Join the People Helping People
PSCU/Co-op Solutions is now Velera! PSCU and Co-op Solutions became a single entity on January 2, 2024, and our new company name was announced on May 7, 2024. Our new brand represents our combined company’s shared mission and unique ability to drive velocity and positive momentum for credit union success in a new era of financial services.
The VP, Data-Driven Marketing position will lead the strategic development and management of key marketing data platforms, systems, and related integrations supporting Velera’s consumer engagement marketing & communications function. This position is responsible for setting the strategic vision, process creation, and leading a strategic transformation initiative. This requires planning, budgeting, and leadership of the design, development and implementation of new platforms and systems to drive omni-channel personalized experiences. This role will lead a team focused on executing data-driven, personalized campaigns to attract new members and engage and retain existing members throughout the customer lifecycle. The position requires leveraging data to interpret customer insights and develop detailed customer profiles based on key behaviors and preferences, which will guide omnichannel marketing strategies. This could include in-product notifications, alerts, push notifications, text, email, and other delivery channels personalized to the consumer’s lifestyle. This role will collaborate closely with cross-functional teams to address business and data needs, creating impactful customer experiences and supporting strategic goals. The ideal candidate is data-driven, a strategic thinker, and capable of navigating multiple platforms and functional units, with a commitment to prioritizing the customer experience.
Role Responsibilities
- Responsible for creating and executing omni-touchpoint journeys in the customer lifecycle in the financial sector.
- Partner cross functionally with key stakeholders (Marketing, Analytics, Data Science, Channel Products, Engineering) to support multi-channel marketing efforts and technology strategy across multiple channels.
- Leverage first-party data and customer insights to personalize content and messaging, thereby driving higher engagement and conversion rates.
- Identify and implement opportunities for automation that increase the efficiency of marketing channels and enable scale while reducing the time needed to build complex segmentation and ensuring error-free execution of campaign launches.
- Track campaign performance metrics and customer data to assess effectiveness and identify opportunities for optimization.
- Implement lifecycle journeys including new acquisition tactics to continue to grow active and engaged customer base
- Keep informed of CRM trends, tools & technologies
- Plan and communicate targeted, journey-based marketing campaigns to drive sales and conversion
- Manage and optimize our customer data platform to ensure the seamless integration, activation, and utilization of customer data across all channels.
- Oversee the installation, configuration, and maintenance of the CDP ensuring seamless integration with other marketing and data systems
- Integrate data from multiple sources into the CDP, ensuring data consistency and integrity
- This individual will have a proven track record of technology vendor selection and successfully leading new implementations and migrations including ESP/SMS/CDP/Database/Personalization platforms
- Create and manage customer segments based on behavior, demographics, and other relevant data points.
- Develop and maintain dashboards and reports to track key performance indicators (KPIs) related to customer data and campaign performance to demonstrate ROI and increase sales.
- Implement and maintain data governance policies and practices to ensure compliance with data privacy regulations and company standards.
- Partner with Product Tech Delivery to create a vision and long-term strategy for member data platforms, including the maintenance and enhancement of existing data platforms and systems
Role Requirements
Education
- Bachelor’s degree in Marketing, Digital Marketing, Business Administration, Information Science, or a related discipline or equivalent combination of education and experience required.
Experience
- Ten (10) years experience in Martech with proven understanding of technical architecture and capabilities of personalization platforms executing data driven marketing strategies and campaign execution.
- Proven expertise in creating and implementing strategies that drive growth and engagement within a one-to-many marketing environment.
- Five (5) years in a leadership role managing teams, driving data strategy and governance initiatives in a complex business environment.
- Two (2) years of project management experience preferred .
Knowledge, Skills, & Abilities
- Understanding of APIs, data warehousing solutions, and ETL processes along with Software Development Life Cycle (SDLC) and conceptual data architecture documentation.
- Proficiency in SQL, data modeling, and data governance practices.
- Possess a comprehensive understanding of software development lifecycles, enabling you to design and implement change management strategies appropriate for the solutions you devise.
