Job Description:

United Federal Credit Union has served its Members since 1949 by helping them to build a sound financial future. United is based in St. Joseph, MI, with additional branches in Arkansas, Indiana, Michigan, Nevada, North Carolina, and Ohio. United is in the top 100 largest federally-insured credit unions in the U.S.

United, as a not-for-profit company, takes its commitment to both Members and the community to heart by improving lives and bettering local neighborhoods through financial tools and resources. The employees who work at United, known as Team United, are rooted in their communities as friends, family, volunteers, and mentors. For more information visit www.UnitedFCU.com. 

General Summary (What is done and why)

The Digital Marketing Strategist is responsible for the successful development and implementation of United's digital marketing initiatives and shares in the management of several digital channels with the members of the Digital Marketing team. This individual is responsible for developing an outstanding front-end user experience and exceptional customer journey across multiple digital channels.

This individual requires frontend and basic backend website coding knowledge, marketing, and developer experience along with project management skills to guide our Members through a seamless and optimal customer experience. The Digital Marketing Strategist will work with internal stakeholders and external agencies to create a strategy and develop action plans to flawlessly execute the website experience in a fast-paced, deadline driven environment.

The Digital Marketing Strategist plays a key role in all facets of website content management, email campaign execution, SEO, SEM, and display advertising. They will need to understand the brand and verbal identity and points of differentiation to execute the brand image digitally with personalized solutions.

This individual will monitor and measure the performance of the website, product campaigns, and goal achievement (ROI and KPIs) as well as strategize, plan, execute, and evolve online promotions and conversion testing. They will also manage and optimize various tracking systems for marketing campaigns to ensure accurate attribution and reporting.

This individual will work closely with the United Marketing team, cross-functional departments and external agencies to create and execute digital, employee and consumer-facing content in support of the company's mission of growing its digital presence.

ESSENTIAL FUNCTIONS, IN PRIORITY ORDER (Majority of duties, but not meant to be all inclusive or prevent other duties from being assigned as necessary)

1. Responsible for managing, creating and improving the Member experience of the public website including but not limited to homepage design and updates, landing page design and update, on-brand blog content, photography, copy content, campaign information, disclosures, and 3rd-party vendor information. Creates, posts and publishes relevant and timely content for internal and external consumption. Designs and builds landing pages for employee and Member facing sites. Maps and creates seamless lead flows that generate higher quality leads and improves conversion rates on product pages for marketing campaigns. Time: 40%


2. Creates marketing and transactional emails, including writing content, building creative assets and graphics, and scheduling for mass distribution. Also, works with internal stakeholders for alignment and approvals along with providing quality control reviews to ensure consistency and brand accuracy across multiple channels. Time: 20%


3. Develops and manages campaigns and promotional activity through Online Banking advertising, Yext search relationship including optimization, and other online platforms. Includes budgeting and reconciling responsibilities to ensure digital advertising remains within allocated budget. Time: 20%


4. Tracks, reports and analyzes results of multiple campaigns concurrently, identifies and executes ways to improve for future campaigns. Dives into analytics to conduct complete post-campaign evaluation and reporting. Builds and implements a/b and multi-variate testing. Time: 15%


5. Contributes to the success of company by leading or assisting with other projects and tasks as assigned and building a positive rapport with stakeholders and team members. Time: 5%

Education (Minimum education required to perform the duties of this position)

• Bachelor's degree in marketing, communications, web development, computer science, or a related field or two years of related work experience required.

Experience (Minimum experience required to perform the duties of this position)

In addition to the education requirement:

• Three or more years of Digital Marketing experience or related field


• Experience with website development and design, UK development, wireframing, and Sitecore CMS or related platforms


• Working knowledge of digital advertising, Search Engine Marketing and digital marketing best practices


• Experience developing websites, landing pages and automation campaigns required


• Experience working with digital channels in financial services organization preferred.

Knowledge, Skills and Abilities (Minimum technical and communication skill levels and licenses/certificates normally required to perform the duties of this position)

• Proficient in HTML and CSS with JavaScript, Java, and responsive design


• Working knowledge of Google Ads


• Proficient in Adobe Creative Suite of tools (Dreamweaver, Photoshop, InDesign, Illustrator)


• Working knowledge of web analytics and reporting tools (Google Analytics and Google Data Studio)


• Understanding of email marketing strategy and best practices


• Experience developing and measuring against KPI dashboards


• Demonstrated excellence in copywriting and understanding the importance of consistent branding and verbal identity


• Strong ability to think strategically, creatively and quickly


• Ability to work within a team to accomplish business goals


• Outstanding communication and interpersonal skills


• Self-starter who takes initiative and is able to work independently


• Ability to lead, coordinate and deliver multiple projects within a deadline driven environment


• Creative Management

Required Competencies

• Problem Solving


• Dealing with Ambiguity


• Time Management


• Demonstrates Courage


• Drive for Results


• Interpersonal Savvy


• Customer Focus


• Integrity and Trust


• Self-Development


• Creative

Mental Requirements

• Ability to work under pressure with both internal and external audiences.


• Ability to analyze trends, research data and competition and recommend site and copy improvements to improve the customer experience


• Ability to use good judgement and make sound decisions quickly


• Ability to understand. relate and apply logic based on company strategic objectives


• Ability to concentrate in a multi-task environment.


• Ability to maintain a positive attitude and professional image.

Tools and Equipment Used

• All available general office equipment as needed.


• All available computer software and hardware as needed.


• PC and accessories.


• Marketing-related word processing and graphic software as appropriate.


• Web site software and scripting language.

Working Relationships/Contacts (Positions with which incumbent has frequent contact)

• Daily, personal/written/phone contact with the Marketing Insights and Channel Manager


• Regular personal/written/phone contact with marketing team members.


• Regular personal/written/phone contact with other department managers.


• Regular personal/written/phone contact with credit union staff.


• Regular personal/written/phone contact with credit union members.


• Regular personal/written/phone contact with vendors and consultants for electronic channel systems.

Physical Demands (Physical effort generally associated with this position)

Work involves standing and walking for brief periods of time, but most work is done from a seated position.  There is potential for eyestrain from prolonged work at the computer.  Deadlines, workloads and pressure to achieve goals may cause increased stress levels. 

Working Conditions (Typical working conditions associated with this type of work and environmental hazards, if any, that may be encountered in performing the duties of this position)

Internal – work is normally performed in climate-controlled office environment, where exposure to conditions of extreme heat/cold, poor ventilation, fumes and gasses is very limited.  Noise level is moderate and includes normal sounds of office equipment (computers, telephones, etc.)  No known environmental hazards are encountered in normal performance of duties.  Length of day is unpredictable; long hours may be required to accommodate deadlines, project completion or special meetings.

External – Some travel may be required.  Information on these environmental conditions is variable and therefore unknown.

EEO/AA Employer/VET/Disabled

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