Digital Marketing Lead

Ascend is the largest credit union in Middle Tennessee and one of the largest credit unions in the United States, with over $4 billion in assets. With an occupation-based field of membership, Ascend is focused on the expansion and diversification of the select employee groups it serves, which creates greater security for the credit union and its member-owners. Approximately 650 employees serve more than 265,000 members from 28 Middle Tennessee branch locations, Regional Operations Center, Teller Center and Corporate Headquarters. Ascend recognizes that its employees are critical to the credit union’s sustained success and future growth. Our employees are the face of the credit union and their personal successes fuel the success of the team. Through collaboration between employees, management, our membership and our Board, we fuel an engine that propels the credit union forward.

Thank you for your interest in a career with Ascend Federal Credit Union! Being employed by Ascend is vastly different than just holding a job. The credit union prides itself on providing employees rewarding career opportunities, competitive benefits and a unique work culture. The credit union’s commitment to its employees is fostered by its commitment to the member-owners, ensuring dedicated and engaged employees to serve the membership. Ascend’s vision to be the most loved credit union in our market by employees and members alike has earned the credit union distinctions including Federal Credit Union of the Year (NAFCU, 2015), Best Credit Union to Work For (2016-2026) and Training MVP Awards (2015-2026).

Develop and manage all digital marketing strategies, support systems and roadmaps for Ascend Federal Credit Union. Use existing methods – including web, social media, email, online banking, SMS/text messaging, mobile, and geo targeting – and identify innovative ways to engage and interact with members and potential members, partners and potential partners to drive awareness of and demand for Ascend products.

• Responsible for developing, evaluating and implementing credit union strategies for email marketing, paid social, geofencing, search & display ads through agency partners and/or internal resources.
• Drive digital marketing efforts, with particular focus on website management, SEM/SEO strategy, Web reporting and analytics.
• Work with agency to create, configure and optimize digital campaigns to meet credit union goals.
• Paid Social - Develop, implement and support high-profile paid social campaigns. Coordinate efforts with other internal & agency lead projects. Provide monthly reporting and recommendations on all paid social campaigns.
• SEM - Identify search engine marketing (SEM) business opportunities based on competitive research, industry data/trends and performance metrics of key marketing campaigns. Work with agency partner to improve the ROI on SEM campaigns. Provide monthly reporting on SEM results.
• SEO - Lead efforts on search engine optimization to include meetings with SEO consultant, updates to improve SEO and monthly reporting on SEO results/changes. Work with communications lead to develop content to continuously improve SEO.
• Email Marketing - Create & direct the email marketing strategy for the credit union to include member communications, non-member marketing & cross marketing campaigns. Meet with digital marketing specialist and email marketing consultant to keep abreast of the latest email marketing best practices and insure that Ascend has maximized all email marketing campaigns.
• Geofencing - Lead the development, implementation and reporting on all geofencing campaigns. Coordinate all campaigns with the quarterly campaign focus and/or continuously running campaigns.
• Insights & Reporting - Provide monthly reports on organic website traffic & paid campaign results. Provide insights on improvements and a recommended path to maximize results while improving member service and experience. Provide summary of key takeaways for senior management.
• Online banking marketing - Work with IT to implement new online banking system to maximize marketing's impact on strategic goals. Provide management of online banking marketing tools and coordinate efforts with master marketing calendar. Develop and plan online banking advertising campaigns utilizing ad blocks to promote products to relevant members.
• Online banking - Work with Ascend’s online banking vendor and developers to differentiate Ascend’s online banking and mobile app products through innovative solutions.
• Budgeting & Planning - Develop annual Web, paid social media, geofencing and email marketing plans and budget to meet strategic goals.
• Research & Innovation - Conduct research (competitors, new social media platforms and related technologies, industry trends, etc.) and develop strategies to promote services and increase new accounts/loans through high quality, high impact, and cost-effective online materials. Research and inform team and partners on user journeys and how to improve campaigns and increase marketing qualified leads.
• Process Improvement - Iterate and improve campaigns through automations and segmentation techniques.
• Process improvement - Utilize agile marketing techniques to identify member pain points with our digital channel and looks for ways to effectively address them.
• Work in cross-functional teams to develop innovative solutions for our members.
• Attend various meetings and training sessions to keep updated on job duties or as assigned.
• Read all internal publications including HUB and Possibilities.
• Perform other duties as required or assigned.
• Please note: This job description is not intended to be an exhaustive list of all duties, responsibilities, or qualifications associated with the position. The organization reserves the right to modify, add, or remove duties at any time, with or without notice, to meet business needs.

Please note: This job description is not intended to be an exhaustive list of all duties, responsibilities, or qualifications associated with the position. The organization reserves the right to modify, add, or remove duties at any time, with or without notice, to meet business needs.

Education

• Bachelor's Degree in marketing, advertising, communications or related field is required

Work Experience

• 3-5 years of experience in digital marketing (digital preferred), public relations, or advertising is required
• 3-5 years Experience with email marketing is required
• Previous financial industry experience is preferred

Knowledge, Skills, and Abilities

• Expertise and knowledge in the online space (Web, email, search, database marketing, chat marketing, podcasting, blogging, privacy, e-business, etc.), including trends and technologies.
• Demonstrate winning Social Customer Service techniques. Possesses great ability to identify potential negative or crisis situation and apply conflict resolution principles to mitigate issues.
• Knowledge and understanding of content marketing, Search Engine Optimization (SEO) principles and Conversion Rate Optimization (CRO).
• Possess a strong work ethic, dedication, motivation and ability to work on multiple projects simultaneously.
• Ability to multi-task effectively (good planning and organizational skills plus the ability to work under pressure).
• Strong initiative and follow-through, capacity to think creatively and strategically.
• Up-to-date on current marketing and social media trends.
• Strong project management and organizational skills to function effectively on multiple priorities and under compressed timelines. Ability to remain flexible, handling changing priorities and tight deadlines.
• Ability to self-start and exercise initiative, good judgment, creativity and diplomacy.
• Detail oriented with strong analytical and problem-solving skills.
• Excellent relationship management skills and a contributing team player.
• Creative thinker with a strong desire for continuous improvement.
• Track record of measurable success in developing engaging content to drive business goals.
• Exhibit ability to jump from the creative side of marketing to analytical side, able to demonstrate why ideas are analytically sound.
• Possession of a valid, unrestricted driver’s license.
• Must be able to effectively use office machinery including a personal computer, telephone, calculator, and multifunction copier.
• Certification in Google Analytics and/or Google Ad Words is a plus.
• Proficiency in Microsoft Office programs (Word, Excel, PowerPoint, etc.) and Web maintenance; familiarity with HTML is a plus.
• Solid understanding and proven experience with HTML and web design is a plus.
• Regular and reliable attendance is required.

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Ascend Federal Credit Union is an Equal Opportunity Employer.