Vice President, Marketing and Product Strategy

📍 Job Overview

Job Title: Vice President, Marketing and Product Strategy

Company: Salal Credit Union

Location: Seattle, Washington, United States

Job Type: FULL_TIME

Category: Marketing & Product Strategy Operations

Date Posted: August 10, 2026

Experience Level: 10+ Years Senior/Executive

🚀 Role Summary

• This senior leadership role focuses on driving enterprise growth through strategic marketing and product development, integrating customer insights with business objectives.

• The position requires the development and execution of comprehensive marketing, branding, and customer experience strategies across all organizational business lines.

• It involves owning product strategies, including pricing and lifecycle management, particularly for retail deposit products, to foster acquisition and retention.

• The role demands strong cross-functional leadership to align marketing, product, and customer experience initiatives with operational execution and frontline delivery.

📝 Enhancement Note: While the title includes "Product Strategy," the core responsibilities and required experience heavily lean towards marketing leadership, brand management, and customer experience within a financial services context. The "product strategy" aspect appears to be primarily focused on retail deposit products and aligning marketing efforts with their success. This role is less about deep product development and more about market positioning, customer acquisition, and engagement strategies for existing product lines.

📈 Primary Responsibilities

• Lead the strategic direction and execution of marketing, brand, public relations, communications, and customer experience functions to achieve enterprise growth objectives.

• Develop and own comprehensive marketing, branding, and customer experience strategies, ensuring consistent positioning, messaging, and experience delivery across all customer segments, business lines, channels, and partner relationships.

• Translate overarching business strategies into actionable marketing and growth plans designed to drive customer acquisition, engagement, retention, advocacy, and product adoption across consumer, business, lending, and partner-driven channels.

• Provide strategic marketing leadership and guidance across all business lines, including Retail Banking, Home Lending, Dealer Direct, Business Services, and other customer-facing offerings.

• Formulate and execute retail deposit product strategies, encompassing pricing, positioning, lifecycle management, and growth initiatives, with the objective of enhancing acquisition, engagement, retention, and overall portfolio growth.

• Collaborate closely with business line, operational, and channel leaders to ensure alignment of marketing, product strategy, and customer experience initiatives, facilitating effective execution across frontline delivery and customer touchpoints.

• Leverage voice-of-customer insights, advanced analytics, market research, and behavioral data to inform marketing strategies, product decisions, customer experience enhancements, and enterprise growth initiatives.

• Establish robust performance metrics and reporting frameworks to rigorously evaluate marketing effectiveness, product performance, customer engagement, and return on investment, delivering actionable insights to executive leadership.

• Lead, mentor, and develop the Marketing and Product Strategy team, overseeing talent development, performance management, departmental planning, budgeting, resource allocation, and ensuring alignment with enterprise-wide priorities.

📝 Enhancement Note: The responsibilities highlight a strong emphasis on strategic planning, cross-functional collaboration, and data-driven decision-making, all critical components of effective Revenue Operations and Marketing Operations leadership. The inclusion of "performance metrics," "return on investment," and "budgeting" indicates a need for strong operational and financial acumen.

🎓 Skills & Qualifications

Education: Bachelor's degree in Marketing, Business, Finance, Communications, or a related field. An equivalent combination of education and professional experience may be considered.

Experience: 10+ years of progressive experience in marketing, product strategy, or related functions, with a proven track record in enterprise marketing strategy, brand management, and growth initiatives. A minimum of 5 years of leadership experience managing and developing high-performing teams is required.

Required Skills:

• Strategic Marketing Planning: Ability to develop and execute comprehensive, multi-channel marketing strategies aligned with business objectives.

• Brand Management & Positioning: Expertise in defining and maintaining a strong brand identity and consistent messaging across all touchpoints.

• Customer Experience (CX) Strategy: Proven experience in designing and implementing customer-centric strategies that enhance engagement and retention.

• Product Strategy & Lifecycle Management: Demonstrated ability to develop product strategies, including pricing, positioning, and lifecycle management, particularly for financial products.

• Team Leadership & Talent Development: Strong experience in managing, mentoring, and developing marketing and product teams, fostering a collaborative and high-performance culture.

• Data Analysis & Insights Generation: Proficiency in leveraging voice-of-customer data, market research, and behavioral analytics to inform strategic decisions.

