Vice President, E-Commerce Strategy

Truliant’s mission is to improve lives by putting our members first, providing great service and straightforward financial solutions. Our core values of Member Focus, Service, Guidance, Relationships, and Community define how we interact with members to fulfill our mission of improving lives and providing a foundation on which we conduct ourselves.

Our Promise to Our Teammates: Truliant strives to provide all teammates with an enjoyable place to work where they feel valued, empowered and rewarded for all that they do.

Purpose of the Job

The Vice President of E-Commerce Strategy leads Truliant’s digital marketing and online member engagement efforts, driving initiatives to attract, convert, and retain members through digital channels. This role optimizes the online experience by leveraging data analysis, user experience (UX) strategies, and market research to ensure an integrated, effective digital presence.

This position oversees and leads a team responsible for digital marketing, website management, and e-commerce initiatives, ensuring collaboration across IT, Data Analytics, and Operations to align digital strategies with enterprise goals. The VP is accountable for driving conversion, member acquisition, revenue growth, and operational efficiency.

Essential Functions and Responsibilities

• Develops and leads Truliant’s digital marketing and e-commerce strategy in alignment with business objectives.
• Leads, mentors, and develops a team focused on digital marketing, web management, and online member engagement.
• Leverages data-driven insights and performance analytics to optimize digital initiatives, track KPIs (key performance indicators) and drive continuous improvement.
• Enhances member engagement through personalized, needs-based digital content and campaigns.
• Works cross-functionally with IT, Data Analytics, and Operations to ensure seamless execution of digital strategies.
• Stays ahead of industry trends, emerging technologies, and best practices in digital marketing.
• Oversees website architecture, navigation, and UX to improve member experience and conversion rates.
• Leads SEO efforts and digital visibility initiatives to attract new members via organic and paid search.
• Guides the creation of high-quality, engaging content tailored to different member segments.
• Manages internal content contributors and oversees governance within the content management system (CMS).
• Conducts competitive analysis and market research to identify growth opportunities.
• Develops and implements strategies to increase digital deposit and loan applications.
• Manages website structure, linking, and content for improved search rankings and optimization.
• Oversees relationships with digital agencies and technology partners supporting online strategy.
• Crafts targeted digital messaging based on market trends, member personas, and competitive advantages.
• Optimizes conversion funnels and digital engagement workflows to enhance user experience.
• Drives business growth by increasing online applications, membership acquisition, and engagement.
• Oversees Salesforce Marketing Cloud to enhance digital campaigns, personalization, and automation.

Other Duties and Responsibilities

• Assists with other tasks and projects as assigned.

Knowledge, Skills, and Abilities

• Must have proven experience managing and developing high-performing digital teams.
• Must have expertise in SEO best practices, including ranking factors, search engine algorithms, and performance analytics, to drive conversions and online applications.
• Must have proficiency in Content Management Systems (preferably Kentico) and other digital marketing platforms.
• Must have strong knowledge of e-commerce strategies and digital marketing automation, including Salesforce Marketing Cloud.
• Must have the ability to develop and execute digital marketing plans aligned with business objectives.
• Must be skilled in project management, prioritizing and executing multiple initiatives in a fast-paced environment with minimal supervision.
• Must have a working knowledge of HTML, CSS, and JavaScript for digital content development and optimization.
• Must have advanced proficiency in Microsoft Office applications (Excel, PowerPoint, Word) for data analysis and reporting.
• Must have excellent verbal and written communication skills, with the ability to simplify complex digital concepts.
• Must have strong interpersonal skills, demonstrating professionalism, adaptability, and collaboration across all levels of the organization.
• Must have an understanding of federal and state compliance requirements related to digital marketing and advertising.

Physical Requirements

• Occasional standing, walking, bending, and stooping required
• Must be able to sit at a desk for long periods of time and use a computer
• Must be able to moderately lift or move up to 5 pounds and occasionally lift or move up to 10 pounds

Education and Background

• Bachelor’s degree in Business Administration, Marketing, Communications, Interactive Media, or a related field is required; a Master’s degree or MBA is preferred.
• 7+ years of related experience in website development, SEO, digital marketing, or a related field required.
• A minimum of 7 years of management experience is required, including at least 3 years in a senior management role.
• Experience managing site redesign projects and determining key self-service priorities to enhance the member experience.
• Must have in-depth experience with SEO tools such as Google Search Console, Moz, and similar platforms.
• Must have in-depth experience with website analytics tools like Google Analytics.
• Agency experience is a plus.
• Financial industry experience is a plus but not required.
• Literacy in Spanish is a plus but not required.

If you have a passion for member service and would like to invest in a meaningful career with opportunity for growth, we encourage you to apply to Truliant! 

As a member of the Truliant family, you will enjoy the following full time benefits:

• No-cost employee Medical, dental, vision coverage
• Prescription benefits (including mail order)
• Paid holidays and Paid Time Off (PTO)
• 401(k) plan with contribution matching  
• Paid community involvement volunteers hours
• Paid group life Insurance
• Teammate loan discounts
• Tuition reimbursement
• Short and long-term disability
• Health & Wellness program
• Teledoc (physician video conferencing)
• Onsite fitness facilities or health club reimbursement
• Employee Assistance Program (EAP)
• Medical flexible spending account
• Dependent care flexible spending account