Executive Vice President, Chief Marketing Officer

• The Chief Marketing Officer will define and lead the company’s marketing efforts, including:

• Brand Development and Reputation Management: Strengthening the brand’s position in the marketplace through a compelling value proposition and consistent messaging.
• Comprehensive Marketing Strategy: Overseeing communications, public and military affairs, wealth management and product promotion, and charitable giving programs.
• Prospect and Client Engagement: Creating innovative strategies to attract and serve military families profitably while addressing their financial and wealth management needs at every life stage.
• Strategic Leadership: Direct marketing and client wealth solutions by optimizing resources (technology, tools, talent) to achieve company goals.
• Digital Enablement: Spearhead the ongoing modernization of marketing activities and expand distribution channels to engage effectively with First Command’s military audience.
• Innovation and Growth: Continuously refine marketing strategies to foster direct client engagement, introduce new wealth solutions, and deepen relationships with the military community.
• Collaboration: Work closely with the executive team, Field Force leadership, and the Compliance and Supervision teams to align initiatives with broader company objectives, driving growth and delivering value to Financial Advisors and clients.
• Market and Competitive Insights: Identify industry, regulatory, and market trends, analyze competitors and client behavior, and recommend strategic actions to secure the company’s competitive advantage.

• Brand and Reputation Management: Lead efforts to build, protect, and manage the company's brand and reputation, ensuring alignment with First Command’s core Military market.
• Strategic Partnerships and Sponsorships: Collaborate with the CEO and executive team to translate marketplace insights into differentiating products and solutions that enhance market presence as well as execute sponsorships that enhance brand awareness and support military-focused initiatives.
• Wealth Management Differentiation: Oversee the financial solutions strategy function and positioning of solutions portfolio aligned to the best interests of the unique needs of military families, veterans and spouses.
• Client Engagement and Growth: Drive growth through targeted campaigns that attract and engage military service members, spouses, and dependents, while fostering client loyalty and satisfaction.
• Client-Centric Culture: Promote a culture of client-centricity by aligning brand promise with wealth solutions that enable financial security.
• Team Leadership and Metrics: Direct marketing and wealth solutions teams, set measurable objectives, and manage budgets to meet organizational goals.
• Unified Messaging: Ensure consistent brand standards and unified messaging for high-quality client experiences with lasting positive impact.
• Cross-Company Collaboration: Build consensus across the company to deliver maximum value to client segments, leveraging data, analytics, and business intelligence.
• Digital Presence: Manage the creation of digital content and use of social media channels to boost awareness, addressing generational and career diversity within the military.
• Market Research and Differentiation: Leverage research and insights to ensure offerings are client-focused, competitive, and aligned with market needs.
• Public Relations and Communications: Oversee corporate communications and public relations strategy to ensure brand consistency across channels.
• Agency and Media Oversight: Manage marketing, advertising and media production agency relationships to meet growth objectives, adapting strategies as markets evolve
• Event Management: Oversee events to support client engagement, marketing initiatives, and Financial Advisor recognition.
• Operational Oversight: Manage the creation of advertising campaigns, marketing reports, contracts, and expenditures to maintain consistent branding and effective resource allocation.
• Field Support: Build relationships with Field Force leadership, internal sales teams and the Compliance and Supervision teams to support enterprise and local market strategies.

• Education A bachelor’s degree in business, marketing, or communications is required. A master’s degree in business is preferred.

• 15 years of marketing experience with 10+ years of leading senior leaders.
• 10+ years of financial industry and product promotion experience across a variety of wealth management planning and product solutions.

• Certifications Financial industry licenses (e.g. FINRA series 7, 65, CFP, CFA) preferred Professional Qualifications

• Understanding the financial industry policy and regulatory environment. DOD regulatory understanding is a plus.
• Experience in development and leadership of a successful brand identity and the rapidly evolving ways to measure brand impact.
• Has successfully introduced challenger brand(s) to the marketplace with small budget(s), using digital marketing strategies and tools.
• Understands the importance of brand reputation along with the tools and strategies to build and protect it.
• Demonstrated experience managing marketing and product resources through effective operations, metrics, and insights.
• Fluent in innovation techniques used to test and learn, evolve, and reprioritize approaches. Demonstrated successful application of agile marketing practices. • Experienced industry leader who balances product strategy and client experience with thoughtful marketing plans so both are delivered well.
• Possesses a solid understanding of the value of industry experts and how to work with them to the company's benefit.
• Excellent relationship, collaboration, and networking abilities.
• A collaborative, inspirational leadership style that affects positive organizational change.
• Mentor and coach, a team of senior leaders and their staff and partners to inspire their best performance; build bridges across multiple organizational silos and functions to unite them on a single path.
• Passionate, visionary, engaging, energetic and principled. A strong work ethic and a low ego.
• Thinks strategically and challenges the status quo, using his or her unique external vantage point to see what may not be apparent to others in the business.
• Must be analytical, creative, and knowledgeable in a variety of disciplines, such as multi-media production, information technology, legal and finance.
• A data-driven decision-maker with the ability to deliver results.
• Has impeccable communication and presentation skills.
• Superior strategic planning and organizational skills with a hands-on execution style.

First Command Financial Services