Marketing Technology & Channels Lead

In today’s organizational structure, leads the administration, governance, optimization, and evolution of the Credit Union's marketing technology ecosystem and owned marketing channels. Ensures marketing platforms, digital properties, and member-facing channels operate effectively, deliver accurate and engaging experiences, support marketing and business objectives, and provide the technical foundation necessary for analytics, personalization, AI-enabled experiences, and future growth. Serves as a key liaison between Marketing, Digital, IT, Strategy/Analytics, Compliance, and external partners to maximize the value of marketing technology investments and channel performance. Provides technical enablement and channel support for marketing initiatives but does not own marketing strategy, journey design, audience segmentation, campaign prioritization, creative development, or UX design.

Future Evolution of Role

During WPCU's marketing modernization phase, this position serves as a hybrid role responsible for both marketing platform administration and owned-channel management. The role acts as a key operational resource within Marketing Operations, supporting campaign execution, workflow effectiveness, platform governance, analytics enablement, and member-facing channel performance. However, as WPCU's MarTech ecosystem matures and a Digital Asset Management platform is implemented, responsibilities are expected to evolve into separate Marketing Platform Specialist and Channel Marketing Lead roles.

1. Marketing Technology Administration & Governance (30%)

a) Administers and optimizes marketing technology platforms, including email service providers (ESP), content management systems (CMS), workflow management platforms, and other future MarTech solutions.

b) Manages platform configuration, templates, modules, workflows, permissions, taxonomy, metadata, and governance standards.

c) Maintains platform documentation, standards, operating procedures, and quality control processes.

d) Evaluates emerging marketing technologies and recommends enhancements that improve marketing effectiveness, operational efficiency, and member experience.

e) Serves as the Marketing department's subject matter expert for marketing technology capabilities, functionality, and best practices.

1. Platform Operations, Data Integrity & System Reliability (20%)

a) Maintains platform health, functionality, performance, and reliability.

b) Troubleshoots platform issues and coordinates resolution efforts with IT, Digital, vendors, and business partners.

c) Oversees integrations and data flows between marketing systems and enterprise platforms.

d) Ensures data quality, metadata standards, tagging consistency, tracking accuracy, publishing integrity, and workflow effectiveness.

e) Supports technology adoption, training, and change management initiatives.

1. Owned Channel Management & Merchandising (20%)

a) Manages and optimizes owned member-facing channels, including the Credit Union’s website, Online Banking, Mobile Banking, campaign landing pages, member center digital screens and merchandising, and future channels.

b) Ensures content remains fresh, accurate, current, compliant, accessible, and aligned with business priorities and member needs.

c) Maintains channel calendars, content placement schedules, merchandising plans, and content governance standards.

d) Conducts regular audits of channel content, placements, and user experiences to ensure consistency and effectiveness.

e) Coordinates channel execution supporting campaigns, product initiatives, and strategic organizational priorities.

1. Analytics, Optimization & AI Readiness (15%)

a) Partners with Content and Marketing Planning & Performance to implement optimization recommendations.

b) Serves as the department champion for evolving search, answer engine, and AI discoverability requirements.

c) Oversees analytics enablement, tagging frameworks, metadata management, and performance measurement standards.

d) Monitors channel and platform performance and recommends improvements based on member behavior, engagement metrics, and business objectives.

e) Identifies and escalates risks, gaps, and opportunities related to search and AI discoverability.

f) Partners with Strategy/Analytics and Marketing teams to establish KPIs, dashboards, and reporting processes.

g) Ensures systems, content structures, metadata, and governance practices support discoverability through search engines, answer engines, AI assistants, and future digital experiences.

h) Supports organizational readiness for and advancements in AI-powered marketing, personalization, and evolving AEO/GEO requirements.

i) Monitors SEO, AEO, and GEO health across all owned channels.

1. Cross-Functional Partnership & Strategic Support (10%)

a) Supports the Marketing Operations team through workflow execution, campaign launches, platform readiness, channel deployment, governance activities, and operational improvements that enable efficient delivery of marketing initiatives.

b) Provides technical consultation and strategic recommendations during campaign planning and execution.

c) Participates in departmental planning and contributes to the development of future marketing technology and channel strategies.

d) Identifies, recommends, and implements process improvements that enhance workflow efficiency, improve scalability, reduce execution risk, and support marketing modernization initiatives.

e) Maintains key relationships and collaborates closely with:

i. Senior Manager, Marketing Operations

ii. Marketing Operations Leads

iii. Lifecycle & Emal Marketing Specialist

iv. Director, Marketing Planning & Performance

v. Marketing Planning & Performance Leads

vi. Member Experience & Journey Specialist (future state)

vii. Director, Creative & Content

viii. Digital Designer (UX & Web)

ix. Business Controls Analyst

x. Digital and IT teams

xi. Analytics and Strategy teams

xii. Compliance, Legal and Risk teams

1. Risk & Compliance (5%) Ensures proper policies, procedures, risk mitigation activities, and operating controls are followed. Reports gaps in policies, procedures, and operating controls to leadership to ensure member impact and risk are mitigated.

Required Skills

1. Bachelor's degree in Marketing, Business, Communications, Information Systems, Digital Media, or a related field required.

2. Minimum of five (5) years of experience in marketing technology, marketing operations, digital marketing, website management, channel management, or related disciplines.

3. Experience administering marketing technology platforms such as CMS, ESP, DAM, marketing automation, workflow management, analytics, CRM, or related solutions. Experience with Xperience by Kentico CMS is preferred.

4. Experience managing websites and digital channels in a complex, regulated, or highly governed environment preferred.

5. Strong understanding of digital analytics, tagging, taxonomy, metadata management, and performance measurement.

6. Working knowledge of website governance, content management, SEO, AEO, GEO, and digital accessibility best practices.

7. Experience collaborating with technical teams on integrations, APIs, data flows, and platform implementations.

8. Demonstrated ability to translate technical concepts into business-focused solutions and recommendations.

9. Experience with AI-enabled marketing technologies, content discovery, personalization, or emerging digital experience technologies preferred.

Required Experience