VP of Marketing

Overview
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 employee experience and wellbeing to mitigate turnover through hiring, assessing performance, coaching and development 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 for span.

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