The Role
Leads integrated sales, marketing, product, brand, partnerships, market insights, and growth operations for a $1.7B credit union. The role owns profitable member growth, acquisition, retention, product penetration, distribution channels, brand positioning, research, and go-to-market strategy. This executive will build scalable operating models, sales and marketing capabilities, technology-enabled workflows, strategic partnerships, and a high-performing multidisciplinary team while ensuring responsible growth in a regulated financial-services environment.
Summary Generated by Built In
Where It Began…
In 1951 SF Fire Credit Union first opened its doors from a modest 10′ × 15′ office space in 17 Engine. It was from those humble beginnings—where everyone pitched in to help one another in their community—that the organization forged its way of business forever.Today, the San Francisco-based credit union has grown to $1.7B in assets and a membership that extends from the regional firefighters we trace our roots back to throughout our many neighbors in San Francisco, San Mateo and Marin Counties. Our members benefit from the ideas and principles that have shaped us: Shared trust, continuous innovation of products and services, competitive rates, and excellent member service. These qualities foster a true sense of member-ownership and strengthen the credit union’s bond with the people for whom this credit union was created.
What We Stand For…
There are a few things we look for in those we hire at SF Fire Credit Union, regardless of role or team.First, do they align with our values?🤝 Be PersonalWalk the Member / Employee Path⭐ Be a LeaderEmpower, Collaborate, Own💡 Be Outside the BoxInnovate, Educate, Engage💯 Be RealIntegrity and Transparency Matter🌎 Be the ConnectionServe our Community
Second, will they thrive in a culture like ours, where we default to trust, embrace feedback, and desire to innovate?
Finally, do they share our vision to help empower members to accomplish their dreams and build lasting financial security in whatever way is most relevant to their role?
What It Feels Like…
Most days it feels more like going to work with a big family.Whether it’s a pot luck lunch, baking birthday cakes for colleagues in the kitchen, or after-hours get togethers, we’re here to do a great job and have a good time while doing it! We value a good sense of humor, are motivated by a higher purpose, and always bring an “in-this-together” attitude. While we’re driven to do great work, we also value real work/life balance.
Is This the Career for You?
We are seeking a senior growth leader to integrate sales, marketing, product and proposition management, business development, strategic partnerships, market insights, and brand strategy into a coordinated enterprise capability.The Vice President, Sales & Marketing is accountable for profitable member growth, relationship deepening, product penetration, brand relevance, and scalable acquisition and distribution channels. This leader will build the operating model, talent, disciplines, and technology-enabled capabilities required to translate strategy into measurable market results.
This is not a traditional marketing leadership role. The successful candidate will combine strategic range with hands-on execution and use research, analytics, product thinking, sales leadership, and brand positioning to shape where the Credit Union competes and how it wins.
THE MANDATE Understand the market. Define the proposition. Build the brand. Create demand. Convert growth opportunities into durable member relationships.
What You Get To Do
Lead Enterprise Growth Strategy- Develop and execute an integrated sales and marketing strategy aligned with enterprise priorities, financial objectives, member needs, and risk appetite
- Establish growth objectives, channel strategies, investment priorities, performance measures, and management routines
- Create accountability for member acquisition, deposit and loan growth, relationship deepening, product penetration, retention, and lifetime value
- Develop and scale community-based, partnership-driven, field-based, and other non-traditional distribution channels
- Design and lead an enterprise sales model spanning branches, digital channels, business development, partnerships, and referrals
- Establish sales disciplines, pipeline management, lead routing, performance expectations, coaching, incentives, and CRM-enabled workflows
- Build a culture that balances growth, member trust, suitability, service, and responsible financial guidance
- Oversee integrated marketing, acquisition, lifecycle marketing, digital campaigns, content, communications, community engagement, and agency relationships
- Use segmentation, experimentation, channel economics, and campaign data to improve conversion, retention, and return on marketing investment
- Ensure marketing translates the Credit Union’s value proposition into clear, relevant, and differentiated member experiences
- Build an internal market research and insights capability that informs strategy, product development, pricing, brand, and investment decisions
- Lead voice-of-member, competitive intelligence, segmentation, concept testing, brand research, and journey research
- Translate research into clear choices about target segments, propositions, products, channels, partnerships, and go-to-market plans
- Lead the evolution of the Credit Union’s brand, value proposition, and market positioning in support of long-term growth
- Direct brand research, positioning, architecture, messaging, identity, launch planning, and enterprise adoption with internal stakeholders and external agencies
- Connect the brand promise to products, experiences, culture, partnerships, and distribution so repositioning extends beyond communications
- Lead product and proposition management across the portfolio to improve relevance, competitiveness, adoption, and financial performance
- Partner with Finance, Operations, Technology, Risk, Compliance, and Strategy & Transformation to evaluate opportunities, develop business cases, and bring offerings to market with appropriate governance
- Use member and market evidence to prioritize investments, validate concepts, refine pricing, and improve existing offerings
- Identify, evaluate, and develop strategic partnerships, affinity relationships, and business development opportunities
- Define partnership economics, value propositions, operating requirements, success measures, and relationship management practices
- Represent the Credit Union externally with prospective partners and community stakeholders
- Assess the current organization, talent, workflows, technology, agency model, and performance disciplines, and develop a practical capability-building roadmap
- Build, coach, and lead a high-performing multidisciplinary team across sales, marketing, insights, product, partnerships, and growth operations
- Clarify decision rights, handoffs, governance, budgets, and accountability while fostering collaboration, experimentation, and disciplined execution
What We Look For In You
- At least ten years of progressive leadership experience across a meaningful combination of sales, marketing, growth, product, brand, partnerships, market research, or go-to-market leadership.