- Proven capability handling large scale, enterprise software delivery in a global 24/7 environment
- Working knowledge of the Adobe Marketing Cloud especially Real Time Customer Data Platform (CDP) or Salesforce Marketing Cloud suite.
- Demonstrate technical acumen and show how technology can raise the 'realm of the possible' in Velera's marketing activities.
- Demonstrated creativity to elicit above average responses on marketing initiatives.
- In-depth understanding of data privacy regulations (e.g., GDPR, CCPA) and best practices in data governance relating to consumer marketing and messaging.
- Familiarity with digital marketing principles and customer lifecycle management.
- Problem solver, technical troubleshooting, defining new processes as the business dictates
- Demonstrate behaviors based on Velera values: Dedication, Collaboration, Belonging, Curiosity, Integrity
- Excellent communication skills to interact effectively with both technical and non-technical users at all levels of the organization.
- Excellent written and verbal skills, analytical, interpersonal, and organization skills.
- Ability to facilitate meetings, negotiate, influence, and build consensus
- Self-motivated, strong sense of ownership/accountability, and results oriented with the ability to manage time and schedules effectively.
- Demonstrated self-direction and proactive approach and ability to think beyond the immediate problem -
- Proficiency in Microsoft Suite
- Proficiency in Business Intelligence tools such as Tableau, PowerBI, Qlik, MicroStrategy, Burst, BusinessObjects, etc. Or proficiency in SQL queries for defining target data sets.
- Demonstrated knowledge of financial industry and consumer lifecycle and lifestyles/personas
- Understanding of Information management concepts
- Ability to travel as needed to successfully perform position responsibilities; ability to work nights and weekends as needed to successfully accomplish tasks
About Velera
At Velera we are committed to fostering a workplace where every employee feels valued, respected, and connected. We understand, attract and engage a diverse workforce where every employee can live up to their full potential; ensuring that our employee base reflects the consumers we serve. The result of this effort is an inclusive environment where diverse talent thrives. We strive to foster a safe and inclusive work environment for people to bring their authentic selves in order to build a better community within our company and with our partners. Learn more about our commitment to Diversity, Equity, and Inclusion HERE!
Pay Equity
$134,500.00
to
$174,900.00
Actual Pay will be adjusted based on experience and other job-related factors permitted by law.
Great Work/Life Benefits!
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Competitive wages
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Medical with telemedicine
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Dental and Vision
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Basic and Optional Life Insurance
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Paid Time Off (PTO)
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Maternity, Parental, Family Care
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Community Volunteer Time Off
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12 Paid Holidays
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Company Paid Disability Insurance
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401k (with employer match)
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Health Savings Accounts (HSA) with company provided contributions
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Flexible Spending Accounts (FSA)
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Supplemental Insurance
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Mental Health and Well-being: Employee Assistance Program (EAP)
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Tuition Reimbursement
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Wellness program
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Benefits are subject to generally applicable eligibility, waiting period, contribution, and other requirements and conditions
Velera is an Equal Opportunity Employer. We consider applicants without regard to race, color, religion, age, national origin, ancestry, ethnicity, gender, gender identity, gender expression, sexual orientation, marital status, veteran status, disability, genetic information, citizenship status, or membership in any other group protected by federal, state or local law.
Velera is an Equal Opportunity Employer that complies with the laws and regulations set forth in the following "EEO is the Law" Poster and the "EEO is the Law" Poster Supplement. Velera will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the legal duty to furnish information.
Velera is an E-Verify Employer. Review the E-Verify Poster here (English and Spanish). For information regarding your Right To Work, please click here (English and Spanish poster).
As an ongoing commitment to reasonably accommodate individuals with disabilities please contact a recruiter at [email protected] for assistance.
Top Skills
What We Do
Velera, formerly PSCU/Co-op Solutions, is the nation’s premier payments credit union service organization (CUSO) and an integrated financial technology solutions provider. With over four decades of industry experience and a commitment to service excellence and innovation, our company serves more than 4,000 financial institutions throughout North America, operating with velocity to help our clients keep pace with the rapid momentum of change and fuel growth in the new era of financial services. Velera leverages its expertise and resources on behalf of credit unions and their members, offering an end-to-end product portfolio.
