Vice President of Marketing and Communications

Vice President, Marketing & Communications – Kensington, MD (Montgomery County)

Signal Financial is a progressive and growing Credit Union with over 24,000 members and more than $400+ million in assets. We are committed to building a new way of banking for our current and future members in the Washington Metro area. Our goal is to be a progressive multi-billion-dollar financial institution by re-inventing the way we operate, particularly when it comes to enhancing the membership experience. We aim to do this by being innovative, creative, and nimble in offering distinctive products and services.

Position Summary

The Vice President of Marketing and Communications is a key member of the senior leadership team, responsible for the strategic direction, development, and execution of the credit union’s marketing, branding, communications, and public relations initiatives. This individual will lead a high-performing team to drive growth, member engagement, brand awareness, and community impact, aligning all efforts with the organization’s mission, vision, and long-term business objectives.

Key Responsibilities

Strategic Leadership

• Develop and implement integrated marketing and communication strategies to support credit union goals, including membership acquisition, retention, and engagement.
• Lead cross-functional collaboration to ensure marketing efforts are aligned with business priorities across departments.

Brand Management & Communications

• Oversee brand positioning, ensuring consistency and strength across all internal and external touchpoints.
• Manage public relations efforts, media relations, crisis communication, and community engagement strategies.
• Direct all internal communications to ensure a unified voice and enhance employee engagement.
• Partner with executive leadership to shape and amplify the organization’s voice and vision.

Marketing Campaigns

• Lead the development and execution of multi-channel marketing campaigns, including digital, social media, content, email, print, and events.
• Leverage data and analytics to drive decision-making and articulate campaign performance.
• Oversee all internal and external communications including public relations, executive messaging, media relations, crisis communications, and thought leadership.
• Design and implement multi-channel lead generation programs that drive membership growth across Signal’s key target audiences.
• Responsible for monitoring and measuring advertising and promotional initiatives and gauging their effectiveness.

Content Strategy

• Define and drive a comprehensive content strategy aligned with the credit union’s mission, brand positioning, and member engagement goals across all channels.
• Manage the development of compelling, compliant, and member-focused content for digital, print, and in-branch communications, including website copy, blog articles, email campaigns, newsletters, social media, video scripts, and product/service collateral.

Team Leadership & Development

• Manage, mentor, and develop a team of marketing and community development professionals, fostering a culture of collaboration, accountability, and innovation.
• Provide ongoing coaching and performance management to ensure individual and departmental success.

Budgeting & Vendor Management

• Develop and manage the annual marketing and communications budget.
• Manage partnerships with vendors, platforms, and affiliates that support goals.

Market Research & Audience Insights

• Direct the market research function and other demographic and socio-economic information to provide member behavior insights.
• Monitor market trends, competitor activity, and consumer behavior to inform strategies.
• Direct staff to create and conduct qualitative and quantitative research and to coordinate projects with external research vendors.
• Stay informed on financial industry trends, as well as consumer/member needs and behaviors.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or related field (Master’s preferred).
• Minimum of 10 years of progressive experience in marketing, communications, or related fields, including 3 to 5 years in a leadership role.
• Proven experience leading strategic marketing initiatives, preferably in financial services or a regulated industry.
• Exceptional written, verbal, and interpersonal communication skills.
• Strong analytical skills and familiarity with marketing analytics tools.
• Demonstrated ability to influence and collaborate at all levels of the organization.
• Knowledge of credit union principles, financial products, and community impact strategies is highly desirable.

Key Competencies

• Strategic Thinking
• Leadership and People Development
• Results Orientation
• Collaboration and Relationship Building
• Innovation and Creativity
• Brand Stewardship
• Financial and Business Acumen

Physical Requirements

Sitting or standing continuously for periods of up to four hours, communicating verbally, communicating in writing, faculty of seeing and hearing and operating a keyboard. Lifting and carrying usually not to exceed 20 pounds.

Working Conditions

Required travel to other Credit Union facilities and various locations for meetings and events. Work is performed in an office environment but also requires mobility within the office. May be required to travel to other Credit Union facilities and various locations for job related training.

The list of duties and responsibilities is not intended to be all-inclusive and may be expanded to include other duties or responsibilities that management may deem as necessary.

We are proud to be an Equal Employment Opportunity (EEO). Signal Financial Federal Credit Union does not discriminate against any applicant or employee based on race, color, religion, gender, gender identity or expression, sexual orientation, national origin, age, disability, genetic information, veteran status, or any other characteristic protected by federal, state, or local laws.

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