Vice President of Marketing

Pasadena Federal Credit Union is seeking a strategic and data-driven Vice President of Marketing to lead marketing initiatives that drive membership growth, deepen member relationships, and strengthen our brand in the communities we serve.

This executive role is responsible for developing and executing integrated marketing strategies that support lending growth, deposit acquisition, digital banking adoption, and overall organizational growth. The VP of Marketing combines strategic leadership, digital expertise, data analytics, and community engagement to position the credit union for continued success.

The ideal candidate is a growth-oriented marketing leader who understands how to translate insights into campaigns that attract new members, deepen engagement, and elevate the credit union brand.

Key ResponsibilitiesStrategic Growth Leadership

Develop and execute marketing strategies aligned with the credit union’s strategic goals.

Responsibilities include:

• Developing data-driven marketing strategies that support membership growth
• Aligning marketing initiatives with lending, deposits, and digital banking goals
• Identifying new market opportunities including community segments, employer groups, and partnerships
• Supporting growth across branch and digital channels

Key performance indicators include:

• Net member growth
• Loan and deposit growth from marketing campaigns
• Product penetration per member
• Cost per acquisition

Member-Centric Marketing

Design marketing strategies that strengthen long-term relationships with members.

Responsibilities include:

• Promoting financial wellness and education initiatives
• Creating campaigns that increase member engagement and loyalty
• Utilizing segmentation to deliver relevant products and services
• Ensuring messaging reflects the credit union difference

Data and Analytics Leadership

Drive marketing decisions through insights and performance analytics.

Responsibilities include:

• Using marketing dashboards and digital analytics to guide strategy
• Tracking campaign ROI and performance
• Measuring conversion rates, engagement, and member lifetime value
• Continuously optimizing campaigns based on performance data

Digital Marketing & Technology Leadership

Lead digital transformation and modern marketing capabilities.

Responsibilities include:

• Website strategy and optimization
• Digital banking promotion
• Search engine optimization (SEO) and digital advertising
• Social media strategy
• Marketing automation initiatives
• Member journey mapping to improve engagement and conversion

Brand & Community Presence

Strengthen the credit union’s reputation and community impact.

Responsibilities include:

• Building and maintaining a strong brand identity
• Strengthening community partnerships
• Leading sponsorships and community initiatives
• Promoting the credit union’s mission, values, and community impact

Cross-Department Collaboration

Partner across the organization to ensure marketing supports business priorities.

This includes working closely with:

• Lending teams
• Retail and branch leadership
• Digital banking teams
• Member service
• Executive leadership

Marketing initiatives should directly support organizational growth objectives.

Team Leadership & Culture

Build and lead a high-performing marketing team.

Responsibilities include:

• Hiring, mentoring, and developing marketing staff
• Creating a culture of innovation, accountability, and collaboration
• Managing marketing vendors, agencies, and strategic partners
• Establishing clear team KPIs and performance expectations

Compliance & Reputation Management

Ensure marketing practices meet regulatory and reputational standards.

Responsibilities include:

• Ensuring marketing materials meet regulatory and compliance requirements
• Maintaining advertising compliance standards
• Supporting reputation management and crisis communication when needed

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or related field
• 7+ years of progressive marketing leadership experience
• Experience in financial services or credit unions preferred
• Strong background in digital marketing, analytics, and brand strategy
• Proven ability to drive membership, loan, and deposit growth
• Experience leading marketing teams and managing vendors
• Strong strategic thinking and leadership capabilities

What Success Looks Like

The Vice President of Marketing is both a strategist and a growth driver, using data, digital marketing, community engagement, and brand leadership to:

• Increase membership growth
• Strengthen member relationships
• Expand product penetration
• Elevate the credit union’s brand presence in the community

Pay: $140,000.00 - $170,000.00 per year

Work Location: Hybrid remote in Pasadena, CA 91103