• Financial Acumen: Ability to manage departmental budgets, allocate resources effectively, and measure ROI for marketing investments.

• Cross-Functional Collaboration: Excellent interpersonal and communication skills to partner effectively with business line, operational, and executive leadership.

Preferred Skills:

• Financial Services Industry Expertise: Strong understanding of deposit or consumer banking products, credit union operations, and regulatory environments.

• Public Relations & Communications: Experience in managing public relations, corporate communications, and media relations.

• Digital Marketing & Growth Hacking: Familiarity with modern digital marketing channels, SEO/SEM, social media, and performance marketing tactics.

• CRM & Marketing Automation: Experience with CRM systems and marketing automation platforms for campaign management and customer segmentation.

• Agile Methodologies: Experience working within agile frameworks for marketing and product development cycles.

📝 Enhancement Note: The experience requirements are substantial, indicating a need for seasoned leadership. The emphasis on "enterprise marketing strategy," "brand," and "growth initiatives" suggests a strategic focus rather than tactical execution. The preference for financial services and deposit product knowledge is a key differentiator for candidates.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Strategic Campaign Development: Showcase examples of marketing strategies developed from concept to execution, demonstrating alignment with business goals and measurable outcomes.

• Brand Positioning & Messaging Frameworks: Present case studies illustrating the development and implementation of brand positioning strategies, including messaging frameworks and their impact.

• Customer Experience Improvement Initiatives: Detail projects where you identified CX gaps and implemented solutions, highlighting improvements in customer satisfaction, engagement, or retention metrics.

• Product Strategy & Launch Examples: Include examples of product strategy development, pricing models, or go-to-market plans for new or existing products, demonstrating impact on adoption and revenue.

• Team Leadership & Development Documentation: Provide evidence of team growth, performance management strategies, and successful talent development initiatives.

Process Documentation:

• Strategic Planning Frameworks: Document the methodologies used for developing enterprise-wide marketing and product strategies, including market analysis, competitive assessment, and goal setting.

• Customer Journey Mapping & Optimization: Illustrate processes for mapping customer journeys, identifying pain points, and implementing improvements across touchpoints.

• Performance Measurement & Reporting Protocols: Outline systems and processes for establishing KPIs, tracking marketing campaign performance, product adoption, and ROI, and reporting insights to leadership.

• Budget Management & Resource Allocation Procedures: Detail the processes for annual budgeting, resource allocation, and financial tracking for marketing and product initiatives.

📝 Enhancement Note: While a formal "portfolio" may not be explicitly requested in the application, candidates are strongly advised to prepare a presentation or document that highlights their strategic thinking, process development capabilities, and quantifiable achievements in marketing and product strategy. This should include examples of strategic frameworks, campaign results, product performance, and team development.

💵 Compensation & Benefits

Salary Range: The posted salary range is $150,000 - $210,000 annually. Most offers are expected to fall between $160,000 - $186,000 annually, depending on qualifications and experience.

Benefits:

• Potential for additional variable compensation through bonuses based on individual and company goal achievement.

• Comprehensive healthcare benefits: health, dental, and vision insurance.

• Health Savings Account (HSA) with annual company-paid contributions for high-deductible plan options.

• Generous paid time off: 15 days of vacation, 12 days of sick time, 2 floating holidays per year, and paid holidays.

• Tuition reimbursement program.

• 401(k) plan with company matching after 6 months of employment.

• Charitable contribution matching.

• Company-paid life, Accidental Death & Dismemberment (AD&D), and long-term disability insurance.

• Additional optional benefits available.

Working Hours: The role is considered full-time, typically 40 hours per week. The hybrid work arrangement requires at least two days per week onsite at the Seattle Headquarters.

📝 Enhancement Note: The salary range provided is based on the input data. The explanation clarifies that the actual offer will depend on candidate qualifications and experience. The benefits package is comprehensive, reflecting a competitive offering for a senior leadership position within the credit union sector. Researching comparable VP-level marketing and product roles in the Seattle financial services market would provide further context for this salary range.

🎯 Team & Company Context

🏢 Company Culture

Industry: Financial Services (Credit Union)

Company Size: The provided data does not specify company size directly, but typical credit unions range from small, community-focused institutions to larger regional organizations. Given the VP-level role, Salal Credit Union likely operates as a mid-to-large sized credit union.

