Why FirstOntario?
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Competitive compensation packages
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Top-tier health and wellness benefits, including comprehensive benefits packages, a yearly health spending account and personal spending account
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Enhanced mental health benefits through SunLife and TELUS Health
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Exclusive banking benefits
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Up to $1000 per year towards professional development
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Pension Plan
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Flex-work environment
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Company-wide Employee Volunteer program (Blue Wave Program)
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Employee and Family Assistance Program
Job Overview
The VP, Marketing and Digital Strategy is a senior leadership role accountable for the strategic direction, performance, and digital transformation of marketing across FirstOntario Credit Union and its sub-brands, Saven Financial and Creative Arts Financial. This role sets the multi-brand marketing agenda, leads the organization's shift toward data-driven, digitally-enabled member acquisition and engagement, and ensures marketing investment translates into measurable growth in membership, digital adoption, and member satisfaction.
Reporting to the SVP, Marketing, CommunicationsCommunity Partnerships, the VP acts as a trusted strategic partner to the SVP and senior leadership team, translating FirstOntario's strategic plan into an integrated marketing and digital roadmap. The role leads a team of marketing and digital
This role carries a materially broader mandate than a traditional marketing leadership position: it is accountable not only for brand, campaigns, and communications, but for the digital strategy, tools, and infrastructure (digital signage, marketing automation, personalization, and performance analytics) that power the member experience across every FirstOntario brand.
Role
Strategic Leadership
- Assist in the management of the multi-brand marketing and digital strategy for FirstOntario, Saven, and Creative Arts Financial, ensuring alignment with FirstOntario's enterprise strategic plan and SVP priorities.
- Translate strategy into an annual, integrated marketing and digital roadmap encompassing brand, campaigns, digital channels, and member experience initiatives.
- Partner with the SVP to define FirstOntario's digital transformation agenda, including expansion of digital member services, digital signage, marketing automation, and data/analytics capability.
- Present marketing and digital performance, plans, and business cases to the CEO, SLT, and Board-level committees.
- Champion FirstOntario's brand and reputation as a financial services leader across the communities and Credit Union system it serves.
MarketingBrand Management
- Lead development and execution of marketing strategies that build brand awareness, drive member acquisition, and deepen member engagement, using a full mix of traditional and non-traditional channels.
- Oversee brand standards and consistent messaging across all FirstOntario brands, protecting brand equity, reputation, and intellectual property.
- Lead development and go-to-market of new products and services in partnership with business unit and communications stakeholders.
- Work and develop agency and vendor relationships (creative, media, digital platform partners) to ensure measurable, cost-effective creative and media strategies.
Digital StrategyTransformation
- Support FirstOntario's digital marketing strategy, including web, digital signage, social, and emerging channels, ensuring a seamless and consistent digital member experience.
- Drive adoption of marketing automation, personalization, and data analytics tools to improve targeting, efficiency, and member relevance.
- Set and monitor digital performance KPIs (e.g., digital engagement, conversion, adoption of online/digital services) and translate insights into strategy adjustments.
- Ensure digital initiatives are scalable across FirstOntario, Saven, and Creative Arts Financial, and support broader digital transformation goals such as expansion of online member services.
Performance, BudgetGovernance
- Set KPIs for all marketing and digital initiatives (membership growth, digital engagement, campaign, report results with clear, data-driven recommendations.
- Prepare business cases, and executive summaries to support marketing, product, and digital investment decisions.
- Lead post-campaign and post-initiative effectiveness analysis, with a consistent focus on ROI and continuous improvement.
- Identify, interpret, and capitalize on marketing and digital trends within the financial services and Credit Union sector.
- Ensure compliance with applicable regulations, legislation, and FirstOntario policies, and proactively manage enterprise and reputational risk.
LeadershipPeople
- Lead, mentor, and develop a team of marketing, communications and digital professionals.
- Help set team direction and priorities that keep the department current with an evolving digital and competitive landscape.
- Foster a culture of accountability, collaboration, and continuous improvement across the marketing and digital function.
- Align to FirstOntario values
- Perform other duties as required.
Required Skills
- University degree in business, marketing, digital strategy, or a related field
- Minimum of twelve (12) years of progressive marketing and/or digital leadership experience, including senior leadership or executive-facing accountability.
- Demonstrated track record leading both marketing strategy and digital transformation, ideally within financial services or another regulated, member/customer-facing industry.
- Strong business case and ROI framework development skills, including vendor/platform evaluation and total cost of ownership analysis.
- Deep expertise in digital marketing, marketing automation, digital signage/CMS platforms, and performance/data analytics.
- Proven ability to lead and develop multi-disciplinary teams, including other people leaders, across marketing and digital functions.
- Strong analytical skills with the ability to translate data into actionable strategy and clear business recommendations.
- Background in market research platforms (e.g., Environics) considered an asset.
- Excellent written and verbal communication skills, adaptable to a wide range of audiences and stakeholders.
- Demonstrated integrity, sound judgment, and the ability to manage multiple complex priorities within demanding timelines in a changing environment.
- Ability to mitigate enterprise risk and ensure compliance with applicable regulations, legislation, and FirstOntario policies and procedures.
- Willingness to work flexible hours, including evenings and weekends as needed, and to travel as required.
This role is hybrid in Stoney Creek, ON.
This posting is for an existing vacancy.
Salary Range: $169,238 to $211,548 annually.
Compensation for this role reflects a combination of skills, experience, and internal equity. Those whose experience more closely aligns the role's requirements may be placed higher within the salary range. You will learn more about FirstOntario Credit Union's total rewards package during the interview process.
Our inclusive work environment welcomes diversity and supports accessibility. If you require accommodation at any time during the recruitment process, please let us know.
