Vice President, Marketing & Communications

Cemter for Community Self-Help
December 8, 2021
301 W Main Street, Durham, North Carolina
Job Type


Job Description

Position Description:

The Vice President serves as team leader and oversees the planning, coordination and implementation of strategic communications and marketing programs to increase awareness and support for Self-Help’s work among internal and external audiences. Reporting to the Executive Vice President, the VP manages three directors and a high performing national team that provides the full range of communication services, including but not limited to brand development and management, public relations, internal communications, digital/online initiatives, traditional print projects, sales promotions and collateral, social media, corporate website and intranet, content creation, copywriting, and special events. The position is located in Durham, North Carolina and eligible for Self-Help’s hybrid work arrangement of two days per week of working off-site.

Essential Responsibilities:

• Provide vision, leadership and strategic direction for Self-Help’s communications and marketing staff and operations.

• Serve as a trusted advisor. Provide communications counsel to and collaborate with Self-Help senior leadership and business teams across the organization to identify and develop strategic marketing and communications goals that help influence positive behaviors, drive change, reinforce successes, and promote a strong sense of membership and community. Oversee the creation and execution of objectives to accomplish these goals through coordinated, consistent strategies and tactics.

• Brand Manager. Oversee the development of proactive marketing, communications and public relations strategies and lead organization-wide and line of service-specific internal and external campaigns that support business goals and objectives. Develop strategies focused on key business priorities and build public awareness/public information campaigns that clearly reflect Self-Help’s brand in visual presentation, messaging content and tone.

• Team Builder. Establish and maintain positive working relationship with key internal and external stakeholders by creating strong partnerships across multiple teams and leaders that reflect a deep understanding of business goals and objectives. Work closely with external-facing teams, such as member services, development and policy, real estate development, etc. to ensure seamless alignment of brand and tone in all external messaging. Work with the Internal stakeholder teams, such as human resources, technology and training, to foster adoption, engagement, and collaboration to ensure a strong communications framework is in place throughout Self-Help, its various departments, products and functions. As appropriate, lead or participate in functional and cross-functional teams.

• Budget Conscious, Trend Aware, Research Driven. Manage campaign budgets, spending. Measure and report campaign effectiveness and promotional results. Provide timely and relevant demographic and market insights to strengthen Self-Help’s ability to identify, anticipate, and respond to member, technological and competitive market trends and be able to track return on investment. Make recommendations to management on the implementation of new services and promotions, evaluating current services and marketing programs regularly to adjust based on results and ROI. Continually learn and stay at the forefront of trends and market forces in credit unions and financial services and stay apprised of emerging marketplace and consumer trends, including technology, markets, products, services, customer experience and competition, to identify opportunities to sustain and grow the credit union.
o Support or lead efforts to measure credit union quality of service, member attitudes and feedback through Net Promoter Score (NPS) or other tools.
o Remain current on laws and regulations that affect marketing, ensuring marketing pieces, disclosures, and web site are technically and legally compliant.

Key Specialty Areas:

Team and Staff Management
• Support, build, and coach a high-performing marketing and communications team, including coaching, and mentoring of direct reports, setting annual goals, assigning and reviewing work, providing training and development opportunities, and conducting performance evaluations.
• Foster a positive, collaborative, work environment based on effective communication and collaboration
• Establish and monitor the annual marketing budget to maximize cost-effective operations, programs, etc. Manage vendor contracts and relationships to obtain preferable pricing, terms and service levels.
• Provide thought leadership and direction for marketing automation and use of third-party vendors.

Branding and Corporate Communications
• Lead the continuous development of Self-Help’s brand and voice, to build awareness, uniqueness, relevance and reputation among target consumers. Develop, maintain and ensure adherence to brand guidelines across all activities and all marketing and communications channels.
• Work with other Self-Help leaders to create and deliver compelling messages that enhance the perception of Self-Help among key audiences.
• Expand Self-Help’s social media dialogue with key influencers and audiences and monitor key social media trends to identify new opportunities to proactively engage with Self-Help followers and potential followers. Manage and analyze results of social media initiatives to drive continuous improvement.
• Member/Customer driven: Knowledgeable of the values and practices that align member/customer/public needs and satisfaction as one of the primary considerations in communications decisions. Be able to leverage that information to create customized, effective external messages and collaterals

Internal Communications Management
• Oversee Self-Help’s internal communications efforts, with a focus on building trust and connection with employees around the organization. This includes driving engagement through innovative approaches and tools as well as high-quality storytelling that keeps employees informed about what’s happening at Self-Help.

