Chief Digital and Marketing Officer

At Affinity Plus every employee understands how their work affects our members experience and we strive to provide an experience that can't be found anywhere else. Great service starts with great employees and that is why we focus on providing not only the best place our members will ever bank but the best place our employees will ever work. Between our one of a kind culture, incredible benefits, and work/life balance; we believe you will feel the Affinity Plus difference.

Position Overview:

The Chief Digital and Marketing Officer (CDMO) is a visionary leader responsible for accelerating Affinity Plus’ digital transformation and brand relevance in a rapidly evolving financial landscape. This role unifies marketing, digital banking, youth engagement, onboarding and fintech strategy into a growth engine anchored in a caring, member-focused and data-driven experience with human-centered innovation.

Duties and Responsibilities:

Marketing, Digital Marketing & Brand Strategy

• Lead a unified, omnichannel enterprise marketing strategy across digital, physical and community channels—serving as a strategic growth engine that drives member acquisition, engagement and retention aligned with business objectives, competitive positioning and member lifetime value.
• Oversee brand equity, reputation management and market differentiation across all channels and member segments, reflecting organizational values of caring, integrity and learning to build emotional connection and trust.
• Champion a member-first culture where every touchpoint is designed to be helpful, authentic and aligned with our member’s financial journey.
• Drive marketing performance through advanced analytics, attribution modeling and campaign ROI optimization.
• Define success through measuring member trust, satisfaction and long-term value—not just conversions or impressions.
• Develop, Lead, and execute member communications, public relations, crisis response and outreach strategies that builds emotional connection and trust while managing reputational risk.
• Anticipate and respond to shifts in digital behavior—including conversational AI, voice search and predictive content delivery—to ensure marketing remains agile, contextual and member-centric.
• Design inclusive, personalized financial education strategies that support member long-term financial wellness, leveraging behavioral insights and member data.
• Manage external relationships, media strategy, and multimillion-dollar marketing budgets with accountability for outcomes.

Digital Banking (Experience) & Onboarding

• Develop, lead and execute a digital banking strategy that drives growth, deepens member engagement and builds long-term loyalty.
• Oversee and drive the member experience across mobile, online and emerging platforms, ensuring every interaction is intuitive, secure and personalized.
• Champion innovation in onboarding through biometric authentication, instant account funding and tailored welcome journeys that are simple, seamless and member-focused.
• Leverage predictive analytics and behavioral data to deliver personalized experiences, providing tailored financial insights, proactive guidance and real-time engagement based on spending patterns, credit score tracking and other key indicators.
• Collaborate across the organization to embed digital tools that promote financial wellness, improve usability and strengthen member relationships.
• Continuously optimize the digital journey through data-driven insights, member feedback and behaviors and cross-functional alignment to ensure relevance and trust.
• Ensure digital solutions reflect the credit union’s values by prioritizing accessibility, transparency and long-term financial empowerment.
• Collaborate with key stakeholders to ensure seamless integration of digital tools that support financial wellness and long-term member relationships.
• Champion a data-driven approach to deepen trust, improve usability and continuously optimize the member journey.
• Develop and manage strategic fintech partnerships to accelerate digital engagement and member value.
• Evaluate and implement emerging technologies that support member needs and growth, while managing risk.
• Develop youth programs that foster lifelong relationships through digital-first experiences, gamified financial education and family engagement tools.

Digital AI, Predictive Strategy & AI-Driven Marketing Optimization

• Leverage AI to deliver hyper-relevant messaging at the right moment—enhancing engagement and deepening trust.
• Transform search and performance marketing through intent-based, AI-optimized strategies that prioritize relevance, customization and measurable ROI.
• Apply behavioral data and performance insights to continuously refine audience targeting, creative strategies and channel mix.
• Integrate generative AI into digital and campaign development for scalable content creation, dynamic personalization and real-time optimization.
• Execute predictive member segmentation and lifecycle marketing and digital strategies using AI-powered analytics to optimize campaigns across channels to boost engagement and retention.
• Other duties as assigned.

