Empower FCU Purpose: At every stage of life, positively impact members by providing affordable financial services.

Empower FCU Core Values: Fairness, Integrity & Honesty

Empower FCU Strategic Pillars

World-Class Employee Experience
Best-In-Class Member Experience
Growth for Impact
Shared Value in the Community

Empower Federal Credit Union offers excellent benefits including...

Medical and Dental Insurance, 401K with Employer Match, Holiday Pay, Paid Time Off and more!

A World-Class Employee Experience: We are at our best when we are developing genuine relationships, looking out for one another, freely and honestly sharing information, and working together. We succeed when we rise above our departments, roles, and individual interests to come together, to move forward together. Each of us plays a crucial role in creating a positive work environment and we encourage all our employees to actively contribute to embracing Empower’s values and supporting those around you.

Be Yourself, Belong with Empower: The strength of Empower is in the unique backgrounds, voices, talents, & experiences of each person. With a culture of belonging, we enable teamwork, spark innovation, and fuel success.

Please note: All candidates will be subject to a background check to determine employment eligibility. For roles that require an NMLS you may be subject to a credit check.

Role

The Vice President of Marketing is the architect of Empower FCU's brand story and a key driver of the credit union's strategic growth, shaping how we show up for our members and our communities. This role leads the charge in creating meaningful connections through digital experiences, compelling campaigns, and authentic storytelling that reflects our mission, vision, and values.

As a strategic leader, this role oversees initiatives that elevate our brand, amplify member voices, and position Empower FCU as a trusted financial partner, while ensuring marketing efforts directly support the credit union's long-term growth objectives. From crafting innovative digital strategies to delivering impactful campaigns, our next VP of Marketing will ensure every message to our members or the community resonates and every experience feels personal, and every effort contributes to sustainable growth

The annual salary range for this position is: $140,859.42-$234,765.69

Location: Our headquarters are based in Syracuse, NY. We work in a Hybrid Model requiring a minimum of 5 days in office per month. This role reports to our Chief Marketing Officer.

Essential Functions & Responsibilities

30% Digital Marketing Strategy

Develop and implement comprehensive digital marketing strategies to enhance online presence and member engagement.
Oversee website content, SEO, SEM, social media, and email marketing campaigns to ensure consistency and effectiveness.
Analyze digital performance metrics and optimize campaigns for maximum ROI.
Set the vision and strategy for brand, digital, content, and campaign marketing.
Develop and execute multi-channel marketing strategies to support national and regional new member goals.
Align marketing goals and metrics with credit union priorities for growth, equity, and impact.
Oversee marketing budget, ensuring cost-effectiveness and return on investment.
Leverage data to refine strategies, improve performance, and guide decision-making.
Collaborate with other senior leaders to align marketing with programmatic and organizational goals.
Lead the use of Salesforce Marketing Cloud to deliver personalized, automated, and data-driven member communications across all channels.

30% Brand, External-Messaging & Member Experience:

Champion the Voice of the Member by leveraging insights and feedback to inform marketing and member experience strategies.
Lead initiatives to improve member experience across all touchpoints, ensuring alignment with brand values and service standards.
Collaborate with internal teams to design and implement programs that enhance satisfaction and loyalty.
Monitor feedback and data to identify trends and opportunities for improvement.
Elevate Empower FCU’s brand position nationally through storytelling, design, and thought leadership.
Ensure consistent, mission-aligned external messaging across all channels and touchpoints, including owned, earned, and paid media.
Lead the development of differentiated messaging tailored to diverse audiences (e.g., prospective members, community partners, etc.).
Guide thought leadership strategy in partnership with senior leadership to increase Empower FCU’s visibility and credibility in the field.

