Multicultural Marketing Manager

Multicultural Marketing Manager

Why This Role Exists

As Metro expands its commitment to serving diverse communities, this role provides the dedicated expertise required to connect, serve, and grow its relationship with Latino communities. The Multicultural Marketing Manager will develop and execute marketing strategies, campaigns, PR, and community outreach that drives awareness, engagement, conversion, and loyalty with Latino audiences. This role is both strategic and hands-on, requiring deep understanding of Latino culture and market trends, strong leadership skills, excellent communication abilities, and a proven track record of successful Latino marketing initiatives.

This role will also drive additional sub-brand initiatives for the organization as they develop and support the broader Marketing function as necessary.

What You’ll Own

• Strategy Development: Create and implement marketing strategies and campaigns specifically designed for Latino audiences, aligning with broader company goals and objectives. Ensure consistency across all marketing channels and touchpoints.
• Campaign Management: Develop, implement, manage, and monitor marketing campaigns across various channels, including digital, social media, email, content, traditional, and other channels to drive awareness, engagement, and conversion. Oversee creative development, media planning, and overall project management of marketing efforts to ensure effective campaign delivery. Manage both external and internal agency partners.
• Performance Analysis: Monitor and evaluate the effectiveness of marketing efforts, using data-driven insights to make informed recommendations for optimization and improvement.
• Market Research: Conduct in-depth research and analysis of Hispanic market trends, consumer behavior, and competitive landscape to inform marketing strategies and initiatives.
• Content Creation: Oversee the development of culturally relevant content and messaging for various marketing channels, including digital, social media, print, and events.
• Brand Positioning: Work closely with the branding team to ensure consistent and culturally appropriate brand positioning and messaging across all marketing materials.

What You’ll Do

• Build and maintain relationships with Latino community organizations, media outlets, influencers, and other key stakeholders to enhance brand visibility and engagement.
• Collaborate with cross-functional teams, including sales, business development, product, and member support, to ensure a unified approach to Latino marketing initiatives.
• Develop and manage the marketing budget for Latino initiatives, ensuring effective allocation of resources and cost control.
• Drive strategy and execution of PR to support Metro’s Latino sub-brand, Metro Contigo, and help serve as a PR spokesperson for Metro’s Latino marketing efforts.
• Manage selected vendor and agency relationships.
• Drive additional sub-brand initiatives for the organization as they develop.
• Support the broader marketing team on additional projects and initiatives as necessary.

What Success Looks Like in 12 to 18 Months

• Metro Contigo has a clear, actionable marketing strategy connected to Metro’s broader goals.
• Campaigns are reaching intended audiences with culturally relevant creative, disciplined execution, and measurable results.
• Metro has strong, consistent relationships with Latino community organizations, media, and other trusted partners.
• Internal teams understand how Metro Contigo should be positioned and have practical guidance for delivering a unified experience.
• Reporting provides useful insight into performance, audience response, opportunities, and future investment.
• New multicultural or affinity initiatives benefit from a repeatable approach without losing their distinct community relevance.

You’ll Love This Role If...

• You enjoy moving between strategy and hands-on execution.
• You understand that multicultural marketing requires genuine cultural insight, not simply translation.
• You’re a creative thinker with a proactive approach to problem-solving and innovation.
• You build trust naturally and are comfortable representing Metro externally.
• You can bring structure to complex work without slowing it down.
• You are a self-starter energized by combining creativity, community engagement, and measurable business impact.

AI Expectations

Metro expects marketers to use approved AI tools thoughtfully to improve research, planning, content development, analysis, and productivity. You will be expected to apply sound judgment, protect confidential and member information, validate AI-assisted work, and ensure that final materials remain accurate, culturally appropriate, compliant, and consistent with Metro’s brand.

Required Qualifications

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.
• 7+ years of marketing experience with a focus on Latino or multicultural markets, preferably within banking, credit unions, or financial services.
• Fluency in Spanish and English, with strong written and verbal communication skills in both languages.
• Deep understanding of Latino culture, media consumption habits, purchasing behavior, and Hispanic market trends.
• Demonstrated ability to develop and execute successful marketing strategies and campaigns from both the creative and media planning side.
• Solid understanding of traditional, and digital marketing channels, including TV/Video/CTV, Radio/Audio, OOH, Print, SEM, Social, Display, Email, and Content.
• Strong analytical skills and experience using data-driven marketing insights and performance metrics to optimize campaigns.
• Excellent project management, attention to detail, interpersonal, and collaboration skills, with the ability to manage multiple priorities and deadlines.

Preferred Qualifications

• Financial services experience.
• Agency experience.

Why Metro

At Metro, this work is about more than reaching an audience. It’s about building lasting relationships, expanding access, and helping more people feel understood and supported in their financial lives. You’ll have the opportunity to shape an important growth initiative while working with collaborative partners across the organization and throughout the community.

Benefits, Hybrid Eligibility, and Compensation

Our Benefits

We believe great work starts with supporting our people. That's why we offer a competitive and well-rounded benefits package designed to support your health, financial well-being, career growth, and work-life balance. From medical, dental, and vision coverage to retirement savings, paid time off, learning opportunities, and employee wellness resources, we invest in helping our employees thrive both at work and beyond.

Click here to learn more about our benefits package and employee perks.

Compensation Disclosure

$105,000 – $130,000

The salary range listed provides a general expectation for the role. Final compensation is based on experience, unique strengths, and the impact you are expected to make. Metro also offers a competitive benefits package and additional perks that contribute to total compensation.

Ready to Make an Impact?

At Metro Credit Union, we believe our employees are our greatest asset. We are committed to creating a work environment where you can thrive professionally while maintaining work-life balance. From comprehensive benefits and competitive compensation to opportunities for growth and development, we invest in your success. Join a team where your work makes a real difference in protecting our members and strengthening our community.

About Metro Credit Union

Metro Credit Union is the largest state-chartered credit union in Massachusetts, with $3.4 billion in assets. Metro provides a full range of financial products to more than 200,000 members in Barnstable, Bristol, Essex, Franklin, Hampden, Hampshire, Middlesex, Norfolk, Plymouth, Suffolk, and Worcester counties in Massachusetts, and Cheshire, Hillsborough, Merrimack, Rockingham, and Strafford counties in New Hampshire. Metro is the credit union of choice for employees at over 1,200 companies through its View email address on aiapply.co program.

Founded in 1926, Metro currently operates branch offices in Boston, Burlington, Chelsea, Dorchester, Framingham, Lawrence, Lynn, Medford, Melrose, Newton, Peabody, Reading, Salem, Tewksbury, and West Roxbury. Metro is also a Juntos Avanzamos (“Together We Advance”) designated credit union, an honor given to financial institutions for their commitment to serving and empowering Hispanic and immigrant consumers. Metro was recently named among the most charitable companies in Massachusetts by the Boston Business Journal; voted Top Credit Union in Banker & Tradesman's Best of 2025 awards; and recognized as one of America's Best Regional Banks and Credit Unions in 2025 by Newsweek. Learn more at MetroCU.org.