Qualifications and Skills:

• 10+ years of progressive experience in leadership with a significant focus in digital marketing, digital banking or fintech leadership.
• 5+ years in executive or senior management.
• Proven success in leading digital transformation in financial services.
• Strong leadership, communication and experience leading cross-functional teams in a mission-driven organization.
• Demonstrated success in building inclusive digital experiences that reflect diverse member needs.
• Deep understanding of AI, generative AI and data-driven marketing.
• Proven mastery in designing in member journey mapping and experience across digital and physical channels.
• Strong understanding of regulatory environments in financial services and related data privacy and AI ethics.
• Proven ability to translate data insights into actionable strategy across marketing, digital, product and service delivery.
• Experience with digital accessibility standards and inclusive design practices.
• Familiarity with credit union values and cooperative principles.
• Ability to influence and communicate across executive leadership, board and frontline teams.
• Track record of launching innovative products, services, experiences or fintech partnerships that drive member value.
• Comfort navigating rapid change and ambiguity, with a bias toward experimentation and learning.
• Ability to lead cross-functional teams using Agile principles to accelerate delivery, foster continuous improvement, and adapt quickly to member needs and market changes.
• Experience engaging with and presenting to a Board of Directors.
• Ability to embody and promote the Affinity Plus brand by leading with care, compassion, and a member-first mindset, ensuring all strategies and initiatives deliver value in alignment with our mission as a not-for-profit, member-owned cooperative.

Workplace Environment:

• Sitting and working at a computer 95% of the day.
• Utilizing the phone 45-50%.
• Bending, twisting, kneeling, stooping, or crouching when appropriate, on occasion.
• Repetitive movements, including but not limited to typing, mouse usage, phones, etc.
• Requires onsite presence based on coordination of work with other employees and/or departments. May require travel to attend on-site meetings/events for collaboration, connection, project work, All-Employee Day, etc.

Required Work Schedule:

Standard business operation hours with expectations to attend various meetings, conferences and additional professional events that may lie outside of normal business hours. Consistent and reliable attendance is a required essential function of this role to meet the needs of the department/team and organization.

Location:

The CDMO position is hybrid with an office based at our corporate headquarters in St. Paul, MN. There will be an opportunity to work virtually, however, regular onsite days will be expected for the first few months after hire and at least once weekly ongoing. Additional in-person days will be expected as needed for connections such as team, leadership and/or board meetings as well as branch visits and community events.

Compensation:

In alignment with our commitment to pay transparency, we are providing a good-faith estimate of the pay range for this position. This range reflects what we anticipate offering a successful candidate based on factors such as the role’s responsibilities, required qualifications, and relevant experience. The actual pay may vary depending on the selected candidate’s skills, experience, and other qualifications.

This position has a starting pay range of $258,200 - $342,150 annually.

Total Rewards:

Affinity Plus offers a comprehensive Total Rewards package that goes beyond base pay. In partnership with the State of MN Employer Group, Affinity Plus provides low-cost medical, dental and vision insurance coverage options. Additionally, Affinity Plus frontloads all sick time hours and a portion of vacation hours for all new employees, offers a variety of paid leave options, a monthly wellness benefit, and immediate 401K matching up to 5%. Our Total Rewards philosophy is designed to support your well-being and growth while fostering a fair and inclusive workplace.

Disclaimer

Applicants may be subject to a background and credit check. Employees in this position must be able to satisfactorily perform the essential functions of the position. If requested, Affinity Plus Federal Credit Union will make every effort to provide reasonable accommodations to enable employees with disabilities to perform the position’s essential job duties. As markets change and the Organization grows, job descriptions may change over time as requirements and employee skill levels evolve. With this understanding, Affinity Plus Federal Credit Union retains the right to change or assign other duties to this Member Advisor position.

Application Deadline

Affinity Plus Federal Credit Union accepts applications on a rolling basis.

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.