Marketing Manager
Description
Job Description
Marketing Analytics & Member Growth Manager
Job Classification: Full Time
FLSA Status: Exempt
Department: Marketing
Reports To: Director of Marketing and Public Relations
Senior Leader: Chief Executive Officer
Job Overview
The Marketing Analytics & Member Growth Specialist serves as the intelligence engine behind BHCCU’s marketing and strategic growth initiatives. This role is responsible for leveraging member data, market intelligence, competitive research, digital insights, and targeted marketing strategies to strengthen member relationships, increase product awareness and adoption, identify new growth opportunities, and support organizational growth objectives.
This position focuses on identifying opportunities within member data, market trends, and consumer behavior to better connect members with products and services that support their financial well-being. Through data-driven insights, audience segmentation, performance measurement, and personalized marketing strategies, this role helps uncover opportunities to deepen member engagement, improve product utilization, optimize marketing investments, and drive measurable growth across the organization.
In addition to strengthening existing member relationships, this role plays a key part in identifying, researching, and evaluating opportunities for new membership growth in expanding markets, communities, geographic areas, and demographic segments. Responsibilities include conducting market opportunity assessments, geographic market analysis, competitive intelligence research, market sizing, and market entry research to inform strategic recommendations and support BHCCU’s expansion objectives.
This position leads and coordinates complex cross-functional initiatives from strategy development through implementation, working collaboratively with internal departments and leadership to establish objectives, coordinate resources, manage timelines, address operational and compliance requirements, and measure outcomes. The role contributes to enterprise-wide growth initiatives, evaluates marketing effectiveness and return on investment (ROI), and identifies opportunities to improve business performance, operational efficiency, and resource allocation.
Additionally, this position supports the strategic evolution of the BHCCU brand through brand research, competitive positioning, member perception analysis, and comprehensive brand modernization or overhaul initiatives. As BHCCU continues transitioning from a transformation-focused organization into a growth-focused organization, this role helps inform strategic decision-making, identify emerging business opportunities, and translate organizational priorities into actionable growth strategies and measurable results.
Major Tasks, Responsibilities and Key Accountabilities
- Compliance and Reporting: Ensure all activities comply with regulatory requirements and internal policies.
- Perform other duties as assigned.
- Analyze member data, behavioral trends, product utilization, and engagement patterns to identify opportunities for targeted marketing campaigns, cross-selling initiatives, member education, relationship deepening, and membership growth.
- Develop and execute segmented marketing campaigns designed to increase member awareness, product usage, engagement, financial wellness, and measurable business outcomes.
- Identify, research, and evaluate growth opportunities for expanding membership into new markets, communities, geographic locations, employer groups, and demographic segments.
- Conduct market opportunity assessments, market sizing, demographic and geographic research, competitive landscape analysis, and market entry research to evaluate potential expansion opportunities and support strategic business decisions.
- Research local economic conditions, consumer financial needs, market penetration, competitor offerings, and underserved populations to identify potential opportunities for BHCCU to strengthen its market position and attract new members.
- Develop data-driven recommendations, business cases, and strategic assessments that evaluate market attractiveness, potential membership growth, competitive positioning, resource requirements, risks, and anticipated return on investment.
- Support organizational growth initiatives by utilizing member insights, market research, and performance analytics to improve member acquisition strategies, digital membership growth, and long-term growth planning.
- Lead complex cross-functional initiatives from strategic planning through implementation, coordinating stakeholders, project plans, timelines, deliverables, dependencies, and performance objectives across departments.
- Coordinate complex operational and compliance requirements associated with marketing campaigns, new market initiatives, brand projects, product promotions, member communications, and other strategic organizational initiatives.
- Partner with compliance, operations, lending, member services, information technology, finance, and other internal stakeholders to ensure strategic initiatives are appropriately reviewed, operationally feasible, aligned with organizational objectives, and compliant with applicable requirements.
- Monitor project progress, identify risks and implementation barriers, coordinate resolution of issues, communicate status updates, and evaluate results to ensure initiatives achieve established objectives.
- Analyze marketing initiatives across channels and campaigns to evaluate ROI, acquisition costs, conversion rates, engagement, product adoption, and other relevant performance indicators. Identify opportunities to improve marketing effectiveness, optimize resource allocation, and increase the measurable impact of marketing investments.
- Establish campaign objectives, key performance indicators, tracking methodologies, and reporting standards to evaluate the effectiveness of marketing initiatives and their contribution to organizational growth.
- Utilize marketing automation platforms, CRM systems, and member insights to deliver personalized, data-driven member communications and improve targeting effectiveness.
- Manage and optimize Google Analytics reporting, website traffic analysis, digital campaign tracking, conversion measurement, and digital membership acquisition reporting.
- Coordinate digital advertising strategy, placement, tracking, and optimization across platforms including Google Ads, social media advertising, display advertising, and other digital channels.
- Conduct A/B testing, audience testing, campaign optimization, and conversion analysis to improve targeting effectiveness, marketing performance, and member acquisition outcomes.
- Assist in developing and maintaining dashboards, analytical models, and reporting tools that provide actionable insights to leadership and internal stakeholders regarding marketing performance, member growth, market opportunities, and strategic initiatives.
- Partner with departments across the organization to identify opportunities for member outreach, product awareness, relationship growth, operational improvement, and strategic business development.
- Research market trends, geographic growth opportunities, member behaviors, competitive positioning, emerging digital marketing strategies, and industry developments to support organizational growth and strategic planning.
- Lead research and analytical support for comprehensive BHCCU brand assessment and evolution initiatives, including brand positioning, competitive differentiation, member perceptions, market relevance, and opportunities for a complete brand overhaul.
