Digital Brand Specialist

Digital Brand Specialist

Department: Marketing

FLSA: Non- Exempt

EEO: Administrative

Salary Grade: 8

Salary Range: $53,920-$80,880 Annually

POSITION REPORTS TO: Brand Experience Supervisor

SUSPERVISORY POSITION: No

People Vision: Our people create an environment that produces genuine empathy and feelings of care and concern for a better future and personal well-being to make us the only choice in the communities we serve… “Changing lives, because we care.”

Position Summary:

The Digital Brand Specialist is responsible for assisting in developing and executing the CU’s digital and social media marketing strategy in collaboration with the Brand Experience Supervisor to strengthen the Credit Union brand in the communities we serve. 

The ideal candidate will develop and execute innovative social media and digital marketing strategies to drive member growth, engagement, and brand awareness, specifically tailored to the unique needs of a credit union. This role requires a deep understanding of social media trends, digital marketing tactics, and analytics to enhance our online presence and achieve our business objectives.

ESSENTIAL FUNCTIONS AND BASIC DUTIES

1. Content Creation & Management:

o Oversee the creation of compelling and relevant content for social media platforms, including text, images, videos, and infographics, with a focus on financial literacy, member benefits, and credit union services.

o Collaborate with graphic designers, writers, and other creatives to produce high-quality content that resonates with current and prospective members.

2. Platform Management:

o Manage and optimize social media profiles on platforms such as Facebook, Twitter, LinkedIn, Instagram, TikTok, and others, ensuring alignment with the credit union’s branding and messaging.

o Stay updated on platform changes, trends, and best practices to ensure effective use of social media tools.

o Manage and optimize content management systems (Online Banking messaging, in-branch digital content, and website)

3. Multi-Channel Member Communication System (CoreIQ)

o Managing audience groups for onboarding and next best cross-sell.

o Campaign creation and management

o Reviewing reporting and analytics to track effectiveness of campaigns.

4. Digital Strategy & Lead Generation:

o Develop and execute digital marketing campaigns aimed at increasing credit union membership and promoting financial products and services.

o Implement lead generation tactics and conversion strategies across digital channels, including email marketing, online advertising, and content marketing.

o Develop content calendars based on plan campaigns that engage target audiences and support credit union growth and member acquisition initiatives.

5. Analytics & Reporting:

o Monitor, analyze, and report on key performance metrics such as engagement, reach, conversion rates, and member acquisition.

o Use data insights to adjust strategies, optimize campaign performance, and demonstrate the impact of digital efforts on credit union growth.

6. Community Engagement:

o Engage with followers, respond to comments and messages, and foster a positive online community centered around financial education and member services.

o Handle social media crises and manage the credit union’s online reputation effectively.

7. Collaboration & Coordination:

o Work closely with the marketing team and other departments to align social media and digital efforts with overall marketing strategies and business objectives.

o Coordinate with compliance and legal teams to ensure all content and campaigns adhere to industry regulations and standards.

8. Trend Analysis & Innovation:

o Research and identify emerging social media and digital marketing trends, tools, and technologies relevant to the credit union industry.

o Integrate new trends and tools into strategies to enhance engagement and maintain a competitive edge.

PERFORMANCE MEASUREMENTS

1. Engagement Metrics:

o Increase in likes, shares, comments, and overall engagement rates across social media platforms.

o Growth in follower count and audience interaction quality.

2. Content Performance:

o Performance of individual posts and content types, including reach, impressions, and engagement rates.

o Effectiveness of content in driving traffic to the credit union’s website or landing pages.

3. Lead Generation & Conversion:

o Number of leads generated through social media and digital campaigns.

o Number of new members acquired through digital marketing campaigns and social media initiatives.

o Conversion rates from digital advertising and lead generation activities.

o Conversion rates from social media and digital advertising efforts to credit union memberships or service inquiries.

o Return on investment (ROI) for digital advertising campaigns, including cost per lead, cost per acquisition, and overall ad performance.

4. Website Traffic:

o Increase in referral traffic from social media channels to the credit union’s website.

o Improvement in metrics such as session duration, bounce rate, and page views from social media sources.

5. Community Sentiment:

o Measurement of sentiment analysis and overall sentiment trends related to the credit union across social media platforms.

o Resolution effectiveness for any social media crises or negative feedback.

6. Ad Performance:

o Performance metrics for paid social media and digital advertising, including click-through rates (CTR), conversion rates, and return on ad spend (ROAS).

o Track, analyze, and report on key performance metrics related to digital marketing efforts, including campaign performance, lead generation, and membership growth.

o Use data-driven insights to refine strategies and optimize marketing tactics to achieve better results.

QUALIFICATIONS

Education/Certification: 

Bachelor’s degree in Marketing, Advertising, or a related field. Or, the equivalent combination of education, training, and/or experience.

Required Knowledge:

o 1-2 years of experience in social media maintenance and digital marketing, preferably within the financial services sector.

o Proven track record of successful social media and digital marketing campaigns, with a focus on lead generation and member acquisition.

o Strong understanding of social media platforms, editing features, digital marketing tools, and best practices.

o Excellent written and verbal communication skills.

o Proficiency in social media analytics tools (e.g., Google Analytics, Facebook Insights, Hootsuite).

o Creative mindset with the ability to generate innovative content ideas and strategies.

o Ability to work independently and manage multiple projects in a fast-paced environment.

Preferred Qualifications:

o Experience with paid social media advertising and digital campaign management.

o Knowledge of SEO and its integration with social media and digital strategies.

o Knowledge of video photography and editing.

o Familiarity with the financial services industry and credit union operations.

o Knowledge of design tools (Adobe Photoshop, Illustrator, and In-Design) and different media formats.

Skills/Abilities:

o Excellent organizational and analytical abilities.

o Creative writing skills.

o Ability to manage different social media channels.

o Ability to deal with a variety of variables under only limited standardization.

o Ability to multitask and perform under tight deadlines.

o Able to interpret various instructions.

WORKING CONDITIONS

No hazardous or significantly unpleasant conditions (such as in a typical office).

INTENT AND FUNCTION OF JOB DESCRIPTIONS

Job descriptions assist organizations in ensuring that the hiring process is fairly administered and that qualified employees are selected. They are also essential to an effective appraisal system and related promotion, transfer, layoff, and termination decisions. Well- constructed job descriptions are an integral part of any effective compensation system.  

All descriptions have been reviewed to ensure that only essential functions and basic duties have been included. Peripheral tasks, only incidentally related to each position, have been excluded. Requirements, skills, and abilities included have been determined to be the minimal standards required to successfully perform the positions. In no instance, however, should the duties, responsibilities, and requirements delineated be interpreted as all inclusive. Additional functions and requirements may be assigned by supervisors as deemed appropriate.  

In accordance with the Americans with Disabilities Act, it is possible that requirements may be modified to reasonably accommodate disabled individuals. However, no accommodations will be made which may pose serious health or safety risks to the employee or others or which impose undue hardships on the organization.

Job descriptions are not intended as and do not create employment contracts. The organization maintains its status as an at-will employer. Employees can be terminated for any reason not prohibited by law.