Overview
PenFed is hiring an SVP, Chief Marketing Officer to work onsite at our Tysons, Virginia location. The primary responsibility of this role is to drive PenFed's growth by leading an integrated, data-driven, and digitally enabled marketing organization.
SVP, Chief Marketing Officer will oversee brand strategy, public relations, digital marketing, social media, analytics, personalization, and omni-channel member acquisition and engagement across all Deposits, Lending, Mortgage, Cards, and Wealth products. This position is responsible for developing and executing strategies that will enhance the overall image and reputation of PenFed; and clearly articulating those strategies to all stakeholders including leadership, employees, the media, industry influencers, members, community leaders, and the public.
The SVP, Chief Marketing Officer, will ensure that PenFed.org, the brand's digital front door, delivers seamless, personalized, and measurable experiences for members and prospects. The role blends strategic leadership, creativity, and technological fluency, leveraging AI, automation, and analytics to optimize performance, reduce acquisition costs, and enhance member lifetime value.
Responsibilities
Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions. This is not intended to be an all-inclusive list of job duties, and the position will perform other duties as assigned.
Provide overall vision and leadership to PenFed's marketing division. Build a high-performing, data-driven, integrated, collaborative and respected team, while encouraging an innovative, creative, commercially oriented, and proactive culture.
Develop and execute PenFed's enterprise marketing strategy to drive loan and deposit growth, membership acquisition, and brand differentiation.
Develop, leverage, and govern AI-enabled marketing capabilities for creative content, acquisitions and workflows.
Partner with business line leaders (Deposits, Lending, Mortgage, Cards, and Wealth) to align marketing investment with business goals and ROI. Work closely with PenFed's lending and banking teams to optimize new member targeting.
Collaborate with others to uncover and develop innovative opportunities that leverage the company's assets and support revenue goals.
Oversee regional marketing programs to strengthen PenFed's presence and performance in priority markets.
Develop a strategic review of the brand to ensure strength and consistency. Continue to build brand awareness, relevance, and reputation.
Drive a fully integrated marketing strategy by developing best-in-class digital marketing and social media capabilities.
Lead the digital marketing ecosystem - SEM, SEO, LLMs, programmatic, social, and affiliate marketing to maximize reach, conversion, and cost efficiency.
Ensure a consistent, omni-channel digital experience across web, mobile, contact center, and branch interactions.
Manage ongoing research to support, validate and define customer segmentation, insights, competitive positioning, department/category strategies and other business needs.
Own and optimize PenFed.org as a best-in-class financial services website focused on personalization, usability, accessibility, and conversion optimization.
Determine the Return on Investment (ROI) and evaluate the effectiveness of PenFed marketing campaigns and initiatives. Define and oversee full analytic lifecycle to improve pull-through.
Create innovative data visualizations that translate complex data into clear, concise takeaways.
Effectively and efficiently manage the marketing budget to drive measurable results.
Enhance meaningful relationships with community members, regulators, media and key influencers, to strengthen market presence and to advance PenFed's identity.
Integrate marketing across all channels-digital, branch, contact center, email, direct mail, and partnerships to ensure consistent, member-centric experience.
Collaborate with Product, Digital Experience, and Member Experience teams to deliver seamless acquisition and onboarding journeys.
Analyze and execute media buying and reporting.
Partner with IT to actively follow industry trends and ensure team is assessing, and strategically acting on, platform and landscape changes as they occur. Lead transformation efforts as necessary.
Helps safeguard PenFed's computer and IT systems by monitoring staff adherence of all security policies and related training for individuals managed by this role. Take appropriate action working with IT Security and HR when necessary to address any security breaches.
Qualifications
Equivalent combination of education and experience is considered.
Bachelor's Degree required in Marketing, Research, Business, Economics, Computer Science, Statistics, and Business Analytics required.
Master's Degree or MBA preferred.
Minimum of twenty (20) years' experience in Marketing.
Minimum of five (5) years' experience at the Vice President level, preferably in a financial services environment.
Knowledge and experience within the financial services industry.
Data Analytics & propensity modeling skills.
Works closely with the IT/UX team to create viable data solutions for the marketing department.
Knowledge of research methods and techniques, statistical and other methods used in the analysis and projection of data, survey methods and analytical techniques.
Ability to plan, direct and advise others on highly complex and sensitive projects and prepare and present technical reports.
Strong written and verbal communication skills; high degree of proficiency in synthesizing and communicating data from a variety of disciplines.
Strong organizational skills, ability to multi-task, meet deadlines and manage priorities.
Knowledge of AI, CRM and marketing technology solutions including Salesforce, Adobe Experience Manager, Campaign and Adobe Cloud services.
Knowledge of Microsoft Office products and other graphics or presentation software; familiarity with statistical software desirable.
Supervisory Responsibility
This position will supervise employees.
Licenses and Certifications
There are no additional licenses and/or certifications required.
Work Environment
While performing the duties of this job, the employee is regularly exposed to an indoor office setting with moderate noise.
Most roles require working in an office setting with moderate noise and the ability to lift 25 pounds.
Travel
Ability to travel to various worksites and be on-call is required.
About Us
Established in 1935, PenFed today is one of the country's strongest and most stable financial institutions with over 2.9 million members and over $31 billion in assets. We serve members in all 50 states and the District of Columbia, as well as in Guam and Puerto Rico. We are federally insured by NCUA and we are an Equal Housing Lender. We are available to members worldwide, via the web, seven days a week, twenty-four hours a day. We provide our employees with a lucrative benefits package including robust medical, dental and vision plan options, plenty of paid time off, 401k with employer match, on-site fitness facilities at our larger locations, and more. Equal Employment OpportunityPenFed management will maintain and observe personnel policies which will not discriminate or permit harassment or retaliation against a person because of race, color, creed, age, sex, gender, gender identity, gender expression, religion, national origin, ancestry, marital status, military or veteran status or obligation, the presence of a physical and/or mental disability or medical condition, genetic information, sexual orientation, and all statuses protected by applicable state or local law in all recruiting, hiring, training, compensation, overtime, position classifications, work assignments, facilities, promotions, transfers, employee treatment, and in all other terms and conditions of employment. PenFed will also prohibit retaliation against individuals for raising a complaint of discrimination or harassment or participating in an investigation of same. PenFed will also reasonably accommodate qualified individuals with a disability so that they can apply for a job or perform the essential functions of a job unless doing so causes a direct threat to these individuals or others in the workplace and the threat cannot be eliminated by reasonable accommodation or if the accommodation creates an undue hardship to PenFed. Contact human resources (HR) with any questions or requests for accommodation at 402-639-8568.
