Senior Digital Marketing Lead (Personal Services)

WHAT YOU WILL DO EVERYDAY

As the Senior Digital Delivery, you will lead and execute data-driven strategies to expand the organization's reach, engagement, and growth across all digital channels. This includes end-to-end digital product delivery, multi-channel digital campaigns, member communication, and hyper-personalized experiences informed by robust analytics, segmentation, and member journey insights. You will manage Interra's social presence across all owned and emerging platforms, ensuring brand consistency, engagement, and conversion pathways. You will own and manage our SEM, SEO, and targeted digital acquisition strategy, including Google Ads (AdWords), geo-targeted campaigns, retargeting, and related data driven marketing products and platforms that help us attract, convert, and deepen member relationships.

You are accountable for measuring and driving internal and external member digital activity and behavior; increasing digital adoption and engagement; and tracking outcomes for optimization, scalability and maximization of ROMI. Reporting directly to the Chief Marketing Officer, you will coordinate digital delivery efforts to ensure the total digital member experience meets Interra's standards and aligns with our mission, vision, core values, and compliance obligations.  

Department Oversight: Marketing and Product Design

HOW YOU WILL MAKE AN IMPACT

35%            Propose, plan, execute, and manage digital delivery initiatives including (but not limited to) digital product launches, multi‑wave campaigns, email and marketing automation strategies, paid/organic search (SEM/SEO), paid social, Google Ads, display/retargeting, and geo‑targeted outreach. Partner with Marketing to develop and optimize web experience personalization, content calendars for social presence, and digital platform “push” adoption strategies. Write, proof, and edit copy in collaboration with Marketing—ensuring message alignment across social, search, email, and site experiences—while staying within budget. Work with tools, vendors, stakeholders, and the Data team to derive actionable audience insights; use these insights to design highly personalized, data‑driven, performance‑optimized digital experiences. Set and manage goals, KPIs, and performance benchmarks (conversion, cost‑per‑acquisition, engagement rates, digital adoption) to ensure efficient and repeatable delivery. Develop communication, training, job aids, and processes that enable uniform execution across the organization. Build business cases for new digital and performance marketing investments. Ensure compliance with digital branding standards, Credit Union policies, and all applicable regulations.

20%            Develop, gather, refine, and share member and employee digital activity and engagement metrics across platforms with a focus on user satisfaction, product adoption, digital service standards, and Net Promoter Score—layered with performance marketing metrics such as impressions, CTR, CPC/CPA, ROAS, and conversion by channel (search, social, geo, display, on‑site). Map and track digital journeys to segment, target, retain, and grow member relationships. Build feedback loops from campaign and channel data (including Google Ads, SEO analytics, social engagement data, and geo‑performance lift) to continuously improve content, targeting, and spend allocation. Use A/B and multivariate testing to optimize message relevance, creative, landing paths, and member uptake. Analyze demographic and behavioral propensity data to inform both micro‑segmented and broad campaigns. Report trends, insights, risks, and recommendations to stakeholders on a regular cadence.

20%            Serve as a digital and performance marketing advisor to business line leaders. Translate business goals (acquisition, deepening, retention, shifts to digital usage, product growth by market) into actionable digital delivery roadmaps that integrate social, SEM/SEO, paid media targeting, and geo‑localized growth strategies. Coordinate rollout timing with Marketing, Data, IT/Digital Banking, Product, and Member Experience teams to ensure aligned execution and measurement. Provide guidance on best‑fit channels, targeting models, and ROI expectations; escalate data needs and tool gaps. Lead and own cross‑functional digital initiatives, communicating progress, risks, and outcomes.

10%            Leverage this high‑visibility role to advocate for digital adoption and data‑driven decision making. Act as a primary point of contact (and voice of) the Digital function internally and externally. Partner with Marketing and Learning & Development to build awareness, train teams on social governance, SEM/SEO basics, Google Ads performance levers, and geo‑targeted campaign use cases, and coach stakeholders on interpreting digital performance dashboards.

10%            Oversee and manage systems used to deliver and track digital experiences, including (but not limited to) digital banking platforms, CRM, content and campaign automation tools, member feedback platforms, outbound communication systems, ad platforms (Google Ads), SEO/SEM tools, social management and listening tools, geo‑targeting or location‑based engagement tools, data insight/analytics platforms, and financial wellness tools. Ensure integrations and tagging support accurate attribution and performance reporting. Maintain on‑call status for critical events or disruption affecting digital or member‑facing platforms.

5%               Collaborate with Digital department staff to cross‑train responsibilities and provide backup across core functions, including social channel continuity, paid search and ad campaign monitoring, and reporting refresh cycles. Support other Digital areas as needed to maintain seamless member experiences.

--                 Must comply with all company policies and procedures, applicable laws, and regulations, including but not limited to, the Bank Secrecy Act, the USA PATRIOT Act, and the Office of Foreign Assets Control.

WHAT YOU WILL NEED TO SUCCEED

Experience

8+ years' digital marketing and analysis experience plus 2+ years leading and managing data-driven, digital marketing projects. Experience with a suite of digital/banking systems and project management a plus.

Education / Certifications / Licenses

This level of knowledge is acquired through completion of a required Bachelor's degree in Marketing, Digital Marketing, or related field. Must have and maintain a valid driver's license.

