Manager - Digital Growth Marketing

Job Summary 

The Manager, Digital Growth Marketing leads UFCU’s digital marketing initiatives and drives business growth. The manager manages and optimizes UFCU’s digital marketing channels, including paid digital, search, social media, email, performance marketing, and website. The manager develops digital growth marketing strategies, forecasts, and reports on campaign performance, and works closely with other marketing and cross-functional team members to align growth efforts with broader company objectives.   

This position requires an analytical mindset, a capacity for creativity, and a proven track record in driving successful digital performance marketing campaigns.   

The Manager, Digital Growth Marketing is part of the Marketing leadership team, manages the digital services team including email, social, and web, and reports directly to the Chief Marketing Officer.  

About UFCU 

Our Credit Union was founded in 1936 and has grown to serve members throughout Texas and beyond. At UFCU, we are more than just a financial institution, and our people are more than just employees. We are dedicated to our purpose of empowering our Members to achieve financial success and build brighter futures.  
 
In pursuit of our aspiration that UFCU is loved by millions of Members and built to thrive for generations, we are guided by our values: 

Purposefully Member-Obsessed 

We are driven by a profound sense of empathy to deeply understand our Members’ needs and preferences, what brighter futures means to them, and the obstacles in their way. We act in our Members’ best interests, forever seeking to empower their financial success. 

Possibilities Reimagined 

We are inspired to courageously experiment, learn, and iterate in pursuit of positive impact for our Members, UFCU, and coworkers. We challenge assumptions, embrace diverse perspectives, and make use of data and insights. 

Performance Excellence Rooted in Unwavering Integrity 

We do the right thing, always. We champion teamwork, accountability, continuous improvement, and celebrate successful outcomes of others, fostering an inclusive environment of excellence and collaboration. 

Essential Functions 

Marketing Team Leadership and Development 

• People leader with a passion for inspiring, motivating, and developing team members.  

• Track record of providing guidance and training to attain departmental and individual development goals to support organizational needs.  

• Serve as a role model in transparent communication, two-way dialogue, and proactive communication to the team.  

• Utilize a proactive, ethical, and consultative approach to build an effective team aligned with UFCU guiding principles and remove obstacles as needed.  

• Plan, monitor, and appraise job results with an emphasis on coaching employees to achieve desired performance results.  

• Embrace and promote a change-oriented and continuous process improvement mindset. 

Digital Strategy & Growth 

• Develop and implement digital demand generation and performance marketing strategies to drive member growth, product adoption, and engagement.  

• Lead and optimize paid digital marketing efforts across channels, balancing growth objectives with efficient use of marketing spend.  

• Own digital contribution to key business outcomes, including account acquisition, conversion rates, and funnel performance.  

• Accountable for achieving defined digital growth targets, including acquisition volume, cost efficiency, and conversion performance.  

• Partner with cross-functional teams and external agencies to align strategies and present recommendations to senior leadership.  

• Lead SEO strategy and optimization to improve visibility and organic growth.  

• Partner with Brand and Content teams to inform creative strategy based on performance insights and audience behavior.  

• Lead cross-functional efforts to improve digital funnel performance, including trial, conversion, and activation rates.  

• Oversee testing strategies, including A/B and multivariate testing, to continuously improve campaign and digital experience performance.  

• Ensure digital marketing efforts are aligned with UFCU’s brand narrative and voice.  

• Evaluate, recommend, and implement new digital marketing opportunities and technologies. 

CRM & Lifecycle Marketing 

• Lead CRM strategy, implementation, and ongoing optimization, including marketing automation, segmentation, and personalization capabilities.  

• Design and optimize end-to-end member lifecycle journeys across acquisition, onboarding, engagement, and retention.  

• Define segmentation strategies and audience frameworks to enable scalable, personalized member engagement.  

• Develop and execute targeted, trigger-based campaigns leveraging member behavior and data insights.  

• Partner with Analytics and IT to enable data integration and deliver scalable personalization strategies.  

• Continuously optimize lifecycle marketing efforts to improve engagement, cross-sell, and long-term member value. 

Performance Management & Insights 

• Own performance optimization across digital channels, using data and insights to improve acquisition, conversion, and engagement outcomes.  

• Translate analytics outputs into actionable marketing strategies and campaign adjustments.  

• Partner with Analytics to define measurement frameworks, attribution approaches, and reporting requirements.  

• Monitor and communicate performance against KPIs, ensuring alignment with UFCU’s growth and business objectives.  

• Leverage data to identify trends, opportunities, and areas for continuous improvement across the member journey. 

Marketing Technology & Innovation 

• Evaluate, implement, and optimize marketing technology platforms, including CRM, marketing automation, and personalization tools.  

• Own or influence the marketing technology roadmap in partnership with IT and Analytics.  

• Partner with IT and cross-functional teams to ensure seamless integration of marketing technologies and data sources.  

