Director, Marketing & Membership Growth

POSITION: Director, Marketing & Membership Growth

REPORTS TO: Chief Executive Officer (CEO)

DIRECT REPORT(S): Marketing Coordinator, Administrative Assistant, Graphic Designer (or third party contract), Writer (or third party contract),

Job Summary

The Director, Marketing & Membership Growth is responsible for the strategic development and execution of all marketing, branding, communication, organization reporting across divisions (both graphic & written), research and product development activities at Rapport Credit Union with a focus to drive revenue and membership growth in partnership with the leadership team of the organization.

This includes building the brand strategy, which touches employees, members and stakeholders in an effort to increase brand recognition and awareness and support corporate growth and revenue objectives. This role provides vital support with respect to enhancing customer service to the member, prospective member and employee experiences at every point of contact.

The incumbent leads the execution of all integrated marketing campaigns and ensures message consistency throughout the organization while providing guidance and oversight to the organization in the development and implementation of marketing plans to meet Rapport’s goals and strategic objectives.

Key Responsibility Areas:

1. Executive Leadership

  • Promote and uphold Rapport’s values of competence, integrity, respect, compassion, accountability, curiosity and collaboration.

  • Participate in the development, implementation, communication, and monitoring of corporate and regional initiatives.

  • Actively participate in meetings, planning and training initiatives, sharing information and ideas that contribute to the organization’s goals and success.

  • Translate organizational strategic and department objectives into manageable and achievable tactical marketing, product development, and research goals.

  • Recommend changes to policy and procedures related to communication standards, products, and services that support the achievement of organizational objectives.

  • Act as an advisor to the CEO in all areas all of marketing, membership growth initiatives, branding, communication, research and product development activities; keep the leadership team up-to-date on the same.

2. Marketing & Brand Management

  • Responsible for the overall management and direction of the Marketing Department and all marketing, brand and communications activities including the training and performance management of staff.

  • Develops and executes an annual strategic marketing plan to support attainment of Rapport’s objectives of increased brand awareness and recognition and member service, retention and acquisition of new members.

  • Takes responsibility for implementing overall strategic marketing plan to create an effective marketing campaign strategy, identify promotions and product and service focus areas. Ensures campaigns support the overall strategic plans of Rapport.

  • Implements marketing and advertising programs, measuring and evaluating results and revising as appropriate.

  • Develop and manage annual marketing budget, track expenses, and provide monthly updates.

  • Provides leadership on print, website, digital and social media projects, communications and activities that develop, refresh, support and protect the Rapport brand and its multi-channel strategy to support member growth, community engagement and an overall positive member experience.

  • Ensure all marketing material both internal and external reporting and member communications adhere to Rapport’s brand standards and guidelines. Ensure all marketing and promotional materials including printed and online or digital marketing adheres to Rapport’s brand standards guidelines.

  • Supervises production of printed and electronic newsletters, brochures, direct mail pieces, statement inserts, website content, and any related promotional collateral materials.

  • Writes and distributes internal communications as required. Manage and implement additional communications and marketing initiatives as they arise.

  • Ensures edits and proofing of marketing materials done by the Marketing Coordinator prior to printing or distribution are grammatically correct, error-free, adhere to established standards, and uphold our professional image before the incumbent’s final sign-off.

  • Acts as champion for the Rapport brand encouraging support for the brand, both inside and outside the organization.

3. Research & Product Development

  • Maintains current and relevant knowledge of industry trends and competitor products and strategies.

  • Work collaboratively with internal stakeholders to ensure we have relevant products and services for our members that align with our vision.

  • Work with other functional areas and departments on analysis, reporting, product development and implementation.

  • Provide regular reports and updates on competitive market intelligence, market situations, member’s needs and interest and the potential for new products and services.

  • Build, maintain and share audit of key competitors’ marketing material. Monitor industry trends, identify competitors’ strategies, and ensure staff are kept up to date on competitor’s offerings and rates.

  • Oversees external and internal survey development and deployment. Uses survey results to make recommendation on impactful changes for Rapport in the areas of products and services, communications, marketing activities, brand awareness and member experience. Ensures results are communicated to appropriate stakeholders.

  • Utilizes data from Customer Relationship Management software to develop targets and measure ROI on campaigns in addition to determining profitability of individual members, households and products.

  • Analyses member demographic data and market trends using appropriate systems and other research tools.

  • Develop and maintain a relationship with external key products and service suppliers ( i.e. The Personal, EXCHANGE Network, Collabria)

4. Organizational Contribution

  • Work collaboratively with Leadership Team in the strategic and operating planning processes for the credit union; identify short and long-term goals and objectives, contribute to the design and development of policies and programs to meet those goals; ensure the even flow of communication concerning overall plans and programs to all staff.

  • Work collaboratively with the Sales team (EVPs, Regional and Branch Managers) to develop and achieve organizational objectives, providing direction, motivation, and coordinated support.

  • Work collaboratively with the Board of Directors specifically as the management representative on the Nominating Committee.

  • Participate in Board, management, project and branch marketing meetings; preparing and facilitating presentations or training as required.

  • Manage strategic initiative teams as required; providing expertise and experience for teams on a consulting basis.

Education and Experience

  • Post-secondary education with a focus in marketing, advertising or communications or other business related discipline preferred.

  • Ten or more years working in an in-house marketing environment or advertising agency.

  • Experience in the financial services industry considered an asset.

  • Experience and knowledge in managing all aspects of traditional and digital marketing campaigns, including print advertising, direct mail, email marketing, events management, collateral development and social media.

  • Experience managing the creative development process – working with briefs, creative people and production resources.

Required Knowledge, Skills and Abilities

  • Exceptional written and verbal communication skills with a level of comfort collaborating with, speaking to, and presenting in front of the Management Team, Board of Directors, external representatives, and third-party vendors.

  • Ability to prepare clear and concise reports, presentations, and marketing plans.

  • Strong project management, organizational and time management skills.

  • Ability to collect, analyze data, maintain confidentiality, make recommendations, and provide ROI on marketing activities.

  • Attention to detail a must. Proofreading ability an asset.

  • Working knowledge of print production and web production specs.

  • Highly proficient computer skills required in Office (Excel, Word, PowerPoint and Outlook), CRM systems and Survey software. The ability to learn new software and technology quickly is an asset.

  • Strong interpersonal skills, professional demeanor and outstanding business acumen is a must.

  • Demonstrated ability to work under pressure with time sensitive matters and meet deadlines.

Rapport Credit Union is an equal opportunity employer. We welcome and encourage applications from people with disabilities. Accommodations are available on request for candidates taking part in all aspects of the selection process.

How to Apply

Please Apply Here.

Closing Date

Until filled.


We thank those who apply; however, only qualified applicants will be contacted.

Rapport is committed to employment equity and encourages applicants from all qualified candidates.

We are committed to providing accommodations for persons with disabilities. If you require accommodation, we will work with you to meet your needs.


Apply Today

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