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Chief Marketing and Growth Officer

Fortera Federal Credit UnionMarketing
Salary
$250K–$300K
Hiring from
United States
Work type
Hybrid
Posted
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Salary Range: $250,000.00 To $300,000.00 Annually

Starting pay for successful applicants is generally within the minimum to midpoint of the pay range. Our consideration for pay is designed to support career growth and development over time. Offers extended depend on a variety of job-related factors, including but not limited to individual experience, knowledge, training, education, geographic location, market demands and internal equity.

POSITION PURPOSE

The Chief Marketing and Growth Officer (CMGO) leads marketing, member experience and product strategy to support Fortera’s continued growth and long-term success. This executive is responsible for attracting and retaining members, growing deposits, increasing members’ use of our services and expanding our presence in priority markets. This executive oversees marketing and brand strategy for both Fortera and Vanderbilt Credit Union, helping each attract members, build trust and strengthen its presence in the markets it serves. The role turns member needs and market opportunities into products, communications and experiences that support lasting, profitable growth.

The role sets marketing and growth priorities, manages approved budgets and defines what members need from products and digital services.

ESSENTIAL FUNCTIONS AND BASIC DUTIES

Enterprise Growth Strategy and Accountability

  • Lead a credit union-wide growth plan that attracts new members, retains existing members, grows loans and deposits and makes Fortera the financial institution members use most.
  • Turn strategic priorities into clear plans for each priority market, member group and product, with assigned responsibilities, budgets, timelines and targets.
  • Identify where Fortera can compete successfully and focus resources on opportunities that offer lasting value for members and the credit union.
  • Maintain a clear growth scorecard, review results regularly with executive leadership and adjust plans when results fall short.

Vanderbilt Strategy and Market Expansion

  • Lead Vanderbilt Credit Union’s marketing and growth plan. Define priority member groups, reasons to choose Vanderbilt, advertising, digital presence, communications and measures of success.
  • Preserve Vanderbilt’s licensed brand identity while using Fortera’s products, technology and resources to provide greater value to members.
  • Partner with the Vanderbilt market leader, who leads local relationships and business development. The CMGO leads brand, marketing, member acquisition and product launch strategy.
  • Develop approaches to branding, communications, member retention and entry into new markets that Fortera can use in future affiliations, mergers and acquisitions.

Product Strategy and Launches

  • Lead product planning and development using member feedback, competitor research, and business results. Recommend which products to introduce, improve or replace, and work with the responsible executives and Finance to agree on ownership, priorities, costs and goals for member use, growth and financial results.
  • Establish a consistent process for evaluating product ideas, building business cases, preparing launches, reviewing results, and retiring products when appropriate.
  • Lead coordinated product launches, including advertising, online applications, member communications, and preparation of frontline teams.

Brand, Communications and Market Presence

  • Oversee marketing and the dual-brand strategy for both Fortera and Vanderbilt Credit Union, helping each attract members, build trust and strengthen its presence in the markets it serves.
  • Set consistent standards for brand appearance, messaging, advertising, websites, and member communications.
  • Lead corporate communications, media relations and reputation management, including communications during a crisis. Work with the President/CEO and other executives on leadership messages.
  • Represent Fortera at the senior executive level at industry conferences, community events and business gatherings, including speaking engagements and leadership roles in relevant organizations as appropriate. Build relationships with community leaders, employers and industry partners that strengthen Fortera’s reputation and create opportunities for partnerships and member growth.

Member Growth, Retention and Digital Marketing

  • Lead efforts to attract new members through advertising, referrals, partnerships and other channels. Measure success by whether those members fund their accounts, loans, use our services and stay with us.
  • Test and improve marketing messages, offers, websites, applications and new-member follow-up to learn what helps members take the next step.
  • Partner with leaders across Fortera to turn marketing efforts into measurable growth through branches and digital channels. Build market awareness and generate qualified leads, appointments and new business. Support existing services and future offerings as Fortera grows.
  • Work with Data, Technology and business leaders to define the tools needed to manage member relationships, send timely and relevant communications, and follow up on leads and referrals.
  • Lead improvements to Fortera’s websites and online applications that help people find the right services, connect with a branch or complete business online. Work with Technology and business-line leaders to make those steps easier and increase completed inquiries, appointments and applications.
  • Work with leadership to simplify online applications and follow-up and increase the share of applications that are funded.

Member Experience Leadership

  • Lead Fortera’s member experience strategy. Listen to members and work with the responsible leaders to agree on improvements that make joining, borrowing, saving and getting help easier.

    Turn member feedback and account-use patterns into a prioritized improvement plan with clear business owners. Track whether changes improve member satisfaction, use of services and retention. Operations remains responsible for service delivery, and Technology remains responsible for technical delivery.

Research, Investment and Executive Leadership

  • Use member research, market trends, product results and reliable data to decide where to focus time and money.
  • Build marketing and growth budgets around expected member and financial results. Work with Finance and Data to measure the cost of attracting active members, the value of those relationships, how long members stay, and how quickly investments pay for themselves.
  • Present clear recommendations, results and choices to the President/CEO, Executive Leadership Team and Board as needed.
  • Assess whether the department’s structure, talent, technology and resources can support Fortera’s long-term growth. Recommend and implement the changes needed, including developing or recruiting talent, clarifying roles and determining which capabilities to build internally or obtain through outside partners.
  • Ensure the function’s work meets applicable laws, regulations, internal policies, privacy standards, brand licensing obligations and Bank Secrecy Act requirements.

