Position Overview: The Vice President of Marketing leads Vibrant’s marketing function as both an enterprise communication strategist and a strategic partner for business owners, service leaders, sales leaders, and internal stakeholders. This role owns the integration and orchestration of member lifecycle communications across business lines and touchpoints, helping ensure member messaging is coordinated, timely, relevant, compliant, and aligned to Vibrant’s brand, member experience, and organizational priorities. The role also translates business priorities into clear messaging, coordinated campaigns, disciplined creative execution, and reliable marketing tools and workflows.

Success in this role is measured by whether Vibrant’s leaders, teams, and members receive practical, timely, compliant, coordinated, and effective marketing support that helps the organization communicate clearly, reduce message overlap, support members, create demand, strengthen relationships, and advance approved business priorities.

What You’ll Lead & Support:

Business Partner Support & Marketing Enablement

• Serve as a strategic marketing partner to business owners, service leaders, sales leaders, and internal stakeholders.
• Translate business priorities into clear marketing plans, communication strategies, creative briefs, and execution roadmaps.
• Ensure marketing capacity is prioritized against the work that best supports organizational goals and member needs.
• Build a support-oriented marketing culture where the team wins when its business partners and members win.

Brand Strategy & Market Positioning

• Develop and maintain a clear, differentiated market position for Vibrant and its key business lines.
• Ensure consistent brand representation across all channels and member touchpoints.
• Lead marketing efforts that increase awareness, understanding, relevance, and preference among target audiences in support of approved business-line and organizational priorities.
• Monitor market trends, competitive positioning, and member needs to inform marketing strategy.

Member Communications & Lifecycle Management

• Own the enterprise-wide member communication lifecycle strategy, ensuring communication touchpoints across business lines, service areas, and channels are integrated, coordinated, and aligned to Vibrant’s brand, member experience, and organizational priorities.
• Partner with business and service leaders to understand the member needs, product priorities, service expectations, and lifecycle moments within each area, while ensuring those efforts work together as part of a cohesive member communication experience.
• Manage the timing, sequencing, segmentation, and coordination of member communications to reduce overlap, avoid message fatigue, and improve the effectiveness of communications across the full member journey.
• Lead the marketing function’s standards, workflows, and execution support for member communications, including required day-to-day communications such as holiday hours, service updates, product education, and member notices.
• Use member insights, segmentation, performance feedback, and business input to make communications clear, relevant, timely, compliant, and useful.

Demand Generation & Campaign Effectiveness

• Develop and execute marketing programs that support awareness, engagement, and qualified opportunities aligned to business-line priorities.
• Ensure marketing systems produce reliable data, actionable reporting, and measurable business insights.
• Own the marketing technology roadmap, including automation, CRM, analytics, website tools, and emerging technologies.

Functional Marketing Governance, Compliance & Brand Standards

• Maintain marketing review workflows that support compliance, accuracy, brand consistency, and appropriate approvals across channels.
• Partner with risk, compliance, legal, and business owners to ensure marketing materials and member communications are accurate, clear, and appropriately reviewed before release.
• Maintain standards, templates, workflows, and documentation that help internal teams and external partners execute consistently.
• Ensure urgent or required communications can be produced and distributed with appropriate speed, quality, and controls.

Marketing Operations & Technology

• Lead the effective use, administration, and continuous improvement of marketing technology platforms, including automation, CRM-related tools, analytics, website tools, and emerging marketing technologies.
• Partner with technology, data, and business stakeholders to improve the reliability, usability, and reporting value of marketing systems.
• Recommend marketing technology enhancements and support implementation priorities that improve efficiency, effectiveness, and scalability.

Creative Production, Content & Internal Stakeholder Support

• Lead the marketing team’s development and coordination of marketing content, visual design, video, digital assets, campaigns, member communications, and stakeholder support materials.
• Support approved creative and communication needs that may not directly drive conversion but are important to the organization, including internal merchandise, recruiting materials, presentations, events, and employee-facing initiatives.
• Ensure creative work reflects Vibrant's brand standards, strategic objectives, audience needs, and compliance expectations.
• Balance internal resources, freelance capacity, and external partnerships to meet production needs efficiently.

Agency & Partner Management

• Recommend, manage, and evaluate agency, contractor, media, and marketing technology relationships in alignment with budget, procurement, and leadership expectations. Ensure external partners deliver quality work, strategic value, and measurable results.
• Support vendor selection, contract management, budget tracking, and performance expectations for marketing-related partners.

Marketing Measurement & ROI

• Develop and maintain marketing metrics, dashboards, and reporting that help evaluate marketing performance and inform business decisions.
• Measure effectiveness of campaigns, channels, creative investments, communications, and marketing systems.
• Provide leadership and business owners with data-informed recommendations to help prioritize marketing resources, capacity, and support needs.

Team Leadership

• Build, develop, and lead a high-performing marketing team.
• Establish clear goals, priorities, workflows, and accountability within the marketing function.
• Coach and develop team members while fostering collaboration across departments.
• Create an environment that balances service orientation, strategic thinking, creative excellence, compliance awareness, and execution discipline.

Our Ideal Candidate:

Required

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• 8+ years of progressive marketing leadership experience.
• Demonstrated success leading integrated marketing functions that support business objectives.
• Experience managing brand strategy, digital marketing, campaign development, member/customer communications, content production, and marketing analytics.
• Experience leading teams, agencies, contractors, vendors, and cross-functional initiatives.
• Strong understanding of marketing technology platforms, CRM systems, marketing automation, website tools, and performance measurement.
• Ability to manage creative production, operational workflows, stakeholder requests, and competing priorities with discipline and clarity.
• Exceptional leadership, communication, judgment, and relationship-building skills.

Preferred

• Financial services, banking, credit union, fintech, or highly regulated industry experience.
• Sales, business development, or revenue-support experience.
• Experience implementing and optimizing marketing technology platforms such as HubSpot or similar tools.
• Experience leading brand transformation, digital marketing modernization, or marketing operations improvements.
• Familiarity with AI-enabled marketing tools, customer data strategy, and emerging marketing technologies.

Success in This Role Means

The VP of Marketing should be able to clearly answer the following questions:

• Are business leaders receiving practical support, insight, tools, and creative resources that help advance their priorities?
• Are members receiving timely, accurate, helpful, and compliant communications?
• Are marketing material consistently reinforcing Vibrant’s approved brand standards and market position?
• Do campaigns and communications help members and prospects understand Vibrant’s value proposition?
• Are campaigns creating meaningful engagement and useful signals for business owners?
• Are marketing systems, workflows, and tools helping the marketing function operate efficiently and consistently?
• Are internal talent, external partners, and marketing resources being used effectively within approved priorities?
• Does leadership have clear marketing reporting and recommendations to support informed business decisions?

Reports to

• EVP of Revenue & Member Experience

Environmental and Physical Activity Requirements:

This job operates in a professional office environment. This role routinely uses standard office equipment such as computers, phones, photocopiers, filing cabinets, and fax machines. The daily responsibilities of this position constantly require effective talking, hearing, walking, finger dexterity, reaching, stooping, and grasping functions. The position also often requires reaching and lifting (up to 25 pounds). Frequent sitting, standing, and repetitive motion activities are also required. Must be able to read print and computer-based materials and to do so with consistent accuracy. Most of these functions require light physical exertion and are conducted indoors at controlled degrees of temperature.

Other Duties:

This job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time, with or without notice.