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First Commonwealth Federal Credit Union · 18 hours ago

AVP, Brand and Growth

Allentown, PA

Full-time

Onsite

Mid, Senior Level

$96K/yr - $120K/yr

5+ years exp

First Commonwealth Federal Credit Union is seeking an AVP, Brand and Growth to lead their Marketing department and implement enterprise brand and growth strategy. This role focuses on driving sustainable member growth and product adoption while overseeing the execution of integrated marketing campaigns and operational capabilities across various departments.

BankingFinanceFinancial ServicesImpact InvestingLending

Diversity & Inclusion

Responsibilities

Implementing First Commonwealth Federal Credit Union’s enterprise brand and growth strategy in direct support of membership growth, product penetration, balance sheet performance, and community financial resilience

Leading the execution and continuous optimization of the member growth engine, including lifecycle journeys, acquisition and onboarding models, engagement and deepening strategies, and advocacy programs across consumer and business segments

Operationalizing enterprise priorities by partnering with Strategy, Operations, Member Experience, Lending, Business Solutions, Technology, and Finance to align campaigns, programs, and initiatives with production goals, experience standards, and financial performance targets

Overseeing the execution of an integrated omnichannel marketing and communications approach across digital, branch, contact center, CRM, marketing automation, media, public relations, and member communications platforms

Leading growth performance management, including dashboards, attribution models, cost-to-acquire, member lifetime value, campaign ROI, and experience metrics tied to enterprise KPIs

Managing the annual brand and marketing investment plan and budget, optimizing for efficiency, impact, and measurable business outcomes

Leading the development and execution of member communications to ensure clear, consistent, and purpose-driven messaging that supports growth, service, and engagement objectives

Leading application of market, member, and community insights to inform product launches, segment execution plans, geographic expansion, and financial wellness initiatives

Directing the execution of integrated campaigns, content, collateral, educational programming, digital experiences, and media strategies aligned with product, business line, and organizational priorities

Building and managing a strategic growth partner ecosystem, including agencies, fintech and technology vendors, media partners, and community organizations, to extend reach, capability, and execution capacity

Championing disciplined experimentation and continuous improvement through pilot-and-scale initiatives, test-and-learn frameworks, and performance feedback loops tied to measurable outcomes

Establishing and enforcing operational processes, governance models, and workflows that improve speed to market, cross-functional coordination, regulatory compliance, and execution quality

Leading enterprise brand governance and quality control to ensure consistency, clarity, and differentiation across all channels, platforms, and experiences

Leading emergency and closing communications across all channels as needed and performing other duties as assigned

Qualification

Brand strategyGrowth marketingCRM platformsMarketing automationDigital marketingFinancial services knowledgeProject managementStakeholder engagementExecutive communicationOperational thinkingTeam leadership

Required

Bachelor's degree in marketing, communications, business, or related field

5+ progressive experience in marketing, brand, growth, and/or communications leadership roles, including experience in regulated, consumer-facing, or financial services environments

3+ years in a senior marketing, communications, or PR role

3+ years of management experience

Enterprise brand execution and governance; growth and lifecycle marketing; CRM, marketing automation, and member data platforms and omnichannel experience execution

Digital experience and performance optimization; analytical, performance and data driven decision making along with continuous improvement

Financial services products knowledge, service delivery models, and understanding of the regulatory environment for federally chartered credit unions including public and media relations

Project and portfolio execution management; operational and systems-level thinking; strong financial and business acumen; and advanced stakeholder engagement and executive communication. Execution leadership and continuous improvement

Advanced stakeholder engagement, executive communication, cross-functional influence and delivery management, organizational agility, and the ability to operate effectively through ambiguity and transformation

Preferred

MBA or relevant master's degree

6+ years of management experience

6+ years of experience in financial services, fintech, or similarly regulated industries

Company

First Commonwealth Federal Credit Union

At First Commonwealth, we’re more than a credit union.

Founded in 1959

Lehigh Valley, Pennsylvania, USA

201-500 employees

https://www.firstcomcu.org/

Funding

Current Stage

Growth Stage

Leadership Team

Donna LoStocco

President/CEO

Lisa Deutsch

VP, Director of Community and Employer Partner Development

Recent News

EIN Presswire

First Commonwealth Federal Credit Union Supports The Easton Area Neighborhood Center with Food Donation and New Center

2025-08-19

Seattle TechFlash

First Commonwealth announces C-suite changes as longtime exec prepares to retire

2025-08-09

Seattle TechFlash

First Commonwealth wants to buy more banks, here's where

2025-07-31

Company data provided by crunchbase