Senior Marketing Manager, Lending Growth & Member Relationship Marketing in Winston Salem, North Carolina at Allegacy Federal Credit Union

Make growth personal for North Carolina.

At Allegacy Financial®, we believe growth is meaningful when it’s personal. We help North Carolinians achieve important milestones—from purchasing a vehicle and buying a home to consolidating debt, building credit, and preparing for what’s next. Our success is built on trusted relationships, local expertise, and a commitment to helping people thrive.

We're seeking a strategic, growth-minded marketer to lead lending growth and member relationship marketing across Allegacy Financial. This is a highly visible role that blends acquisition, portfolio growth, member engagement, and cross-sell strategy to drive meaningful business outcomes.

This role is ideal for someone who understands lending, loves uncovering growth opportunities, and is energized by building strategies rather than simply executing requests. You'll work across consumer lending, mortgage, home equity, credit cards, and other lending solutions while helping deepen relationships with existing members throughout their financial journey.

The Opportunity

As Senior Marketing Manager, Lending Growth & Member Relationship Marketing, you will develop and lead marketing strategies that drive loan growth, deepen member relationships, and increase product adoption across the member lifecycle.

You will partner closely with Product, Lending, Retail Banking, Finance, Analytics, Digital, and Operations leaders to identify growth opportunities, optimize member engagement, and prioritize initiatives that support Allegacy's strategic objectives.

This role owns the growth strategy, audience strategy, campaign planning, and performance management for lending products and relationship expansion efforts. You'll collaborate closely with marketing peers who execute integrated campaigns across paid media, email, digital channels, content, social media, branch marketing, and member communications.

What You'll Do

Lending Growth Strategy

• Develop annual and quarterly marketing strategies that support consumer loan growth across key lending portfolios.
• Partner with Lending, Product, Finance, and Analytics teams to identify growth opportunities, portfolio priorities, and member needs.
• Create strategies that drive acquisition of new borrowers and increased lending engagement among existing members.
• Monitor market trends, competitor activity, rate environments, and consumer behavior to inform growth recommendations.
• Develop go-to-market strategies for lending products, promotions, and strategic initiatives.

Member Relationship Growth & Cross-Sell Strategy

• Lead marketing efforts designed to deepen member relationships across multiple products and services.
• Identify opportunities to increase product adoption, engagement, and lifetime member value.
• Develop lifecycle marketing strategies that help members progress through key financial milestones.
• Partner with analytics teams to identify member segments, behaviors, and triggers that support personalized growth opportunities.
• Create strategies that strengthen retention, loyalty, and long-term member relationships.

Integrated Campaign Leadership

• Lead development of integrated marketing campaigns supporting lending growth and relationship expansion.
• Build campaign briefs, audience strategies, positioning, messaging frameworks, and measurement plans.
• Collaborate with channel marketing teams responsible for campaign execution across digital, paid media, email, website, branch, social, content, and direct channels.
• Ensure campaigns are aligned to business priorities, member needs, and regulatory requirements.
• Continuously optimize campaign performance through testing, learning, and insights.

Data, Insights & Performance

• Establish KPIs tied to loan growth, funded balances, member acquisition, cross-sell, engagement, and retention.
• Partner with analytics teams to evaluate campaign effectiveness and identify new growth opportunities.
• Translate data into actionable recommendations for business and marketing leaders.
• Present performance insights and strategic recommendations to cross-functional stakeholders and senior leadership.

Cross-Functional Leadership

• Serve as a strategic marketing partner to Lending, Retail Banking, Product Management, Finance, Analytics, and Digital teams.
• Help prioritize growth opportunities across the lending and member relationship portfolio.
• Influence business decisions through data, insights, and strategic thinking.
• Foster strong partnerships that align marketing initiatives with organizational goals.

Required Qualifications

• Bachelor's degree in Marketing, Business, Communications, or related field.
• 7+ years of progressive marketing experience.
• 5+ years developing growth, product marketing, lifecycle marketing, or acquisition strategies.
• Financial services, banking, credit union, mortgage, consumer lending, or fintech experience required.
• Proven success driving measurable growth through integrated marketing campaigns.
• Strong understanding of consumer lending products, including mortgages, home equity, auto loans, credit cards, and personal loans.
• Experience using member or customer data to develop targeted growth strategies.
• Strong analytical, communication, and stakeholder management skills.

Preferred Qualifications

• Experience within a credit union or regional financial institution.
• Experience with CRM, marketing automation, lifecycle marketing, and customer segmentation.
• Familiarity with lending portfolio management and consumer lending economics.
• MBA or advanced degree.

The Type of Person Who Thrives Here

You may be a great fit if you:

• See growth opportunities others miss.
• Enjoy connecting business strategy, member needs, and marketing execution.
• Understand that lending growth is about helping people achieve meaningful goals—not simply generating applications.
• Are energized by building plans, influencing stakeholders, and driving outcomes.
• Use data to tell stories and guide decisions.
• Balance strategic thinking with strong execution instincts.
• Bring curiosity, accountability, and initiative to every challenge.
• Are comfortable leading through influence rather than direct authority.

Why This Role Matters

Every loan represents something bigger than a transaction. It might be a family's first home, a reliable vehicle for work, a fresh start through debt consolidation, or a way to build stronger financial footing.

In this role, you'll help more North Carolinians access the solutions, guidance, and support they need to move forward with confidence. You'll play a critical role in helping Allegacy Financial fulfill its purpose of building lifelong relationships that help North Carolinians thrive.

Senior Marketing Manager, Lending Growth & Member Relationship Marketing

Primary Focus

• Consumer lending growth
• Mortgage, auto, credit card, home equity, personal loans
• Cross-sell and relationship expansion
• Member lifecycle marketing
• Retention and member value growth