VP of Marketing

Job Details
Job Location: Meridian Administration - MERIDIAN, ID 83642
Position Type: Full Time
Role The Vice President of Marketing leads strategy to drive sustainable growth, strengthen the brand, and deepen member engagement in alignment with CapEd’s operating model and long‑term vision. This role ensures marketing, product strategy, and brand promise translate into cohesive, high‑impact member experiences. The VP advances CapEd’s future by positioning it as a trusted financial partner, delivering simple and digitally enabled experiences, and enabling disciplined, data‑driven growth. This leader also ensures marketing execution drives awareness and adoption of solutions across all lines of business while remaining operationally aligned, compliant, and centered on member needs.
Essential Functions & Responsibilities Enterprise Growth & Marketing Strategy Develop and execute a comprehensive, enterprise marketing strategy aligned with CapEd’s Business Plan and Strategic Plan.
Lead initiatives that support membership growth, product adoption and simplification, or relationship deepening and retention.
Continuously recalibrate marketing strategy and resource allocation to align with evolving business priorities.
Member Experience & Journey Integration Design and lead end‑to‑end lifecycle marketing strategies spanning acquisition, onboarding, engagement, and retention.
Ensure marketing initiatives align with frontline capabilities, service delivery models, and operational readiness.
Partner across teams to reduce friction and improve member experience across all channels.
Leverage member feedback tools to improve experiences.
Digital Experience & Innovation Lead digital marketing and support enterprise digital strategies, including omnichannel engagement, digital acquisition and onboarding, AI‑enabled or automated communications.
Partner with technology teams to streamline member contact channels, enhance personalization and speed to service through automation and AI.
Enable data‑driven decision‑making through advanced analytics infrastructure.
Brand, Market Positioning & Community Presence Lead enterprise brand strategy aligned with CapEd’s mission, values, and legacy of education and service.
Strengthen CapEd’s position as a trusted financial partner and community leader.
Oversee public relations and media, sponsorships and community engagement, and internal brand alignment.
Partner with internal departments to support internal communications and brand alignment.
Conduct ongoing brand and market analysis to support expansion and positioning.
Product & Growth Enablement Partner with business units to simplify, enhance, and position products and services.
Support strategic growth initiatives across consumer, mortgage, and commercial lending, business banking and wealth management.
Develop tools, messaging, and campaigns that enable frontline teams to deliver effective member advocacy and relationship growth.
Analytics, Performance & Financial Discipline Establish KPIs aligned with strategic priorities, including growth, engagement, retention, digital adoption and conversion, marketing ROI and efficiency.
Drive a data informed culture leveraging segmentation and behavioral insights.
Align marketing investments to financial performance, profitability, and sustainability goals.
Compliance, Governance & Risk Alignment Ensure all marketing activities comply with applicable financial regulations (e.g., NCUA, Truth in Lending, UDAAP).
Partner with compliance, legal, and risk teams to mitigate risk in communications and campaigns and align marketing practices with enterprise governance frameworks.
Leadership & Organizational Development Lead and develop a high‑performing marketing and growth team; cultivate great employee experience and wellbeing to mitigate turnover through hiring, assessing performance, coaching and developing employees in adherence to CapEd policies and employment law.
Provide oversight of the Marketing team’s performance, identify risk trends and recommend operational risk policies and strategies.
Foster a collaborative, accountable, and innovative culture aligned to CapEd’s people‑first philosophy.
Use measurements and data to design plans for improving workflow efficiencies, service delivery, growth, profitability and organizational financial stability.
Develop, illustrate, and communicate budgets and cost containment for span.
Maintain knowledge of all Credit Union products, services, and promotions.
Contribute to efficient Credit Union operations by performing other job‑related duties as assigned.
Qualifications Knowledge and Skills Ten to fifteen years of similar or related experience.
Bachelor’s degree in Marketing, Business, or Communications OR formal certifications recognized in the industry as equivalent to a bachelor’s degree (e.g., IT certifications in lieu of a degree).
Other Skills Integrated marketing and digital strategy
Brand development and market positioning
Data analytics, segmentation, and marketing technology
Strong understanding of member‑first business models and service delivery alignment
Knowledge of industry regulations and compliance requirements
Exceptional leadership, communication, and cross‑functional influence skills
Ability to translate strategy into operationally executable plans and measurable outcomes
Brand Promise To make a difference - every member experience matters. Employees of CapEd carry out our promise and values of EP!C by being Empowered: We are knowledgeable and trusted to make decisions; Professional: We are respectful in creating outstanding experiences; Innovative: We seek new ideas for positive change; Collaborative: We connect with each other to implement solutions.
Critical Competencies Adaptability, Energy, and Stress Tolerance: Taking responsibility to meet member needs and build loyal relationships; maintaining professional performance and character under pressure, provocation, or ambiguity.
Decision Making: Identifying and understanding key issues and opportunities; using an effective approach for choosing a course of action or developing appropriate solutions based on data and potential outcome analysis.
Delegating Responsibility and Developing Others: Developing individuals while allocating decision making authority and/or task responsibility to maximize the organization and individuals’ effectiveness.
Professional Presentation: Organizing ideas efficiently to deliver presentations suited to the characteristics and needs of individuals or groups and ensuring that meetings/presentations serve the business objective.
Very Important Competencies Building Loyalty and Trust: Interacting with others in a way that gives them confidence in one’s intentions and those of the organization. Making the needs of others a priority to actively build and develop productive relationships.
Building Strategic Working Relationships and Partnerships: Identifying opportunities and taking action to develop strategic and collaborative relationships with other areas, teams, departments, or organizations to help achieve business goals.
Leadership and Coaching for Success: Keeping CapEd’s vision and values at the forefront of decision making and action; focusing and guiding others in accomplishing work objectives and problem solving; using appropriate methods and a flexible interpersonal style to help build a cohesive team and facilitate the completion of team goals.
Physical Requirements The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made ... (remaining text omitted for brevity).
Work Environment The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job ... (remaining text omitted for brevity).
Disclaimer NOTICE: This job description does not create a contract of employment and at all times your employment, if any, remains at will. ... CapEd Credit Union is an Equal Employment Opportunity Employer ... We are not able to sponsor visas.

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