AVP of Marketing

Description YOUR PURPOSE Leads Horizon’s marketing function and the team that delivers it. Sets and executes strategy for brand, member acquisition, retention and engagement across all Horizon markets, translating business goals into marketing plans that produce measurable growth. Builds a high-performing team and develops the managers within it. Partners closely with Community Development, Retail, Lending and Digital Banking so that members experience one consistent Horizon across every channel. Serves as a senior voice on how Horizon shows up in market and how members experience the brand. YOU ARE RESPONSIBLE FOR Essential Duties & Responsibilities In collaboration with the VP of Marketing and other key leaders, develop and execute a marketing plan and strategy focused on member growth, retention and brand strength. Design and implement an overall multi-channel marketing and digital plan which supports the credit union’s member experience, market share growth and targeted business results. Direct and execute efforts in all areas of marketing, including research/development; brand management; creative development; direct marketing; advertising; public relations; product launch; website; social media; event planning; and project and program management. Own the marketing technology stack, including email and campaign automation, and member onboarding journeys, and ensure these systems are used to their full capability. Lead member retention and engagement marketing, working with retail and analytics to reduce attrition and deepen existing member relationships. Direct Horizon’s organic visibility strategy, including search, AI-generated search results and content, so that members find Horizon when they look for financial answers. Establish measurement standards for the function and report performance against acquisition, retention, engagement and efficiency targets. Monitor and respond to changes in the marketing and digital landscape, including regulatory change, technology shifts, and changes in member needs and preferences. Oversee all external communication activities. Develop and maintain relationships with external service providers, advertising firms and vendors to facilitate marketing objectives. Prepare marketing activity reports for management, including marketing trends, environmental scans, campaign performance, member product usage and adoption, and member sentiment and satisfaction. Lead the creative function, overseeing copywriting, design, video and production of member-facing materials across print, digital and broadcast. Partner with digital banking, retail and lending leadership to shape the digital member experience so that marketing, onboarding and in-platform messaging work together. Identify and analyze industry trends, define competitive positioning, and work with Horizon business lines and product teams to build strategies that increase member engagement and meet or exceed member needs and goals. Develop and maintain a public relations plan focused on relationship building and positioning Horizon as a trusted, well-run institution in the communities it serves. Measure marketing results against stated objectives, adjust as needed, and deliver within approved budget. In partnership with compliance, oversee that policy and legal requirements are satisfied to ensure marketing practices are compliant. Own vendor selection, contracting and performance management for marketing platforms and agency partners in areas of responsibility. Support budget planning, monitoring and oversight. May develop the marketing budget. Serve as the point of contact and decision maker for the marketing function with internal stakeholders, corporate counsel and escalated member matters. Perform such other duties and accountabilities as assigned by the VP of Marketing and the SVP Marketing & Facilities. Leadership Responsibilities Lead, direct, coordinate and evaluate the assigned marketing team. Guide, coach and develop the team, including the managers within it, building leadership capability and not only individual contributor performance. Carry out supervisory responsibilities in accordance with the organization's policies and applicable laws, including hiring, training, planning, assigning, managing performance and directing work. Ensure managers and team members are well trained, clear on expectations and equipped to do their work effectively. Own team engagement and retention as a measured outcome, including regular skip-level contact with the wider team. Maintain a succession plan for key roles within the function and develop internal candidates against it. Prepare business continuity plans and mitigation strategies for the function. COMPENSATION At Horizon Credit Union, we believe in attracting and retaining talented team members who embody our CORE Values of Capability, Optimism, Responsibility and Empathy. Our pay values are reflected in our compensation philosophy which rewards individual performance and the potential to contribute to our teams’ overall success long-term. The full pay range for this position across all the states in which we hire is $103,957-$171,528/annually. The figures shown represent the minimum and maximum of the range for this role. Individual offers are based on a candidate’s experience, education, and skill level. Benefits, Perks, and Other Good Stuff We know there’s more to life than just a job. Our benefits are designed to help support our employees and their well-being. Take a look at what we have to offer: Medical, Dental, & Vision Insurance for full-time and reduced full-time employees & their families Telemedicine for part-time employees Paid Group Life and Disability Insurance Employee Assistance Program Tuition Reimbursement Program 401K Retirement Savings Employer 401K Retirement Contributions & Matching upon eligibility Discretionary Annual Incentive Bonus based on eligibility criteria Paid Time Off per Full Calendar Year: 10 hours of PTO per month (prorated for reduced full-time and part-time) Paid Birthday Holiday 2 Paid Wellness Days Up to 24 hours of Paid Volunteer Time annually 11 Paid Holidays And More! SUCCESS LOOKS LIKE The Leading the Function Success Profile is a set of competencies that are essential to leaders who are responsible for managing a function. These leaders are focused on longer-term