Vice President of Marketing - Ascend Federal Credit Union

Ascend is the largest credit union in Middle Tennessee and one of the largest credit unions in the United States, with over $4 billion in assets. With an occupation-based field of membership, Ascend is focused on the expansion and diversification of the select employee groups it serves, which creates greater security for the credit union and its member-owners. Approximately 650 employees serve more than 260,000 members from 28 Middle Tennessee branch locations, Regional Operations Center, Teller Center and Corporate Headquarters. Ascend recognizes that its employees are critical to the credit union’s sustained success and future growth. Our employees are the face of the credit union and their personal successes fuel the success of the team. Through collaboration between employees, management, our membership and our Board, we fuel an engine that propels the credit union forward.

Thank you for your interest in a career with Ascend Federal Credit Union! Being employed by Ascend is vastly different than just holding a job. The credit union prides itself on providing employees rewarding career opportunities, competitive benefits and a unique work culture. The credit union’s commitment to its employees is fostered by its commitment to the member-owners, ensuring dedicated and engaged employees to serve the membership. Ascend’s vision to be the most loved credit union in our market by employees and members alike has earned the credit union distinctions including Federal Credit Union of the Year (NAFCU, 2015), Best Credit Union to Work For (2016-2023) and Training APEX Awards (2015-2024).

Reporting to the Chief Strategy Officer (CSO), the VP of Marketing is accountable and responsible for Ascend Marketing. Key responsibilities include, brand positioning, development and execution of marketing strategies, public relations, and member communications. The VP of Marketing works closely with peers to develop effective marketing plans that support Ascend's short and long-term goals. Manages an internal marketing team, leveraging staff, marketing platforms and 3rd party resources to maximize marketing performance. Ensures the marketing team is effectively leveraging data and insights to optimize performance. Accountable for member experience - ensuring consistent voice, cohesive messaging and optimal cadence of communications. Partners with department leaders and peers to implement communication platforms and processes that maximize subject matter expertise and responsiveness while maintaining a great member experience across accounts and products.

• Accountable and responsible for brand awareness and brand positioning.
• Accountable for development and execution of marketing strategies that support Ascend’s short and long-term goals.
• Accountable for public relations. Including proactive and re-active efforts to manage brand and reputation.
• Accountable for most all member communications. Communications are informational messages, provided as written content or visual content.
• Accountable and responsible for the member experience, as it relates to managing the cadence, message, clarity and tone of marketing. Implement processes and training.
• Develops a strong partnership with peers and department leaders. Develops marketing plans to support goals across the credit union.
• Stays abreast of Marketing and Industry trends. 
• Stays abreast of regulatory changes. 
• Accountable for establishing standard “Key Performance Indicators” (KPIs) for measuring marketing performance, return on investment and impact to the business.
• Forecasts campaign and media performance. Regularly provides forecast of estimated business impact or break-even. Measures results, comparing actual performance to forecasted performance.
• Sets the example and expectation of using data to inform marketing plans and for continuous optimization amongst marketing staff and 3rd parties.
• Accountable for management of Ascend’s public website – Ascend.org. This includes hosting, management, content, strategy/planning, performance, tagging and reporting as well as site security.
• Accountable and responsible for Ascend’s Tagging Strategy and Reporting including the funnel analysis for applications, opening accounts online, and campaign performance.
• Accountable and responsible for a variety of marketing channels, platforms, 3rd parties and tactics including: public website, paid digital media, organic digital media, traditional media, direct marketing, signage, print, visual/video, marketing in digital banking, event marketing, and more.
• Accountable for in-house production and management of Ascend’s photography and video needs. This includes headshots, marketing videos, how-to-videos, employee messages, hiring videos and more.
• Establishes a robust project support system to support the demands of the credit union. Effectively allocating time (on average 15-20% of time, fluctuates based on needs) and tracking staff time to assist with strategic project work. These are approved projects managed by Ascend’s Project Portfolio Manager. Marketing support is typically development of content, collateral or communications as projects are often “new” or “enhanced” capabilities.
• Proactively manages and helps prioritize the volume of ad-hoc requests “creative service requests” that come from other departments. Champions process and procedures for project management.
• Propose and efficiently manage Ascend’s multi-million-dollar marketing budget in support of Ascend’s goals.
• Prepare performance evaluations for employees and make recommendations for raises, promotions, disciplinary action, or termination. Discuss and set professional goals with each employee. Check and verify employees' timecards. Prepare employee work schedules or assign as needed. Perform quality control on work produced by direct reports for accuracy.
• Provides leadership, coaching and development opportunities for staff. Sets a strong example, provides clear direction, employee training, and constructive feedback.
• Manage 3rd party resources effectively. Hold resources accountable, ensure contracts and SOWs are well vetted, negotiate pricing, and ensure quality delivery of product or service.
• Read all internal publications such as HUB and Possibilities.
• Perform other duties as required or assigned.

• Bachelor's Degree required and
• Master's Degree preferred
• 10-15 years of proven success in marketing, communications, public relations, product or sales required
• Confident, driven, dynamic leader with a proven track record of success in marketing roles and has a passion for continuous improvement.
• Proven leader with analytical and creative strengths. Strong analytical and project management skills to measure ROI, forecast, and identify trends and challenges. Strong creative outlook, ability to think creatively and innovatively.
• Demonstrable experience in developing efficient strategies and business plans for all aspects of marketing.
• Intimate understanding of traditional and emerging marketing channels. Familiarity with the latest trends, technologies and methodologies in graphic design, web design, production, etc.
• Must be able to exercise professional judgment, discretion, initiative, tact, friendliness and patience during frequent contact with sponsor groups, vendors, membership, staff, supervisors and management team whether in the field or back office.
• Superior communication, writing and editing skills and ability to demonstrate versatility in writing formats, including online. Exceptional skills related to telephone, interpersonal, written, and public speaking communication. Must be able to articulate ideas in a friendly, open, up-beat manner utilizing meticulous grammar, word choice, spelling and punctuation to build trust and rapport with all audiences.
• Proven experience measuring marketing ROI and leveraging tests and insights to improve marketing performance.
• High degree of organizational ability to handle multiple tasks accurately and completely while meeting deadlines.
• Entrepreneurial mindset with the ability to spot original branding opportunities.
• Experience with Search Engine Optimization and Search Marketing Optimization.
• Possession of a valid, unrestricted driver’s license.
• Proficient in Microsoft Office software applications. Familiarity with Adobe programs including Illustrator, Pro and Acrobat. Familiarity with HTML code and working with a WYSIWYG system for Webmaster tasks. Able to effectively use office machinery including a PC, telephone, calculator, and multifunction copier.
• Background in digital audience analysis, market research, and web analytics. Google Analytics preferred.
• Preferred expertise in social media and electronic marketing platforms (Web and email) to aid in ability to develop and manage vendor relationships (printer, Web site host, multi-media provider, etc.)
• Regular and reliable attendance is required.

Connect with us on social media such as Facebook, Twitter, Instagram, and LinkedIn Ascend Federal Credit Union is an Equal Opportunity Employer