• Stay current on emerging digital trends and innovations, bringing forward new capabilities to enhance marketing effectiveness and member experience. 

Collaborative Business Partnerships 

• Build internal relationships and serve as the communication bridge between digital marketing, product marketing, data analytics, and functional areas including Analytics and IT.  

• Partner closely with cross-functional teams to ensure alignment on strategies, execution, and measurement. 

Vendor Management 

• Lead media partner agencies dedicated to paid performance marketing initiatives. 

• Assess current efficiencies, research vendor partners, and manage the vendor relationship to ensure all digital strategies are maximized.  

• Ensure contract work meets service level agreements, quality, brand, schedule, and budgetary requirements. 

Budget/Expense Development and Management 

• In collaboration with senior leadership and other department managers, establish annual budget with identification of planned expenses for new or enhanced programs and services. 

• Ensure effective control of results. Take action to guarantee achievement of objectives that fall within designated budget. 

• Actively pursue cost improvement opportunities to reduce capital costs, operational cost, and expenses. 

Other 

• Adhere to all company policies, procedures and business ethics codes. 

• Complete required regulatory training as assigned. 

• Maintain strict adherence and compliance to all laws, rules, regulations and internal controls specific to your role, including but not limited to Bank Secrecy Act, Anti-Money Laundering, USA Patriot Act, OFAC and Fair Lending regulations. 

Knowledge/Skills/Abilities 

Knowledge 

• Expert knowledge of digital marketing strategies, including cross-channel campaigns and personalization best practices. 

• Basic knowledge of the credit union’s business operations and broader financial industry. 

• Strong knowledge of project management principles and methodologies. 

Skills 

• Advanced computer skills including proficiency in database software, Microsoft Office Suite. 

• Advanced professional verbal and written communication skills with excellent editing, and persuasive and compelling presentation skills. 

• Strong facilitative communication skills with all levels of leadership, with the ability to collaborate effectively across both technical and non-technical teams. 

• Strong analytical skills and attention to detail to evaluate end-to-end member experience across multiple channels and touch points. 

Abilities 

• Ability to synthesize large amounts of data into actionable insights.  

• Strategic thinker and problem solver who proactively delivers ideas and solutions.  

• Strong organizational and project management capabilities.  

• Ability to prioritize and manage multiple deadlines in a fast-paced environment.  

• Collaborative team player with openness to ideas and feedback. 

Core Competencies 

• Delivering Member Obsession 

• Seeks to understand customers 

• Identifies customer service issues 

• Drives member-focused practices 

• Assures member satisfaction 

• Delivering Performance Excellence 

• Maintains focus 

• Measures progress and outcome  

• Ensures accountability 

• Delivering Innovation 

• Inspires curiosity  

• Challenges current thinking 

• Supports experimentation 

• Advances ideas to the next stage 

Experience 

Minimum Requirements 

• Bachelor’s Degree/equivalent experience in marketing, finance, computer science, engineering or related business discipline. Years of relevant experience may be substituted for degree. 

• Minimum of five (5) years in a digital marketing or digital product management environment working with paid and organic social media advertising platforms, web-based content management systems, search engine marketing, and email marketing platforms.  

• Minimum of three (3) years formal or informal management and leadership experience developing, influencing, or leading teams. 

• Track record of developing digital media strategies, promoting business/product growth and expansion, and implementing a plan to drive the organization’s message. 

• Deep experience and understanding of digital marketing strategies, including cross-channel campaigns and personalization best practices. 

• Experience in or work with advertising, media and/or digital agencies.  

• Must be bondable. 

Preferred Requirements  

• Experience evaluating and optimizing marketing technology platforms, including CRM, marketing automation, and personalization tools.  

• Experience leading CRM implementations or lifecycle marketing programs. Bilingual Spanish/English  

• Experience leading technical projects, new platform evaluations, and integrations. 

• Proficiency in JavaScript, HTML.  

Physical Demands 

The physical demands described are representative of those that must be met by an employee, with or without accommodation, to successfully perform the essential functions of this job.  Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions. 

Frequent 

• While performing the duties of this job, the employee is regularly required to sit; use hands to finger, handle or feel; reach with hands and arms; and talk or hear.  

• Specific vision abilities required by this job include close vision, distance vision, peripheral vision and ability to adjust focus.  

• Employee will make extensive use of the telephone and virtual communication platforms requiring the ability to effectively and accurately explain complex information. 

Work Environment 

The work environment characteristics described are representative of those an employee encounters while performing the essential functions of this job.  

• This position is required to frequently work at UFCU Plaza in Austin, Texas.  

• This position may involve periodic stressful conditions. 

• May occasionally require an adjusted work schedule, overtime, and evening/weekend hours.  

• May occasionally move from one work location/branch to another.  

• Public contact position, requiring appropriate professional appearance.  

• Frequent computer use at a workstation up to two hours at a time.  

• The noise level in the work environment is usually moderate. 

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