The Director, Digital Marketing will fill a transformational role driving the development and execution of Truliant Federal Credit Union’s digital marketing strategy including digital presence and website, digital marketing communications, lead generation, and digital tools. The Director, Digital Marketing will possess a track record of leading digital marketing implementation in a fast-paced, high growth environment. The Director must have a solid customer focus and command of how to navigate and execute the digital marketing strategy both in the B2C and B2B space and will understand how to create value for members and internal stakeholders.
The Director must have a proven track record of influencing stakeholders and working closely with cross-functional teams to push through barriers and drive right and fast solutions. The Director, Digital Marketing is responsible for the development, planning, implementation and results reporting of integrated digital and social marketing strategies, across all digital platforms including the Truliant Federal Credit Union website, email campaigns, internal and external digital advertising, social media, online and mobile banking platform, stakeholder ecommerce platforms, and ecommerce initiatives to enhance the member and visitor experience to drive results based on members’ needs. This position is also responsible for managing the coordination of digital strategies, tactics and analytics within the department and among other areas and functions of the Credit Union.
Essential Functions and Responsibilities
Provides the planning and leadership to direct reports by ensuring that the appropriate structures, systems, competencies and values are developed in order to meet and exceed the goals of the marketing plan.
Oversees the planning, creative development, execution, and production workflow of all digital marketing projects for the Credit Union that will enhance the organization’s image and position within the marketplace, generate loan and deposit growth and achieve results to meet long-range goals.
Analyzes and evaluates digital marketing tactics post-implementation status to propose recommendations for improvement in results, which may result in fine-tuning targeted demographic lists, online media channels mix and alternate messaging.
Manages departmental operating budget within established guidelines. Recommends budgetary changes to accommodate changes to proposed annual plans as necessary.
Manages the development of digital marketing communications within specific timelines, leads the digital team’s strategic direction and mentors and coaches direct reports to assist them in their action plan management.
Develops and manages ecommerce strategies and digital marketing campaigns and project plans for a timely completion within specific deadlines and within budget.
Translates new business initiatives into digital marketing action plans to meet goals and create unique online brand experiences. Establishes the strategic direction of digital marketing campaigns and efforts.
Manages member and visitor ecommerce integration within the website and within internal and external online channels.
Develops and provides reports for Search Engine Optimization & Marketing (SEO& SEM), Google Analytics, keyword targets and optimization, research and other online research tools to provide direction and results to the management.
Oversees SEO &SEM management and embedding digital content and marketing to capture the consumer in their decision journey and through results reporting.
Develops benchmark criteria and oversees results tracking, analytics and ROI analysis of all electronic communications, social media and online tactics. Achieves targeted results and implements improvements.
Ensure consistent representation of the Truliant brand for self-service channels and messaging through coordination with team members.
Identifies and capitalizes on social media and online marketing trends. Uses and recommends social listening tools to track and monitor online conversations. Supports corporate Social Media (Facebook, Twitter, LinkedIn, etc.) and Digital Marketing activities, strategies and policies.
Manages the development and metrics of the corporate web site, online and social media strategies with the end goal to engage and acquire vendors, existing and potential members, meet loan and deposit growth goals and create an engaging experience for users.
Optimizes marketing automation and lead nurturing processes through email, content, and social channels and other digital tools.
Directs & coordinates with outside vendors and third-party relationships as needed. Works closely with and manages vendors to execute against established strategies.
Plans online advertising strategies and tactics in collaboration with Marketing Director.
Coaches, trains and provides career development to digital marketing staff in order to maximize their abilities, increase their capacity, and expand their knowledge on marketing concepts, techniques, and strategies.
Establishes and cultivates effective working relationships, and fosters cooperation and good communication with direct-reports, chief marketing officer, other managers and employees of the Credit Union.
Establishes goals for the digital marketing staff and evaluate their performance.
Participates in the annual review process, including writing and delivering reviews.
Interviews candidates for open positions, as needed.
Other Duties and Responsibilities
Assists with other tasks and projects as assigned.
Serves as a backup for other employees in the Marketing department.
Knowledge, Skills, and Abilities
Must be proficient in integrating all internal and external digital channels to leverage Search Engine Optimization & Marketing (SEO & SEM) and enhance visitors’ web experience and increase acquisition, conversion, loan & account opening and applications
Must have a demonstrated ability to manage advertising budgets across an array of digital marketing tactics
Must have strong knowledge of search engine algorithms and ranking strategies demonstrated ability to achieve top search engine rankings
Must have the ability to develop and manage ecommerce strategies and digital marketing plans in support of business objectives
Must be proficient in marketing automation and blogging software features in order to generate traffic, convert visitors into leads, and then nurture them (using dynamic workflows) into converted customers
Must be a team-oriented individual with strong collaborative skills who is detail oriented and well organized, with the ability to effectively multi-task multiple projects simultaneously
Must be proficient in the development and implementation of digital graphic design for all internal and external media and must maintain a strong brand alignment with all other marketing efforts
Must have strong project management skills with demonstrated ability to manage multiple priorities from inception to completion with minimal supervision in a fast pace environment
Must have intermediate skills in MS Office, including Excel and Word
Must be able to complete all assignments with minimal supervision
Must have the ability to communicate clearly and have excellent communication skills in English, both verbal and written
Must have superior interpersonal skills and comfortably work/communicate with people at all levels within the organization; ability to get along with diverse personalities; tactful, mature, flexible, compassionate
Must understand all federal and state compliance requirements in relation to published marketing materials
Should possess a strong commitment to providing an excellent digital experience for Truliant’s member owners
Occasional standing, walking, bending, and stooping required
Must be able to sit at a desk for long periods of time and use a computer
Must be able to moderately lift or move up to 5 pounds and occasionally lift or move up to 10 pounds
Education and Background
Bachelor’s degree in Marketing or related field and 10+ years related experience in digital marketing integration, e-commerce, web design, or related field required
Must have 5+ years of acquisition strategy and execution in digital campaign management and SEO strategy experience
Minimum of 5 years management experience required
Must have experience in working with Content Management Systems (CMS along with other digital software and software-as-a-service tools
Experience with SEO/SEM required
Google Ads and Data Analytics certification preferred
Experience with HTML/CSS preferred
About Truliant Federal Credit Union
Our mission is to improve the lives of our members and become their preferred financial institution.
Truliant Federal Credit Union was chartered in 1952 to serve the employees of Western Electric and was known as Radio Shops Credit Union. It began serving about 2,000 members and offered credit union services in Winston-Salem, Greensboro and Burlington. Today, Truliant serves over 270,000 members with more than 30 locations across the Carolinas and Virginia, and over $3.3 billion in assets.
Truliant offers honest, personalized advice to make members’ financial futures brighter. We exist to help members achieve their dreams — and we often do it better than the larger, national banks. Plus, we offer the latest online and mobile banking technology that lets members manage their money and busy family schedules.