Senior Marketing Specialist

Job description

At VyStar, we offer competitive pay, an excellent benefit package that includes a 401(k) Plan, an extensive paid technical and on-the-job training program, and tuition reimbursement--available to all full and part time employees. Part time positions start at a minimum of 30 hours per week. We encourage you to become a part of VyStar Credit Union's family of employees. Senior Marketing Specialist ACCOUNTABILITY STATEMENT The Senior Marketing Specialist serves as a strategic product marketing partner responsible for driving member acquisition, engagement, product adoption, and business growth across assigned lines of business. The role independently develops and executes integrated marketing campaigns and manages assigned vendor and product partnerships to align deliverables with business goals. The position is accountable for campaign attribution, performance analytics, and optimization recommendations designed to improve marketing effectiveness and ROI. This role implements member segmentation strategies to enhance targeting, personalization, and campaign performance. The Senior Marketing Specialist evaluates marketing workflows and implements process improvements that increase effectiveness, consistency, and speed. The role also leads frontline marketing communications and manages the Marketing SharePoint site to ensure employees are informed of campaigns and product priorities. Success is measured through campaign and partner performance, member engagement, marketing efficiency, and achievement of business objectives. ESSENTIAL FUNCTIONS Strategic Product Marketing Independently lead the development and execution of integrated campaigns for assigned business units, from strategy and audience development through execution, measurement, and optimization. Develop quarterly campaign calendars aligned with business goals, production objectives, audience needs, and performance metrics. Present campaign strategies and results to senior leadership and cross-functional teams. Partner with business units and marketing teams to support product launches, develop creative briefs, ensure compliance approval, and maintain accurate and optimized product content. In partnership with Marketing Insights and Analytics Manager, develop target audiences and campaign tracking metrics. Introduce new programs/initiatives to drive production for assigned lines of business (including strategy, test/learn) Use AI to increase efficiency, increase conversions, and do test/learns. Communication to segments. Partner with digital agencies to develop comprehensive digital marketing strategy for assigned lines of business. Partner with the digital and marketing teams to update assigned product marketing content on the public website. Ensuring product pages are accurate and optimized. Independently manage assigned vendor and product partnerships, aligning deliverables and performance expectations with business goals. Identify opportunities to strengthen product value propositions and support alignment of shared business goals. Marketing Attribution, Analytics & Optimization Lead marketing campaign attribution and performance measurement strategy for all lines of business, providing actionable insights and recommendations to improve marketing effectiveness. Analyze campaign, channel, and audience performance to optimize CPA, conversion rates, engagement, and overall marketing ROI. Support implementation of member segmentation strategies by leveraging audience insights to improve targeting, personalization, and campaign performance. Partner with Marketing Insights & Analytics to develop campaign measurement frameworks, establish success metrics, and evaluate results against business objectives. Present performance results, key findings, and optimization recommendations to marketing leadership and business stakeholders. Identify trends, opportunities, and areas for improvement through ongoing analysis of member behavior, campaign performance, and market dynamics. Translate attribution, segmentation, CPA, conversion, engagement, and ROI findings into strategic recommendations and optimization plans. Frontline Communications & Marketing Support Lead frontline marketing communications and product priorities to ensure employees are informed and equipped to support members. Manage content and updates for the internal Marketing SharePoint site, including campaign visibility, product priorities, and key marketing resources. Marketing Automation Serve as a user of marketing automation platform. Serve as user of MCIF system. Use marketing automation tools to personalize communications to members and prospects. Collaborate with Marketing specialist to coordinate email communications for assigned lines of business (including pulling lists and establishing tracking) Digital Content Manage product content pages on the website for assigned lines of business (working with business units to ensure content is accurate) Collaborate with AVP, Product Marketing to update promotions for assigned lines of business on the website. Manage content calendar for marketing banner ads within online and mobile banking. Partner with AVP, Regional Marketing to manage content calendar for external and interior digital branch signage. Work with AVP, Product Marketing to update frontline communications relating to campaigns for assigned lines of business. Marketing Team Support Serve on internal project teams, support functional areas within the marketing department, and assist lines of business with new initiatives as needed. Independently evaluate marketing workflows and identify gaps, inefficiencies, or opportunities for improvement. Document updated processes and share best practices with marketing and cross-functional partners. All employees and business units, as first line of defense, are expected to proactively help identify, assess, manage, and report risks within their domain of work. To enhance a healthy risk culture and support our growth for good pillar, employees will maintain vigilance in safeguarding our operations while ensuring compliance with regulatory mandates. The Risk team serves as the second line of defense by providing risk oversight and credible challenge whereas the Audit team serves as the third line of defense by providing risk assurance. Incumbent is expected to demonstrate each of the following VyStar Excellence behaviors in performing the duties and responsibilities of their job: Focus: Focus your full attention by carefully listening to and observing client or member. Connect: Consistently be friendly and approachable. Demonstrate your care. Understand: Listen empathetically and ask questions (70%/30% rule). Counsel: Recommend solutions based on your member’s needs and objectives. Advance: Ensure that member’s expectations were exceeded. Verify necessary follow-up actions. JOB QUALIFICATIONS EDUCATION Bachelor’s degree is required (or equivalent combination of education and significant relevant experience). EXPERIENCE 5+ years of marketing or financial services experience, including 3+ years working with financial products, analytics, and AI-enabled tools. 3+ years of product marketing or sales experience preferred. 2+ years of experience with campaign performance analysis, marketing analytics, attribution, and optimization preferred. Email and digital marketing experience preferred. KNOWLEDGE, SKILLS & ABILITIES Excellent verbal and written communication skills Experience in presentations in a business setting Experience with HubSpot or similar marketing automation platform is preferred. Advanced computer skills and an above average knowledge of the latest Microsoft Office (Word, Excel, and PowerPoint) and Adobe Professional suite Results oriented with strong strategic, analytical and interpersonal skills. High level of initiative and ability to work independently. Ability to manage multiple projects, and flexibility to adapt to changing priorities. Strong team orientation and ability to work with people from all business areas and levels. Ability to work with varying levels of internal constituents and develop communication at various internal levels. Fluency with AI-enabled marketing tools and the ability to apply them to campaign development, personalization, testing, analysis, and optimization. DISCLAIMERS AND WORK ENVIRONMENT Nothing in this position description is an implied contract for employment. The position description is intended to be an accurate account of the essential functions. The functions are not all encompassing and are subject to change at any time by management. The work environment characteristics described are representative of those that an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. As required or requested, may exert up to 20 pounds of force occasionally and/or a negligible amount of force constantly to lift, carry, push, pull or otherwise move objects. VyStar Credit Union is not seeking outside assistance or accepting unsolicited resumes from staffing agencies or search firms for employment or contractor opportunities. Any resumes submitted by an outside vendor to any employee at VyStar via e-mail, internet, or directly to hiring managers without a valid written search agreement with the Talent Acquisition / HR department will be deemed the sole property of VyStar Credit Union. No placement fee will be paid if a candidate is hired as a result of the referral, or through other means. Thank you for your inquiry regarding our current job opening. Your resume will be carefully reviewed against the position requirements. Should your experience and skills match, you will be contacted by one of our Human Resources department staff members. Thank you again for your interest in this position! VyStar Credit Union Human Resources