Vice President, Marketing

Why FirstOntario?

• Competitive compensation packages
• Top-tier health and wellness benefits, including comprehensive benefits packages, a yearly health spending account and personal spending account
• Enhanced mental health benefits through SunLife and TELUS Health
• Exclusive banking benefits
• Up to $1000 per year towards professional development
• Pension Plan
• Flex-work environment
• Company-wide Employee Volunteer program (Blue Wave Program)
• Employee and Family Assistance Program

Job Overview

The VP, Marketing and Digital Strategy is a senior leadership role accountable for the strategic direction, performance, and digital transformation of marketing across FirstOntario Credit Union and its sub-brands, Saven Financial and Creative Arts Financial. This role sets the multi-brand marketing agenda, leads the organization's shift toward data-driven, digitally-enabled member acquisition and engagement, and ensures marketing investment translates into measurable growth in membership, digital adoption, and member satisfaction.

Reporting to the SVP, Marketing, Communications & Community Partnerships, the VP acts as a trusted strategic partner to the SVP and senior leadership team, translating FirstOntario's strategic plan into an integrated marketing and digital roadmap. The role leads a team of marketing and digital

This role carries a materially broader mandate than a traditional marketing leadership position: it is accountable not only for brand, campaigns, and communications, but for the digital strategy, tools, and infrastructure (digital signage, marketing automation, personalization, and performance analytics) that power the member experience across every FirstOntario brand.

Role

Strategic Leadership

• Assist in the management of the multi-brand marketing and digital strategy for FirstOntario, Saven, and Creative Arts Financial, ensuring alignment with FirstOntario's enterprise strategic plan and SVP priorities.
• Translate strategy into an annual, integrated marketing and digital roadmap encompassing brand, campaigns, digital channels, and member experience initiatives.
• Partner with the SVP to define FirstOntario's digital transformation agenda, including expansion of digital member services, digital signage, marketing automation, and data/analytics capability.
• Present marketing and digital performance, plans, and business cases to the CEO, SLT, and Board-level committees.
• Champion FirstOntario's brand and reputation as a financial services leader across the communities and Credit Union system it serves.

Marketing & Brand Management

• Lead development and execution of marketing strategies that build brand awareness, drive member acquisition, and deepen member engagement, using a full mix of traditional and non-traditional channels.
• Oversee brand standards and consistent messaging across all FirstOntario brands, protecting brand equity, reputation, and intellectual property.
• Lead development and go-to-market of new products and services in partnership with business unit and communications stakeholders.
• Work and develop agency and vendor relationships (creative, media, digital platform partners) to ensure measurable, cost-effective creative and media strategies.

Digital Strategy & Transformation

• Support FirstOntario's digital marketing strategy, including web, digital signage, social, and emerging channels, ensuring a seamless and consistent digital member experience.
• Drive adoption of marketing automation, personalization, and data analytics tools to improve targeting, efficiency, and member relevance.
• Set and monitor digital performance KPIs (e.g., digital engagement, conversion, adoption of online/digital services) and translate insights into strategy adjustments.
• Ensure digital initiatives are scalable across FirstOntario, Saven, and Creative Arts Financial, and support broader digital transformation goals such as expansion of online member services.

Performance, Budget & Governance

• Set KPIs for all marketing and digital initiatives (membership growth, digital engagement, campaign, report results with clear, data-driven recommendations.
• Prepare business cases, and executive summaries to support marketing, product, and digital investment decisions.
• Lead post-campaign and post-initiative effectiveness analysis, with a consistent focus on ROI and continuous improvement.
• Identify, interpret, and capitalize on marketing and digital trends within the financial services and Credit Union sector.
• Ensure compliance with applicable regulations, legislation, and FirstOntario policies, and proactively manage enterprise and reputational risk.

Leaders