Director, Military Marketing Programs

How will your role impact First Command?

First Command was founded in 1958 by a retired military officer who was enthusiastic about helping service members and their families strengthen their financial security.  The company is seeking a leader who shares this passion for our company mission and the programs that will enable our vision for financial security for our Nation’s military families.  In this influential role, the Director of Military Marketing Programs will lead the development and execution of corporate-driven marketing initiatives aimed at strengthening First Command’s presence within its core military markets. The role combines strategic, data-driven insights with division-wide execution to deliver measurable results that boost brand awareness and drive growth across all military service branches, a critical component of the company’s mission. The Director will work in partnership with field-based financial advisor leadership and marketing personnel to implement impactful military marketing initiatives, including academy sponsorships and events, ensuring consistent, collaborative execution across five divisions.

Reporting to the VP of Military Affairs, the Director will collaborate closely with the VP of Marketing Strategy, the Director of Military Marketing Operations, the Director of Military Spouse Programs, and the Field Leadership team. Together, they will support company growth by understanding, creating, and delivering value to both the Field and the company’s core military market.

What will you be doing?

• Plan, communicate, and support military marketing partnerships that enable direct engagement with core markets and high priority influencers Service Academies, Service Relief Organizations, and corporate sponsorships to achieve the company mission and vision.  Assist the Vice President of Military Affairs in establishing and maintaining effective relationships with service relief organizations, targeted military associations and coalitions, non-profits, and veteran service organizations to promote brand awareness and acceptance.
• Establish and nurture corporate relationships with the Department of Defense, the six military services, and select private companies and organizations. Support efforts to increase market penetration for Active-Duty Client Families by leveraging best practices from successful financial advisor field offices and districts. Assist in the development and execution of a national program aimed at accelerating First Command’s growth of new military clients.
• Travel up to 40% of the time as needed to establish and maintain relationships with government agencies, nonprofit organizations, and private companies to further the goals of First Command engagements. Participate in events at conferences, such as informational panel discussions, workshops, and networking sessions, to promote initiatives, share insights, and best practices.
• Gather and maintain relevant market data to define the company’s market opportunities and translate impacts to the company. Monitor and stay updated on changes within the military services, such as pay raises, uniform changes, benefits adjustments, and other relevant developments. Ensure that this information is communicated to the company to keep marketing materials, service strategies, and outreach efforts current and aligned with military trends and policies.
• Cultivate a strong collaboration with the field advisor force, the military advisory board (MAB), and VP Marketing Strategy focusing on military client engagement strategies, tactics, and tools to generate revenue and loyalty.
• Provide Marketing and other departments with insights and recommendations based on military expertise. Offer guidance on messaging, campaign strategies, and outreach tailored to the needs of military personnel and families. Ensure marketing materials stay relevant by integrating changes in military pay, benefits, and policies to enhance brand engagement.
• Under the supervision of the VP Military Affairs, and in collaboration with key stakeholders, develop annual and long-term marketing plans for the company in support of growth targets and brand objectives; adapt strategy and plans to meet changing market conditions.
• Provide thought leadership to influence alignment to the ever-changing needs and issues concerning the military market.  Organize and support an annual military marketing strategy conference for the company and field leadership to forecast the approach to our market and align resources.  Assess and evaluate new market engagement approaches and strategies.
• Contribute time and expertise on projects related to improving the client experience with our core military market.
• Partner with First Command Client Experience and Marketing team to optimize the ability to generate productive leads, support the capture of prospect and client data that helps maintain a consistent brand image.
• Work with the marketing leadership team to build measurable plans and leverage the creative and project teams to deliver the company’s agenda, ensuring adherence to budgets, schedules, work plans, and other performance requirements.     

What skills/qualifications do you need? 

Education

• Bachelor’s degree in marketing, communications, or a related field preferred.

Work Experience

• Minimum of 6 years of experience in marketing required
• Military experience required, which may include active duty, reserve, or National Guard service
• Experience in program oversight with demonstrated ability to meet deadlines required
• Client service experience, supporting internal or external clients, preferred
• Marketing and/or communications experience within the Financial Services industry preferred
• Sales experience preferred

Required Knowledge, Skills and Abilities

• Creative and collaborative work style
• Superior written and verbal communication skills
• Ability to lead through influence
• Ability to digest information quickly, and lead projects aligned with brand purpose and tone
• Flexibility to do work that falls outside the job description and a willingness to work evenings, weekends and holidays as needed
• Superior judgment and ability to represent the company in all communications venues
• Work ethic and ability to manage projects successfully to meet deadlines
• Integrity and ability to work within compliance guidelines and manage confidential information
• Client service/customer support capabilities
• A sense of urgency and the ability to manage multiple projects and tasks successfully
• A sense of humor, a positive attitude and grace under pressure
• Commitment to serving the military community and supporting their unique needs, particularly in areas related to financial security and well-being

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