Founded: The founding date is not specified, but Salal Credit Union has a history of serving members and communities.

Team Structure:

• This role leads a "hybrid team," implying direct reports who may work remotely or on-site.

• The VP will partner closely with senior leadership across the Credit Union, suggesting a collaborative executive team environment.

• The marketing and product strategy functions likely integrate with other departments such as Retail Banking, Lending, Operations, and Member Services. Methodology:

• The company emphasizes a member-centric approach, focusing on breaking down financial barriers and offering dedicated personal services.

• A strong emphasis is placed on data-driven decision-making and leveraging insights for growth and member experience.

• The organization is committed to community impact, dedicating a portion of its annual income to local causes.

Company Website: https://www.salalcu.org

📝 Enhancement Note: The credit union model implies a member-focused, community-oriented culture, distinct from traditional for-profit banks. The emphasis on "bold, measured decisions" and "innovators" suggests a progressive yet responsible approach to financial services. The commitment to community impact is a significant cultural differentiator.

📈 Career & Growth Analysis

Operations Career Level: This is a senior executive-level position (Vice President), responsible for setting strategic direction and leading a significant functional area (Marketing & Product Strategy). It requires extensive experience, leadership acumen, and the ability to influence organizational strategy.

Reporting Structure: The role reports to senior leadership, likely the CEO or a Chief Officer (e.g., Chief Strategy Officer, Chief Member Experience Officer). This position acts as a key business partner to other executive leaders.

Operations Impact: The VP's impact is critical for Salal Credit Union's growth and member engagement. By aligning marketing efforts with product strategy and customer experience, this role directly influences:

• Revenue Growth: Driving customer acquisition, product adoption, and member retention.

• Brand Reputation: Shaping public perception and strengthening community ties.

• Member Satisfaction: Enhancing the overall member experience, leading to increased loyalty.

• Product Success: Ensuring products meet market needs and achieve adoption targets.

Growth Opportunities:

• Strategic Leadership Development: Opportunity to influence broader organizational strategy and contribute to executive decision-making.

• Cross-Functional Expertise: Deepen understanding of various credit union operations (Retail Banking, Lending, etc.) through close collaboration.

• Team Building & Mentorship: Develop leadership skills by building and mentoring a high-performing marketing and product strategy team.

• Industry Influence: Potential to represent Salal Credit Union in industry forums or community initiatives related to marketing and financial services.

📝 Enhancement Note: This role offers significant strategic influence and direct impact on the organization's success. Career progression could lead to C-suite roles or broader executive responsibilities within the credit union or financial services sector. The hybrid team structure also presents opportunities to hone remote and hybrid team leadership skills.

🌐 Work Environment

Office Type: This is a hybrid role, requiring a minimum of two days per week at the Seattle Headquarters. The remaining days can be worked remotely.

Office Location(s): Seattle Headquarters, Northgate neighborhood, Seattle, WA 98115.

Workspace Context:

• The hybrid model allows for flexibility, balancing focused remote work with in-person collaboration.

• The Seattle Headquarters is the central hub for leadership meetings and team integration.

• The role requires collaboration with frontline staff and business line leaders, suggesting an environment that values connection across different operational levels.

Work Schedule: While the core work is full-time (approximately 40 hours/week), the hybrid nature allows for some flexibility in managing the work week, provided onsite presence requirements are met and business needs are fulfilled.

📝 Enhancement Note: The hybrid arrangement (2 days in-office minimum) is a key aspect of the work environment. Candidates should be comfortable with this structure and located within a commutable distance to Seattle. The "Northgate neighborhood" location is specific and helpful for candidates to assess their commute.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your resume and application to assess alignment with the core qualifications and experience requirements.

• Hiring Manager Interview: A discussion with the hiring manager to delve into your strategic approach, leadership style, and relevant experience in marketing and product strategy. Be prepared to discuss your approach to developing enterprise-level strategies.

• Executive Panel Interview: Interviews with senior leadership (potentially including the CEO or other C-suite executives) to evaluate your strategic vision, business acumen, and cultural fit. You may be asked to present on your strategic approach to a given challenge.

• Team/Stakeholder Interviews: Meetings with key cross-functional leaders (e.g., heads of Retail Banking, Lending) to assess collaboration skills and understanding of their business needs.

