Marketing Manager

Job Description

Job Description

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.