- Demonstrated success building or transforming a growth-oriented function with accountability for measurable commercial or membership outcomes.
- Proven experience leading brand evolution, market repositioning, value proposition development, market expansion, or go-to-market transformation.
- Experience using market research, consumer or member insights, segmentation, competitive intelligence, and voice-of-customer methods to shape strategic decisions.
- Strong knowledge of integrated marketing, sales management, CRM, lifecycle engagement, digital acquisition, product strategy, and performance analytics.
- Experience translating strategy into operating models, organizational capabilities, roadmaps, budgets, metrics, and sustained execution.
- Ability to work effectively across executive leadership, technology, finance, operations, risk, compliance, and external partners in a regulated environment.
- Exceptional leadership, judgment, communication, executive presence, analytical thinking, and change leadership skills.
- Financial services experience strongly preferred. Bachelor’s degree required; advanced degree preferred.
Preferred Experience
- Experience building field sales, business development, community outreach, affinity-based, partnership-driven, or other alternative distribution models within financial services or adjacent industries.
- Credit union, community bank, regional financial institution, fintech, or other regulated consumer financial services experience.
- Experience leading a significant brand repositioning, market-entry, or audience-expansion initiative.
- Experience building an internal research and insights capability or integrating voice-of-customer, competitive intelligence, and market research into enterprise decisions.
- Experience with affinity-based growth, strategic partnerships, CRM, marketing technology, and digitally enabled distribution.
How Success Will Be Measured
- A clear, integrated growth strategy and operating model with defined ownership, priorities, measures, and investment choices.
- A stronger internal market research and insights capability that materially improves product, pricing, brand, and growth decisions.
- A compelling brand and market position supported by a credible repositioning roadmap and consistent enterprise execution.
- More disciplined sales, pipeline, campaign, product, and partnership management with measurable improvement in growth and relationship outcomes.
- A high-performing team and scalable set of capabilities positioned to support SF Fire Credit Union’s continued evolution.
Salary
This compensation range takes into account the wide range of factors considered in making compensation decisions, including but not limited to skill sets, experience and training, licensure and certifications, and other business and organizational needs. At SFFCU, it is not typical for an individual to be hired at or near the top of the range for their role, and compensation decisions are dependent on the facts and circumstances of each case. A reasonable estimate of the current range for the San Francisco market is an annual base salary of $225,000 to $338,000.OUR BENEFITS
We have a competitive compensation and benefits package, but the true reward of working for SF Fire Credit Union goes beyond what you’ll see on a pay-stub. We genuinely care our employees and we strive to invest in their professional and personal growth. We’re a relatively small organization at about 200 employees, so you can see the impact of your efforts and the value your contributions bring to our members and fellow employees.- 401(k) and Employer Match
- Health, Vision, Dental and Life Insurance
- Annual Incentive/Bonus Program
- Tuition Reimbursement Program
- 11 Paid Holidays + Competitive PTO package
- Home & Consumer Loan Program (Discounted Rates)
- Professional development and training programs
- On-demand personal coaching resource
- Wellness Program (Discounted Gym Membership)
Skills Required
- At least ten years of progressive leadership experience across sales, marketing, growth, product, brand, partnerships, market research, or go-to-market leadership
- Demonstrated success building or transforming a growth-oriented function with accountability for measurable commercial or membership outcomes
- Experience leading brand evolution, market repositioning, value proposition development, market expansion, or go-to-market transformation
- Experience using market research, consumer or member insights, segmentation, competitive intelligence, and voice-of-customer methods to shape strategic decisions
- Strong knowledge of integrated marketing, sales management, CRM, lifecycle engagement, digital acquisition, product strategy, and performance analytics
- Experience translating strategy into operating models, organizational capabilities, roadmaps, budgets, metrics, and sustained execution
- Ability to work effectively across executive leadership, technology, finance, operations, risk, compliance, and external partners in a regulated environment
- Exceptional leadership, judgment, communication, executive presence, analytical thinking, and change leadership skills
- Financial services experience
- Bachelor's degree
- Advanced degree
- Experience building field sales, business development, community outreach, affinity-based, partnership-driven, or alternative distribution models within financial services or adjacent industries
- Credit union, community bank, regional financial institution, fintech, or other regulated consumer financial services experience
- Experience leading a significant brand repositioning, market-entry, or audience-expansion initiative
- Experience building an internal research and insights capability or integrating voice-of-customer, competitive intelligence, and market research into enterprise decisions
- Experience with affinity-based growth, strategic partnerships, CRM, marketing technology, and digitally enabled distribution
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The Company
What We Do
Founded in 1951 by firefighters for firefighters, we are a credit union dedicated to building financial success in our community. Today, we continue to serve firefighters while also extending membership to those who live, work, or attend school in San Francisco, San Mateo, or Marin counties. Just as firefighters protect the physical security of the community, our institution protects its financial security. Unlike banks, we are a not-for-profit cooperative owned and operated by members like you. We are defined by our commitment to member-first service, community engagement, and innovation.
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