The AVP of Member-Centered Growth & Communications will lead strategic efforts to strengthen the credit union’s brand, expand member engagement, and enhance the overall member experience. This role will oversee branding, product communications, retail growth strategies, and community engagement to ensure alignment with the organization’s mission and business objectives. Additionally, the AVP will develop and manage the department’s budget, ensuring that resources are allocated efficiently to drive member growth, enhance communications, and expand community engagement.

Essential Duties and Responsibilities:

• Develop and implement strategies to grow membership and enhance member engagement across all channels.
• Lead initiatives to improve branch experience, digital engagement, and touchpoints that connect with diverse communities.
• Oversee public relations and community outreach efforts to strengthen brand awareness and partnerships.
• Work closely with retail teams to support branch expansion and member service improvements.
• Partner with the Chief of Development & Impact to ensure alignment between growth strategies and community impact initiatives.
• Oversee brand identity and positioning, ensuring consistency and compliance across all platforms and marketing channels.
• Lead the development of member-focused product messaging for retail and small business offerings.
• Drive storytelling and content strategies that promote the credit union’s mission and impact.
• Manage media relations, public relations, and strategic partnerships to enhance community visibility.
• Manage the product teams to shape member-centric product offerings and effective go-to-market strategies.
• Ensure that digital and in-branch experiences align with evolving member needs and expectations.
• Support marketing and business development efforts that align with financial inclusion and accessibility.
• Develop, oversee, and manage the department’s budget, ensuring strategic allocation of resources to drive maximum impact.
• Track and analyze member engagement, growth trends, and campaign effectiveness to refine strategies.
• Utilize data to develop targeted outreach and member retention initiatives.
• Work closely with internal stakeholders to align growth strategies with financial and operational priorities.

• Bachelor’s degree in communications, Business, Marketing, or a related field (Master’s preferred).
• 7+ years of leadership experience in branding, member engagement, communications, or community outreach.
• Bilingual proficiency (Spanish & English) is required.
• Strong strategic vision with a track record of driving member growth and engagement initiatives.
• Experience managing cross-functional teams and working collaboratively with retail, small business, and digital teams.
• Proven experience managing budgets and resource allocation to support growth strategies.
• Proficiency in digital engagement, media relations, and community outreach strategies.
• Strong knowledge of financial services, credit unions, or community-based banking is a plus.
• Excellent project management and analytical skills with the ability to translate data into actionable strategies.

Physical requirements: Must be able to sit for extended periods of time, use the computer and telephone to complete work, and lift up to 30 pounds at times.

The above statements are intended to describe the general nature of work being performed by individuals assigned to this position. They are not intended to be an exhaustive list of all responsibilities, duties, knowledge, skills, and abilities required of individuals so classified.