The Marketing Manager creates and drives a data-led, member-centred brand and acquisition strategy to grow membership, reactivate dormant members, strengthen member education and engagement, and raise the company's profile across target segments (especially members aged ≤35 and underserved communities). The role combines strategic leadership, campaign delivery, PR & communications, and stakeholder engagement while supporting Branches with market insights and member data. This position leads a team and regularly presents marketing trends and results to the Board. 

 CORE COMPETENCIES & RESPONSIBILITIES 

Strategic Branding & Growth 

Develop, own and deliver the 3-year Marketing & Brand Plan aligned to the Strategic Plan to deliver membership growth, product diversification and digital adoption. 

Set and report monthly targets for new members (with segmented targets for 35 and under), re-activation campaigns for dormant members, and conversion rates for new and existing products. 

Member Education & Engagement 

Design and implement member education programmes (such as financial literacy, benefits of CU membership, and estate planning for older members). 

Partner with the Education Committee and external institutions to continuously inform and engage members. 

Digital Marketing & Analytics 

Lead digital marketing strategy: social, paid digital acquisition, content calendar, SEO, email and automation to increase online transactions, brand awareness and digital adoption. 

Use Sharetec/BI outputs to conduct market segmentation and track member journeys. 

Communications & Public Relations 

Manage external PR and internal communications (newsletters, crisis communications, GM/Board briefs) and prepare 

Board-level marketing reports. 

Represent WCU in stakeholder forums, government and corporate partnerships. 

Product & Market Intelligence 

Provide data-driven market inputs for product development (esp. SME, agri-food and youth products). 

Conduct member surveys and competitor scans, and translate insights into product recommendations and campaign strategies. 

Campaign Execution & Events 

Plan and deliver product launches, branch activation, community outreach and sponsorship events. 

Oversee vendor selection and campaign logistics within budget constraints. 

Team Leadership & Capacity Building 

Manage, coach and develop the marketing team to build internal marketing capability. 

Drive cross-functional adoption of marketing plans and share insights and feedback on members’ experiences to increase awareness and accountability among staff. 

Provide ongoing staff training, internal awareness campaigns and promotional materials to enhance frontline marketing skills such as up-selling, service quality and member relationship management. 

Compliance & Governance 

 Ensure all marketing activity complies with applicable laws, the company’s byelaws, regulator guidance and internal policies (including member data protection / confidentiality and POCA/AML considerations where relevant). 

 Escalate any regulatory or reputational risks to the GM. 

 Other related duties. 

 QUALIFICATIONS & EXPERIENCE 

• Bachelor’s Degree in Marketing, Communications, Business Administration or related field.
• Minimum 3–5 years’ experience in marketing, preferably with experience in financial services or a credit union environment. 
• Experience with core banking analytics (Sharetec / Power BI) and digital acquisition tools. 
• Demonstrated experience managing campaigns that drove measurable membership growth. 

 REQUIRED SKILLS 

• Strategic brand thinking and hands-on campaign execution.
• Data literacy: segmentation, customer insight, survey design and ROI analysis. 
• Digital marketing: paid social, SEO, email automation and content strategy. 
• Stakeholder management and skill in presenting to Board and external partners. 
• Excellent written and verbal communications with capability for PR/crisis communications. 
• Project management, vendor management and strong time management. 
• Commitment to cooperative principles and member protection.

 PERSONAL ATTRIBUTES 

•  Creative, curious and target-driven.
•  High integrity and trustworthiness when handling financial messaging and member data. 
•  Collaborative, decisive and resilient under pressure. 
•  Commitment to the cooperative philosophy and WCU’s Core Values.