VP, Digital Marketing
State Employees Federal Credit Union - Albany, NY
posted 2 days ago
About the position
The VP of Digital Marketing is a senior leader in the Marketing & Communications Department responsible for driving the strategic vision for all digital marketing efforts across a $10 billion organization. This role involves not only crafting and executing digital strategies across various mediums such as email, SEO, social media, advertising, geofencing and driving web engagement but also serving as a thought leader in the digital marketing arena leading major initiatives, creating member journeys and building measurement analytics. The ideal candidate is a strategic and analytical thinker, adept at driving digital transformation to enhance member experience, boost efficiency, and achieve business objectives. They will be responsible for the profitability, growth, engagement, and efficiency of digital channels, delivering regular KPI reports and developing action plans to meet organizational growth objectives. Additionally, the VP of Digital Marketing will leverage advanced analytics to monitor and optimize digital performance, including SEO strategies. They will analyze data to identify trends, measure the effectiveness of digital campaigns, and make data-driven recommendations to enhance search engine visibility and overall digital presence. This role requires a deep understanding of SEO best practices and the ability to implement strategies that support the organization's goals. The VP will continuously research and integrate new tools, technologies, and methodologies to ensure the organization remains at the forefront of digital innovation.
Responsibilities
- Work with leaders across the organization to implement major foundational digital initiatives including: new member onboarding, building member journeys in Sales Force Marketing Cloud, connecting systems for performance measurement from prospecting through account opening, leading the implementation of Spanish translation for our website and continuous improvement of our website features/content.
- Build a dashboard of reports designed to measure performance.
- Enhance content strategies by evaluating performance metrics (KPIs), assessing ROI, analyzing competitors' digital and social landscapes, and adopting the latest features across various digital platforms.
- Use web analytics software to monitor the performance of websites, aggregators, and search engines; implementing tactics for improvement.
- Analyze and interpret social listening data and digital analytics to inform strategic decisions.
- Stay current on digital trends, algorithm updates, and emerging SEO optimization techniques.
- Lead a team of digital professionals to develop, implement, and oversee both long-term digital marketing strategies and short-term advertising initiatives.
- Mentor the digital professionals to elevate skill levels across the team.
- Collaborate with our brand team to conceptualize, plan, and execute digital marketing campaigns across various channels, including social media, email, search engines, and websites.
Requirements
- Bachelor's degree plus ten (10) years of digital marketing experience in an organization, at an agency or as a consultant.
- Proven experience in digital marketing, with a strong understanding of various digital channels and marketing automation systems.
- Excellent analytical skills and the ability to interpret data to drive marketing decisions.
- Exceptional leadership, relationship building and influencing skills. This position requires a large degree of cross-functional collaboration and coordination.
- Demonstrated experience making strategic decisions and improving processes based on analytical and strategic thinking skills to balance initiative planning, execution, and reporting.
- Understanding of usage Google analytics with the ability to recommend improvements based on analytics. Required skills include gap analysis, user behavior and journey mapping.
- Experience and proficiency with digital marketing vehicles such as mail, email, website as well as mobile, and variety of social networking vehicles.
- Excellent written and oral communication skills. Proven ability to communicate at many levels -conceptually and tactically - including strategies, plans, activities, metrics, budget.
- Proven ability to translate product positioning and attributes to industry-specific messages and value propositions.
- SEO and email marketing experience required.
- Salesforce Marketing Cloud, Microsoft or HubSpot CMS experience a plus.
- Financial services experience is a plus but not required.
Nice-to-haves
- Bilingual individuals who are fluent in a second language in addition to English are highly encouraged to apply.
Benefits
- Competitive benefits package.
