Senior Director, Affinity Marketing

Overview

Are you looking to take your career from good to great? As an employee of PenFed, every day is an opportunity to thrive, and be part of a team working to ensure our organization is providing world class service to our members, employees, and our communities. We exist to help our members realize their full potential, educate and encourage their dreams, and make every effort to follow our mission and help our members "do better." Joining PenFed is more than being an employee; it's about being a part of the PenFed family.

PenFed is hiring a (Hybrid) Senior Director, Affinity Marketing at our Tysons, Virginia location. The successful candidate will oversee and direct all aspects of PenFed's affinity partnerships along with membership analytics and engagement strategy. The role will also be tasked with developing and executing a comprehensive strategy to attract, retain, and deepen relationships with military personnel, veterans, and their families for PenFed Credit Union.

Responsibilities

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. This is not intended to be an all-inclusive list of job duties and the position will perform other duties as assigned.

• Assume responsibility for PenFed's Affinity partnership business (existing and prospective partners).
• Develop and implement a strategic marketing plan aligned with PenFed overall business objectives and the unique needs of the military community.
• Identify target segments within the military market and develop tailored marketing strategies to address their specific needs and preferences.
• Cultivate strong relationships with military organizations, veteran service groups, and other relevant stakeholders.
• Collaborate with military bases and installations to offer exclusive benefits and services to their personnel.
• Identify opportunities for partnerships with other businesses to provide additional value to military customers.
• Analyze PenFed membership data to identify trends, opportunities, and areas for improvement.
• Develop strategies to increase membership acquisition and retention, cross sell and deepen the product penetration across PenFed's membership base.
• Track key performance indicators (KPIs) that measure key regional, demographic, and engagement metrics to aid in defining strengths and opportunities.
• Conduct market research and competitive analysis to stay informed about industry trends and customer insights.
• Oversee the planning, execution, and measurement of marketing campaigns to support growth within assigned verticals.
• Collaborate with marketing, sales, and operations teams to ensure seamless campaign execution and customer experience.
• Develop and manage marketing budgets to optimize ROI.
• Utilize data and analytics to track campaign performance, measure customer engagement, and identify opportunities for improvement.
• Analyze customer behavior to gain insights into their preferences and tailor marketing efforts accordingly.
• Lead and mentor a team of marketing professionals, providing guidance, training, and support to ensure optimal performance.
• Foster a culture of innovation, collaboration, and customer-centricity within the team.

*This role is responsible for ensuring business continuity.*

Qualifications

Equivalent combination of education and experience is considered.

• Bachelor's degree in Marketing, Business Administration, or a related field., Masters degree preferred
• 15+ years of experience in marketing, with a strong focus on partnership marketing, military or financial services.
• Proven track record of developing and executing successful marketing campaigns, particularly within the military or veteran community.
• Deep understanding of the military culture, lifestyle, and financial needs.
• Strong leadership and interpersonal skills, with the ability to build relationships and influence stakeholders at all levels.
• Excellent analytical skills and proficiency in data analysis tools.
• Strong project management skills and the ability to manage multiple projects simultaneously.
• Experience with digital marketing, social media, and CRM systems.

Work Environment

While performing the duties of this job, the employee is regularly exposed to an indoor office setting with moderate noise.

*Most roles require working in an office setting with moderate noise and the ability to lift 25 pounds.*

Travel

Ability to travel to various worksites and be on-call may be required.

About Us

Established in 1935, PenFed today is one of the country's strongest and most stable financial institutions with over 2.8 million members and over $36 billion in assets. We serve members in all 50 states and the District of Columbia, as well as in Guam, Puerto Rico and Okinawa. We are federally insured by NCUA and we are an Equal Housing Lender. We are available to members worldwide, via the web, seven days a week, twenty-four hours a day.

We provide our employees with a lucrative benefits package including robust medical, dental and vision plan options, plenty of paid time off, 401k with employer match, on-site fitness facilities at our larger locations, and more.

Equal Employment Opportunity
PenFed management will maintain and observe personnel policies which will not discriminate or permit harassment or retaliation against a person because of race, color, creed, age, sex, gender, gender identity, gender expression, religion, national origin, ancestry, marital status, military or veteran status or obligation, the presence of a physical and/or mental disability or medical condition, genetic information, sexual orientation, and all statuses protected by applicable state or local law in all recruiting, hiring, training, compensation, overtime, position classifications, work assignments, facilities, promotions, transfers, employee treatment, and in all other terms and conditions of employment. PenFed will also prohibit retaliation against individuals for raising a complaint of discrimination or harassment or participating in an investigation of same.

PenFed will also reasonably accommodate qualified individuals with a disability so that they can apply for a job or perform the essential functions of a job unless doing so causes a direct threat to these individuals or others in the workplace and the threat cannot be eliminated by reasonable accommodation or if the accommodation creates an undue hardship to PenFed. Contact human resources (HR) with any questions or requests for accommodation at 402-639-8568.

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