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About the Role

SF Fire Credit Union is seeking a senior growth leader to integrate sales, marketing, product management, business development, strategic partnerships, market insights, and brand strategy into a coordinated enterprise capability. The Vice President, Sales & Marketing is accountable for profitable member growth, relationship deepening, product penetration, brand relevance, and scalable acquisition and distribution channels. This leader will build the operating model, talent, disciplines, and technology-enabled capabilities required to translate strategy into measurable market results.

Responsibilities

Lead Enterprise Growth Strategy: Develop and execute an integrated sales and marketing strategy aligned with enterprise priorities, financial objectives, member needs, and risk appetite.
Establish growth objectives, channel strategies, investment priorities, performance measures, and management routines.
Create accountability for member acquisition, deposit and loan growth, relationship deepening, product penetration, retention, and lifetime value.
Build Sales and Distribution Capabilities: Develop and scale community-based, partnership-driven, field-based, and other non-traditional distribution channels.
Design and lead an enterprise sales model spanning branches, digital channels, business development, partnerships, and referrals.
Establish sales disciplines, pipeline management, lead routing, performance expectations, coaching, incentives, and CRM-enabled workflows.
Build a culture that balances growth, member trust, suitability, service, and responsible financial guidance.
Lead Marketing, Demand Generation, and Member Engagement: Oversee integrated marketing, acquisition, lifecycle marketing, digital campaigns, content, communications, community engagement, and agency relationships.
Use segmentation, experimentation, channel economics, and campaign data to improve conversion, retention, and return on marketing investment.
Ensure marketing translates the Credit Union’s value proposition into clear, relevant, and differentiated member experiences.
Establish Market Research and Strategic Insights: Build an internal market research and insights capability that informs strategy, product development, pricing, brand, and investment decisions.
Lead voice-of-member, competitive intelligence, segmentation, concept testing, brand research, and journey research.
Translate research into clear choices about target segments, propositions, products, channels, partnerships, and go-to-market plans.
Lead Brand Strategy and Market Repositioning: Lead the evolution of the Credit Union’s brand, value proposition, and market positioning in support of long-term growth.
Direct brand research, positioning, architecture, messaging, identity, launch planning, and enterprise adoption with internal stakeholders and external agencies.
Connect the brand promise to products, experiences, culture, partnerships, and distribution so repositioning extends beyond communications.
Shape Product and Proposition Strategy: Lead product and proposition management across the portfolio to improve relevance, competitiveness, adoption, and financial performance.
Partner with Finance, Operations, Technology, Risk, Compliance, and Strategy & Transformation to evaluate opportunities, develop business cases, and bring offerings to market with appropriate governance.
Use member and market evidence to prioritize investments, validate concepts, refine pricing, and improve existing offerings.
Develop Partnerships and New Growth Channels: Identify, evaluate, and develop strategic partnerships, affinity relationships, and business development opportunities.
Define partnership economics, value propositions, operating requirements, success measures, and relationship management practices.
Represent the Credit Union externally with prospective partners and community stakeholders.
Build the Organization and Operating Model: Assess the current organization, talent, workflows, technology, agency model, and performance disciplines, and develop a practical capability-building roadmap.
Build, coach, and lead a high-performing multidisciplinary team across sales, marketing, insights, product, partnerships, and growth operations.
Clarify decision rights, handoffs, governance, budgets, and accountability while fostering collaboration, experimentation, and disciplined execution.

