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Director of Brand Strategy

3 months ago

Tampa, United States Usf Fed Cred Union Full time
Job DescriptionJob Description

When joining USF Federal Credit Union, you can expect to work for a company that:

  • Strives to be the most influential partner in our Members’ financial journey.
  • Has been recognized with awards such as the “Sterling Governor’s Award for Excellence” and League of Southern Credit Unions & Affiliates “Credit Union of the Year”.
  • Has a culture of engagement, growth, process improvement and community volunteerism.

What’s in it for you:

  • Competitive pay, robust incentive programs, 401k matching, Mortgage and Auto Loan discounts
  • 4 weeks minimum paid time off work, work anniversary paid time off, 11 paid holidays and 8 hours paid volunteer time off.
  • Medical, Dental and vision plans with FSA option. (Employee Only Premiums for Dental and Vision are 100% Credit Union covered).
  • 100% Credit Union Paid Short-Term and Long-Term Disability and Life Insurance
  • Employee Assistance Program
  • Undergraduate and Graduate Tuition Reimbursement
  • In-depth New Employee Orientation showcasing Credit Union Values and Vision
  • A Think Big culture dedicated to performance excellence and continual growth

Position Summary:

Under the general direction and supervision of the SVP/COO, the Director of Brand Strategy & Public Relations will provide leadership and direction for driving brand awareness and by developing annual marketing and public relations plans, creating a calendar of promotional campaigns and communication programs, as well as building creative brand strategies to targeted member segments across a multi-brand, multi-channel platform to include a range of on-line and off-line strategies. This position is responsible for directing marketing and public relations to include the successful design, delivery, budget management, communication, and administration of the Credit Union’s overall brand strategy. Guided by the strategic plan and in collaboration with the executive team and direct reports, this key leader will architect the communication strategy of the organization.


Essential Functions Include:

  • Brand Strategy Development and Implementation (30%)
  1. Lead the development and execution of marketing initiatives, creative brand strategy and messaging to targeted member segments to increase brand value and performance.
  2. Build and lead cross-functional teams to drive delivery of communications plans and ensure that promotions are integrated and supportive of overall marketing, relationship, communication, and brand strategies.
  3. Develop and maintain relationships with trade media and local mass media. Oversee advertising in media outlets.
  4. Oversee marketing intelligence systems to include Marquis MCIF as well as survey research strategies to transform member and prospective member information into actionable sales and marketing strategies to acquire, retain and cultivate profitable member relationships.
  5. Analyze MCIF data for all Direct-to-Consumer channels (retail and digital) to understand cross-channel customer behavior and consumer profiles/segments.
  • Public Relations Management (25%)
  1. Develop and implement a public relations plan that includes media outreach, press releases, and public appearances to enhance the credit union’s visibility and reputation. Work in partnership with outside PR firms as necessary.
  2. Manager relationships with media, stakeholders, and external agencies.
  3. Prepare and implement a crisis communication plan to manage and mitigate issues that could affect the brand’s reputation.
  4. Act swiftly and strategically in response to all public relations opportunities or crises.
  • Digital Media Strategy (20%)
  1. Lead the strategic development and stewardship of digital media programs including websites, SEO/SEM, marketing database, email, video, social media to ensure it aligns with the overall brand and business objectives.
  2. Analyze digital media campaigns and adjust strategies based on performance data.
  3. Identify opportunities and create an effective metric-driven digital communications strategy that targets the right social platforms, members, and technology disruptions - and addresses the necessity of remaining flexible and responsive.
  • Execution (10%)
  1. Direct day-to-day marketing activities to ensure timely execution of promotional campaigns to include copywriting, design, production, and execution.
  2. Develop targeted list selection/segmentation, testing (messaging, offers, and media), tracking and analysis. Complete monthly duties and other job-elated tasks as assigned.
  • Team Leadership and Development (10%)
  1. Lead, mentor, and develop a team of marketing and PR professionals, fostering a collaborative and high-performing environment.
  2. Manage team resources and budget allocations effectively. Complete annual marketing budget in line with strategic initiatives.
  • Community (5%)
  1. Serve on Sponsor committees; participate in sponsor events and activities. Lead and manage event planning, sponsorships/donations, community activities and sponsor relations


Reports to:

SVP/Chief Operating Officer

Manages:

Brand Strategy and Marketing Communications Manager, Digital Marketing Manager, and Creative Director

Required Competencies:

Excellent Time Management, Analytical and Organizational Skills, Collaboration, Passion, Innovation

Required Education and Experience:

  • 10+ years’ experience in marketing and public relations management with strong leadership skills and the ability to balance strategic thinking and efficient execution.
  • 5+ years’ experience in managing private label/multi-brand platform.
  • Proven experience in utilizing MCIF software applications for marketing and campaign results analysis.
  • Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or digital advertising campaigns.
  • Solid knowledge of websites, social media, and analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends, Facebook Insights, etc.).
  • Proven experience in understanding strategic creative design and brand management.
  • Proven project management forte with successful program implementations and deliveries.
  • Banking/financial industry experience strongly preferred.

Additional Skills:

  • Expertise in MS Office Suite (Word, Excel, PowerPoint).
  • Excellent spoken, written, and visual communication and presentation skills.
  • Excellent organizational, analytical, and time management skills.
  • Must have working knowledge with graphic and image applications such as Adobe Creative Suite (Illustrator, Photoshop, and InDesign, Dreamweaver, Acrobat, Captivate, Capture) and knowledge of other useful graphic applications.
  • Must demonstrate a functional knowledge of the Bank Secrecy Act in addition to other Federal laws, including but not limited to: U.S. Patriot Act, Office of Foreign Assets & Control, Anti-Money Laundering, Right to Financial Privacy Act, and the Bank Bribery Act.

Work Environment:

This job operates in an office setting and routinely uses standard office equipment. This position does include some remote work.

Physical Requirements:

Sitting frequently, walking occasionally, use of hands frequently, walking occasionally, hearing constantly, talking frequently, exerting up to 10lbs of force occasionally to life, carry, push, pull, or move objects.

Position Type/Expected Hours of Work:

Full-Time/40 hours per week

Classification:

Exempt

Other Duties:

Please not this job description is not a comprehensive list of activities, duties or responsibilities that are required in this position. Duties, responsibilities and activities may change at any time with or without notice.

About Us:

For 60 years, USF FCU has experienced rapid growth and is dedicated to delivering financial solutions to improve our members’ lives. Our success is thrilling, but our core values of excellence, passion, innovation, community, and collaboration mean our relationships with our members and our employees will always be our top priority We have grown to over 60,000 members and $800+ million in assets, robust online and mobile banking, 6 branch locations and thousands of shared branches and fee-free ATMs nationwide.

Our vision is to be the most influential partner in each member’s financial journey.

Our mission is to deliver financial solutions to improve members’ lives.