VP of Marketing

Liberty Bay Credit Union is one of the oldest and most established credit unions in New England with over 100 years of operations. We remain among the oldest, largest, and most highly capitalized credit unions in the United States. The Braintree-based credit union is a cooperative, non-profit financial institution that offers a full range of financial services to individuals and business members.

The VP of Marketing will build and evolve the marketing function as we enter an exciting new phase of growth. This person has a unique opportunity to shape and scale the marketing strategy from the ground up—blending creativity with data, brand development with digital performance, and strategic planning – leading the execution of all campaigns. In this role, you’ll take full ownership of our marketing efforts across digital, print, and experiential channels. You’ll craft integrated, data-driven campaigns that strengthen and deliver our brand, support business objectives, and deliver measurable results throughout the member lifecycle—from acquisition to retention.

This is a highly entrepreneurial role for a self-starter who thrives in ambiguity, removes obstacles to achieve outcomes, and is motivated by building measurable impact. This person is highly collaborative and will work with the business lines to support them- developing marketing strategies based on business needs– helping drive volume.

Key Responsibilities:

• Lead Insight and Data-Driven, Integrated Marketing Strategy:
  Develop and execute a comprehensive annual marketing strategy that supports business growth, aligns with organizational goals, and is grounded in performance metrics and insights across the full member lifecycle and delivers the brand at each touchpoint.
  
• Set the Strategy and Oversee the Execution of Digital, Social, and Email Campaigns:
  Oversee end-to-end digital and email marketing initiatives—including creative development, deployment, and performance optimization—focused on acquisition, onboarding, engagement, and retention. Develop testing strategies (content, offer, etc) to understand what is driving performance.
  
• Lead Brand, Content, and Communications Strategy across all channels
  Ensure consistent brand voice and messaging in digital, print, social media, internal communications, and public relations. Oversee the development of compelling, on-brand content (e.g., annual reports, branch collateral, business development) aligned with business objectives, and manage content calendars to maintain a strong, engaging external presence.
  
• Website & Conversion Optimization:
  Understand the fundamentals of our website; Work with external partners and vendors to lead redesigns, landing page creation, and microsite development intended to drive lead generation and improve conversion rates.
  
• Drive Performance Measurement & Continuous Optimization:
  Monitor, analyze, and refine marketing initiatives through structured testing and experimentation. Implement insights to improve marketing effectiveness and return on investment across all touchpoints. Create a performance dashboard and provide monthly and quarterly readouts to the internal team. Turn these insights into actionable strategies.
  
• Cross-Functional Collaboration & Product Support:
  Work closely with lending, sales, product, and retail/member service teams, business development and consumer acquisition teams to develop targeted campaigns that support new product launches, cross-sell opportunities, and overall growth in member engagement and share of wallet.
  

• Minimum 10 years of progressive marketing experience, ideally in financial services, branding, or performance media—with a mix of in-house and agency or media-side exposure.
  
• Strategic, creative leader with a strong brand sensibility and the ability to drive integrated, results-oriented campaigns that reinforce and elevate brand positioning.
  
• Performance Marketing & Analytics Expertise:
  Proven ability to plan, execute, and optimize digital and email campaigns using platforms like Google Ads, LinkedIn Campaign Manager, SEO tools, and Google Analytics. Deep understanding of segmentation, audience targeting, and performance measurement.
  

• Self-starter with an entrepreneurial mindset, comfortable navigating ambiguity, identifying opportunities, and leading initiatives with minimal oversight.
  
• Strong cross-functional leadership and collaboration skills, with the ability to work effectively across teams and with external stakeholders to align marketing with broader business goals.
  
• Project management and executional excellence, with experience managing complex initiatives, cross-functional teams, and multiple deadlines in a fast-paced environment.
  

• Experience leading a team: Proven ability to mentor and manage 1 - 2 direct reports.
  
• Bachelor’s degree or higher in marketing, business, communications, or a related field, with strong analytical and quantitative grounding.

We offer an extremely generous benefits package:

• Healthcare plan (Employer paid)
• Retirement plan (401k)
• Life Insurance
• Paid Time Off (vacation, sick, holidays)
• Family Leave (maternity, paternity)
• Short Term & Long Term Disability
• Training & Development
• Wellness Resources