functional planning, communicating upwards, sideways, and downward to ensure continuity of message and deployment vision and goals, measuring results of the function and ensuring that their areas are taking appropriate action to assure organizational goals are achieved. They are also responsible for leading a team, getting results through others and developing individuals to reach their full potential. Builds Effective Teams: Builds strong-identity teams that apply their diverse skills and perspectives to achieve common goals Courage: Steps up to address difficult issues, saying what needs to be said Cultivates Innovation: Creates new and better ways for the organization to be successful. Develops Talent: Develops people to meet both their career goals and the organization's goals Drives Engagement: Creates a climate where people are motivated to do their best to help the organization achieve its objectives Manages Ambiguity: Operates effectively, even when things are not certain or the way forward is not clear Manages Complexity: Makes sense of complex, high quantity, and sometimes contradictory information to effectively solve problem Organizational Savvy: Maneuvers comfortably through complex policy, process, and people related organizational dynamics Resourcefulness: Secures and deploys resources effectively and efficiently Requirements EXPERTISE YOU NEED Education & Experience Bachelor's degree in Business, Marketing or a related field. Minimum five years of experience leading a marketing or comparable business function at a leadership level, including experience managing and developing other managers. Related work experience may substitute for education. Knowledge, Skills, Abilities, and Capabilities Strong command of current marketing and digital practices, including brand management, creative strategy, paid media, marketing automation, website management, and search marketing; demonstrates experience developing and implementing targeted marketing strategies across print, digital, and social media channels to achieve organizational objectives. Knowledge of financial products and services, market dynamics, and the broader financial services industry. Working knowledge of marketing automation platforms, campaign management tools, web content management systems, and marketing analytics. Understanding of how members discover and consume financial information, including organic search, AI-generated responses, content marketing, and emerging digital channels. Ability to leverage data and analytics to establish performance targets, measure results, identify trends, and adjust strategies to improve outcomes. Excellent verbal and written communication skills with the ability to convey information effectively to a variety of audiences. Strong interpersonal skills with the ability to lead, collaborate, build relationships, and work effectively with internal and external stakeholders, including team members, members, vendors, and business partners. Demonstrates a balanced, disciplined, and innovative approach to developing, executing, and managing comprehensive marketing strategies. Applies critical thinking and strategic insight to evaluate opportunities, anticipate challenges, and support organizational goals. Uses sound judgment and objectivity when addressing opportunities, mitigating risks, and resolving complex business challenges. Demonstrates agility and adaptability by continuously assessing results, responding to changing conditions, and refining plans to support strategic objectives. Demonstrates a strong commitment to achieving measurable outcomes and delivering on strategic and operational goals. Proven ability to lead, develop, engage, and retain high-performing teams, including coaching first-time managers and building leadership capability. Applies advanced analytical, financial, budgeting, and business planning skills to support sound decision-making and organizational performance. Effectively reads, analyzes, and interprets business publications, professional journals, technical procedures, and regulatory guidance; prepares clear and professional reports, correspondence, and procedural documentation. Identifies and defines problems, gathers and analyzes relevant data, evaluates information objectively, and draws sound conclusions to support effective business decisions and solutions. Demonstrates strong organizational skills, attention to detail, creativity, self-motivation, and the ability to manage priorities while delivering high-quality work in a timely manner. ABLE TO… To perform the essential functions of this position an employee must be able to meet the following work place demands: ability to converse with others, detect sound, identify and detect objects, count, read, write, operate a computer, handle and feel objects, reach with hands/arms and be stationary and/or stand and/or move for long periods of time. Occasionally an employee will lift/pull/push and carry up to 25 to 50 pounds, stoop, kneel, crouch, crawl, climb and be able to maintain balance doing these activities. Position requires sound reasoning, good judgement and ability to apply knowledge toward work activities. The noise level is moderate and typical of a normal office environment. In accordance with the Americans with Disabilities Act, Horizon Credit Union will provide reasonable accommodation/s to qualified individuals with disabilities to perform the essential functions, unless such accommodations would cause the employer an undue hardship. To request an accommodation, please contact Human Resources. ABOUT THIS JOB DESCRIPTION The statements in this job description are intended to describe the essential functions and minimum qualifications for this position and are not intended to be an exhaustive list of all responsibilities, duties and skills required. Job descriptions are not intended nor do they create an employment contract and are subject to change at any time to accommodate business necessity. The Credit Union maintains its status as an at-will employer where applicable. In support of Horizon CU’s goals employees may perform other duties as assigned and all employees are expected to: Exemplify and model organizational CORE Values Promote teamwork and collaboration Provide members, team members and all stakeholders with the highest quality service and output #J-18808-Ljbffr