 PREFERRED SKILLS

• Demonstrated work experience as Digital Media Strategist, Data Analyst, Digital Marketing Manager, Digital Analyst, or Digital Manager.
• Aptitude for system administration and business intelligence.
• Familiarity with digital/banking front end systems and processes.
• Demonstrated knowledge of industry trends and member engagement techniques.
• Demonstrated knowledge of identification and segmentation of user profiles/personas for effective marketing.
• Demonstrated understanding of digital marketing journeys and rollout.
• Success record of implementation of automated digital journeys in order to maximize member engagement, utilization and conversion.
• Strong decision-making skills with successful and trackable results.
• Experience in team building, leadership, and handling multi-projects in a fast-paced environment with tight deadlines.
• Professional level of verbal and written communication skills are essential to this position.
• Advanced analytical and project management skills for a variety of tasks or projects.
• Advanced proficiency in Microsoft Office (Outlook, Word, Excel, PowerPoint).
• Demonstrated knowledge of Credit Union regulations, products, policies, procedures, services, related federal state and federal laws and regulations.
• The ability to motivate or influence internal or external senior level professionals is a critical part of the job, requiring a significant level of influence and trust.
• Obtaining cooperation and agreement on important outcomes via frequently complex and senior level dialogues.
• Ability to deal with complex problems involving multiple facets, variables, and situations.
• Ability to provide world class member service while executing Interra's vision, mission, and delivery of Core Values.

 

INTERPERSONAL SKILLS

• A significant level of trust, credibility and diplomacy is required.
• In-depth dialogues, conversations and explanations with members, direct and indirect reports and outside vendors can be of a sensitive and/or highly confidential nature.
• Communications may involve motivating, influencing, educating and/or advising others on matters of significance.

 

COMPETENCIES

• Drive Results - Consistently accomplishes goals even under adverse conditions. Has a strong bottom-line orientation. Pushes self and helps others achieve results.
• Effective Communication - Utilizes a variety of communication modalities effectively and appropriately across multiple channels. Is effective in a variety of communication settings: one-on-one, small, and large groups, or among diverse styles and position levels. Adjusts to fit the message to the audience. Provides timely and helpful information to others across the organization.
• Functional Expertise - Possesses a sufficient level of technical and professional skill or knowledge in position-related areas; keeps up with current developments and trends in areas of expertise; actively seeks ways to grow and be challenged using both formal and informal development activities.
• Learning Agility - Actively and continuously learning, including new ways of thinking, knowledge, skills, and capabilities. Learns from what was done before and uses success and failure as input for development/improvement and tackling new business challenges.
• Manage Complexity - Makes sense of complex information, processes, and activities to effectively solve problems. Defines situations accurately before determining problems and formulating approaches to solutions; is able to accomplish complex tasks with minimal guidance or instruction.
• Systems Perspective - Takes a broad view that recognizes factors that influence and/or are influenced by multiple inputs, systems, processes, feedback loops, and functions. Connects actions to consequences inside and outside of role and department. Sees and considers interconnectedness of systems, tools, concepts, behaviors, roles, departments, and functions at Interra.

 

ADA REQUIREMENTS

Physical Requirements

• Able to bend, sit, and stand in order to perform primarily sedentary work with limited physical exertion and occasional lifting of up to 10 lbs.
• Must be capable of climbing / descending stairs in an emergency situation.
• Must be able to operate routine office equipment including computer terminals and keyboards, telephones, copiers, facsimiles, and calculators.
• Must be able to routinely perform work on computer for an average of 6-8 hours per day, when necessary.
• Must be able to work extended hours or travel off site whenever required or requested by management.
• Must be capable of regular, reliable, and timely attendance.

 

Working Conditions

• Must be able to routinely perform work indoors in climate-controlled shared work area with minimal noise.

Mental and/or Emotional Requirements

• Must be able to perform job functions independently or with limited supervision and work effectively either on own or as part of a team.
• Must be able to read and carry out various written instructions and follow oral instructions.
• Must be able to complete basic mathematical calculations, spell accurately, and understand computer basics.
• Must be able to speak clearly and deliver information in a logical and understandable sequence.
• Must be capable of dealing calmly and professionally with numerous different personalities from diverse cultures at various levels within and outside of the organization and demonstrate highest levels of customer service and discretion when dealing with the public.
• Must be able to perform responsibilities with composure under the stress of deadlines / requirements for extreme accuracy and quality and/or fast pace.
• Must be able to effectively handle multiple, simultaneous, and changing priorities.
• Must be capable of exercising highest level of discretion on both internal and external confidential matters.

ACKNOWLEDGEMENT

Nothing in the position description restricts management's right to assign or reassign duties and responsibilities to this job at any time.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. This Job description is not a contract and should not be constructed as a guarantee of employment for any period of time.  Interra Credit Union is an Equal Opportunity Employer and does not discriminate against employees or applicants based on race color, religion, sex/gender, national origin, disability, age, or any other category protected by law.

Why JoinIN

• Culture: We believe that a positive work environment is key to success. Staying engaged, informed, and keeping it fun, is how we achieve this.
• Professional Growth: Our Learning and Development Team not only provide day 1 training but continuous improvement and career development for all levels.
• Competitive Salary: Attractive compensation package with performance-based incentives and bonuses.
• Benefits: Comprehensive health insurance, 401(k) matching, tion reimbursement, company holidays, and generous PTO.
• Community Involvement: Being an active member in communities that we are a part of is important to us. We live here, work here and stay involved here!
• Visit our Opportunities page for more information.

For more information about the role or the application process, please reach out to Ali Barden, AVP Talent Acquisition and Retention Lead at alib@interracu.com

Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor. Marketing