Digital Marketing Manager in San Diego, California at California Credit Union

General Summary:

The Digital Marketing Manager is responsible for creating and delivering innovative, cross-platform digital marketing initiatives that effectively communicate the brand, drive new membership, and generate measurable business results. Working closely with the AVP, Digital Marketing, this person will be responsible for owning and executing the overall customer engagement strategy on our email/CRM marketing platforms, specifically Salesforce Marketing Cloud. This role includes hands-on responsibility for building, coding, testing, and deploying email campaigns; managing automated email journeys; supporting organic social media through content development and content capture; and, in partnership with the AVP, Digital Marketing, helping oversee paid media channels and day-to-day communication with the agencies of record supporting marketing efforts. The Digital Marketing Manager will also help capture content at offsite events and branch locations, support strategic partnerships and promotional activations, and help lead performance reporting across our digital channels for the board and senior leadership. This role will also be responsible for analyzing channel and campaign results, identifying actionable insights, and helping optimize paid media and broader digital marketing performance. The ideal candidate will be able to develop the appropriate multichannel contact strategies and programs to drive revenue via actionable customer insights.

N/A

Strategy

• Manage the credit union’s email marketing program through Salesforce Marketing Cloud, including one-time sends, automated campaigns, and member onboarding journeys.
• Oversee Salesforce list hygiene, contact retention, data feed management, and archiving processes to maintain database integrity and support effective campaign execution.
• Work with the AVP, Digital Marketing to identify opportunities to align and integrate social media, paid media, marketing, and PR to drive top line revenue and growth across multiple product lines
• Assist the AVP, Digital Marketing in developing and executing a digital marketing strategy that maximizes customer engagement, usage, conversion, retention, and loyalty across channels, including email, social media, web, and paid media.
• Support the management of external agency relationships, including communication, coordination, and project execution.
• Formulate CRM strategy geared towards increasing customer rate, retention and spend and optimizing ROI on campaigns on email and social channels
• Develop and implement programs for customer on-onboarding and lifecycle management via email channel
• Support our organic social media and paid media strategies to drive audience growth and improve key performance indicators across digital platforms.
• Assist our Senior Marketing Specialist in managing the credit union’s social media channels, including creating and scheduling content, maintaining the social calendar and engaging and growing followers
• Assist our Senior Marketing Specialist in creating engaging social media content, including short-form video and Reels, for platforms such as Instagram, TikTok, Facebook, X, and LinkedIn
• Capture photo and video content as needed at offsite events, branch locations, community activations, and partner events for use across digital and social channels.
• Develop seasonal marketing campaigns for owned and paid channels that are cohesive across all assets based on marketing briefs and objectives
• Assist the AVP, Digital Marketing with the strategic planning and long-term management of paid media channels, including but not limited to Meta Ads, Google Ads, and TikTok Ads.
• Manage the relationship with Live Nation and the North Island Credit Union Amphitheatre, including coordination of promotional giveaways, collaborative social content, and related digital marketing support.
• Analyze and deliver regular performance reporting across email, paid media, social media and web channels for the board and senior leadership, highlighting key results, trends and business impact
• Analyze campaign and channel performance to identify actionable insights, support optimization efforts, and improve ROI across paid media, CRM, and digital marketing programs, including working closely with agency partners to improve and scale campaign performance

Execution

• Help ensure visual consistency and branding across various touch points: web content, digital campaigns, web banners, email launches, social media, mobile platforms, video assets and special projects
• Manage and implement full-funnel email program, including testing, optimization and growth strategy, for all marketing messages, automations and onboarding series
• Build, code, test, and deploy email campaigns using basic HTML, ensuring functionality, responsiveness, and alignment with brand standards.
• Produce and track campaigns (paid and organic) to ensure they excel in areas such as conversions, impressions, reach and other business goals and KPIs
• Assist development of social media content calendar (organic) across all of our channels including Facebook, Instagram, X, LinkedIn, TikTok and Yelp; assist in community management, increasing growth / engagement and reporting
• Capture and organize content from branch locations, community events, and partner activations to support ongoing campaign and social media needs.

Reporting & Analytics

• Monitor and regularly issue CRM KPI reports and proactively set overall capture rate, email, and other targets to achieve YOY growth in key strategic metrics
• Complete analysis of CRM campaigns using control techniques and corporate reporting tools to measure success / ROI. Succinctly and clearly summarize and communicate results and learnings to optimize future campaigns
• Daily/Weekly/Monthly reporting on all paid media efforts and any associated ROI
• Support Senior Marketing Specialist in Daily/Weekly/Monthly reporting on all organic social media efforts (growth and engagement)
• Offer insights on website analytics & incorporate into initiatives
• Monitor the competitive landscape and trends for product offerings, online marketing and analytics tools

Teamwork

• Work in unison with the Business Insights & Analytics team to unify reporting and key metrics
• Ensure positive relationships with other departments; collaborate and work towards business goals
• Collaborate with consumer lending, business banking, deposit operations and school & community development teams to ensure brand consistency and unified direction as well as suggest innovative solutions to business requirements that leverage digital content providing marketing differentiation, performance improvements and better user experiences
• Project management and support of new digital programs and initiatives led by other departments

• Manages special projects
• Performs other responsibilities as assigned
• Complies with Compliance requirements as commensurate with position

Abilities:

• Hands-on email marketing experience using platforms such as Salesforce Marketing Cloud, Listrak, HubSpot, Klaviyo, or similar marketing automation tools.
• Experience building, coding, testing, and deploying email campaigns; working knowledge of basic HTML for email is required.
• Experience setting up, managing, and optimizing email automation journeys, onboarding tracks, and lifecycle marketing campaigns is preferred.
• Demonstrated ability to drive measurable business results through growth marketing, audience segmentation, email strategy, and integrated digital campaign execution.
• Extensive knowledge of social media platforms including Facebook, Instagram, X, LinkedIn, TikTok, and Yelp
• Experience creating a wide range of digital content across platforms; proficiency with creative and editing tools such as Adobe Premiere Pro, Photoshop, CapCut, or Edits is preferred.
• Knowledge of Meta Ads, Google Ads, and Google Analytics, including an understanding of tagging, tracking, and digital campaign measurement used to measure campaign performance and ROI.
• Strong digital copywriting skills, with the ability to adapt messaging for different channels, audiences, and objectives.
• Strategic, energetic, hands-on, self-starter with a sense of urgency, follow up and attention to detail
• Passionate about new marketing technologies, trends in mobile, web, social, digital and other emerging technologies and best practices
• Exceptional organizational skills, ability to handle multiple tasks, prioritize and meet deadlines with accurate and detailed results
• Excellent communication skills - verbal and written

• Excellent interpersonal skills; able to thrive in a collaborative environment where ideas are welcomed and shared
• Understand brand voice and tone and how they translate to various audiences
• Ability to keep calm under pressure and effectively communicate to team members with positivity

BA or BS degree preferably in marketing, digital marketing, internet marketing, social media marketing or interactive marketing.

• 4–6 years of digital marketing experience including email/CRM marketing, automation, and lifecycle campaign execution, along with experience planning and launching acquisition, paid media, and/or integrated marketing campaigns; experience with organic channels would be preferred as well. Proven experience in either an in-house digital marketing department or agency environment.

Work is performed in a general office environment. This position does not require significant physical efforts. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the job. Refer to the Safety & Health Policy found in California Credit Union's Employee Handbook and Resource Guide.

The information contained in this job description is not exhaustive of all the duties and responsibilities associated with the job and does not alter or modify the at-will employment relationship that exists between California Credit Union and the employee.