Overview
Who You Are
You're a strategic marketer with depth in brand and advertising who knows how to integrate everything else.
You've led marketing teams before—probably at mid-size or growing organizations where you had to build processes, establish discipline, and get multiple workstreams pointing in the same direction. You understand creative development, media planning, digital performance, and lifecycle marketing well enough to lead people who do those things every day. You don't need to be the expert in every channel, but you need to appreciate how they work and know when they're working well.
You're a strategic thinker who creates clarity for teams without getting into the weeds of execution. You create clarity that helps teams move faster and work better together. You build systems, establish rhythms, and make plans that actually run. You get satisfaction from seeing things work smoothly.
You bring energy, enthusiasm, and optimism to hard problems. You believe marketing should prove its value, and you're comfortable being accountable for growth.
You've been part of—or built—a marketing function that operates as a strategic partner to the business, not just a tactical execution team. You know what it takes to move marketing from reactive to proactive, and you've done that work before.
This is the job for you if:
You want to lead a high-performing team without having to rebuild one
You like working with a CMO who gives you room to lead
You're excited about building AI-ready marketing capabilities and experimenting with what's next
You want your work to mean something—fairness in banking, community impact, member financial wellbeing
What differentiates someone great at this job from someone just okay:
Great VPs at this job have a growth mindset and see the connections others miss. They optimize at the seams—where great ideas, channels, teams, and products come together. They build operating discipline without quashing creativity. They make their team better by coaching, not micromanaging.
Who We Are
UW Credit Union is a $6 billion member-owned financial cooperative serving 390,000+ members across Wisconsin. Our mission is to improve the financial well-being of our members, and this VP ensures that mission is expressed with consistency and conviction at every level of the marketing organization.
Our marketing is forward-leaning, brand-driven, and consumer-centric. The Marketing team grows membership, deepens relationships, and strengthens our brand. We integrate data and AI into how we work. And we do it with a values-driven, highly engaged team that genuinely likes working together.
Why join us:
Learn new skills.
Our marketing is innovative and broad—brand, performance, lifecycle, sponsorships, campus marketing. You'll work across disciplines you don't often see together.
Work with people you respect.
Our team is smart, savvy, and enthusiastic. Marketing sits at the leadership table here. We're a growth driver for the organization, not an order-taking function.
Live your life.
Hybrid work (at least 3 days in office, up to 2 remote). Reasonable hours. A culture that doesn't burn people out.
Responsibilities
What the Job Is
This role serves as the strategic bridge between the CMO's enterprise vision and day-to-day marketing execution, translating business objectives into cohesive plans across all channels.
The VP leads day-to-day operations of the marketing function and partners closely with the VP of Product Strategy to bring products to market.
The role manages a team of 12 people and four agency partnerships in service of a well-resourced media and sponsorship plan. Direct reports include the Director of Performance Marketing & Digital Experience, a Brand Manager for Campus & Retail Marketing, and a Social Media Manager.
The Five Most Important Responsibilities
Grow the membership base.
Lead the marketing strategy for new member acquisition. Drive checking account and membership growth through integrated campaigns across paid, owned, and earned channels. Define audience strategies, oversee mass advertising and brand sponsorships, and ensure messaging is grounded in insights and competitive intelligence. Make the brand show up consistently and powerfully everywhere it needs to.
Bring products to market.
Partner with the VP of Product Strategy on go-to-market planning. Product Strategy leads market sizing, value prop development, and pricing decisions. This role owns the translation of those inputs into integrated marketing plans—audience strategy, channel mix, messaging frameworks, campaign architecture. Lead marketing execution for product launches and feature introductions. Own marketing outcomes measurement and prove what worked.
Grow member relationships.
Lead the marketing strategy for deepening member relationships and product cross-sales success. Provide strategic oversight for lifecycle marketing programs designed to grow loans, deposits, and share of wallet. Optimize the skills, processes and technologies (including AI assists) to scale personalization.
Integrate the marketing plan.
Own the annual integrated marketing plan. Translate the CMO's enterprise goals into one coherent strategy that connects brand, performance, lifecycle, and acquisition marketing. Establish the planning rhythms and decision-making processes that keep marketing aligned and responsive. Ensure we're running one plan, not parallel workstreams.
Lead the agency ecosystem.
Serve as the senior relationship owner for our creative, earned media, digital media, website, and SEO agencies. Bring the right partners together at the right moments. Orchestrate joint planning sessions that keep everyone coordinated. Know how to help agency partners be successful on our account.
Other Key Responsibilities
Marketing Performance & Analytics
Govern the frameworks that connect campaigns to business outcomes. Partner with the Director of Performance Marketing & Digital Experience on attribution modeling and MarTech capabilities. Optimize channel mix, creative strategy, and targeting based on performance data. Provide executive-level analysis and recommendations that connect what marketing is doing to what the business needs.
Enterprise Leadership
Participate in annual business planning as the primary marketing voice. Lead the marketing division's planning process and budget priorities. Provide strategic counsel on brand differentiation, member growth, and competitive positioning. Represent marketing in cross-functional forums with a clear, integrated perspective.
Strategic Partnerships
Lead partnership development with community organizations, sports teams, and higher education institutions. Oversee the sponsorship portfolio and ensure brand investments deliver meaningful exposure and authentic engagement.
Team Leadership
Manage and develop direct reports. Build a high-performing, cohesive team through structured coaching and clear expectations. Establish operating discipline without quashing creativity.
Qualifications
Bachelor's degree required; MBA or advanced degree strongly preferred
10+ years of progressive marketing experience with 5+ years in senior marketing leadership roles
Proven track record in integrated marketing strategy, brand leadership, and demand generation
Deep comfort using consumer insights and marketing analytics to inform decisions and improve performance
Familiarity with media planning, digital marketing, and lifecycle or CRM marketing practices
Demonstrated success building and leading high-performing, multi-disciplinary marketing teams
Financial services, fintech, or highly regulated industry experience strongly preferred
Exceptional communication, presentation, and stakeholder management skills
Experience managing external agency relationships and multi-agency ecosystems
Track record as a strategic marketing partner to the business, not just a tactical execution team
Working at UW Credit Union
Join one of Wisconsin’s premier financial institutions, a National Top Workplace and multi-year recipient of Madison Magazine’s Best Places to Work, Wisconsin State Journal’s Top Workplaces, and Milwaukee Journal Sentinel’s Top Workplaces to receive:
Ample amount of time off
Relocation assistance available
2 weeks paid caregiver leave
2.5 weeks paid new child parental leave
2 days paid volunteer time
Hybrid work environment
10 paid holidays (including your birthday!)
401k company match of up to 5%, plus approximately 4% discretionary match
457 deferred-compensation plan
Variable bonus reward
Competitive Medical, Dental, and Vision plans, including domestic partner eligibility
Employee Assistance Program
And more!
Interested candidates are encouraged to apply directly through the job posting. For additional information or questions regarding the opportunity, please contact Fisnik Lumani, Director of Talent, at [email protected].
All employees must possess valid work authorization to work for UWCU on the date of hire. UWCU does not provide immigration sponsorship or support for employment authorization to include, but not limited to, sponsorship or support for H-1B, F-1 OPT, TN, or other visa category.