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  • Director of Digital Strategy - St. Joseph, MI

    United Federal Credit Union
    Job Description

    The Director of Digital Strategy leads the organization in the delivery of the United Federal Credit Union experience online. This includes digital delivery strategies within the online channel, digital marketing, e-commerce product and online payments.  The Director leads all digital products and online service delivery initiatives including: online banking, digital payments, mobile apps, website, UX, SEO, and future offerings such as contextual PFM, biometrics, digital wallets, and virtual banking. The Director also leads all digital marketing initiatives including SEM, online lead generation & nurturing, marketing automation, digital advertising, A/B & multivariate testing, website, UX, analytics, predictive marketing, etc. The Director determines the agile Digital Marketing and Product Roadmaps for the organization and ensures unified member experience across all digital channels.

    The Director has a deep understanding of current and emerging digital banking technology and ensures organizational alignment with proposed efforts. A visionary, the Director constantly watches the horizon and delivers strategies that create an outstanding digital member experience. Leads a team of a Digital Specialist and a Digital Coordinator and manages the departmental budget.


    Please visit our website to apply:  https://unitedfcu.com/about-us/careers/

    Essential Functions, in Priority Order

    (Majority of duties, but not meant to be all inclusive or prevent other duties from being assigned as necessary)

    1. Digital Product Roadmap ownership Defines the strategy, planning, implementation and tracking of all e-channel/digital products and service delivery efforts into an agile Digital Product Roadmap. Responsible for overseeing the scoping, business case, and implementation of digital/e-channel products and services to ensure an ever-evolving and uniform member experience. Aligns innovative technologies with members’ needs and organizational goals. Works closely with key stakeholders to gain approval for efforts and ensure cross-functional consensus. Continuously looking at the horizon for new trends and new ways to improve member experience and interactions in the digital/e-channel.  Time 25%
    2. Digital Marketing Roadmap ownership Defines the strategy, planning, implementation management and tracking of all digital marketing efforts and an agile Digital Marketing Roadmap. Responsible for consistent improvement of end-to-end digital marketing that includes SEM, digital advertising, online lead generation and nurturing, email marketing, marketing automation, social listening, etc. This also includes website, UX and landing page development and management to convert members and prospective members. Ensures efforts are aligned with organizational goals and objectives. Tracks and reports regularly on the effectiveness of digital marketing efforts. Time 25%
    3. Digital Marketing Campaign Management Responsible for leading day-to-day digital marketing efforts and campaigns that result in driving conversions and effective leads to sales. Plan and oversee the department’s implementation of digital marketing & communications campaigns that are in direct support of organizational production and portfolio goals. Work with Corporate Marketing to ensure brand alignment and work with Regional Marketing to ensure campaign strategy aligns with regional goals and audience. Regularly track and report out on effectiveness of efforts. Develop a positive working relationship with key internal stakeholders and a deep understanding of business goals and objectives. Delivers campaigns that gain internal partner buy-in and drive results at the organizational level and tactically for individual business lines (i.e. mortgage lending, direct lending, business banking and indirect lending). Manages campaign budgets, spend and effectiveness. Time: 25%
    4. Department Leadership & Management Effectively manages the Digital Strategy Department staff to excellence. Time 25%


    Education and Experience

    Bachelor’s degree in Business Administration, Marketing, IT or related field or equivalent combination of education and relevant experience required. Master's degree in same or related field preferred.

    Ten years of leadership experience in financial services sales, digital marketing, product management, payments, or technology.

    Experience in leading innovation within a financial services company preferred.

    Experience leading a team to excellence.

    Required Skills

    Knowledge, Skills and Abilities

    Proven leadership experience in financial services and/or technology

    Proven ability to both lead and manage teams to excellence

    Demonstrated excellence in leading innovation within an organization

    Proven ability in partnering with key internal stakeholders from individual contributors to executive-level

    Excellent communication and leadership skills.

    Ability to proactively take initiative and exert leadership in assigned projects.

    Ability to develop and implement policies and procedures.

    Working knowledge of financial and general business practices.

    Strong organizational skills.

    Ability to meet tight deadlines in a fast-paced work environment.

    Proven ability in basic accounting and financial principles

    Proven ability to analyze insights/data and translate into actionable efforts

    Strong knowledge of the financial services market, audience needs, and the sales cycle.


    Leadership Competencies

    Managing Through Systems

    Total Works Systems

    Demonstrates Courage

    Customer Focus

    Integrity & Trust


    Business Acumen

    Developing Direct Reports & Others

    Organizational Agility

    Strategic Agility

    Managing Vision and Purpose

    Building Effective Teams  


    Mental Requirements

    Ability to visualize the future.

    Ability to analyze and evaluate information.

    Ability to use good judgment and make sound decisions quickly.

    Ability to work under pressure.

    Ability to concentrate in a multi-task environment.

    Ability to maintain a positive attitude and professional image.

    Ability to train and evaluate results.

    Goal oriented, innovative problem solver.

    Ability to interpret budget information, market data.

    Ability to analyze staff comments in determining Credit Union direction.

    Analyzing statistical data to determine budget guidelines.

    Decision making for hiring, expenditures and products/promotions.  

    Tools and Equipment Used


    All available general office equipment as needed.

    All available computer software and hardware as needed.

    Working Relationships/Contacts (Positions with which incumbent has frequent contact)

    Daily, personal/written/phone contact with Credit Union staff.

    Daily, personal/written/phone contact with Credit Union management.

    Physical Demands (Physical effort generally associated with this position)Work involves standing and walking for brief periods of time, but most work is done from a seated position. There is a potential for eyestrain from reading detailed reports/invoices and the computer screen. Deadlines, workloads and pressure to achieve goals may cause increased stress levels.

    Working Conditions  

    Internal: Work is normally performed in climate controlled office environment, where exposure to conditions of extreme heat/cold, poor ventilation, fumes and gases is very limited. Noise level is moderate and includes sounds of normal office equipment (computers, telephone, etc.) No known environmental hazards are encountered in normal performance of duties. Length of day is unpredictable; long hours may be required to accommodate deadlines or special meetings.

    (Typical working conditions associated with this type of work and environmental hazards, if any, that may be encountered in performing the duties of this position


    External: Some travel to branches may be required; however, information on environmental conditions is not available.

    Job Location
    St. Joseph, Michigan, United States
    Position Type
    Contact Information