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Senior Manager Email Marketing at PenFed Credit Union

Senior Manager Email Marketing

PenFed Credit Union Tysons, VA Full-Time

Are you looking to take your career from good to great? As an employee of PenFed, every day is an opportunity to thrive, and be part of a team working to ensure our organization is providing world class service to our members, employees, and our communities. We exist to help our members realize their full potential, educate and encourage their dreams, and make every effort to follow our mission and help our members “do better.” Joining PenFed is more than being an employee; it’s about being a part of the PenFed family.

PenFed is hiring a Senior Manager Email Marketing and CRM at our Tysons, Virginia location or remotely. The primary purpose of this job is to develop and execute external email communications through a data-informed segmentation and customer contact strategy. This role will lead marketing automation and personalization efforts, enhancing the PenFed member experience. This role will work closely with Analytics to ensure email results are tracked and analzyed, making recommendations to improve targeting and innovations, and sharing success with Go To market, Creative and Digital teams.

In addition, this position will lead PenFed’s Communication Email strategy shift into a more Enterprise wide member strategy across various platforms. This is a key role in the organization that will need to drive change, process improvements and work across various stakeholders in the organization.

**This position is hybrid**


Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. This is not intended to be an all-inclusive list of job duties and the position will perform other duties as assigned.

  • Lead a team of employees and consultants, while collaborating with key stakeholders in the organization on the creation, calendar planning, testing and optimizations of email campaigns across the customer lifecycle and within multiple channels as it relates to product and member-based initiatives
  • Create and deliver the CRM strategy to drive strong customer engagement through activation and analytics, ultimately driving trial, repeat, retention and loyalty
  • Execute and manage customer communications strategy, while enriching existing email flows
  • Devise, launch, test and optimize campaigns across the customer lifecycle and within multiple channels including email, push notifications and others to external members as it relates to product and member-based initiatives
  • Create and work with Creative to drive optimized template designs, calls-to-action, and content used in our email sends
  • Foster the adaptation and integration of new technologies, including Adobe Campaign for the Marketing Department, creating new processes and success metrics
  • Drive Marketing Segmentation for Email and work with Go to Market, Digital, Analytics and Product teams to push a shift from receiving lists from teams, to building lists in Adobe campaign and using site based behaviors when possible, such as website interactions (content downloads, site page visits, etc.) utilizing Adobe Campaign
  • Develop robust test and learn strategies that guide optimization of programs
  • Ensure Analytics can provide regular cadence of reporting with insights and recommendations and ensure tagging and tracking is established correctly
  • Establish a high bar for marketing creative and copy; serve as an internal thought leader for teams and be empowered to drive change
  • Partner closely with key stakeholders within internal marketing group and cross-functional departments (Digital marketing, Creative Services, Go To Market, Product, Business Analytics) to create customer acquisition strategies and strategic roadmap
  • Manage the overall email communications calendar, working closely with brand, design and product teams to make recommendations on execution for campaigns
  • Lead process to improve automation, customization, and personalized messaging through best practices in audience data management, technology, and messaging within channel
  • Measure results and optimize the lead nurturing workflows for these segments to convert leads into members and product purchases
  • Work to minimize list decay and “unsubscribes” while increasing the productivity of our email sends. Make recommendations for list management and member communication
  • Develop documentation and road maps for processes, A/B tests, and promotions that succeed through email
  • Train and supervise team members to support coordination, execution and reporting of campaigns
  • Manage back-end programming for list pulls and maintenance as well as scheduling
  • Review and revise written communications issued from the Marketing Department for clarity, consistency of style, accuracy of grammar and content and appropriateness of language
  • Ensure consistency and integrity of PenFed’s brand and brand guidelines in all content sends
  • Develop processes and workflows for content development and production
  • Maintain repository of all creative assets, send dates and results
  • Coordinate with outside vendors for whom we occasionally perform surveys with, manage updates and communication about send results.
  • Stay informed of all appropriate regulatory guidelines and demands in the space of digital communications, CRM, audience management, and marketing automation and make recommendations for departmental growth and alignment.

*This role is responsible for ensuring business continuity. *


Equivalent combination of education and experience is considered.

