VP, Social and Creative Innovation

At VyStar, we offer competitive pay, an excellent benefit package that includes a 401(k) Plan, an extensive paid technical and on-the-job training program, and tuition reimbursement--available to all full and part time employees. Part time positions start at a minimum of 30 hours per week.

We encourage you to become a part of VyStar Credit Union's family of employees.

VP, Social and Creative Innovation

ACCOUNTABILITY STATEMENT
The VP, Social and Creative Innovation is a masterful storyteller and artist, well versed in content creation, copywriting, graphic design, animation, illustration, video production & editing, web development, photography and creative direction to deliver dynamic member experiences on social media and other channels. We are seeking content that becomes called out and noticed in the industry and beyond for its effectiveness in building and sharing the VyStar story.
Additionally, this leader should be an expert in deploying data-driven decision making to deliver business results (better creative drives better engagement, reducing acquisition costs). With a high level of emotional quotient and a collaborative spirit, this leader will build, inspire, and lead a team of in-house, freelance/contractors and external agency resources to deliver this next level of breakthrough creative and engaging content.
The successful candidate has a proven track record of storytelling and growing brand love and advocacy through traditional and digital creative expression with a passion for giving back to the community.

ESSENTIAL RESPONSIBILITIES

Innovation

• Deliver deeply engaging and personalized member experiences.
• Creates cutting edge engaging social content that draws attention beyond industry bubbles.
• More than just creative direction, this leader will roll-up his/her sleeves and deliver expert ‘hands-on’ execution with a command of digital tools (ex: Sprinklr, Canva, Figma, Adobe Creative Suite, etc.).
• Master of AI tools for content creation and increased efficiency to bring ideas to market.
• Stays on the forefront of industry and cultural trends with demonstrated ability to adapt these trends rapidly into relevant content to maintain a competitive edge.
• Drives increased efficiency and effectiveness of execution through use of market leading Martech tools (including AI). Maintains a healthy data-driven approach, emphasizing use of data and analytics to test and optimize for improved business results.

Creative Excellence

• Combines creativity with strategic thinking to ensure VyStar creative output is authentic, high quality, consistent with the brand, and connects with our target audiences on a deeper emotional level.
• Responsible for enhancing VyStar’s Brand visual identity across various platforms including signage, graphics, web, mobile, email, iconography, logos and print.
• You will also lead the social media and creative design team to develop and implement a thoughtful social content strategy that drives virality (sharing), followership, and engagement.
• Create and execute integrated campaigns (that educate and entertain) across multiple channels (Social, OOH, CTV/OTT, Broadcast, Display, Direct Mail, Experiential, etc.) and mediums (mobile, web, in-branch).
• Recognized across creative and social industries as a thought leader, known for innovative social and creative content that drives measurable business impact.
• A deep background designing compelling digital, print and brand collateral – complimented by a large emphasis on visually striking and cohesive design.
• An expert copywriter, with knowledge of copy across various mediums, both long and short form.
• Extract data driven insights to build relevant creative content.
• Provides on-site support of experiential events and strategies as needed.

Collaboration & Organization

• Liaise with internal stakeholders to ensure projects are delivered on-time and aligned with expectations.
• Manage and provide direct and actionable feedback to agency of record. Provide meaningful feedback to in-house creative and designers.
• Deep understanding of creative process and ownership, taking various assignments and briefs from ideation to in-market aligning with stakeholders throughout lifecycle.
• Effectively and efficiently handles multiple projects simultaneously with the ability to prioritize tasks, meet deadlines, and collaborate effectively with cross-functional teams.

Leadership

• Recruit and bring out the best in a team of creative professionals (including freelance, contract, agency and FTE) by providing inspiration, guidance and management on various projects.
• Executive presence and communication skills – ability to articulate vision to senior-level stakeholders and adapt to their needs/expectations.

Key goals this role will impact:

• Social Engagement (Top rankings, viral content, etc.)
• Brand Awareness, Preference, Familiarity, Advocacy and Trust
• Advertising campaign effectiveness (Impressions, Conversions, ROI, CTR, etc.)
• New member growth
• Member share of wallet growth
• Direct report performance, engagement, growth and retention

EDUCATION AND EXPERIENCE

• Bachelor’s degree in visual arts, graphic design, marketing or related field). Advanced certifications preferred.
• At least 10 years of experience leading creative across advertising/media including broadcast, outdoor, digital, and print.
• At least 8 years of experience in social marketing with extensive skill set and experience in executing Social Marketing strategies across all major platforms. (TikTok, Instagram, Facebook, X, YouTube, LinkedIn etc.).
• At least 8 years directly managing others.
• 5 years of experience working within advertising/media agency preferred.

PREFERRED TECHNICAL REQUIREMENTS

Advanced skills in creative tools:

• Social Media platform (Sprinklr, Hearsay, Hootsuite)
• Creative Design Tools (Figma, Canva, Photoshop, Illustrator, InDesign)
• Video Editing (Premier Pro, Final Cut Pro)
• Web Development and Marketing Execution (HubSpot, Salesforce, Adobe XD)
• Experience with project management software (Smartsheets, Monday, Workfront, etc.)
• Advanced PowerPoint and Excel skills

JOB KNOWLEDGE, SKILLS & ABILITIES

• Experience setting up in-house creative capability with some activities sourced from freelance/contract staff preferred.
• Financial services experience or work within other regulated industry preferred.
• Strong portfolio showcasing innovative and integrated creative work with real business results across channels, mediums and social platforms.
• Leads, develops and inspires team members to high performance with right balance to nurture ideas that spur creativity, coach, delegate and personally execute.
• High emotional IQ and organizational savvy to effectively and efficiently deliver in a highly matrixed organization.
• Well-versed in creative process lifecycle with demonstrated ability to set-up and manage these efficiently across hybrid in-house and agency structures.
• Advanced project management skills across multiple highly complex initiatives.
• Strategic growth mindset with demonstrated success in delivering a creative vision that resulted in measurable business impacts.
• Expertise in taking complex data-driven activities, with demonstrated skills to communicate simply and effectively across the organization.
• Experience managing budgets.
• Comfortable attending indoor and outdoor events and sponsorships for the purposes of content creation.

DISCLAIMERS AND WORK ENVIRONMENT

Nothing in this position description is an implied contract for employment. The position description is intended to be an accurate account of the essential functions. The functions are not all encompassing and are subject to change at any time by management. The work environment characteristics described are representative of those that an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. As required or requested, may exert up to 20 pounds of force occasionally and/or a negligible amount of force constantly to lift, carry, push, pull or otherwise move objects.

VyStar Credit Union is not seeking outside assistance or accepting unsolicited resumes from staffing agencies or search firms for employment or contractor opportunities. Any resumes submitted by an outside vendor to any employee at VyStar via e-mail, internet, or directly to hiring managers without a valid written search agreement with the Talent Acquisition / HR department will be deemed the sole property of VyStar Credit Union.

No placement fee will be paid if a candidate is hired as a result of the referral, or through other means.

Thank you for your inquiry regarding our current job opening. Your resume will be carefully reviewed against the position requirements. Should your experience and skills match, you will be contacted by one of our Human Resources department staff members.

Thank you again for your interest in this position!

VyStar Credit Union Human Resources