Director, eMarketing

CA - San Diego

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  • Develops strategies, plans, directs and controls marketing, media advertising budgets and promotions in the electronic and online channel to increase online traffic and generate sales leads, increase product penetration and product and member profitability
  • This position ensures that all online marketing efforts are completed under critical time constraints, and that they maintain a consistent brand image, are accurate, cost-effective and in accordance with credit union policies, regulations, laws and sound business practices
MAJOR ACCOUNTABILITIES (major responsibilities of the position):
  • Managing the credit union’s online electronic and advertising campaigns and marketing programs to drive cost-effective sales
  • Developing and maintaining strong relationships with external advertising partners
  • Developing strategy, conceiving, writing and managing production of fully integrated marketing campaigns across multiple online and electronic marketing channels
  • Analyzing, negotiating, placing and monitoring media advertising performance
  • Developing methods to monitor, measure and track marketing programs’ effectiveness and ensuring return on investment (ROI)
  • Analyzing results and adjusting strategies and tactics as necessary to increase effectiveness and ROI
  • Strategizes and develops plans, with product experts/managers, sales and training, and the compliance departments, to ensure streamlined product launches, procedures, and effective delivery of promotions and disclosures
EDUCATION, SKILLS, & ABILITIES (qualifications and experience required for this position):
Other Education, Skills, and Abilities
  • An undergraduate degree in Marketing, Advertising, Online or Electronic Marketing, Journalism or a related discipline; plus 8 years experience in increasingly more responsible positions working directly with marketing and/or advertising, and 5 years online marketing and broadcast media buying experience; or an equivalent combination of related education and relevant experience
  • Certificate in Online or Electronic Marketing or Web 2.0 preferred
  • Knowledge of electronic banking services, CRM systems and online bank marketing is preferred
  • Demonstrated experience with online marketing management practices including Web 2.0, SEM, SEO, internet radio streaming, email marketing, social networks, consumer email privacy and CAN-SPAM compliance, general understanding of HTML and web analytics
  • Demonstrated experience with traditional marketing and advertising practices including media ratings analysis, buying and placement, direct mail and postal requirements and advertising legal compliance
  • Ability to develop marketing and advertising concepts and manage marketing
  • production processes
  • Demonstrated ability to analyze consumer research and media ratings data (Scarborough, Arbitron, Nielsen, TAB, online networks—Google, Google Analytics, Yahoo, Bing) to determine effective media placement and costs, and experience negotiating rates and management of placement and billing
  • Ability to prepare and assess Return on Investment Analysis of marketing programs
  • Business acumen and strong critical thinking, writing and oral communication skills
  • Strong negotiation skills
  • Excellent organizational and project management skills, attention to detail and ability to prioritize work in order to handle multiple projects at once and meet deadlines
  • Excellent analytical skills and ability to interpret data
  • Knowledge of basic sales skills in order to cross-sell credit union products and services
  • Ability to effectively work in cross-functional (often technology) team environment, take direction from others, as well as to work independently and lead cross-functional team
  • Ability to interact effectively with peers, senior management and vendors, to understand and follow policies and procedures and accept constructive criticism

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