• Final Decision: Based on overall assessment of qualifications, experience, strategic thinking, and cultural alignment.

Portfolio Review Tips:

• Strategic Framework Presentation: Prepare a concise presentation (e.g., 10-15 slides) showcasing 1-2 key strategic initiatives you led. Focus on the problem, your strategic approach, the execution steps, and the measurable business outcomes (e.g., revenue growth, customer acquisition, ROI).

• Data-Driven Storytelling: Emphasize how you used data (voice-of-customer, market research, analytics) to inform your strategies and measure success. Quantify results wherever possible.

• Leadership Philosophy: Be ready to discuss your approach to team leadership, talent development, and fostering a collaborative environment, especially within a hybrid setting.

• Product Strategy Alignment: Clearly articulate how your marketing strategies supported specific product goals and drove adoption or engagement.

Challenge Preparation:

• Strategic Case Study: Anticipate a case study or scenario-based question related to driving growth in a credit union environment, developing a new marketing campaign, or improving customer retention.

• Financial Acumen: Be prepared to discuss budgeting, resource allocation, and ROI analysis for marketing initiatives.

• Industry Knowledge: Demonstrate an understanding of the credit union landscape, competitive pressures, and member needs in financial services.

📝 Enhancement Note: Candidates should prepare to demonstrate strategic thinking, leadership capabilities, and a data-driven approach. The interview process will likely assess not only their past accomplishments but also their vision for Salal Credit Union's marketing and product strategy. A well-structured presentation of past successes is highly recommended.

🛠 Tools & Technology Stack

Primary Tools:

• CRM Systems: Experience with CRM platforms (e.g., Salesforce, Microsoft Dynamics) for managing customer data, segmentation, and campaign tracking.

• Marketing Automation Platforms: Familiarity with tools like HubSpot, Marketo, Pardot, or similar for email marketing, lead nurturing, and campaign automation.

• Project Management Software: Proficiency with tools such as Asana, Trello, Jira, or Monday.com for managing marketing initiatives, workflows, and team collaboration.

Analytics & Reporting:

• Web Analytics: Expertise with Google Analytics or similar platforms to track website traffic, user behavior, and campaign performance.

• Business Intelligence (BI) Tools: Experience with BI platforms (e.g., Tableau, Power BI, Looker) for data visualization, dashboard creation, and in-depth reporting on marketing KPIs and product performance.

• Survey & Feedback Tools: Familiarity with tools like SurveyMonkey, Qualtrics, or internal feedback systems to gather voice-of-customer insights.

CRM & Automation:

• Customer Data Platforms (CDPs): Potential exposure to CDPs for unifying customer data across various sources.

• Financial Services Specific Software: While not explicitly listed, experience with core banking systems or financial product management software might be beneficial for understanding product integration.

• Collaboration Tools: Proficiency with Microsoft Office Suite (Word, Excel, PowerPoint), Google Workspace, and communication platforms like Slack or Microsoft Teams.

📝 Enhancement Note: While specific tools are not listed, the responsibilities imply a need for strong analytical and reporting capabilities. Candidates should be prepared to discuss their experience with tools used for customer data analysis, campaign management, and performance tracking. An understanding of how these tools integrate to support revenue operations and marketing efforts is key.

👥 Team Culture & Values

Operations Values:

• Member-Centricity: A core value driving all decisions to ensure exceptional member experiences and break down financial barriers.

• Community Impact: A commitment to giving back, with a significant portion of profits directed towards community causes.

• Growth & Development: Emphasis on fostering employee career goals and providing opportunities for professional growth and learning.

• Collaboration & Partnership: Encouraging strong working relationships across departments to achieve common goals and support enterprise priorities.

• Data-Driven Decision-Making: Utilizing insights from data and research to inform strategy and measure impact.

• Efficiency & Innovation: Seeking bold, measured decisions and innovative approaches to financial services.

Collaboration Style:

• Cross-Functional Integration: The role requires close collaboration with leaders from Retail Banking, Lending, Operations, and other customer-facing departments to ensure aligned strategies and consistent member experiences.

• Executive Partnership: A key aspect of the role is serving as a trusted business partner to senior leadership, contributing to overall organizational strategy.

• Team-Oriented Development: The culture supports building and developing high-performing teams, fostering an environment where employees can thrive and achieve their career goals.