  • Bachelor’s Degree in English, Marketing, Business or related field is required.
  • Minimum of ten (10) years’ experience in development and deployment of email communications is required
  • Minimum of five (5) years of management experience is required
  • Proficiency with and optimizing email marketing and marketing automation platforms such as Marketo, Microsoft Dynamics, Salesforce, Hubspot, Eloqua, or Adobe Campaign. Adobe is a plus
  • Extensive experience and strong familiarity with online website management platforms such as WordPress, Expression Engine, Drupal, or Adobe Experience Manager
  • Experience with web analytics such as WebTrends, Google Analytics, or Adobe Analytics is a plus
  • Experience in managing complex communication processes and flows/journeys
  • Motivated, independent & entrepreneurial self-starter that is comfortable in a start-up atmosphere and is willing and ready to “roll their sleeves up”
  • Comfortable modifying existing HTML email templates with an emphasis on mobile and responsive design, with HTML and CSS email coding experience
  • You keep yourself up to speed on email best practices: list cleaning, email size, cadence, A/B testing, QA, and of course – design trends
  • Strong proficiency with audience data management, SQL, and other database sources
  • Extensive B2C marketing experience, knowledge and familiarity with consumer finance products is highly preferred
  • Extensive knowledge of online marketing, web best practices, mobile design methodologies and development technologies and tools preferred
  • Proficiency with creative testing and optimization strategies including A/B and multivariate testing across digital channels
  • Ability to lead innovation within email, CRM, and the marketing automation space to enhance overall experience for PenFed members
  • Strong aptitude for strong brand design, creative and copy to ensure all brand elements are consistent in look, feel and messaging
  • Strong strategic and analytical skills
  • Strong project management skills
  • Excellent interpersonal and communication skills, including strong personality and flexible approach to build relationships
  • Knowledge of database and email marketing best practices i.e., deployment, testing, deliverability, performance analysis, CAN-SPAM laws, and database hygiene
  • Knowledge of financial institution operations is preferred

Supervisory Responsibility

  • This position will supervise employees.

Licenses and Certifications

  • There are no additional certifications required.

Work Environment

While performing the duties of this job, the employee is regularly exposed to an indoor office setting with moderate noise.

*Most roles require working in an office setting with moderate noise and the ability to lift 25 pounds. *


Ability to travel to various worksites and be on-call may be required.

Special Message Regarding COVID 19

PenFed is continuing to hire and train exceptional individuals to help us serve our 2 million members both here and around the world. In light of the current situation with COVID-19, we have modified our hiring, onboarding, training, and deployment protocols in order to comply with applicable current local and state guidance.

About Us

Established in 1935, PenFed today is one of the country’s strongest and most stable financial institutions with over 2 million members and over $26 billion in assets. We serve members in all 50 states and the District of Columbia, as well as in Guam, Puerto Rico and Okinawa. We are federally insured by NCUA and we are an Equal Housing Lender. We are available to members worldwide, via the web, seven days a week, twenty-four hours a day.

We provide our employees with a lucrative benefits package including robust medical, dental and vision plan options, plenty of paid time off, 401k with employer match, on-site fitness facilities at our larger locations, and more.

Equal Employment Opportunity

PenFed management will maintain and observe personnel policies which will not discriminate or permit harassment or retaliation against a person because of race, color, creed, age, sex, gender, gender identity, gender expression, religion, national origin, ancestry, marital status, military or veteran status or obligation, the presence of a physical and/or mental disability or medical condition, genetic information, sexual orientation, and all statuses protected by applicable state or local law in all recruiting, hiring, training, compensation, overtime, position classifications, work assignments, facilities, promotions, transfers, employee treatment, and in all other terms and conditions of employment. PenFed will also prohibit retaliation against individuals for raising a complaint of discrimination or harassment or participating in an investigation of same.

PenFed will also reasonably accommodate qualified individuals with a disability so that they can apply for a job or perform the essential functions of a job unless doing so causes a direct threat to these individuals or others in the workplace and the threat cannot be eliminated by reasonable accommodation or if the accommodation creates an undue hardship to PenFed. Contact human resources (HR) with any questions or requests for accommodation at



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