Head of Digital Marketing, National Credit Union Foundation

Job Description

Organization Overview: The National Credit Union Foundation is the charitable arm of the U.S. credit union movement. We exist to improve financial well-being with and through credit unions

Job Description: We are seeking a highly organized and proactive Head of Digital Marketing to distribute, scale, and optimize the work of the Chief Growth Officer team—translating brand narrative and stakeholder strategy into high-performing, integrated campaigns. The ideal candidate will partner closely with the Brand & Experience function, which defines meaning, narrative, and engagement, and the Partnerships & Fundraising function, which converts demand into revenue and relationships—together forming a high-performing growth engine.

This leader is responsible for activating brand, campaign, and stakeholder strategies across channels—ensuring efforts reach the right audiences with the right message at the right time. They lead demand generation, campaign execution, and marketing operations, using data and technology to improve performance and drive impact. This role is accountable for generating and scaling demand that contributes to pipeline growth, revenue, and overall organizational impact.

Responsibilities:

Go-to-Market Strategy & Campaign Leadership

·Partner with the Chief Growth Officer, Head of Brand & Experience, and program leaders to translate brand narrative, stakeholder journeys, campaign strategy, and organizational priorities into integrated go-to-market strategies and plans.

·Own the development, execution, and performance of integrated campaigns across all channels, including leading cross-channel campaign strategy spanning digital, events, PR, and partner amplification.

·Ensure alignment between campaign objectives, audience targeting, and channel execution.

·Coordinate integrated marketing efforts across departments and external partners.

Demand Generation & Performance Marketing

·Partner with Chief Growth Officer and team to define demand generation strategies that drive donor acquisition, program participation, and stakeholder engagement.

·Accountable for driving pipeline and growth outcomes through marketing-generated demand, campaign performance, and audience development.

·Lead performance marketing initiatives across paid, owned, and earned channels.

·Lead audience growth strategies across key stakeholder groups including donors, DE alumni, credit union leaders, leagues, and strategic industry partners.

·Design and optimize lifecycle marketing strategies to deepen engagement, retention, and long-term stakeholder value.

·Optimize campaign performance through continuous testing, segmentation, and iteration.

·Manage full-funnel performance from awareness through conversion in alignment with campaign goals.

Channel Strategy & Execution

·Oversee execution across key marketing channels including website, email, social media, paid media, and emerging platforms. Support development and growth of digital community platforms and engagement ecosystems (ex: DE alumni communities).

·Develop partner amplification strategies that extend reach through credit unions, leagues, and system partners.

·Ensure channel strategies align with audience behavior, campaign strategy, and stakeholder experience goals.

·Optimize channel performance and user journeys in partnership with Brand & Experience.

·Support integrated marketing approach where digital and non-digital channels operate as a cohesive system.

Marketing Operations & Martech Execution

·Partner with Chief Growth Officer to define and implement marketing technology strategy and roadmap.

·Oversee website strategy, performance, and ongoing optimization.

·Lead SEO strategy and performance improvements.

·Oversee marketing automation, campaign workflows, and system integrations.

·Manage vendor relationships and platform performance, ensuring campaign goals, stakeholder journeys, and conversion objectives are achievable via managed platforms.

·Ensure operational efficiency, scalability, and alignment across marketing systems.

Data Analytics, Governance & Reporting

·Partner with Brand & Experience and Chief Growth Officer to establish key success indicators (KSIs) that reflect both performance outcomes and experience effectiveness.

·Surface audience insights and behavioral trends to inform organizational strategy, program development, and stakeholder engagement.

·Lead reporting, dashboards, and performance analysis across campaigns and channels.

·Translate data into actionable insights to continuously improve marketing effectiveness.

·Ensure data governance, integrity, and compliance across platforms and processes.

·Partner with Head of Brand & Experience to assess and report performance of campaign storytelling, messaging, and stakeholder experience.

·Report performance insights to inform refinement of narrative, content, experience and overall growth and enterprise strategy.

·Ensure continuous feedback loop between brand strategy and execution outcomes.

Team Leadership & Resource Alignment

·Lead and develop a high-performing Digital Marketing team, including management of roles across marketing operations, analytics, and creative/production.

·Oversee the performance and development of the Marketing Operations Manager and other direct reports.

·Oversee the graphic design function (full-time employee and/or contractors), ensuring delivery of high-quality visual assets—including brand materials, impact reports, presentation decks, event graphics, social media graphics, and website graphics—to support all Foundation departments and initiatives.

·Establish clear priorities, roles, and workflows across marketing functions to support enterprise goals.

·Ensure effective collaboration with Brand & Experience, Partnerships, and other teams.

·Serve as a member of the Foundation's Leadership Team, contributing to enterprise strategy, cross-functional alignment, and organizational culture.