Vp, Marketing
6 months ago
At Meridian our aspiration is to integrate our purpose into everything we do for people, the planet, and communities. We believe that our greatest opportunity is to create opportunity and meet people where they are.
Factor us into your next career opportunity. We want you to grow with us and have an experience that’s different. This is a place where you can expect the unexpected.
Find our story here: About Meridian
As Vice President, Marketing of Meridian Credit Union, you will help bring our Purpose and _Meridian_ _For Good_ strategy to life by leading the development and execution of the marketing strategy for Canada’s second largest credit union. We have a vision to be recognized as an inclusive, transparent, and people-focus financial institution, with a Purpose to help our Members live their best lives. As the leader of the Marketing team, you will play a major role in making this happen.
Reporting to the Chief Digital and Marketing Officer, you will initially be leading a staff of 26 through 4 direct reports. Your responsibilities will include developing and driving marketing strategy and plans, leading a dedicated marketing team and agency partnerships. You will also lead the development and rollout of our brand platform as we position Meridian for the future. Your goal is to continue to build an outstanding marketing organization that is Member-centric, data driven, courageous, innovative, and focused on Meridian’s long term growth and success.
**Your role as a Vp of Marketing you will**:
Strategy and Planning
- Develop the long-term marketing strategy, working with business lines and executive leadership, to support Meridian’s growth and success
- Proactively contribute to the development of priorities and strategic plans across the organization, building strong relationships with stakeholders across the business
- Develop and manage the marketing budget, measuring and optimizing resource allocation and marketing programs to ensure activities are effective, efficient, and deliver ROI
Team
- Inspire, lead, and develop the Marketing team, fostering collaboration, creativity, and accountability to build an outstanding, data-driven team
- Drive a culture of learning and innovation through hypothesis generation, testing, and Agile experimentation
Brand
- Develop a compelling and differentiated Brand Platform that resonates with our target Members, supporting our Meridian for Good strategy and Purpose
- Lead the rollout of our Brand Platform across all channels and departments, including engaging Meridian employees in the Brand platform
Technology and Analytics
- Lead the evolution of Meridian’s marketing analytics and technology, including development of data-driven, omni-channel journeys, segmentation and personalization, automation, and use of emerging technologies
- Working with Enterprise Analytics, develop effective targeting and predictive methodologies to optimize and orchestrate concurrent programs across channels and segments
Execution
- Oversee the development of breakthrough omni-channel marketing initiatives to drive preference, adoption, and retention of Meridian products and services
- Oversee and lead marketing agency relationship and negotiations, including media, brand agencies and vendor partners
- Ensure marketing compliance with applicable regulations and privacy best practices
**How you will succeed**:
- University degree in Business/Commerce, Marketing or Business Administration, advanced degree or Master’s degree considered an asset
- 15+ dynamic experience in Marketing, including 10+ years’ experience leading and developing a marketing team, with a consistent record of motivating, inspiring, and getting the best out of your people
- Demonstrated experience building strong Brand platforms and differentiated goto market strategies, with financial services experience an asset
- Demonstrated experience with driving optimization of martech platform.
- Familiarity with tools like Adobe, Salesforce, Microsoft Dynamics 365, Hubspot with Optimizely or Amperity will be an asset
- Demonstrated experience building data-driven marketing strategies and analytics tools
- Demonstrated experience across digital and traditional marketing channels. Experience with retail and business-to-business marketing considered an asset
- Superior collaboration and communication and influencing skills and will be able to build strong relationships across all levels within the organization and communicate effectively with external parties including agencies
- A strong critical thinker who has the ability to turn high level strategies into concrete plans that are grounded in consumer insights
- Possesses strong organization and leadership skills and demonstrates strong initiative, with an entrepreneurial spirit and growth focus
- Able to work strategically and independently within a fast paced and ever-changing environment
- Comfortable and proficient analyzing trends, developing forecas
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