Job Description

Are you looking to take your career from good to great? As an employee of PenFed, every day is an opportunity to thrive, and be part of a team working to ensure our organization is providing world class service to our members, employees, and our communities. We exist to help our members realize their full potential, educate and encourage their dreams, and make every effort to follow our mission and help our members “do better.” Joining PenFed is more than being an employee; it’s about being a part of the PenFed family.

PenFed is hiring a (Hybrid) Director, Digital Marketing at our Tysons, Virginia location. The primary purpose of this job is to lead the Digital Media discipline at PenFed driving PenFed membership and engagement while ensuring CPA is activated and measured vs goals across every paid and non-paid channel. This role will lead a team of media professionals that lead Search, Social, SEO, Display and Affiliate advertising strategies, while ensuring measurement of campaigns and their impacts are scaled and driving performance. This role will need to be exceptionally performance driven, ensuring conversions from all channels and campaigns are measured and optimized continuously to bottom funnel KPIs. This team is accountable for goals, tracking, and telling an overall cohesive story by channel performance. A deep understanding of testing and incrementality is needed to ensure only the most profitable campaigns are deployed and impact the overall CPA. This role will need to collaborate with other senior leaders across product, CBTO, brand, marketing, and data teams to ensure data is insightful and can maximize profitability across all channels. This leader needs to ensure recommendations are inline to promote revenue growth, brand awareness and member engagement, while also working with various agencies to drive performance.

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. This is not intended to be an all-inclusive list of job duties, and the position will perform other duties as assigned.

• Lead a team focused on optimizing digital marketing effectiveness through analytics, using both web metrics (leading indicators) and revenue metrics (lagging indicators), across all digital channels (search, SEO, social, affiliates), driving towards an optimized CPA.
• Strategically develop and optimize advertising budgets to maximize Return on Ad Spend (ROAS) across all paid channels and across Consumer Banking, ensuring campaigns are optimized to CPA and goals.
• Define and oversee full analytic lifecycle for digital media to improve pull-through, measuring what truly needs to be measured.
• Create measurement plans to establish a vision for success by line of business and present insights and performance and set goals monthly.
• Practical experience utilizing digital media platforms that utilize machine learning and artificial intelligence (AI) to enhance data-driven decision-making and campaign efficiency.
• Support PenFed’s journey into instilling and capturing first party data using the latest marketing technology, while ensuring tracking and reporting is possible.
• Instill a performance driven testing and experimentation mentality, using data and tools to measure incrementality in advertising and measure KPI performance, setting ambitious standards to objectives and outcomes.
• Create accurate forecasts to predict campaign performance and optimize marketing strategies for all PenFed’s LOB that utilize both paid and non-paid initiatives.
• Support PenFed member engagement mission by leveraging data that can help formulate strategies to support member on-boarding, acquisition, reactivation, retention, and loyalty initiatives.
• Actively follow industry trends and ensure the team is assessing, and strategically acting on, platform and landscape changes as they occur.
• Plan, organize and implement studies to determine the Return on Investment (ROI) and evaluate the effectiveness of PenFed marketing campaigns and initiatives across all the lines of business.
• Create innovative data visualizations and be an expert storyteller that translates complex data into clear, concise insights, showing an overall CPA of both paid and non-paid.
• Drive new creative ways of measuring attribution and telling a true picture of media performance.
• Drive the growth and help accelerate PenFed’s Affiliates program, working with compliance and security, to ensure qualified traffic using full portfolio expansion.
• Design, execute and analyze complex, highly strategic, multi-channel marketing initiatives through partnership and collaboration with peers in other departments.
• Integrate the digital strategy and roadmap with IT and Marketing with a joint agile development process as needed to ensure data is fluid throughout the tech stack.
• Manage third party Digital Agencies and Relationships and create relationships that help drive towards CPA.
• Leverage data and technology to analyze results, manage performance, and constantly improve the member experience.
• Work collaboratively with Marketing, Finance, Risk Management, Legal, Information Technology, Operations, CBTO and Security groups to deliver innovative, yet compliant, digital campaigns and ads, while keeping up with innovation needs.
• Ensure all digital marketing activities comply with relevant laws, regulations, and industry best practices.
• Stay ahead of digital marketing trends and integrate innovative approaches to maintain a competitive edge over competitors (e.g., AI, cookies etc).
• Recruit and mentor and provide coaching and development opportunities for team members to advance their careers.

