Growth Marketing Manager

At VyStar, we offer competitive pay, an excellent benefit package that includes a 401(k) Plan, an extensive paid technical and on-the-job training program, and tuition reimbursement--available to all full and part time employees.  Part time positions start at a minimum of 30 hours per week.

We encourage you to become a part of VyStar Credit Union's family of employees.

Growth Marketing Manager

ACCOUNTABILITY STATEMENT

The Growth Marketing Manager will execute marketing activities with the goal of acquiring new members (in markets where we have branches and nationally), retaining existing members, managing paid digital marketing efforts, driving volume for assigned lines of business, and advancing the personalization strategy. The role will be key in leveraging data analytics tools to develop and lead direct marketing efforts as part of an opti-channel approach (following the Acquisition, Activation, Retention, Revenue, and Referral funnel) and provides project management support by organizing and coordinating the product marketing workload and campaigns within the project management system.

New Member Acquisition

• Manage marketing acquisition program and lead strategy to acquire new members both in markets where we have branches and to targeted eligible segments nationally where we may not have branches (ex. active military, veterans, foundation etc.)

• Manage marketing automation and personalization software to develop/execute direct marketing activities that drive member growth.

• Develop a comprehensive growth strategy to drive volume for assigned lines of business.

• Leverage MCIF data to measure/report on campaign results and optimize conversions.

• Work with internal and external partners to develop campaign creative briefs.

• Ensure all campaign creative follows the compliance approval process.

• Periodically present new marketing initiatives to VPs/SVPs/Marketing Dept

• Serve as project manager for owned campaigns, ensuring alignment across teams.

• Manage regular meetings with VPs/SVPs within departments of assigned lines of business to review reporting campaign metrics, discuss new initiatives, and align with business unit goals.

Member Retention

• Create comprehensive member retention strategy. Including measuring current attrition rates, establishing industry comparisons for benchmarking, identifying the main drivers of attrition, and developing ongoing sustainable tactics to reduce member attrition.

• Partner with Marketing Insights and Analytics team to develop campaign attrition dashboards (at the membership and product level)

• Leverage MCIF system to conduct ongoing research into growth rates, market share, attrition, profitability, and production for new branches.

• Analyze products‑per‑member trends and develop strategies to increase product penetration across member segments.

• Collaborate with Finance, Data Solutions, and Marketing Insights to establish realistic targets for both retention and products‑per‑member performance.

• Monitor and measure percentage of members who VyStar considers primary financial institution members and measure against industry peers.

Digital Marketing

• Act as personalization software administrator for marketing team.

• Develop holistic personalization strategy, leveraging personalization software, to create a true opti-channel marketing experience (right offer, right person, right time, right channel).

• Paid product digital marketing subject matter expert, responsible for working with digital marketing agencies on marketing spend (align with product marketing calendar), A/B testing, conversion optimization, and attribution analysis (primarily for paid search and display).

Project Management Support

• Maintain accurate documentation, timelines, and status updates within the project management system.

• Coordinate cross-functional workflows to ensure campaign tasks are completed on time and aligned with dependencies.

• Develop project plans and standardized processes to improve efficiency and throughput for product marketing initiatives.

• Identify bottlenecks or resource gaps and proactively recommend solutions.

• Facilitate campaign kickoff, review, and retrospective meetings to ensure successful execution and continuous improvement.

Leadership

• Lead strategic initiatives that support member growth, retention, and product adoption across assigned business lines.

• Influence and align stakeholders across Marketing, Analytics, Digital, Finance, and business units to ensure execution of growth priorities.

• Champion the member lifecycle strategy and ensure marketing efforts support organizational growth goals.

Marketing Team Support

• Serve on internal project teams, support functional areas within the marketing department, and assist lines of business with new initiatives as needed.

• All employees and business units, as first line of defense, are expected to proactively help identify, assess, manage, and report risks within their domain of work. To enhance a healthy risk culture and support our growth for good pillar, employees will maintain vigilance in safeguarding our operations while ensuring compliance with regulatory mandates. The Risk team serves as the second line of defense by providing risk oversight and credible challenge whereas the Audit team serves as the third line of defense by providing risk assurance.

VYSTAR EXCELLENCE

Incumbent is expected to demonstrate each of the following VyStar Excellence behaviors in performing the duties and responsibilities of their job:

• Focus: Focus your full attention by carefully listening to and observing client or member.

• Connect: Consistently be friendly and approachable. Demonstrate your care.

• Understand: Listen empathetically and ask questions (70%/30% rule).

• Counsel: Recommend solutions based on your member’s needs and objectives.

• Advance: Ensure that member’s expectations were exceeded.

• Verify necessary follow-up actions.

JOB QUALIFICATIONS

EDUCATION

Bachelor’s degree is required (or equivalent combination of education and significant relevant experience).

EXPERIENCE

• 5+ years’ work experience in marketing or comparable role

• 5+ years' marketing automation experience preferred

• 5+ years’ email marketing experience preferred

• 5+ years' digital marketing experience preferred

• 5+ years' financial services marketing experience is preferred

TECHNICAL SKILLS

• Experience with HubSpot or similar marketing automation platform is preferred

• Experience with Google Analytics preferred

JOB KNOWLEDGE, SKILLS & ABILITIES

• Excellent verbal and written communication skills

• Experience in presentations in a business setting

• Advanced computer skills and an above average knowledge of the latest Microsoft Office (Word, Excel, and PowerPoint) and Adobe Professional suite

• Results oriented with strong strategic, analytical and interpersonal skills.

• High level of initiative and ability to work independently.

• Ability to participate in local events after hours and on the weekend. Local/regional travel is required.

• Ability to manage multiple projects, and flexibility to adapt to changing priorities.

• Strong team orientation and ability to work with people from all business areas and levels.

• Ability to work with varying levels of internal constituents and develop communication at various internal levels.

DISCLAIMERS AND WORK ENVIRONMENT

Nothing in this position description is an implied contract for employment. The position description is intended to be an accurate account of the essential functions. The functions are not all encompassing and are subject to change at any time by management. The work environment characteristics described are representative of those that an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.  As required or requested, may exert up to 20 pounds of force occasionally and/or a negligible amount of force constantly to lift, carry, push, pull or otherwise move objects.

VyStar Credit Union is not seeking outside assistance or accepting unsolicited resumes from staffing agencies or search firms for employment or contractor opportunities. Any resumes submitted by an outside vendor to any employee at VyStar via e-mail, internet, or directly to hiring managers without a valid written search agreement with the Talent Acquisition / HR department will be deemed the sole property of VyStar Credit Union.

No placement fee will be paid if a candidate is hired as a result of the referral, or through other means.

Thank you for your inquiry regarding our current job opening.  Your resume will be carefully reviewed against the position requirements. Should your experience and skills match, you will be contacted by one of our Human Resources department staff members.

Thank you again for your interest in this position!

VyStar Credit Union Human Resources