📝 Enhancement Note: The company culture is deeply rooted in its credit union mission: serving members, supporting the community, and investing in employee growth. Candidates should demonstrate alignment with these values, particularly in their approach to customer service, community engagement, and professional development.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Marketing & Product Strategy: Effectively integrating marketing efforts with product development and lifecycle management, especially across diverse business lines.

• Driving Growth in a Competitive Market: Differentiating Salal Credit Union and acquiring/retaining members in a competitive financial services landscape.

• Leveraging Data for Actionable Insights: Translating complex data into clear, actionable strategies that drive measurable business outcomes.

• Managing a Hybrid Team: Ensuring effective communication, collaboration, and performance management across a team with a hybrid work structure.

• Aligning Diverse Business Lines: Harmonizing marketing and product strategies across distinct areas like Retail Banking, Lending, and Business Services.

Learning & Development Opportunities:

• Strategic Leadership Expansion: Opportunity to influence the credit union's overall strategic direction and contribute to executive-level planning.

• Financial Services Innovation: Stay abreast of emerging trends in fintech, digital banking, and member engagement strategies within the credit union sector.

• Advanced Analytics & CX: Deepen expertise in leveraging advanced analytics and customer experience methodologies to drive business results.

• Executive Mentorship: Benefit from interaction with senior leadership and potential mentorship from seasoned executives.

📝 Enhancement Note: This role presents significant strategic challenges that require a seasoned leader. Successfully navigating these challenges will offer substantial opportunities for professional growth and impact within the organization and the broader financial services industry.

💡 Interview Preparation

Strategy Questions:

• "Describe your approach to developing an enterprise-wide marketing strategy for a financial institution like Salal Credit Union. How would you ensure alignment with product strategy and member experience?" (Focus on strategic frameworks, data utilization, and cross-functional alignment.)

• "How would you approach developing and pricing a new retail deposit product to maximize acquisition and retention? What role would marketing play in this process?" (Demonstrate understanding of product lifecycle, pricing strategy, and go-to-market planning.)

• "Walk me through a time you used voice-of-customer insights or market research to significantly pivot a marketing strategy or product decision. What was the outcome?" (Highlight data-driven decision-making and impact measurement.) Company & Culture Questions:

• "What do you know about the credit union model and Salal Credit Union's mission? How would your leadership style and strategic approach align with our values?" (Research the company's mission, values, and community focus.)

• "How do you foster a collaborative and high-performing team culture, particularly in a hybrid work environment?" (Discuss your leadership philosophy, team-building strategies, and experience with hybrid teams.)

• "How do you measure the ROI of marketing investments and demonstrate the value of marketing and product strategy to executive leadership?" (Prepare to discuss key performance indicators, reporting frameworks, and financial impact.) Portfolio Presentation Strategy:

• Structure: Organize your presentation around 1-2 impactful case studies. For each, clearly define the business challenge, your strategic solution, key execution steps, and the quantifiable results achieved.

• Data Visualization: Use clear charts and graphs to present metrics related to growth, acquisition, retention, or ROI.

• Conciseness: Be mindful of time. Focus on the most critical aspects of your strategy and its impact.

• Alignment: Tailor your examples to highlight experience relevant to financial services, marketing strategy, product management, and leadership.

📝 Enhancement Note: Candidates should prepare to articulate their strategic thinking, demonstrate leadership capabilities, and quantify their impact. Understanding the credit union model and Salal's specific mission will be crucial for cultural fit.

📌 Application Steps

To apply for this operations position:

• Submit your application through the provided link on the Salal Credit Union applicant portal.

• Tailor Your Resume: Customize your resume to highlight experience in enterprise marketing strategy, product strategy, brand management, customer experience, and team leadership, using keywords from the job description. Quantify achievements with metrics where possible.

• Prepare Your Strategic Narrative: Develop a clear narrative for your portfolio presentation or interview discussion, focusing on 1-2 key strategic initiatives that showcase your ability to drive growth, manage products, and lead teams.

• Research Salal Credit Union: Thoroughly understand the credit union's mission, values, community impact, and its position within the financial services industry. Prepare to articulate how your skills and experience align with their unique culture.

• Practice Interview Responses: Rehearse answers to common strategic, leadership, and behavioral interview questions, focusing on providing specific examples and demonstrating your thought process.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.