Manager of Digital Journey
Description:
The Manager of Digital Journey is responsible for leading the execution, optimization, and continuous improvement of the credit
union’s digital member experience across all channels. This role ensures that digital touchpoints deliver a seamless, intuitive, and high performing member journey that supports acquisition, engagement, and growth.
This role plays a critical part in strengthening brand presence, driving new member acquisition, advancing financial literacy
through digital education, increasing member engagement, and supporting sustainable growth by delivering meaningful and
consistent experiences across all digital interactions.
Reporting to the VP of Marketing, this role partners closely with Marketing leadership and cross-functional teams to translate strategic priorities into a clear digital roadmap and actionable initiatives. The Manager of Digital Journey serves as a key driver of digital performance, aligning experience design, journey optimization, and technology execution to deliver measurable business impact.
Duties & Responsibilities
Digital Strategy & Roadmap Execution
Partner with the VP of Marketing to shape and execute the digital experience strategy aligned with organizational goals
Lead the development and execution of a prioritized digital roadmap focused on growth, experience, and efficiency
Identify opportunities across the digital ecosystem and recommend initiatives based on member impact, ROI, and strategic alignment
Drive cross-channel initiatives that advance digital transformation and enhance the member experience
Serve as a subject matter expert and strategic contributor in digital experience planning
Member Journey Strategy & Optimization
Define and optimize end-to-end member journeys across key lifecycle moments:
New member acquisition and onboarding
Loan discovery and application
Account opening and funding
Digital banking adoption and engagement
Cross-sell and relationship growth
Identify friction points, inefficiencies, and drop-offs across digital and assisted channels
Develop strategies to increase conversion, reduce abandonment, and improve satisfaction
Ensure consistency and alignment of experiences across digital channels and branch interactions
Digital Channel Leadership & Optimization
Lead performance and continuous improvement of all digital channels, including:
Website
Online and mobile banking experience (in partnership with IT/product teams)
Digital onboarding, application, and sales funnels
Ensure experiences align with brand standards, marketing campaigns, and product priorities
Guide UX/UI improvements to enhance usability and conversion
Oversee optimization of content, navigation, landing pages, forms, and key user flows
Growth & Product Enablement
Partner with Marketing, Lending, Deposits, and Retail teams to align digital efforts with growth objectives
Support the digital launch and promotion of products and services
Execute digital go-to-market strategies that drive:
Member acquisition
Product adoption
Engagement and retention
Identify opportunities to expand digital capabilities that support long-term growth
Data, Insights & Performance Management
Collaborate with the Marketing team to develop and maintain a digital performance framework aligned with marketing and business goals
Monitor and analyze key metrics, including:
Traffic and engagement
Conversion rates and funnel performance
Application completion and abandonment
Digital adoption
Member satisfaction (e.g., NPS)
Collaborate on building dashboards and reporting that inform marketing strategy and leadership decision-making
Use data to recommend optimizations and inform prioritization
Execution & Project Leadership
Translate strategic direction into clearly defined initiatives, projects, and deliverables
Lead cross-functional coordination across Marketing, IT, Operations, and external partners
Manage timelines, priorities, and deliverables to ensure successful execution
Maintain accountability for delivering initiatives that meet business objectives and performance targets
Platform & Vendor Coordination
Partner with internal stakeholders to support the performance and evolution of the digital technology ecosystem
Coordinate with third-party vendors supporting:
Website/CMS
Digital banking platforms
Analytics and optimization tools
Marketing automation solutions
Identify opportunities to enhance capabilities through integration, personalization, and automation
Compliance & Accuracy
Ensure all content meets regulatory requirements (NCUA, Truth in Lending)
Work with compliance partners to review and approve communications
Maintain accuracy and consistency across all published materials
Requirements
Bachelor’s degree in marketing, Business, Digital Product, or related field
5–10+ years of experience in digital experience, digital strategy, product management, or UX
Proven ability to translate strategy into execution and measurable business outcomes
Experience managing websites, digital journeys, or customer/member experiences
Strong analytical, problem-solving, and prioritization skills
CMS platforms
Analytics tools (e.g., Google Analytics)
Conversion optimization
UX/UI best practices
Agile or project-based delivery frameworks
Work Schedule
Monday - Friday 8:15am - 5:00pm
Work Location
Fully On-Site