Vice President of Marketing

Overview

At Affinity Plus , every employee understands how their work affects the member experience. We strive to provide an exceptional banking experience with strong culture, benefits, and work/life balance.
The Vice President of Marketing leads the strategy, operating model, and performance of Affinity Plus' marketing function, building a modern, data-driven and AI-enabled approach to member engagement and new member acquisition. This role integrates brand, lifecycle marketing, segmentation, campaign performance, channel strategy, marketing technology, communications, PR, storytelling, product marketing, business development, and community development into a coordinated marketing strategy. Working with senior leadership and cross-functional teams, this position enhances the user experience, strengthens brand positioning, and delivers measurable business results aligned with organizational goals.
Duties & Responsibilities

Strategic Leadership

Set strategic and operating directions for the marketing function; translate organizational priorities into marketing strategies, execution plans, and performance expectations.
Advise senior leadership on marketing strategy, brand positioning, member engagement, business development and growth opportunities.
Ensure departmental goals are measurable and aligned with the organization\'s goals.
Clarify roles, decision-making, and accountability across marketing functions.
Identify industry and market trends to inform proactive strategies.
Oversee vendor and agency relationships, aligning budgets and workflows with priorities.

Leadership & People Development

Lead, mentor and develop the marketing team; build capability and adaptability as technologies and expectations evolve.
Promote collaboration and alignment across teams.
Model organizational values in day-to-day leadership.

Product Marketing & Organizational Alignment

Lead product marketing strategy in partnership with product owners; ensure campaigns and messaging support member needs and priorities.
Align marketing with product, retail, digital and other partners through collaborative planning and clear campaigns.
Establish collaboration models to reduce silos and improve speed and clarity.

Brand, Content, and Communications

Oversee brand strategy, creative services and content development for a clear, differentiated voice.
Lead communications and PR strategy to strengthen reputation and external positioning.
Oversee content planning to support lifecycle engagement and brand storytelling.
Drive thought leadership to increase authority and trust.

Operational Excellence

Refine the marketing operating model; connect lifecycle marketing, campaigns and channel execution.
Establish performance indicators to assess effectiveness and alignment with goals.
Develop efficient department infrastructure.

Data, Analytics and AI Enablement

Define vision for data, segmentation and personalization to drive engagement and growth.
Develop a data-driven marketing organization; use insights to inform lifecycle strategy and prioritization.
Own measurement, campaign performance tracking and reporting; drive adoption of AI and marketing tech.
Partner with internal teams to ensure data and tools are available to optimize engagement; apply emerging trends and best practices.

Governance, Risk & Compliance

Ensure compliance with regulations and risk standards; manage risk associated with marketing initiatives; monitor regulatory changes and adjust strategies as needed.

Financial & Business Management

Manage budget and resources to meet strategic goals and measurable outcomes.
Oversee contracts and investments; ensure cost-effectiveness and alignment with priorities.
Identify opportunities for growth and efficiency.

External Representation & Industry Leadership

Represent the organization at industry events and forums; build external partnerships for visibility and thought leadership.
Other duties as assigned.

Minimum Qualifications and Skills

Required Knowledge

7+ years of progressive leadership experience, including 5+ years in a senior management role.
Strong understanding of lifecycle marketing, segmentation, marketing technology, and channel strategy.
Deep industry expertise in financial services or highly regulated environments.
Extensive experience leading marketing strategy, brand development, lifecycle engagement and digital marketing in a complex organization.

Qualifications and Skills

People Leadership

Experience building and guiding high-performing, cross-functional teams.
Coaching, mentorship, succession planning and talent strategy.
Ability to foster trust, inclusion and accountability; model organizational values.

Decision-Making

Strategic influencer with the ability to partner with senior leadership and stakeholders to shape strategy and outcomes.

Collaboration and Relationship Building

Ability to break down silos and promote cross-functional alignment; build internal partnerships.

Accountability

Translate strategy into actionable initiatives; oversee execution and risk; uphold integrity and ethics.

Communication

Executive communication skills to inspire and align; clear articulation of strategies and decisions.

Learning

Commitment to continuous learning and leadership development; stay abreast of trends.

Adaptability

Experience leading strategy and transformation; navigate complexity and change.

Other Skills

Advanced business, operational and financial acumen; experience with large budgets and investments.
Digital fluency and capability to drive modernization.

Preferred

Bachelor\'s or Master\'s degree in Marketing, Business or related field.

Work Environment

This role is Hybrid - requires reliable internet, home office setup, and coordination with other employees and departments; some in-person interaction.
Physical Requirements

Sitting most of the day; working at a computer; repetitive movements; ability to lift up to 30 pounds; occasional bending and stooping.
Location and Travel Requirements

Based in St. Paul, MN with onsite expectations 2-3 days per week. Routine travel within the Twin Cities Metro and occasional travel across MN and elsewhere for conferences. Reside within reasonable commuting distance.
Required Work Schedule

Standard Monday–Friday hours; hybrid with two to three onsite days per week; additional onsite days as needed.
Compensation & Benefits

Starting pay range: 156,300 – 203,050 USD annually; compensation is aligned with responsibilities and experience.
Total Rewards: medical/dental/vision, sick and vacation hours frontloaded, paid leave options, wellness benefit, 401K matching up to 5%.
Disclaimer: Applicants may be subject to background and credit checks. The organization may change duties as needed. Rolling application deadline.
Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities. This employer complies with federal rights and offers Know Your Rights information.

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