Marketing Manager

Purpose

The Marketing Manager is responsible for providing strategic leadership and overall direction for We Florida Financials' marketing operations, including brand management, digital marketing, product development, advertising, public relations, social media, and business development. This role combines strategic vision with direct execution to drive member growth, product adoption, and brand awareness through both traditional and digital channels. The Marketing Manager develops and implements integrated marketing strategies that align with organizational goals and ensures all marketing initiatives deliver measurable results and ROI. This position requires excellent creative skills, digital marketing expertise, and the ability to maintain a strong presence in the community as a representative of We Florida Financial.

Essential Functions

Strategic Planning

Provide direction in digital marketing, social media, community engagement, and Foundation operations
Develop and implement three-year strategic marketing plan, updated annually, to achieve corporate objectives for membership growth, loans, deposits, product sales, and net income
Develop and execute annual tactical marketing plan with measurable goals and KPIs
Prepare annual marketing and advertising budget
Conduct ROI analysis on marketing and business development campaigns
Brand Management & Marketing Communications

Define and manage the overall member experience through development and maintenance of a unique brand identity and brand standards
Develop and implement print advertising, member newsletters, direct mail campaigns, and promotional materials from concept to completion
Provide communication and copywriting support across all areas of the credit union; serve as primary writer for corporate communications
Research, write, and design product and service brochures and marketing collateral
Write press releases to industry and mainstream media
Write speeches and presentations as requested
Ensure all materials conform to We Florida Financial brand standards and comply with applicable state and federal advertising regulations
Digital Marketing & Web Management

Utilize the credit union's web-based marketing, e-commerce channels, and digital marketing platforms
Develop and implement digital marketing tactics and campaigns that support organizational strategies and drive incremental product growth
Manage and optimize cross-channel search and acquisition campaigns, including SEO and SEM strategies
Input content to We Florida Financial website to drive sales results
Optimize website to drive traffic through paid and natural search
Develop and implement electronic marketing campaigns, including outbound email and web-based initiatives
Develop and administer electronic member surveys
Manage digital signage content, images, and maintain optimal message mix in all branches
Manage regular blog content for We Florida Financial members
Analyze performance and ROI for all online and electronic marketing channels; report results monthly to management
Social Media Marketing

Develop and implement comprehensive social media marketing strategy aligned with organizational goals and priorities
Oversee day-to-day social media activities that support the organization's online brand presence
Monitor and respond to all channels of influence including Facebook, Instagram, Twitter, TikTok, LinkedIn, Google, Yelp, and other web-based outlets
Create engaging media and campaigns to promote and elevate the brand across social platforms
Produce quality social media content and facilitate tracking, monitoring, and reporting of social media activities
Research competitor activities and products on social media and the web
Develop relationships with third parties, including social networks, to generate traffic to We Florida Financial
Review and respond professionally to digital postings, comments, and reviews
Community Engagement & Events

Identify key community organizations, influencers, and individuals for partnership opportunities to promote and develop engagement programs
Coordinate successful special event initiatives and community engagements, including planning, event staff and volunteer scheduling, vendor contracts, corporate and individual solicitations, RSVP tracking, and budget management
Organize and oversee corporate events including Annual Meeting and Employee Kickoff
Attend approved events and branches to capture and generate content for social media channels
Cross-Functional Collaboration & Vendor Management

Collaborate with internal departments to share marketing expertise throughout the organization
Work with Sales Department to create targeted campaigns promoting We Florida Financial products and services
Provide support to Sales Department to achieve loan, deposit, and fee income goals
Communicate marketing strategic plan, new products and services, and other marketing initiatives for staff
Manage relationships with vendors including statement processors, advertising agencies, creative design firms, public relations firms, and digital platform providers
Compliance & Industry Awareness

Remain current on changes within legal, regulatory, economic, competitive, and technology environments that may affect marketing, advertising, and public relations functions
Ensure all advertising and marketing materials comply with applicable state and federal regulations
Other Functions

Project a positive professional image for We Florida Financial in community and industry affairs
Attend Board and appropriate Committee meetings as requested
Maintain mutual communication system with senior management team
Prepare reports as requested
Perform special assignments as requested by the Board, President, or Senior Management
Attend local marketing networking events and classes to stay current with trends
Job Qualifications

Knowledge of:

Digital marketing channels including SEO, SEM, email marketing, social media platforms, and web analytics
Marketing principles and practices including brand management, campaign development, and market research
Data analysis and ability to make data-driven decisions
Credit Union policies, products, services, regulations, and procedures
Business English and effective writing techniques, including spelling, grammar, composition, and punctuation
PC literacy including Word, Excel, PowerPoint, Canva, and relevant marketing software platforms
Multiple social media channels and best practices for each platform
Website design principles, content management systems, and user experience optimization
Skills:

Vision: Ability to read and interpret web analytics, social media metrics, and complete necessary paperwork
Speech/Hearing: Ability to communicate verbally and in writing with staff, members, vendors, and community partners
Manual Dexterity: Ability to perform necessary computer-related input
Physical Mobility: Requires significant finger manipulation, hand-arm manipulation, hand/arm steadiness, eye/hand/foot coordination, limb movement without visual control, hand/ear coordination, skilled body coordination, and skilled body positioning
Ability to:

Manage and meet multiple conflicting deadlines
Understand and follow complex written and oral instructions
Comprehend complex functions and procedures
Express oneself clearly and concisely, both orally and in writing
Prepare and maintain confidential records and reports
Gather, assemble, correlate, and analyze facts to develop solutions
Demonstrate excellent organizational, strategic planning, and project management skills
Analyze statistical, financial, and marketing data
Present a positive professional image and always maintain professional composure
Interact positively with staff at all levels of the organization, volunteers, and the public to promote a team environment
Make decisions and take initiative to resolve problems or unique circumstances
Produce high volume of accurate, complete, high-quality work in a timely manner
Lead product development teams in a matrixed environment
Collect and analyze data to drive decision-making
Travel and attend off-hours We Florida Financial, industry, and community meetings and activities
Education/Experience

Bachelor's degree in marketing, Business Administration, Communications, or related field required
Minimum 5 years of progressive marketing experience
Minimum 2 years of experience in digital marketing management with demonstrated results
Experience in Digital Banking and Product Management within Banking or FinTech strongly preferred
Experience in social media marketing and producing quality content across multiple platforms
Experience in effective website design, SEO principles, and managing email campaigns
Formal training should be supplemented with continuing education and self-development programs

Notice: This job description is not intended to be, nor should it be construed as a contract for employment. We Florida Financial makes no guarantee of permanent employment. This job description is to be used as a guideline to give you an understanding of what the Credit Union has defined this position to be. Changes to this job description may be made by management.

We Florida Financial is committed to working with its employees to accommodate them with the physical aspects of a job to the extent a financial services organization can without impacting financial control or member service. We Florida Financial is an Equal Opportunity Employer. m/f/h/v.