Are We the Place for You?

Bay Federal Credit Union ($1.6B, Capitola, CA) is seeking its next Senior Vice President and Chief Marketing Officer to advance its mission to grow and thrive, one smile at a time. Making a real difference in the financial lives of the people in the communities we serve is our primary goal, and we accomplish it by living the PACIFIC values:

•    Professional

•    Appreciative

•    Caring & Compassionate

•    Integrity

•    Fun & Friendly

•    Innovative

•    Community 

Founded in 1957 as a teacher’s credit union, Bay Federal Credit Union has grown into the largest locally owned financial institution in Santa Cruz, Monterey, and San Benito counties, serving over 90,000 members. With over $1.6 billion in assets, it offers a comprehensive range of financial products and solutions, from home loans to cutting-edge banking technology, all delivered with a focus on personalized, community-centered service.

Bay Fed is deeply committed to giving back as a not-for-profit, member-owned cooperative. Employees volunteer their time, support local nonprofits and schools, and engage in initiatives that foster community growth. The credit union provides annual scholarships, financial wellness programs, and tailored solutions for educators and students, reflecting its long-standing dedication to education. A California Green Business Network member, Bay Fed prioritizes sustainability and is set to expand with a new branch opening in the Monterey Bay community of Marina by 2025. Guided by its mission to create thriving, vibrant communities, the credit union seeks a visionary marketing leader to help shape its next chapter.

Bay Fed takes pride in fostering a fun, friendly, compassionate culture prioritizing inclusivity and employee well-being. With a "remote-first" approach for administrative roles, emphasis is placed on strong manager relationships and support with hybrid work environments. The organization enjoys a light and energetic atmosphere, reflected in high engagement scores and strong employee retention, all while staying committed to a "culture-first" philosophy that values care, advocacy, and connection—both within our team and with our members.

Is This the Career for You? 

Bay Federal Credit Union seeks a collaborative and strategic Chief Marketing Officer (CMO) to lead enterprise-wide marketing initiatives that achieve revenue growth, elevate brand recognition, and expand the credit union’s presence. Working closely with stakeholders, the CMO ensures alignment with the credit union's strategic vision and effectively executes the strategic plan. Key responsibilities include developing and implementing marketing strategies, leading multi-channel campaigns, and managing branding, market research, sales enablement, public relations, and external communications. The CMO leverages data-driven insights to guide strategy, foster innovation, and expand membership, deposits, and loan portfolios through partnerships, product launches, and personalized marketing approaches.

The CMO is a key collaborator across departments, aligning efforts to the credit union’s mission and delivering impactful, inclusive campaigns that strengthen member relationships and community presence. This role emphasizes team development through hiring, coaching, and mentoring to build a high-performing and future-forward marketing team. With expertise in digital marketing, branding, and analytics, the CMO monitors market trends, identifies emerging opportunities, and manages the marketing budget to achieve sustainable growth and advance the credit union’s strategic objectives.

Help Us Get to Know You

Please submit your resume highlighting a bachelor’s degree in Marketing, Business Administration, Communications, or a related field. Preference will be given to candidates with advanced certifications in innovative marketing strategies, such as Certified Marketing Management Professional (MCCP), Certified Digital Marketing Professional (CDMP), or Content Marketing Institute Certification (CMI). The ideal candidate will bring over 10 years of experience in marketing, growth, and business development, ideally within the credit union or finance sector, including at least 5 years in a senior management or executive leadership role. This role requires a proven ability to drive strategic marketing initiatives contributing to an organization’s financial success. Comprehensive knowledge of federal and state regulations governing the banking and credit union industry is essential to ensure compliance and effective strategy execution.

The starting salary range is $206,000 – $275,000.