Requirements

At least ten years of progressive leadership experience across a meaningful combination of sales, marketing, growth, product, brand, partnerships, market research, or go-to-market leadership.
Demonstrated success building or transforming a growth-oriented function with accountability for measurable commercial or membership outcomes.
Proven experience leading brand evolution, market repositioning, value proposition development, market expansion, or go-to-market transformation.
Experience using market research, consumer or member insights, segmentation, competitive intelligence, and voice-of-customer methods to shape strategic decisions.
Strong knowledge of integrated marketing, sales management, CRM, lifecycle engagement, digital acquisition, product strategy, and performance analytics.
Experience translating strategy into operating models, organizational capabilities, roadmaps, budgets, metrics, and sustained execution.
Ability to work effectively across executive leadership, technology, finance, operations, risk, compliance, and external partners in a regulated environment.
Exceptional leadership, judgment, communication, executive presence, analytical thinking, and change leadership skills.
Financial services experience strongly preferred.
Bachelor’s degree required.
Advanced degree preferred.
Experience building field sales, business development, community outreach, affinity-based, partnership-driven, or other alternative distribution models within financial services or adjacent industries.
Credit union, community bank, regional financial institution, fintech, or other regulated consumer financial services experience.
Experience leading a significant brand repositioning, market-entry, or audience-expansion initiative.
Experience building an internal research and insights capability or integrating voice-of-customer, competitive intelligence, and market research into enterprise decisions.
Experience with affinity-based growth, strategic partnerships, CRM, marketing technology, and digitally enabled distribution.
Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.

Skills

Sales
Marketing
Product Management
Business Development
Strategic Partnerships
Market Insights
Brand Strategy
Enterprise Growth Strategy
Sales and Distribution Capabilities
Marketing, Demand Generation, and Member Engagement
Market Research
Strategic Insights
Brand Strategy and Market Repositioning
Product and Proposition Strategy
Partnerships and New Growth Channels
Organization and Operating Model
Integrated Marketing
Sales Management
CRM
Lifecycle Engagement
Digital Acquisition
Product Strategy
Performance Analytics
Change Leadership

Location

San Francisco

Work Type

Full-time

Experience Level

Senior
At least ten years of progressive leadership experience

Education Level

Bachelor's degree required
Advanced degree preferred

Salary/Compensations

$225,000 to $338,000

Benefits

401(k) and Employer Match
Health, Vision, Dental and Life Insurance
Annual Incentive/Bonus Program
Tuition Reimbursement Program
11 Paid Holidays + Competitive PTO package
Home & Consumer Loan Program (Discounted Rates)
Professional development and training programs
On-demand personal coaching resource
Wellness Program (Discounted Gym Membership)

About the Company

In 1951 SF Fire Credit Union first opened its doors from a modest 10′ × 15′ office space in 17 Engine. It was from those humble beginnings—where everyone pitched in to help one another in their community—that the organization forged its way of business forever.
Today, the San Francisco-based credit union has grown to $1.7B in assets and a membership that extends from the regional firefighters we trace our roots back to throughout our many neighbors in San Francisco, San Mateo and Marin Counties.
Our members benefit from the ideas and principles that have shaped us: Shared trust, continuous innovation of products and services, competitive rates, and excellent member service.
These qualities foster a true sense of member-ownership and strengthen the credit union’s bond with the people for whom this credit union was created.
There are a few things we look for in those we hire at SF Fire Credit Union, regardless of role or team.
First, do they align with our values? 🤝 Be Personal Walk the Member / Employee Path ⭐ Be a Leader Empower, Collaborate, Own 💡 Be Outside the Box Innovate, Educate, Engage 💯 Be Real Integrity and Transparency Matter 🌎 Be the Connection Serve our Community
Second, will they thrive in a culture like ours, where we default to trust, embrace feedback, and desire to innovate?
Finally, do they share our vision to help empower members to accomplish their dreams and build lasting financial security in whatever way is most relevant to their role?
Most days it feels more like going to work with a big family.
Whether it’s a pot luck lunch, baking birthday cakes for colleagues in the kitchen, or after-hours get togethers, we’re here to do a great job and have a good time while doing it! We value a good sense of humor, are motivated by a higher purpose, and always bring an “in-this-together” attitude.
While we’re driven to do great work, we also value real work/life balance.
We have a competitive compensation and benefits package, but the true reward of working for SF Fire Credit Union goes beyond what you’ll see on a pay-stub.
We genuinely care our employees and we strive to invest in their professional and personal growth.
We’re a relatively small organization at about 200 employees, so you can see the impact of your efforts and the value your contributions bring to our members and fellow employees.

Equal Opportunity

Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.