• Create, manage, and implement an annual strategic plan, marketing plan and budget and administer all plans to ensure alignment with company objectives. • Responsible for forecasting line revenue and profitability by gathering and analyzing internal capabilities and capacity, market demand, and external competitive information. • Manage and direct development of all product commercialization duties, inclusive of sales strategies focusing on solution differentiation, pricing comparisons, advertising methodology, marketing approach, competitive comparisons, and cost/benefit analysis for solution participants. • Partner with Marketing Services to create and prepare advertising and promotional materials for products and solutions for member credit unions and consumers. • Partner with member credit unions and advisory group credit unions for select market evaluation, research, surveys, focus groups, and pilot testing. • Be an expert on market trends effecting solution offerings to maximize market opportunities and minimize the negative effects of competitive activity. • Create and publish or present thought leadership regarding trends and usage of assigned product lines. • Ensure effective communication of pertinent information to internal staff and external member-owners relating to new solution initiatives and existing solution enhancements. • Lead and participate in meetings to support the executive committees throughout developmental stages to track and communicate progress; participate in various Velera, Vendor, Partners, financial institution executives or other advisory groups or committees. • Maintain current knowledge of the latest industry trends and integrate them into product line where appropriate; consult credit unions on best practices relating to product. • Communicate and routinely update solution performance information to senior leadership. • Represent and support Velera personnel at sales meetings, vendor and partner meetings, trade shows, financial institution site visits and association functions. • Direct the development of product documentation, procedures, training and marketing materials. • Conduct technical analysis, determine technical product direction and direct development. • Perform other duties as assigned.