Senior Digital Marketing Lead

About the Role

Key Responsibilities

• Propose, plan, execute, and manage digital delivery initiatives including digital product launches, multi‑wave campaigns, email and marketing automation strategies, paid/organic search (SEM/SEO), paid social, Google Ads, display/retargeting, and geo‑targeted outreach.
• Partner with Marketing to develop and optimize web experience personalization, content calendars for social presence, and digital platform “push” adoption strategies.
• Write, proof, and edit copy in collaboration with Marketing—ensuring message alignment across social, search, email, and site experiences—while staying within budget.
• Work with tools, vendors, stakeholders, and the Data team to derive actionable audience insights; use these insights to design highly personalized, data‑driven, performance‑optimized digital experiences.
• Set and manage goals, KPIs, and performance benchmarks (conversion, cost‑per‑acquisition, engagement rates, digital adoption) to ensure efficient and repeatable delivery.
• Develop communication, training, job aids, and processes that enable uniform execution across the organization.
• Build business cases for new digital and performance marketing investments.
• Ensure compliance with digital branding standards, Credit Union policies, and all applicable regulations.
• Develop, gather, refine, and share member and employee digital activity and engagement metrics across platforms.
• Map and track digital journeys to segment, target, retain, and grow member relationships.
• Build feedback loops from campaign and channel data to continuously improve content, targeting, and spend allocation.
• Use A/B and multivariate testing to optimize message relevance, creative, landing paths, and member uptake.
• Analyze demographic and behavioral data to inform campaigns and report trends, insights, risks, and recommendations to stakeholders.
• Serve as a digital and performance marketing advisor to business line leaders, translating business goals into digital delivery roadmaps.
• Coordinate rollout timing with various teams to ensure aligned execution and measurement.
• Provide guidance on channels, targeting models, and ROI expectations; escalate data needs and tool gaps.
• Lead and own cross‑functional digital initiatives, communicating progress, risks, and outcomes.
• Advocate for digital adoption and data‑driven decision making, partnering with Marketing and Learning & Development to build awareness and train teams.
• Oversee and manage systems used to deliver and track digital experiences, including digital banking platforms, CRM, content and campaign automation tools, and analytics platforms.
• Ensure integrations and tagging support accurate attribution and performance reporting.
• Collaborate with Digital department staff to cross‑train responsibilities and support seamless member experiences.
• Must comply with all company policies, applicable laws, and regulations, including the Bank Secrecy Act, USA PATRIOT Act, and OFAC.

Requirements

• 8+ years' digital marketing and analysis experience plus 2+ years leading and managing data-driven digital marketing projects.
• Experience with a suite of digital/banking systems and project management is a plus.
• Bachelor's degree in Marketing, Digital Marketing, or related field.
• Must have and maintain a valid driver's license.
• Demonstrated work experience as Digital Media Strategist, Data Analyst, Digital Marketing Manager, or similar roles.
• Aptitude for system administration and business intelligence.
• Familiarity with digital/banking front end systems and processes.
• Knowledge of industry trends and member engagement techniques.
• Experience in identifying and segmenting user profiles/personas for effective marketing.
• Understanding of digital marketing journeys and rollout processes.
• Proven success in implementing automated digital journeys to maximize engagement and conversion.
• Strong decision-making skills with trackable results.
• Experience in team building, leadership, and managing multiple projects in a fast-paced environment.
• Professional verbal and written communication skills.
• Advanced analytical and project management skills.
• Proficiency in Microsoft Office (Outlook, Word, Excel, PowerPoint).
• Knowledge of Credit Union regulations, products, policies, and related laws.
• Ability to motivate and influence internal and external senior professionals.
• Ability to deal with complex problems involving multiple variables.
• Ability to provide world-class member service aligned with the organization’s values.

Nice to Have

• Experience with digital/banking systems and project management tools.
• Experience with system administration and business intelligence tools.
• Knowledge of industry trends and member engagement techniques.
• Experience in automating digital journeys for member engagement.

Qualifications

• Bachelor's degree in Marketing, Digital Marketing, or related field
• Valid driver's license

Benefits & Perks

• Comprehensive health insurance
• 401(k) matching
• Reimbursement for professional development
• Company holidays
• Generous PTO