20% Team Leadership & Development

Recruit, train, mentor, and develop a team that reflects our core values, as well as manage staffing levels and associated expenses.
Ensure you are continuing to develop and engage a high-performing team of Marketing Managers and team members.
Conduct annual performance reviews and work with assigned team members to establish individual goals.
Manage and mentor a high-performing marketing leadership team and build a culture of excellence, creativity, and innovation.
Foster collaboration with key departments, especially Events & Partnerships, Community Impact, Digital Banking Experience, Operations, Lending, etc. to ensure unified messaging and marketing alignment.
Partner with VPs and Sr. Leadership to generate, nurture, and convert qualified leads through marketing automation and content strategy.
Implement scalable systems and operations to improve team efficiency and performance tracking.
Represent the marketing function internally, contributing to strategic planning and cross-functional initiatives.

10% Relationship Management

Build and maintain strong relationships with industry influencers, community leaders, and external stakeholders to enhance the credit union’s brand visibility.
Represent the credit union at industry events and networking opportunities to promote the organization and foster partnerships.
Collaborate with marketing and communications teams to develop and implement strategies for promoting events, partnerships, and sponsorships.

10% Cross-Functional Collaboration & Influence

Partner with other departments to align marketing strategies with organizational objectives.
Serve as a strategic advisor on initiatives impacting member engagement and brand positioning.
Perform additional duties as assigned.

Performance Measurements

See Dayforce (HRIS) Performance Management for Goals upon start in role, and annually.

Knowledge And Skills

Experience: 8 to 10 years of progressive marketing experience within the financial services industry, including 5+ years in a senior leadership role

Proven track record developing and executing integrated marketing strategies that drive measurable growth.
Hand-on experience with Salesforce Marketing Cloud (or similar marketing automation platforms) for campaign management, segmentation, and personalization.
Experience leading brand development, messaging, and thought leadership initiatives in mission-driven organizations.
Deep expertise in digital marketing, including performance marketing, email, SEO/SEM, and social media.
Strong people leadership skills with a track record of building and managing diverse, high-performing teams.
Demonstrated ability to use data and analytics to inform strategy and improve marketing performance.
Skilled collaborator with experience partnering across departments at a financial institution.
Excellent communication and storytelling skills with a strong grasp of audience segmentation and message alignment.
Knowledge of industry regulations and compliance requirements.
Proficient in project management and marketing analytics tools.
Willingness to travel for events and industry conferences.

Education: A bachelor's degree in Marketing or Business preferred.

Candidates with equivalent formal certifications or professional experience in digital marketing, member experience, financial services, or related fields are also encouraged to apply. Empower FCU recognizes and values a variety of educational and professional backgrounds that contribute to success in this role.

Interpersonal Skills

Our Mantra

We lead by example with fairness, integrity, and honesty, always assuming positive intent. We are present, collaborative, and responsible for the results and actions of Empower FCU.

Leadership Competencies-How You Lead

Integrity and Transparency
Empathy and Compassion
Communication and Collaboration
Empowerment and Mentorship
Adaptability and Continuous Learning
Resilience and Accountability
Recognition and Celebration
Strategic Vision and Decision-Making
Accessibility and Approachability
Inspiration and Influence

Other Skills

Business and Operational Excellence-What You Deliver:

IT and Business 101: Maintain a basic to moderate understanding of IT and Business Products & Services. Understand the minimum necessary to lead projects effectively.
Financial Acumen: Understand and regularly review financials. Know how financial levers work and how your team can influence, and drive results up or down.
Strategic Thinking: Understand and be able to articulate the organization's strategy up and down the pyramid including alignment with culture, the in-flight year's business plan, and the 'why' behind all of it.
Business Case Development: Write and articulate a proper business case, including capital needs, project scope, and recurring OPEX costs.
Managing an RFP: Effectively lead and manage Request for Proposal (RFP) processes to ensure competitive, strategic outcomes.
Vendor Management: Manage vendor performance and successfully negotiate contracts to support organizational goals.
Budget Management: Create and manage a proper budget, maintaining accuracy within +/- 5% of actuals to budget.
Executive Communication: Present confidently and with clarity to Board Committees and senior leadership audiences with executive presence i.e. the ability to influence and align stakeholders at all organizational levels, including Board members. This requires skills in building trusted relationships with senior executives and acting as a strategic thought partner on complex organizational challenges.
Big Picture Leadership: Lead within the context of the big picture to align and work cross-functionally and vertically. Effectively move forward projects, change management efforts, and resource allocation decisions.
Incident Management: Properly facilitate and manage member-impacting incidents. If not part of the direct role, participate in or consider involvement in the member incident committee.
Communications Management: Properly facilitate and manage communications for both members and staff, ensuring clarity, transparency, and timely updates.