Equivalent combination of education and experience is considered.

• Minimum of eleven (11) to twelve (12) years’ experience in digital analytics or digital strategy or related fields, and ten (10) years of direct management experience.
• Bachelor's Degree required in Marketing, Business, Economics, Computer Science, Statistics, or Business Analytics. Master’s Degree or MBA preferred.
• Eight (8) to ten (10) years of people leadership experience in building, managing, and developing high performing teams.
• Proficient in paid search and digital strategies and creating an effective digital ecosystem.
• Creative thinker and an ambitious mind to drive digital expertise.
• Minimum of ten years of web analytics experience using Adobe Analytics and/or Google Analytics industry-leading analytics platforms is required.
• Exceptional presentation skills, including proven success with executive presentations that requires taking complex data sets, and boiling down into meaningful and understandable visualizations, insights, and recommendations (e.g., presenting a narrative or story rather than data).
• Experience working and leading teams with data mining skillsets such as SQL, Python, R, SPSS, and SAS is preferred.
• Experience working with visualization tools such as Tableau preferred.
• Experience with Data Management Platforms (DMPs) and personalization / marketing automation tools desired.
• Proficient in conducting A/B and multivariate experiments.
• Deep Experience with understanding testing methodologies in digital marketing and incrementality and experimentation to enhance conversions.
• Demonstrable experience leading and managing SEO/SEM, email, social media, and/or display advertising campaigns from pull thru to top of funnel demand to bottom funnel KPIs.
• Deep Knowledge of CRM and marketing solutions systems including Salesforce, Adobe Campaign, Marketo, Google, Meta, and Adobe Cloud services.

Supervisory Responsibility

This position will directly supervise employees.

Work Environment

While performing the duties of this job, the employee is regularly exposed to an indoor office setting with moderate noise.

*Most roles require working in an office setting with moderate noise and the ability to lift 25 pounds.*

Travel

The ability to travel to various worksites and be on-call may be required.

Established in 1935, PenFed today is one of the country’s strongest and most stable financial institutions with over 2.8 million members and over $36 billion in assets. We serve members in all 50 states and the District of Columbia, as well as in Guam, Puerto Rico and Okinawa. We are federally insured by NCUA and we are an Equal Housing Lender. We are available to members worldwide, via the web, seven days a week, twenty-four hours a day.

We provide our employees with a lucrative benefits package including robust medical, dental and vision plan options, plenty of paid time off, 401k with employer match, on-site fitness facilities at our larger locations, and more.

PenFed management will maintain and observe personnel policies which will not discriminate or permit harassment or retaliation against a person because of race, color, creed, age, sex, gender, gender identity, gender expression, religion, national origin, ancestry, marital status, military or veteran status or obligation, the presence of a physical and/or mental disability or medical condition, genetic information, sexual orientation, and all statuses protected by applicable state or local law in all recruiting, hiring, training, compensation, overtime, position classifications, work assignments, facilities, promotions, transfers, employee treatment, and in all other terms and conditions of employment. PenFed will also prohibit retaliation against individuals for raising a complaint of discrimination or harassment or participating in an investigation of same.

PenFed will also reasonably accommodate qualified individuals with a disability so that they can apply for a job or perform the essential functions of a job unless doing so causes a direct threat to these individuals or others in the workplace and the threat cannot be eliminated by reasonable accommodation or if the accommodation creates an undue hardship to PenFed. Contact human resources (HR) with any questions or requests for accommodation at 402-639-8568.

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