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Department Restructuring

  • 1.  Department Restructuring

    Posted Apr 29, 2019 07:21 AM
    Hi Everyone-

    I am looking to restructure my marketing department to better prepare it for the future- adding possible Digital Marketing and Data Management positions. I was hoping that you could share with me:
    • How Data Management is positioned at your Credit Union (what department and position titles). 
    • Do you handle all Data Management in-house?
      • If not, what 3rd party vendor do you use?
    • Do you have a Digital Marketing employee (what position title) and the primary responsibilities they manage?
    Thanks for your help,

    Margaret Sisco CSME CSE
    Westerly Community CU
    Wakefield RI

  • 2.  RE: Department Restructuring

    Posted Apr 29, 2019 02:49 PM

    I understand your pain.  I am working through the exact same thing for the CUES Marketing department.  Marketing is at a crossroads.  We have access to more data than ever before, but it requires new skills and technology to leverage it.  I don't have any answers at the moment but will share what I can, when I do.

    Tony Hill
    SVP/Chief Marketing Officer

  • 3.  RE: Department Restructuring

    Posted Apr 30, 2019 08:30 AM

    Hi Margaret!

    I think I may be able to help a little bit here. We don't currently have an official data management position, but we are looking into adding a marketing automation platform and having one team member dedicated to that, which also works within managing our data.

    Regarding Digital Marketing, I'm currently the only person at Pelican State CU in a Digital Marketing position. We have 8 people total on the marketing team, including our manager. My original title was Content Marketing Representative, but I've since moved to being the Content & Digital Strategist. I currently oversee and strategize all of the following for the credit union:

    • SEO
    • Content Marketing & Blog Management
    • Dedicated Server Management for Blog Hosting
    • Social Media Platforms (currently Facebook, Twitter, Instagram, YouTube, and LinkedIn with Pinterest coming soon)
    • Digital Advertising

    My role has also been growing to include more of the content and digital experiences, including our mobile app, online banking, and digital features. We've also added an intern and split up some of the social media work to our Marketing Assistant to help grow their skillset.

    I'm working on a plan right now to get together a team of specialists for specific positions. I know there's a lot of room for growth at Pelican and other credit unions when it comes to all aspects of digital marketing and ensuring it's done the right way.

    I'm happy to go into a more detailed discussion on any of this if you'd like! I could talk about digital marketing for DAYS!

    Frank Kerner
    Content & Digital Strategist
    Pelican State CU
    Baton Rouge LA

  • 4.  RE: Department Restructuring

    Posted May 14, 2019 02:43 PM

    My position has recently changed from Graphic Designer to Digital & Brand Experience Manager at CUES. I am responsible for maintaining the overall CUES digital brand experience. This includes working with the rest of the marketing team to create a seamless member experience across channels using strategic planning to maximize exposure, reach, messaging and engagement.   

    Some of my primary responsibilities include the following:

    • Project manager for digital experience focused projects
    • Manage the social media brand (LinkedIn, Twitter, Facebook, Instagram)
    • Oversee email design
    • Manage digital ad retargeting
    • Digital and mobile advertising

    Kristen Christianson
    Digital & Brand Experience Manager
    CUES Staff
    Madison WI