External Communications Management.
• Oversee website, social media, advertising, promotions, and public and media relations strategies addressing targeted audiences to enhance awareness and increase owned, earned and paid media coverage. Leverage traditional media as well as digital/emerging technologies for influencer outreach. Enhance Self-Help’s public websites to drive traffic, generate leads and increase repeat visitors. Evaluate Self-Help’s online marketing performance and lead the marketing team in creating an excellent online presence that expands and enhances awareness of Self-Help.

Crisis Communications Management
• Assess and mitigate risk around key issues. Develop a comprehensive crisis communications plan and manage crises as they arise (and/or manage outside crisis consultants when appropriate).

Act as a change agent to drive Self-Help’s economic inclusion initiatives by integrating supplier diversity and the use of businesses owned by women and people of color in third party contracting and vendor management for relevant products and services

Perform other duties as may be deemed necessary

Credentials, Experience and Skills:

BA/BS or equivalent experience in Marketing, Communications, Public Relations, Economics, Business or related
8+ years of additional experience in marketing, public relations and program leadership with a proven track record of success in managing a range of marketing and communications functions such as brand management, customer marketing, digital marketing, creative services, public relations and engagement, and other external
5+ years of successful experience leading high-performance, cross-functional teams, with responsibility for direct reports in the last three
Hands on experience with CRM and SEO tools like Google Analytics, Salesforce,
Experience with remote reporting
Public relations accreditation (APR)
Excellent face-to-face, written, verbal and presentation skills.
Strong communicator and motivator with the ability to establish and maintain effective working
relationships with a diverse group of people including team members, colleagues, board members, and other parties.
Thorough understanding of research and communications messaging.

· Ability to effectively run a multi-faceted, dynamic marketing department of a mid- to large-size financial institution. Ability to plan, implement, and evaluate the achievement of goals, objectives, and work plans. Clear understanding of systemic inequality and how it relates to Self-Help’s work.

· Strong understanding of the marketing continuum and experience in multiple aspects of digital, retail and traditional marketing, including data and social media best practices.

· Excellent leadership skills with a proven ability to lead, motivate, and supervise employees, as well as step in as a working manager with a hands-on approach.

· Good judgement with the ability to navigate complexity, change and nuance.

· Excellent creative ability, and exceptional oral and written communication skills.

· Strong public relations knowledge and understanding of social media platforms and their respective audiences.

· Ability to develop and manage budgets, balance multiple priorities, meet tight timelines and work effectively.

· Experience managing third-party vendor and agency relationships.

· A leadership style that reflects and reinforces Self-Help's core values:

o Mission Before Self

o Service with Excellence

o Embracing & Promoting Change

o Results Not Credit

o Diversity as a Strength

o Financial Sustainability for Mission Impact


Competitive nonprofit compensation, based on experience, plus a generous benefits package.

Apply online here:

About Us:

Self-Help is a leading national community development financial institution headquartered in Durham, NC. Since 1980, Self-Help has provided more than $9.3 billion in financing to over 175,700 families, families, individuals and businesses. We help drive economic development and strengthen communities by providing responsible financial services; lending to individuals, small businesses and nonprofits; developing real estate; and promoting fair financial practices across the nation. Through our credit union network, Self-Help serves more than 167,000 people in California, Florida, Illinois, North Carolina, South Carolina, Virginia, Wisconsin and Washington. Learn more at, and

Self-Help is committed to providing equal employment opportunities to all persons, regardless of race, religion, religious creed, color, national origin, ancestry, physical disability, mental disability, medical condition, genetic information, marital status, sex, gender, gender identity, gender expression (including transgender status), age, sexual orientation, military and veteran status, class or family status.

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