Role Boundaries and Key Partnerships

  • Business-line executives and Finance retain their responsibilities for product financial results, pricing, lending decisions, operations and financial plans. The CMGO leads member and market research, product strategy, marketing and launches, and measures whether members choose and use the products. Loan growth is a shared outcome. Lending leadership owns underwriting, credit policy, and pricing. The CMGO shares accountability with them for loan demand, application traffic and members’ use of lending products.
  • Technology owns systems, cybersecurity and technical delivery. Data owns data standards, quality and credit union-wide analysis. The CMGO works with both teams to define the information and tools needed to improve products, attract members and encourage use of services.
  • Operations owns branch and service operations. The CMGO uses member feedback to identify where service should improve and works with Operations to agree on expectations, make improvements and measure results.
  • Human Resources owns employee experience, culture and employee learning programs. The CMGO supports internal brand messages and communications about organizational changes as needed.


Special Note: Fortera Federal Credit Union is an Equal Opportunity/Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, or protected Veteran status.

Please be advised, visa sponsorship is not available for this position.

PERFORMANCE MEASUREMENTS

Annual goals will reflect the CMGO’s responsibility for marketing results and contribution to Fortera’s overall growth and member experience.

  • Growth in active members and households. Report new members, members who begin using their accounts, members retained, members lost and inactive members re-engaged separately, using consistent definitions and tracking results over time.
  • Growth in deposits that stay with Fortera, direct-deposit use, members who use Fortera as their main financial institution and use of additional products. Review deposit costs and relationship value with Finance.
  • Growth in loan originations and balances by portfolio, including applications, approval and funding rates for marketing generated leads and share of new members who join through a loan.
  • New business generated by marketing through branches and digital channels, measured against agreed growth goals.
  • Results from new and existing products, including member use, retention and financial contribution against approved goals.
  • The cost of attracting active members and the return on marketing and growth spending.
  • Vanderbilt Credit Union’s member, deposit, loan and relationship growth against approved market goals.
  • Increased recognition of Fortera and Vanderbilt in the markets we serve. Improved member satisfaction and ease of doing business, along with increased use of our services.
  • Delivery of approved marketing, product and member experience initiatives on time, within budget and against agreed goals.

First-Year Priorities

  • Deliver an approved growth plan for priority markets and member groups.
  • Put an actionable Vanderbilt marketing and growth plan in place.
  • Establish current performance measures and agree on numerical targets with Finance, Lending, and Data.
  • Set priorities and timelines for product improvements, member experience and programs that welcome, retain and re-engage members.
  • Complete a department assessment and begin implementing an approved plan for the structure, talent, technology and budget needed to support Fortera’s next stage of growth.
  • Demonstrate progress through completed milestones and measurable member and financial results against agreed targets.


QUALIFICATIONS

Education / Certification

Bachelor’s degree in marketing, business, finance or a related field, or an equivalent combination of education, training, certifications and relevant professional experience. Advanced degree preferred.

Experience Required

  • Minimum of 10-15 years of progressively responsible experience in marketing, growth, product management, digital marketing or member/customer experience, including at least 5 years leading managers or senior-level teams. Experience in financial services or another complex, regulated consumer business is strongly preferred.
  • Substantial, progressively responsible leadership experience in marketing, with additional experience in growth, product management, digital marketing or member/customer experience, in financial services or another complex, regulated consumer business.
  • A demonstrated record of attracting and retaining members or customers, increasing their use of services and delivering sustained relationship or revenue growth. Must have been accountable for measurable results and built teams and practices that continued to deliver as the organization grew.
  • Demonstrated experience designing and building marketing and growth departments that supported an organization through significant growth. Experience leading managers and specialists, managing budgets and outside partners, and coordinating product development and launches across departments.
  • Financial-services experience or demonstrated knowledge of consumer banking products, deposit costs and value, member/customer acquisition and service, and marketing in a regulated financial institution. Experience managing multiple brands, entering new markets or integrating mergers is preferred.

Skills / Abilities

  • Sound business judgment that connects member needs and market opportunities with useful products and strong financial results.
  • Strong knowledge of branding, marketing measurement, online member acquisition, member relationship tools, product management and member experience.
  • Ability to evaluate business proposals, acquisition costs, product profitability and investment returns, and distinguish activity from meaningful results.
  • Clear, credible communication with employees, executive peers and the Board, and the ability to earn cooperation across departments.
  • Ability to build strong teams, choose effective partners, establish accountability and make decisions when information is incomplete.

ACTIVITIES AND REQUIREMENTS OF THIS POSITION

This position includes a hybrid/remote work arrangement and primarily involves seated executive work. It requires frequent communication, use of standard business technology, and preparation and review of complex information. Periodic travel to Fortera markets, partner locations and community or industry events is required, along with regular and predictable attendance.

INTENT AND FUNCTION OF JOB DESCRIPTIONS

Job descriptions identify essential functions, basic duties and minimum requirements and are not intended to be all inclusive. Additional responsibilities and requirements may be assigned or changed as business conditions warrant. Job descriptions do not create employment contracts. Fortera Credit Union maintains its status as an at-will employer, subject to applicable law.

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