Vice President, Sales & Marketing

Vice President, Sales & MarketingWhere It Began… In 1951 SF Fire Credit Union first opened its doors from a modest 10? × 15? office space in 17 Engine. It was from those humble beginnings—where everyone pitched in to help one another in their community—that the organization forged its way of business forever. Today, the San Francisco-based credit union has grown to $1.7B in assets and a membership that extends from the regional firefighters we trace our roots back to throughout our many neighbors in San Francisco, San Mateo and Marin Counties. Our members benefit from the ideas and principles that have shaped us: Shared trust, continuous innovation of products and services, competitive rates, and excellent member service. These qualities foster a true sense of member-ownership and strengthen the credit union's bond with the people for whom this credit union was created.What We Stand For… There are a few things we look for in those we hire at SF Fire Credit Union, regardless of role or team. First, do they align with our values?Be Personal - Walk the Member / Employee PathBe a Leader - Empower, Collaborate, OwnBe Outside the Box - Innovate, Educate, EngageBe Real - Integrity and Transparency MatterBe the Connection - Serve our CommunitySecond, will they thrive in a culture like ours, where we default to trust, embrace feedback, and desire to innovate? Finally, do they share our vision to help empower members to accomplish their dreams and build lasting financial security in whatever way is most relevant to their role?What It Feels Like… Most days it feels more like going to work with a big family. Whether it's a pot luck lunch, baking birthday cakes for colleagues in the kitchen, or after-hours get togethers, we're here to do a great job and have a good time while doing it! We value a good sense of humor, are motivated by a higher purpose, and always bring an "in-this-together" attitude. While we're driven to do great work, we also value real work/life balance.Is This the Career for You? We are seeking a senior growth leader to integrate sales, marketing, product and proposition management, business development, strategic partnerships, market insights, and brand strategy into a coordinated enterprise capability. The Vice President, Sales & Marketing is accountable for profitable member growth, relationship deepening, product penetration, brand relevance, and scalable acquisition and distribution channels. This leader will build the operating model, talent, disciplines, and technology-enabled capabilities required to translate strategy into measurable market results. This is not a traditional marketing leadership role. The successful candidate will combine strategic range with hands-on execution and use research, analytics, product thinking, sales leadership, and brand positioning to shape where the Credit Union competes and how it wins.THE MANDATE Understand the market. Define the proposition. Build the brand. Create demand. Convert growth opportunities into durable member relationships.What You Get To DoLead Enterprise Growth StrategyDevelop and execute an integrated sales and marketing strategy aligned with enterprise priorities, financial objectives, member needs, and risk appetiteEstablish growth objectives, channel strategies, investment priorities, performance measures, and management routinesCreate accountability for member acquisition, deposit and loan growth, relationship deepening, product penetration, retention, and lifetime valueBuild Sales and Distribution CapabilitiesDevelop and scale community-based, partnership-driven, field-based, and other non-traditional distribution channelsDesign and lead an enterprise sales model spanning branches, digital channels, business development, partnerships, and referralsEstablish sales disciplines, pipeline management, lead routing, performance expectations, coaching, incentives, and CRM-enabled workflowsBuild a culture that balances growth, member trust, suitability, service, and responsible financial guidanceLead Marketing, Demand Generation, and Member EngagementOversee integrated marketing, acquisition, lifecycle marketing, digital campaigns, content, communications, community engagement, and agency relationshipsUse segmentation, experimentation, channel economics, and campaign data to improve conversion, retention, and return on marketing investmentEnsure marketing translates the Credit Union's value proposition into clear, relevant, and differentiated member experiencesEstablish Market Research and Strategic InsightsBuild an internal market research and insights capability that informs strategy, product development, pricing, brand, and investment decisionsLead voice-of-member, competitive intelligence, segmentation, concept testing, brand research, and journey researchTranslate research into clear choices about target segments, propositions, products, channels, partnerships, and go-to-market plansLead Brand Strategy and Market RepositioningLead the evolution of the Credit Union's brand, value proposition, and market positioning in support of long-term growthDirect brand research, positioning, architecture, messaging, identity, launch planning, and enterprise adoption with internal stakeholders and external agenciesConnect the brand promise to products, experiences, culture, partnerships, and distribution so repositioning extends beyond communicationsShape Product and Proposition StrategyLead product and proposition management across the portfolio to improve relevance, competitiveness, adoption, and financial performancePartner with Finance, Operations, Technology, Risk, Compliance, and Strategy & Transformation to evaluate opportunities, develop business cases, and bring offerings to market with appropriate governanceUse member and market evidence to prioritize investments, validate concepts, refine pricing, and improve existing offeringsDevelop Partnerships and New Growth ChannelsIdentify, evaluate, and develop strategic partnerships, affinity relationships, and business development opportunitiesDefine partnership economics, value propositions, operating requirements, success measures, and relationship management practicesRepresent the Credit Union externally with prospective partners and community stakeholdersBuild the Organization and Operating ModelAssess the current organization, talent, workflows, technology, agency model, and performance disciplines, and develop a practical capability-building roadmapBuild, coach, and lead a high-performing multidisciplinary team across sales, marketing, insights, product, partnerships, and growth operationsClarify decision rights, handoffs, governance, budgets, and accountability while fostering collaboration, experimentation, and disciplined executionWhat We Look For In YouAt least ten years of progressive leadership experience across a meaningful combination of sales, marketing, growth, product, brand, partnerships, market research, or go-to-market leadership.Demonstrated success building or transforming a growth-oriented function with accountability for measurable commercial or membership outcomes.Proven experience leading brand evolution, market repositioning, value proposition development, market expansion, or go-to-market transformation.Experience using market research, consumer or member insights, segmentation, competitive intelligence, and voice-of-customer methods to shape strategic decisions.Strong knowledge of integrated marketing, sales management, CRM, lifecycle engagement, digital acquisition, product strategy, and performance analytics.Experience translating strategy into operating models, organizational capabilities, roadmaps, budgets, metrics, and sustained execution.Ability to work effectively across executive leadership, technology, finance, operations, risk, compliance, and external partners in a regulated environment.Exceptional leadership, judgment, communication, executive presence, analytical thinking, and change leadership skills.Financial services experience strongly preferred. Bachelor's degree required; advanced degree preferred.Preferred ExperienceExperience building field sales, business development, community outreach, affinity-based, partnership-driven, or other alternative distribution models within financial services or adjacent industries.Credit union, community bank, regional financial institution, fintech, or other regulated consumer financial services experience.Experience leading a significant brand repositioning, market-entry, or audience-expansion initiative.Experience building an internal research and insights capability or integrating voice-of-customer, competitive intelligence, and market research into enterprise decisions.Experience with affinity-based growth, strategic partnerships, CRM, marketing technology, and digitally enabled distribution.How Success Will Be MeasuredA clear