JOB SUMMARY

We are seeking a full-time experienced Digital Marketing Lead. This role will be responsible for developing and executing digital marketing campaigns focused on driving awareness of our credit union’s products and services, engagement of targeted audiences, membership growth, and deepening relationships with our existing members.
As a key player in our credit union’s marketing team, you will leverage your knowledge and experience to ensure alignment on strategies that deliver value to members and growth for our credit union. Your expertise in digital marketing will be key in reaching prospective members, optimizing digital touchpoints for ease of use, and creating compelling campaigns that drive business goals.
This role is ideal for a creative marketing professional who thrives in a collaborative, fast-paced environment and is eager to make a meaningful contribution to the success of the credit union and our overall goal of helping members improve their financial well-being.

1. Execution of Digital Marketing Strategy:

• With guidance from the Marketing Director, lead the creation and production of internal and external digital marketing campaigns that drive brand awareness, consumer engagement, membership growth, product adoption, and loan/deposit balance growth, in line with business goals of deposit and loan growth.
• Execute targeted media strategies for digital channels including SEO/SEM, email marketing, social media advertising, video ads, digital ads, OTT/CTV and traditional channels including print and radio.
• Educate and engage existing and prospective members around products and services by consistently employing and maintaining UTF communication and distribution channels (WordPress, Constant Contact, CoSchedule, Raddon, Candescent, Pulsate, Prisma, BIT/OSG, Adrenaline Digital Signage, etc.); oversee maintenance and usage of all channels.
• Execute the reputation management strategy utilizing tools for monitoring UTF reviews, generating member surveys, gathering and sharing insights to help the organization deliver greater value to members; oversee monitoring and reporting processes.
• Assist with planning, communication and execution of community-focused events and initiatives designed to engage members, promote financial education, and strengthen relationships within the community; provide oversight where needed.

1. Execution of Member Engagement Strategy:

• Working closely with the Data Analyst, execute a data-driven internal member engagement strategy that uncovers trends in member behavior and identifies opportunities to personalize communications, deepen member relationships, and increase product/service usage.
• Develop and manage initiatives to nurture member engagement through the digital lifecycle and ensure ease of use from the top of the marketing funnel through to product application completion.
• With guidance from the Marketing Director and Data Analyst, utilize member data, market analysis, partner insights and marketing automation tools to implement segmentation strategies to target different member personas effectively, focusing on areas like financial wellness, loan products, and savings solutions.

1. Digital Marketing Optimization and Reporting:

• Using analytics tools (e.g., Google Analytics 4) and performance reports, track campaign performance to goals, identify optimization opportunities, and with guidance from the Marketing Director and Data Analyst, help to refine campaign strategies.
• Continuously communicate with media partners, test campaigns using A/B testing, multivariate testing, and other optimization tactics to improve performance in line with marketing and business goals.
• Utilize reporting and data visualization dashboards (GA4, media reports and internal reports) to generate weekly performance reports, highlighting key insights and metrics (open/click rates, website traffic, conversion rates, landing page performance, completed/closed applications, membership growth, product lift, balance growth).

1. Content Development and Messaging:

• Working closely with marketing and design partners, and utilizing content partnerships (Enrich, Filene), develop compelling content and visual communications (website, ad copy, landing pages, email messages, images and video, social media, digital messages) that meet UTF brand standards and industry best practices.
• Ensure messaging resonates with membership/targeted audiences, aligns with UTF brand voice, and reflects our purpose, values, and commitment to financial education and member well-being.
• Oversee UTF website updates and maintenance of content to keep fresh, engaging, seasonally appropriate, in line with brand guidelines and business goals.
• Monitor social media trends, execute social media strategies and publish content across multiple platforms (Facebook, Instagram, LinkedIn, YouTube, Google Business). Oversee monitoring of all UTF social media channels, tracking of key performance metrics and responding to member inquiries, comments, and feedback to foster a positive, engaged online community.
• Leverage storytelling, member testimonials and creative mediums (video, digital, social) to highlight the real-life impact of UTF services and products on members lives and the community.

1. Collaboration & Stakeholder Management:

• Work closely with internal teams including Leadership, Marketing, Sales, IS, Business Development, and Operations to support various organizational projects that deliver value to members and align with business goals.
• Partner and maintain close communication with external vendors and agencies to enhance campaign reach and effectiveness tied to business goals.
• Align digital marketing efforts with other credit union activities, including annual report/meetings, business development events, in-branch, and community events.