Hybrid Marketing Program Planning Lead bei Allegacy Federal Credit Union

Location: Winston-Salem, NC or Charlotte, NC 

About Allegacy Federal Credit Union:

Founded in 1967 in Winston-Salem, North Carolina, Allegacy is a member-owned cooperative committed to doing right for the well-being of our members, team members, and community. We provide a full suite of financial products and services with a focus on personal attention, local decision-making, and long-term relationships.

Position Summary:

Allegacy is seeking a strategic and data-driven Marketing Program Planning Lead to drive growth across our product portfolio. This role will develop and execute integrated marketing strategies to acquire new members, deepen existing relationships, and increase product adoption and usage across:

• Deposits
• Wealth Management
• Business Services
• Auto Loans (New & Used)  
• Credit Cards 
• HELOCs  
• Personal Loans  
• Mortgage Loan 

This leader will collaborate cross-functionally with Product Line Owners, Digital, Analytics, and Member Experience teams to deliver measurable results and ensure alignment with Allegacy’s brand and mission.

Key Responsibilities:

Strategic Leadership

• Develop comprehensive marketing strategies to drive growth across our product portfolio.
• Collaborate with Line of Business, Sales, and Marketing partners to develop marketing program plans that support business goals, increase member value, and optimize budget and execution resources.
• Lead go-to-market planning for new product launches, promotions, and campaigns.
• Develop project briefs to initiate and guide campaign management; ensure targets, key benefits, and proof points are clear, compelling, and aligned with member needs.
• Lead cross-functional coordination to ensure seamless collaboration between marketing, sales, and business units.
• Develop a scalable framework for future marketing innovation and expansion, enabling agility and long-term growth.
• Translate business goals into actionable marketing plans 

Campaign Management

• Oversee the program creation of multi-channel campaigns (email, digital, social, direct mail, in-branch, etc.).
• Optimize campaigns for acquisition, engagement, and retention.
• Leverage segmentation and personalization to improve relevance and performance.

Data & Performance Analytics

• Partner with analytics teams to track campaign performance, member behavior, and ROI.
• Use insights to refine targeting, messaging, and channel mix.
• Report regularly on key metrics and business impact.

Collaboration & Leadership

• Work closely with Product, Lending, Digital, and Member Experience teams to align marketing with business priorities.
• Manage agency and vendor relationships as needed.
• Embody and promote Allegacy’s core values—Helpful, Humble, Hungry, Honest, and Hopeful—in all interactions and leadership practices.

Qualifications:

Required:

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 6+ years of progressive marketing experience.
• Proven success in financial services marketing, especially in lending and credit products.
• Experience with data-driven marketing and performance measurement.
• Excellent communication, project management, and cross-functional collaboration skills.

Preferred:

• Experience in a credit union, bank, or fintech environment.
• Familiarity with platforms such as Salesforce Marketing Cloud, Marketo, or similar.
• 3 years in progressively responsible leadership roles.
• Master’s degree or relevant certifications (e.g., Digital Marketing, Analytics).