Director, Digital Growth

Description

Summary

The Director of Digital Growth is responsible for Sunward Federal Credit Union’s digital member acquisition strategy, channel performance, and budget. This role owns the end-to-end digital funnel—from the moment a prospective member first encounters Sunward online through application, account opening, early activation, and relationship deepening that turns a new account into an engaged member. That ownership includes setting the channel acquisition targets, tracking ROI, and making credible reallocation cases to leadership when performance data warrants a shift. 

The Director is responsible for Sunward’s digital performance narrative, translating platform and channel data into clear, accountable updates for the digital team and executive leadership. This role is also responsible for driving cross-functional alignment across Marketing, Product, Lending, Retail, and the Contact Center so that growth strategy is understood, shared, and acted on. This role carries broad full-funnel accountability with limited hierarchy, requiring the judgment to prioritize, the analytical credibility to influence without direct authority, and the resilience to lead through change as Sunward’s digital and data infrastructure continue to mature. 

Essential Functions

Digital Member Acquisition Strategy

• Own the end-to-end digital acquisition funnel from awareness through account opening to early adoption and activation.
• Set acquisition strategy, define the channel mix, track conversion performance, and make reallocation cases when the data warrants it.
• Understand why members choose Sunward digitally and what gets in the way of that choice.
• Monitor competitive dynamics, including what fintechs and peer institutions are doing to win new accounts and deposits, and work with the VP of Digital Products & Experiences to build Sunward’s strategic response.

Budget & ROI Accountability

• Manage Sunward’s digital budget and own accountability for what it produces.
• Own the plan, track performance against it, explain variance, and make credible cases to leadership when priorities need to shift.
• Build financial models and growth projections.

Digital Performance Narrative

• Own Sunward’s monthly digital channel performance updates — the analysis, the framing, the story, and the accountability for what it says.
• Partner with Digital Analysts, Product Managers, and the data team to ensure platform data is accurate; own what that data means and what actions it drives.
• Present performance updates to digital and executive leadership with clarity and accountability.

Digital Channel & Self-Service Adoption

• Track how members move between digital and non-digital channels and identify where self-service adoption is strong and where it lags.
• Work with VP of Digital Products & Experiences to develop strategies that shift member behavior toward digital self-service in ways that improve both member experience and operational efficiency.
• Monitor digital banking platform adoption (including Alkami and adjacent tools) and translate usage data into actionable channel strategy.

Cross-Functional Growth Alignment

• Align Marketing, Product, Lending, Retail, and Contact Center around a shared growth direction through the quality of analysis and credibility of recommendations.
• Operate effectively in rooms where this role does not control the outcome and build the relationships that make alignment possible before it’s needed.
• Contribute to Sunward’s digital strategy and roadmap with the growth and acquisition lens—how members find Sunward, choose Sunward, and stay with Sunward.
• Ensure digital growth strategies comply with regulatory requirements and risk standards.
• Partner with Risk/Compliance to mitigate acquisition and channel risks.

Team & Culture Leadership

• Build, lead, and develop a high-performing team of product managers and digital analysts.
• Establish clear roles, accountability, performance expectations, and career paths.
• Foster a culture of ownership, experimentation, continuous improvement, and alignment to Sunward’s Key Results.

Requirements

Qualifications

Experience

• 8+ years in digital growth, digital marketing, product management, or a closely related field.
• Experience in financial services, fintech, or a similarly regulated and member/customer-centric environment required.
• Track record of cross-functional influence without direct authority in a matrixed organization.

Education

• Bachelor’s degree in business, marketing, a STEAM field, or equivalent relevant experience in lieu of a bachelor’s degree.

Leadership Competencies

Outcome & Results

Own your deliverables and KPIs-meet or exceed them by giving outcomes and overcoming obstacles.

Commitments

Treat W3s as promises – execute early, follow through consistently and renegotiate transparently when priorities shift. Reliability builds trust.

Business Maturity

Know your business – manage financials, operations and experiences with discipline and in full alignment with Sunward’s key results.

Growth Mindset

Be a learner not a knower – stay curious, ask questions, adapt quickly and embrace daily learning.

Preparation and Presence

Respect others by being early, prepared, and fully tuned in – never distracted or multitasking.

Feedback

Fuel growth by inviting, giving and acting on feedback – always candid, respectful and forward-focused.

Talent & Culture

Build culture through people – hire top talent, coach relentlessly, celebrate wins and manage performance though our Culture of Accountability. Model the culture and values of Sunward.

Experience and Craftsmanship

Set the bar at “the best” – deliver experiences that stand apart and never compromise on quality.

Knowledge

• Strong understanding of agile delivery, design thinking, and enterprise platforms.
• Familiarity with financial institution core banking systems, digital banking platforms, and lending technologies preferred.

Skills/Abilities

• Demonstrated budget ownership with explicit ROI accountability. Able to build the plan, track the results, and present the variance to senior leadership.
• Strong analytical orientation. Comfortable in data and capable of translating metrics into narratives that land.
• Ability to present a growth narrative to a senior leadership team and defend it when the numbers are hard.
• Ability to distinguish between a channel that is underperforming and a channel that is wrong for the audience and articulate the difference.
• Ability to build and operate in an environment where some of the infrastructure being depended on is still being constructed.
• Excellent interpersonal and negotiation skills.
• Excellent organizational skills and attention to detail.
• Strong proficiency with Microsoft Office applications. Familiar and comfortable with information technology, particularly digital means of communication.
• Strong organizational skills in managing multiple initiatives.

Physical Requirements/Work Environment

• Primarily office-based with regular use of computers, telephones, and other standard office equipment.
• Ability to participate in meetings, presentations, and collaborative work in person or virtually.
• May require occasional travel to company offices, branch locations, or industry events.
• Position may require extended periods of sitting, using a computer, and performing repetitive hand/wrist motions.
• Visual and auditory ability sufficient to interact with team members, stakeholders, and members, both in person and virtually.
• Ability to manage multiple priorities in a fast-paced, deadline-driven environment.
• Occasional need to lift or move materials, such as presentation or conference equipment, typically not exceeding 25 pounds.