- Evaluate BHCCU’s brand identity, value proposition, messaging, and market presence to identify opportunities to strengthen brand recognition, consistency, differentiation, and alignment with long-term organizational growth objectives.
- Collaborate with marketing leadership, the graphic designer, and relevant internal stakeholders to support brand strategy development, creative direction, implementation planning, brand rollout, and measurement of brand effectiveness.
- Support website, email marketing, social media, and other digital marketing initiatives through analytics, tracking, strategic recommendations, and ongoing performance optimization.
- Contribute to strategic marketing planning, growth forecasting, business case development, budgeting discussions, and the prioritization of initiatives based on organizational objectives, potential impact, and available resources.
- Prepare research findings, performance analyses, strategic recommendations, and executive-level presentations that communicate growth opportunities, marketing effectiveness, project outcomes, and recommended actions.
- Contribute to broader marketing department initiatives, promotions, campaigns, events, and enterprise-wide organizational projects as needed.
- Ensure compliance with applicable credit union policies, procedures, regulatory requirements, data governance standards, and established review and approval processes. Coordinate with designated compliance and risk stakeholders to identify potential concerns and facilitate appropriate review and resolution.
QUALIFICATIONS and COMPETENCIES
EDUCATION and EXPERIENCE
- Bachelor’s degree in marketing, Business, Communications, Data Analytics, Economics, Strategic Management, or a related field; or equivalent combination of education and experience.
- Minimum of 3–5 years of experience in marketing analytics, digital marketing, CRM marketing, growth marketing, market research, business intelligence, strategic project management, or a related field.
- Experience interpreting complex data and translating findings into actionable marketing strategies, business recommendations, and measurable growth opportunities.
- Experience managing multiple projects and collaborating across departments, including coordinating stakeholders, competing priorities, deadlines, and deliverables.
- Experience evaluating marketing performance, campaign effectiveness, business outcomes, or return on investment.
- Demonstrated ability to conduct research, identify opportunities, solve problems, and communicate data-driven recommendations to internal stakeholders.
- Strong organizational, analytical, communication, and project coordination skills.
Technical Skills
• Google Analytics and website traffic analysis.
• CRM segmentation and marketing automation.
• Digital advertising platforms and campaign tracking.
• Email marketing strategy and analytics.
• SEO/SEM analytics and optimization.
• Dashboard creation and reporting tools.
• Data visualization, performance measurement, and reporting.
• Audience targeting, personalization, and member segmentation strategies.
• A/B testing, experimentation, and campaign optimization.
• Marketing ROI analysis, conversion measurement, and campaign attribution.
• Market research, competitive intelligence, and geographic market analysis.
• Market opportunity assessment, market sizing, and market entry research.
• Business case development, performance forecasting, and strategic reporting.
• Brand positioning, competitive differentiation, and member perception analysis.
• Cross-functional project planning, implementation tracking, and performance measurement.
Behavioral Competencies
• Strong analytical, critical-thinking, and problem-solving skills.
• Excellent communication, presentation, and organizational abilities.
• Ability to translate complex data and research findings into actionable business recommendations.
• Attention to detail, accuracy, and sound judgment.
• Ability to manage competing priorities and complex initiatives in a fast-paced environment.
• Strategic, forward-thinking, and business-oriented mindset.
• Ability to identify emerging opportunities, evaluate alternatives, and recommend practical solutions.
• Strong initiative, accountability, adaptability, and results orientation.
• Ability to manage ambiguity, coordinate multiple stakeholders, and navigate evolving organizational priorities.
• Commitment to continuous improvement, member-focused outcomes, and sustainable organizational growth.
Leadership and Collaboration Expectations
• Collaborate effectively across departments and teams to identify, develop, and implement strategic growth opportunities.
• Support organizational growth initiatives through market intelligence, strategic marketing insights, business analysis, and data-driven recommendations.
• Lead assigned cross-functional initiatives from strategy through implementation, ensuring stakeholder alignment, accountability, coordination, and measurable results.
• Build positive working relationships with internal stakeholders and facilitate collaboration across marketing, operations, compliance, lending, member services, information technology, and other business functions.
• Demonstrate ownership of strategic projects, including planning, risk identification, implementation coordination, performance monitoring, and evaluation of outcomes.
• Communicate research findings, business opportunities, performance results, and strategic recommendations clearly to marketing leadership, executive leadership, and relevant stakeholders.
• Contribute to the strategic development of BHCCU’s brand, market positioning, and long-term growth initiatives.
• Demonstrate initiative and accountability in achieving departmental goals and advancing broader organizational priorities.
• Develop increasing capability in strategic planning, market development, enterprise initiative leadership, and executive decision support.
• Contribute to a collaborative, member-focused culture and BHCCU’s continued evolution toward a growth-oriented organization.
OTHER (PHYSICAL, MENTAL, AND VISUAL SKILLS)
Physical Job Requirements
Frequent periods are spent standing or sitting in the same location with some opportunity to move about; occasionally there may be a need to stoop or lift light objects (typically less than 8 pounds).
• Ability to move about and communicate with a diverse membership and employee group.
• Ability to accomplish the described responsibilities using computers and technology.
• Ability to sit and/or stand for extended periods of time.
• Ability to work in a changing, challenging, and fast-paced work environment.
• Ability to manage variable stress levels associated with competing priorities, deadlines, and complex projects.
• Provide own transportation.
• Occasional business travel.
Environmental Job Requirements
Typically located in a comfortable, quiet indoor area. There may be regular exposure to mild physical discomfort from factors such as dust, fumes or odors, temperature extremes, strong drafts, or bright lights.
Blackhawk Community Credit Union is an Equal Employment Opportunity (EEO) employer. It is the policy of BHCCU to provide equal employment opportunities to all qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, protected veteran or disabled status, or genetic information.