Senior Digital Marketing Lead

WHAT YOU WILL DO EVERYDAY

As the Senior Digital Delivery, you will lead and execute data-driven strategies to expand the organization's reach, engagement, and growth across all digital channels. This includes end-to-end digital product delivery, multi-channel digital campaigns, member communication, and hyper-personalized experiences informed by robust analytics, segmentation, and member journey insights. You will manage Interra’s social presence across all owned and emerging platforms, ensuring brand consistency, engagement, and conversion pathways. You will own and manage our SEM, SEO, and targeted digital acquisition strategy, including Google Ads (AdWords), geo-targeted campaigns, retargeting, and related data driven marketing products and platforms that help us attract, convert, and deepen member relationships.

You are accountable for measuring and driving internal and external member digital activity and behavior; increasing digital adoption and engagement; and tracking outcomes for optimization, scalability and maximization of ROMI. Reporting directly to the Chief Marketing Officer, you will coordinate digital delivery efforts to ensure the total digital member experience meets Interra’s standards and aligns with our mission, vision, core values, and compliance obligations.  

Department Oversight: Marketing and Product Design

HOW YOU WILL MAKE AN IMPACT

35%            Propose, plan, execute, and manage digital delivery initiatives including (but not limited to) digital product launches, multi‑wave campaigns, email and marketing automation strategies, paid/organic search (SEM/SEO), paid social, Google Ads, display/retargeting, and geo‑targeted outreach. Partner with Marketing to develop and optimize web experience personalization, content calendars for social presence, and digital platform “push” adoption strategies. Write, proof, and edit copy in collaboration with Marketing—ensuring message alignment across social, search, email, and site experiences—while staying within budget. Work with tools, vendors, stakeholders, and the Data team to derive actionable audience insights; use these insights to design highly personalized, data‑driven, performance‑optimized digital experiences. Set and manage goals, KPIs, and performance benchmarks (conversion, cost‑per‑acquisition, engagement rates, digital adoption) to ensure efficient and repeatable delivery. Develop communication, training, job aids, and processes that enable uniform execution across the organization. Build business cases for new digital and performance marketing investments. Ensure compliance with digital branding standards, Credit Union policies, and all applicable regulations.

20%            Develop, gather, refine, and share member and employee digital activity and engagement metrics across platforms with a focus on user satisfaction, product adoption, digital service standards, and Net Promoter Score—layered with performance marketing metrics such as impressions, CTR, CPC/CPA, ROAS, and conversion by channel (search, social, geo, display, on‑site). Map and track digital journeys to segment, target, retain, and grow member relationships. Build feedback loops from campaign and channel data (including Google Ads, SEO analytics, social engagement data, and geo‑performance lift) to continuously improve content, targeting, and spend allocation. Use A/B and multivariate testing to optimize message relevance, creative, landing paths, and member uptake. Analyze demographic and behavioral propensity data to inform both micro‑segmented and broad campaigns. Report trends, insights, risks, and recommendations to stakeholders on a regular cadence.

20%            Serve as a digital and performance marketing advisor to business line leaders. Translate business goals (acquisition, deepening, retention, shifts to digital usage, product growth by market) into actionable digital delivery roadmaps that integrate social, SEM/SEO, paid media targeting, and geo‑localized growth strategies. Coordinate rollout timing with Marketing, Data, IT/Digital Banking, Product, and Member Experience teams to ensure aligned execution and measurement. Provide guidance on best‑fit channels, targeting models, and ROI expectations; escalate data needs and tool gaps. Lead and own cross‑functional digital initiatives, communicating progress, risks, and outcomes.

10%            Leverage this high‑visibility role to advocate for digital adoption and data‑driven decision making. Act as a primary point of contact (and voice of) the Digital function internally and externally. Partner with Marketing and Learning & Development to build awareness, train teams on social governance, SEM/SEO basics, Google Ads performance levers, and geo‑targeted campaign use cases, and coach stakeholders on interpreting digital performance dashboards.

10%            Oversee and manage systems used to delive