatives are conducted in compliance with advertising regulations, data privacy standards, and recordretention requirements.
Manage marketing technology platforms, including content management systems, CRM tools, analytics, and marketing automation solutions.
Compliance, Risk Management and Controls
Ensure all marketing, advertising, and member communications comply with applicable federal and state laws, regulations, and guidance, including NCUA regulations and California requirements.
Review and approve marketing materials for regulatory compliance, accuracy, and consistency with credit union policies.
Maintain appropriate documentation, controls, and vendor oversight related to marketing and business development activities.
Coordinate with Compliance, Risk Management, and Audit functions as needed to support examinations and internal reviews.
Team and Vendor Oversight
Manage, coach, and develop the Marketing and Business Development team, establishing clear expectations, performance metrics, and accountability.
Oversee relationships with external vendors, consultants, and service providers, ensuring contractual compliance, cost control, and performance standards.
Promote a culture of collaboration, professionalism, and continuous improvement within the department.
Communications and Reporting
Oversee production of the quarterly newsletter, annual report, and other key member communications.
Communicate effectively with staff, members, and external stakeholders to support brand consistency and transparency.
Prepare reports, presentations, and analyses as requested by senior management or the Board.
Regulatory Responsibilities
Maintain working knowledge of credit union operations, products, services, and regulatory requirements.
Comply with all credit union policies and procedures and applicable laws and regulations, including but not limited to the Bank Secrecy Act (BSA) and OFAC.
Complete all required training in a timely manner.

SKILLS AND ABILITIES

Proven executive level leadership and strategic planning capability.
Strong understanding of membership growth strategies and business development within a regulated financial institution.
Knowledge of modern marketing practices, including digital marketing, social media strategy, SEO/SEM, paid media, analytics, and CRM tools.
Ability to analyze data, assess performance, identify risks and trends, and make informed recommendations.
Strong written and verbal communication skills with the ability to communicate effectively at all organizational levels.
Demonstrated ability to manage multiple priorities in a regulated, fastpaced environment.
Broad knowledge of credit union or financial institution products, services, and operating environments preferred.
Proficiency in Microsoft Office, Adobe Creative Suite, content management systems, and marketing analytics platforms.
Strong judgment, professionalism, and discretion in handling confidential information.

EDUCATION AND EXPERIENCE

Bachelor’s degree in marketing, Business Administration, Communications, or a related field preferred, or an equivalent combination of education and experience.
Seniorlevel marketing or business development experience within a credit union or financial institution strongly preferred.

PHYSICAL REQUIREMENTS

Primarily sedentary work with limited physical exertion and occasional lifting up to 20 pounds. Requires extended computer use (6–8 hours per day when necessary), operation of standard office equipment, and the ability to work indoors in a climatecontrolled environment.
Occasional extended hours and regular attendance are required.

About F3 Credit Union

We are a Credit Union headquartered in the South Bay with additional branches located in Oakland and San Francisco, serving all of Santa Clara County, Postal Workers, and Civil Service workers and their families! We have a legacy of service since 1931.

F3 Credit Union

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Vice President of Marketing