People Leadership-How You Build High-Performing Teams

Performance Management: Work through performance management issues with HR (and/or appropriate leadership), including writing and delivering feedback up and down the organization, and implementing Performance Improvement Plans (PIPs) when needed.
Goal and Objective Setting: Write and communicate goals and objectives aligned from the top of the organization down to individual contributors. Ensure alignment by clearly communicating the 'why' and 'how.'
Team Engagement: Facilitate and plan meaningful All Hands Meetings for and with teams, building and creating alignment and clarity across the organization.
Culture and People Leadership: Create and foster a culture of delegation, empowerment, and accountability with managers, ensuring they do the same with their teams.
Leadership Excellence: Consistently lead the way through Empower FCU's Leadership Excellence competencies and coach direct reports to demonstrate the same behaviors.

Physical Requirements

Prolonged periods of sitting at a desk and working on a computer.
Regular use of hands and fingers to operate a computer, keyboard, and telephone.
Near visual acuity required for working with digital content.
Occasional light lifting of office supplies or equipment may be necessary (up to 20 pounds).
Ability to attend in-person events (branch visits, rallies, employee meetings) as needed.
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of this position.

Work Environment

Hybrid work model requiring a minimum of 5 days per month in-office at the Syracuse, NY headquarters.
Standard office environment with moderate noise levels.
Regular collaboration with colleagues via Microsoft Teams, email, and in-person meetings.
Occasional travel within the region for branch/department visits, volunteerism, leadership meetings, or employee engagement events.

This Job Description is not a complete statement of all duties and responsibilities comprising the position.

Empower Federal Credit Union (EFCU) and its affiliated companies know employees are our greatest asset. We take pride in our commitment to member service, teamwork, and excellence. We offer employees a work environment designed to encourage personal and professional development. Empower Federal Credit Union is an equal opportunity employer and does not discriminate on the basis of any legally protected status or characteristic including race, religion, ethnicity, color, national or ethnic origin, age, sex, sexual orientation, gender identity or expressions, transgender status, sexual or other reproductive health decisions, marital status, ancestry, citizenship status, physical or mental disability, genetic information/ predisposition or carrier status, status in the uniformed services of the United States (including veteran status) or any other basis protected by applicable national, federal, state, provincial or local law. Our equal employment opportunity policy statement, the EEO is the Law Poster and Supplement, and Pay Transparency Nondiscrimination Provision reaffirm our commitment.

Empower Federal Credit Union Is Committed To Equal Opportunity To Qualified Persons Without Regard To Basis Of Race, Religion, Ethnicity, Color, National Or Ethnic Origin, Age, Sex, Sexual Orientation, Gender Identity Or Expressions, Transgender Status, Sexual Or Other Reproductive Health Decisions, Marital Status, Ancestry, Citizenship Status, Physical Or Mental Disability, Genetic Information/ Predisposition Or Carrier Status, Status In The Uniformed Services Of The United States (including Veteran Status) Or Any Other Basis Protected By Applicable National, Federal, State, Provincial Or Local Law. Empower Federal Credit Union Will Make Reasonable Accommodations For Known Physical Or Mental Limitations Of Otherwise Qualified Employees And Applicants With Disabilities Unless The Accommodation Would Impose An Undue Hardship On The Operation Of Our Business. If You Are Interested In Applying For An Employment Opportunity And Feel You Need a Reasonable Accommodation Pursuant To The ADA, Please Contact Us Through One Of The Methods Listed Below

Fax: 315-455-5423
US Mail: 1 Member Way Syracuse, NY 13212
Phone: 800-462-5000

Vice President Marketing

Job Type