About Allegacy Federal Credit Union

With roots in North Carolina, we exist to better the lives of our members and community – enabling people’s money to go further, simplifying their finances, and helping them make the best financial decisions for themselves and their families. With a future focused on expansion, we’re evolving how we position Allegacy to create meaningful connections and deliver a seamless relationship experience for consumer and business members – across banking lending, investing, planning and wealth management. We’re investing in a re-energized brand to increase returns on marketing and sales efforts and earn unshakeable loyalty from our target audiences.

Position Overview

Allegacy is seeking a dynamic, strategic, and creative Director of Brand Management to lead the re-energization of our brand. In this pivotal role, you will collaborate closely with the Chief Digital & Marketing Officer, Executive Leadership Team, and cross-functional partners to refine and implement a compelling brand strategy. You will shape and activate a refreshed brand expression that creates emotional resonance and builds preference among our Consumer and Business Members — both current and prospective.

This leader will be accountable for aligning our brand with our mission and market ambitions, ensuring a consistent and powerful experience across all touchpoints and geographies, with special focus on key expansion markets.

Key Responsibilities

Brand Platform & Expression

• Lead the refinement and articulation of Allegacy’s brand platform, bringing together the elements that inform our creative expression and messaging, helping us drive differentiation from our competitors. 
• Partner with senior leadership and key stakeholders to ensure brand platform is aligned with organizational goals and member needs.
• Drive a cohesive and differentiated brand expression across marketing, digital, in-branch, and partner channels.

Program Leadership

• Develop and execute a comprehensive brand refresh roadmap, from insight to activation.
• Collaborate with internal and external teams (creative, research, media, digital, operations) to deliver a unified brand experience.
• Manage timelines, budgets, and resourcing to ensure on-time, on-budget delivery of brand initiatives.

Member Experience Alignment

• Ensure brand principles and standards are integrated across the member journey — from awareness to advocacy — with focus on delivering a more seamless and human experience.
• Work with teams across banking, lending, investing, planning and wealth management to align messaging and visual identity across products and services.

Market Activation & Expansion

• Design and implement go-to-market strategies to build awareness, familiarity, and consideration in new and existing markets.
• Optimize media mix, messaging frameworks, and partner activations to maximize impact and efficiency.
• Support community and university partnerships (e.g., Wake Forest University) as opportunities to extend and elevate the brand.

Measurement & Optimization

• Define brand health KPIs and partner with analytics teams to monitor and report on performance.
• Continuously optimize brand messaging and activation based on insights and market feedback.

Qualifications

• 10+ years of experience in brand strategy, brand management, or integrated marketing roles; experience in financial services, fintech, or mission-driven brands strongly preferred.
• Proven success leading brand transformation initiatives — from insight to execution — at regional or national scale.
• Strong understanding of multi-channel brand expression across traditional, digital, and experiential platforms.
• Exceptional strategic thinking, creative sensibility, and communication skills.
• Experience leading cross-functional teams and managing agency/vendor relationships.
• Comfortable operating in a dynamic, fast-paced, collaborative environment with a bias for action.

What You’ll Bring

• A passion for building brands that are authentic, human, and purpose-driven.
• A balance of analytical thinking and creative intuition.
• Leadership presence with the ability to influence at all levels of the organization.
• A member-first mindset and commitment to delivering meaningful value.