SVP, Brand Engagement - Advertising & Sponsorships

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.

SVP, Brand Engagement - Advertising & SponsorshipsACCOUNTABILITY STATEMENT

The SVP, Brand Engagement - Advertising & Sponsorships leads the articulation and amplification of the VyStar story and growth of love for the VyStar brand across new and existing markets through our key brand platforms, assets, voice, and standards that are brought to life in advertising, sponsorship, social, and branch and other physical assets. Appealing to multiple stakeholders (including prospects, members, employees, partners, and community leaders), this leader will drive growth through awareness, familiarity, preference, engagement, and advocacy. This leader will oversee management of our large agency of record, multiple sponsorship vendors, and others. Additionally, this leader will drive key cross-marketing operational functions to support the CMO including overseeing a multi-million-dollar annual budget, driving the annual marketing plan and strategy, building marketing tech capabilities and tools, driving team skill advancement and engagement, and ensuring compliant processes. The ideal candidate is highly collaborative with high emotional IQ and out of the ordinary relationship skills and is passionate about leading by example and doing good in the community. The candidate has a proven track record in storytelling and growing deep brand love and advocacy through advertising, sponsorship, social marketing, experiential marketing, and physical brand assets.

*Potential work locations in Atlanta and Orlando will be considered*

ESSENTIAL RESPONSIBILITIES

• Leads, develops, and inspires team members to high performance with ability to coach, delegate, and prioritize. Across the overall marketing team, coach and train in key marketing strategies and branding and drive team engagement. Drive engagement across reporting team and Marketing team as whole.
• Drive VyStar's brand love and advocacy through storytelling and amplification, including:
  • Redefining and amplifying our brand story and strategy and working with Agency to deliver effective brand messaging and advertising that can be utilized across multiple channels and mediums.
  • Utilizing research and consumer insights to build awareness, preference, trust, and advocacy of VyStar.
  • Optimizing our Go-To-Market playbook to introduce and quickly grow the VyStar brand and market share in new markets by bringing in new members, partners, sponsorships and by creating advocates in the community.
  • Protect and grow market share and engagement in established markets by continuing to drive trust and advocacy.
  • Track, report, and action key insights on brand dashboard.

• Embed consistent, distinctive, and innovative branding across the organization through:
  • Growing brand engagement across VyStar's employee base through key trainings, setting quarterly brand engagement activities, and setting up and leading brand ambassador program.
  • Maintain robust set of brand standards and voice guidelines and train internally and externally to ensure consistent application. Maintain standards portal and exception process.
  • Gain/Maintain key trademark protections.
  • Infuse brand into digital assets through maintaining digital standards and reviewing content created.
  • Ensure brand is featured in best light according to branch standards across partner applications in sponsorships, community events, PR, vendor materials, etc.
  • Ensure regular audits of materials across the organization and with vendors/partners to optimize use of brand and keep it fresh.
  • Own branding (and associated standards) for new and existing branches and key VyStar properties and campus including elements and art that brings our history and purpose to life for employees and visitors.
• Oversee and optimize multi-million-dollar budgets for advertising, sponsorships, social, and branch marketing.
• Optimize the Agency of Record relationship to drive high quality, innovative and cost-effective advertising, and marketing. Ensure partners have deep understanding of VyStar's business, purpose and values and is producing effective advertising in the most efficient manner. Support effective delivery of marketing, communications, and PR work by agency across Marketing team. Negotiate contracts. Oversee business reviews and search, RFPs and selection of new agency partners as needed.
• Oversee paid advertising strategy and execution across marketing team optimizing business results for costs. Deliver quarterly paid advertising effectiveness report and analysis.
• Oversee sponsorship strategy, management, activation, and new sponsorship negotiations. Optimize business results for costs. Deepen relationship with key sponsorship partners. Grow advocacy from partners.
• Oversee our expansive Social Marketing strategy that delivers brand, product, new member, communication, employee engagement, member experience, and advocacy business results.
• Partner with various parts of the organization to develop innovative content. Measure and report on results.
• Drive key cross-marketing operational functions to support the CMO including overseeing a multi-million-dollar annual budget, driving the annual marketing plan and strategy, building marketing tech capabilities and tools, driving team skill advancement and engagement, and ensuring compliant processes.
• Lead special projects as identified by CMO. Represent key activities with leadership team and Board of Directors as required.

Key Goals this role will impact:

• New Member growth
• Brand Awareness. Preference, Familiarity, Advocacy and Trust
• Member share of wallet growth
• Social Engagement
• Advertising campaign effectiveness (Impressions, Conversions, ROI, CTR, etc.)
• Direct report performance, engagement, growth, and retention

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 your client or member.
• Connect Consistently be friendly and approachable. Demonstrate you care.
• Understand Listen empathetically and ask questions. (70%/30%)
• Counsel Recommend solutions based on your client's or member's needs and objectives.
• Advance Ensure that member's expectations were exceeded..

Verify necessary follow-up action.

JOB QUALIFICATIONS

EDUCATION

• Master's Degree (Required) or equivalent work experience.
  • Preference for MBA with marketing focus.

EXPERIENCE

• Master's degree or equivalent work experience with focus on Marketing or Communications
• At least 12 years of progressive leadership experience in marketing with minimum of 8 years in financial services
• At least 10 years of managing a team with skills in developing, motivating, and coaching team members to high performance and growth.
• At least 5 years' experience building brands with experience setting up and managing large naming/sponsorship assets.
• At least 5 years' experience leading advertising/media including broadcast, outdoor, digital, and print. Experience working within advertising/media agency preferred.
• Demonstrated experience in managing and optimizing complex multi-million-dollar budgets with advanced Excel skills.
• Demonstrated experience in executing integrated marketing campaigns across channels (including email, mail, web, and branch)
• Experience in developing large-scale integrated strategic plans.
• Experience in gathering, analyzing, reporting on, and applying key customer and competitor research from data analysis, secondary, and primary research.
• Experience in developing targeting and segmentation strategies.

KNOWLEDGE, SKILLS & ABILITIES

• Highly collaborative with high emotional IQ and demonstrated extraordinary benefit to develop strong partnerships and working relationships.
• Proven track record of leading growth in brand awareness/preference and driving measurable impact on customer acquisition growth.
• Deep analytical skills. Experience building brand, advertising, social metric reporting and tracking and optimizing marketing strategies to deliver results.
• Extensive skill set and experience in executing Social Marketing strategies across all major platforms.
• Skilled in effective communication of strategies through c-suite level presentations both written and verbal.
• Skilled in organizational savvy and effective collaboration to deliver in a highly matrixed organization effectively and efficiently.
• Strong project management and organizational skills - handles multiple projects simultaneously.
• Deep knowledge of latest Marketing tech tool stacks with experience with deployment in past roles. Preferred experience with AI/Machine learning tools.

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