Job Description
POSITION SUMMARY The Vice President of Marketing is responsible for developing and executing a comprehensive marketing strategy that drives brand awareness, customer acquisition, and business growth across the organization's portfolio of products and services. This role provides strategic leadership for brand management, digital marketing, demand generation, market research, product marketing, analytics, and marketing operations.
The VP of Marketing collaborates closely with executive leadership, business units, and external partners to ensure marketing initiatives effectively reach target audiences, align with organizational objectives, accurately represent products and services, and comply with applicable regulatory requirements. Through a combination of creativity, analytical thinking, and market insight, the VP of Marketing identifies opportunities to strengthen the organization's competitive position, improve customer engagement, and support continued growth.
Reports to: VP of Loan Programs
Location: Columbia, SC
Work Model: Hybrid
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ESSENTIAL DUTIES - Develop and execute marketing strategies that support organizational growth, customer acquisition, brand awareness, and engagement.
- Establish marketing goals, priorities, performance metrics, and annual marketing plans aligned with organizational objectives.
- Analyze market trends, customer needs, competitive activity, and emerging opportunities to inform strategic decision-making.
- Serve as a trusted advisor to executive leadership on marketing, branding, customer engagement, and market expansion.
- Lead efforts to strengthen the organization's brand identity, reputation, and market position across multiple products, services, and market segments.
- Provide strategic oversight of public relations activities, media engagement, and reputation management strategies.
- Ensure consistency of messaging, branding, and customer experience across all marketing channels and communications.
- Identify target audiences and market opportunities through research, customer insights, and data analysis.
- Collaborate with business leaders to support the launch, promotion, and ongoing success of products and services.
- Develop marketing initiatives designed to increase awareness, engagement, lead generation, and loan applications.
- Evaluate and optimize customer journeys to improve customer experience, conversion rates, customer engagement, retention, and overall business outcomes.
- Establish performance measurement frameworks and analyze marketing results, customer behavior, and return on investment.
- Test and evaluate marketing messages, channels, and campaigns to identify opportunities for continuous improvement.
- Present marketing performance, trends, insights, and recommendations to executive leadership.
- Manage relationships with marketing agencies, consultants, media partners, and other third-party vendors.
- Provide strategic oversight of agency-developed campaigns, digital initiatives, websites, and creative assets.
- Ensure marketing materials and communications accurately represent organizational products, services, processes, and customer experiences.
- Partner with Risk, Compliance, Legal, and operational teams to ensure marketing activities comply with applicable laws, regulations, and organizational requirements.
- Develop and manage the annual marketing budget while evaluating marketing investments and resource allocation.
- Collaborate across departments and provide leadership, coaching, and development for marketing staff.
QUALIFICATIONS Education and Experience
- Bachelor's degree in Marketing, Communications, Business Administration, or a related field required; Master's degree preferred.
- 5+ years of progressive experience in strategic marketing, brand management, digital marketing, customer acquisition, analytics, and marketing operations.
- 3 years of leadership experience managing staff, agencies, vendors, or cross-functional initiatives.
- Experience using CRM, marketing automation, and analytics platforms, such as HubSpot, Google Analytics, Power BI, or similar systems, to drive data-informed marketing decisions.
Skills and Abilities
- Ability to translate marketing analytics, customer insights, and market data into actionable business strategies and measurable results.
- Ability to ensure marketing messages, campaigns, and customer communications align with organizational processes, regulatory requirements, and customer expectations.
- Demonstrates core values of respect, integrity, great service, high value for employees and customers, transparency and teamwork, through actions and behaviors.
- Ability to maintain a growth mind-set, manage strategically and think innovatively.
- Consistently demonstrates and holds oneself accountable to the ethics and values of the organization understanding that leading by example is critical in leading an organization.
- Strong ability to coach and mentor others in a positive and productive manner and provide feedback for improvement.
- Ability to make sound decisions when establishing and executing policies, procedures and goals.
- Ability to deal effectively and cooperatively with all levels of staff, as well as internal and external stakeholders.
- Ability to establish and maintain a complex departmental budget.
- Strong ability to establish annual goals and hold oneself accountable for results.
- Ability to communicate effectively, both verbally and in writing with all levels of management, staff and internal/external stakeholders.
- Sound interpersonal skills with the desire to build mutually beneficial relationships internally and externally.
- Excellent organizational skills and attention to detail.
- Excellent time management skills with a proven ability to manage multiple competing priorities and meet deadlines.
- Ability to act with integrity, professionalism, and confidentiality.
- Ability to accept accountability for decisions, actions and results.
- Ability to work harmoniously as a reliable team member.
- Proficient with Microsoft Office Suite and related software.
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