Job Posting Details

Vice President Growth and Brand, Spark the Energy Credit Union Limited

Location:Calgary, Alberta
Posting Date:December 13, 2018
Closing Date:January 19, 2019
Employment Type:Full-time / Permanent


SPARK The Energy Credit Union’s (SECU) head office is in Calgary and the institution has a satellite branch near Fort Saskatchewan. The credit union has 65 years of experience working directly with members of Alberta’s energy industry and this creates a unique market opportunity that no other financial institution in Alberta can capitalize on.
SECU is launching a new brand and transitioning towards operating as an open bond credit union with a new name, the credit union’s target market will be the men and women of Alberta’s energy industry.

With the organization’s new brand  and change in strategic direction, marketing will become a critically important aspect of the organization’s success.

We are seeking a Vice President, Growth and Brand to lead this direction.  This is a new position that will report to the CEO.

Summary of the Role

We are looking for an experienced Vice President (VP) to direct and oversee our branding and growth strategies. You will design, implement and monitor effective branding strategies aligned with our business goals. 

This leadership position requires a mix of visionary and strategic thinking with a tenacious cross-functional top performer mentality to deploy growth tactics to grow our membership. It also requires a thorough understanding of implementing comprehensive marketing strategies in support of our goals. 

You must have direct relevant experience in business growth and branding initiatives; where you have developed and implemented a cohesive plan to increase brand awareness and growth. 

You must have experience managing organizational culture needs and shifts while maintaining high standards.  As well as, extensive experience in rebranding and strategic direction change. 

Your mandate is to drive the growth and innovation strategies of SECU, ensuring successful execution of the SPARK the Energy Credit Union brand within the energy sector.

Key areas of focus

1. Building specific plans and initiatives to execute on the new brand and growth initiatives,
2. Ensure integration of new member and partner relationships to create a seamless member experience.

Vice President Growth and Brand Job Description

Key Accountabilities

  • Lead a collaborative annual operational business plan development process for the credit union; partner with executive colleagues to execute the plan
  • Partner with VP Member Experience to develop unique products and services targeted to the energy industry
  • Oversee the development of a comprehensive marketing strategy in support of SECU’s “Energy Marketing” goals
  • In consultation with the General Manager, seek and assess merger opportunities aligned to the growth strategy of the credit union
  • Drive business to business, contractor and small business opportunities through business development and marketing, providing VP level relationship support to outreach initiativesLead and coach direct reports, ensuring they are able to execute on the function’s commitments

Key Duties

  • Develop a marketing strategy and tactical plan
  • Develop a public relations strategy and tactical plan
  • Create all marketing and communications collateral needed to launch the new brand and execute the marketing strategy
  • Create a brand launch strategy and event
  • Develop more detailed business plans and growth initiatives
  • Develop new products that can be launched with the new brand


  • Advanced - Knowledge of the concepts, practices and techniques of the related field.
  • Advanced - Research and analytical skills to assess and recommend course of action on industry, political and economic trends, and to identify risks and opportunities that may impact the business unit and/or designated area.
  • Advanced - Communication and interpersonal skills to create clear understanding of expectations; address escalated challenges and issues in reporting areas; and to represent the functional area across the organization.
  • Advanced - People leadership skills to develop strength in reporting leaders and staff in development of critical competencies; to oversee performance management; and to model valued leadership behaviors.
  • Advanced - Problem solving and decision making skills to lead diagnosis of critical challenges; develop integrated business solutions; and to assess risks and opportunities that may affect functional area.

Vice President Growth and Brand Job Description


University level educational background in Business, Marketing, Communication, or a related field.


  • Strategic relationship building skills
  • Strong leadership skills
  • Sharp, high energy, polished presentation skills
  • Excellent communications skills
  • Strong analytical and project management skills
  • Strategic mindset, with ability to make difficult decisions


  • Minimum 10 years proven work experience as a VP of Branding, Business Development, Marketing .
  • Minimum 10 years demonstrable experience designing and implementing successful marketing and branding initiatives
  • Relevant experience working in the financial services industry
  • Relevant experience working in the energy sector

We encourage all interested applicants to send a resume and cover letter, no later than January 18, 2019

Attention to: Gail Pearce Consultant, People Solutions Central 1 Credit Union 


Email Subject:   SPARK the Energy Credit Union VP Growth and Brand 

There is a new player in town with over 65 years of experience, an intimate understanding of the needs of their target audience and industry leading service standards. The credit union’s long history and well-defined strengths offer a powerful and compelling story that is yearning to be told. Alberta’s best kept financial secret is ready to be shared – come be a part of it!