Manager of Digital Journey

Description

The Director of Digital Journey is responsible for leading the execution, optimization, and continuous improvement of the credit union’s digital member experience across all channels. This role ensures that digital touchpoints deliver a seamless, intuitive, and high performing member journey that supports acquisition, engagement, and growth.

This role plays a critical part in strengthening brand presence, driving new member acquisition, advancing financial literacy through digital education, increasing member engagement, and supporting sustainable growth by delivering meaningful and consistent experiences across all digital interactions.

Reporting to the VP of Marketing, this role partners closely with Marketing leadership and cross‑functional teams to translate strategic priorities into a clear digital roadmap and actionable initiatives. The Director of Digital Journey serves as a key driver of digital performance, aligning experience design, journey optimization, and technology execution to deliver measurable business impact.

Duties & Responsibilities
Digital Strategy & Roadmap Execution

Partner with the VP of Marketing to shape and execute the digital experience strategy aligned with organizational goals

Lead the development and execution of a prioritized digital roadmap focused on growth, experience, and efficiency

Identify opportunities across the digital ecosystem and recommend initiatives based on member impact, ROI, and strategic alignment

Drive cross‑channel initiatives that advance digital transformation and enhance the member experience

Serve as a subject matter expert and strategic contributor in digital experience planning

Member Journey Strategy & Optimization

Define and optimize end‑to‑end member journeys across key lifecycle moments:

New member acquisition and onboarding

Loan discovery and application

Account opening and funding

Digital banking adoption and engagement

Cross‑sell and relationship growth

Identify friction points, inefficiencies, and drop‑offs across digital and assisted channels

Develop strategies to increase conversion, reduce abandonment, and improve satisfaction

Ensure consistency and alignment of experiences across digital channels and branch interactions

Digital Channel Leadership & Optimization

Lead performance and continuous improvement of all digital channels, including:

Website

Online and mobile banking experience (in partnership with IT/product teams)

Digital onboarding, application, and sales funnels

Ensure experiences align with brand standards, marketing campaigns, and product priorities

Guide UX/UI improvements to enhance usability and conversion

Oversee optimization of content, navigation, landing pages, forms, and key user flows

Growth & Product Enablement

Partner with Marketing, Lending, Deposits, and Retail teams to align digital efforts with growth objectives

Support the digital launch and promotion of products and services

Execute digital go‑to‑market strategies that drive:

Member acquisition

Product adoption

Engagement and retention

Identify opportunities to expand digital capabilities that support long‑term growth

Data, Insights & Performance Management

Collaborate with the Marketing team to develop and maintain a digital performance framework aligned with marketing and business goals

Monitor and analyze key metrics, including:

Traffic and engagement

Conversion rates and funnel performance

Application completion and abandonment

Digital adoption

Member satisfaction (e.g., NPS)

Collaborate on building dashboards and reporting that inform marketing strategy and leadership decision‑making

Use data to recommend optimizations and inform prioritization

Execution & Project Leadership

Translate strategic direction into clearly defined initiatives, projects, and deliverables

Lead cross‑functional coordination across Marketing, IT, Operations, and external partners

Manage timelines, priorities, and deliverables to ensure successful execution

Maintain accountability for delivering initiatives that meet business objectives and performance targets

Platform & Vendor Coordination

Partner with internal stakeholders to support the performance and evolution of the digital technology ecosystem

Coordinate with third‑party vendors supporting:

Website/CMS

Digital banking platforms

Analytics and optimization tools

Marketing automation solutions

Identify opportunities to enhance capabilities through integration, personalization, and automation

Compliance & Accuracy

Ensure all content meets regulatory requirements (NCUA, Truth in Lending)

Work with compliance partners to review and approve communications

Maintain accuracy and consistency across all published materials

Requirements

Bachelor’s degree in marketing, Business, Digital Product, or related field

5–10+ years of experience in digital experience, digital strategy, product management

Proven ability to translate strategy into execution and measurable business outcomes

Experience managing websites, digital journeys, or customer/member experiences

Strong analytical, problem‑solving, and prioritization skills

CMS platforms

Analytics tools (e.g., Google Analytics)

Conversion optimization

UX/UI best practices

Agile or project‑based delivery frameworks

Work Schedule
Monday - Friday 8:15am - 5:00pm

Work Location
Fully On‑Site

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