A denomination, literally, is any appellation that a church chooses to identify itself by. So, yes, “Baptist,” and “Southern Baptist” are denominations, even if they are not hierarchical or episcopal in structure. (”Baptist,” then could be a denominational family, since it includes Southern Baptist, American Baptist, Baptist Bible, National Baptist and other denominations.) Ironically, “Westhaven Non-Denominational Church” became denominational the moment they decided not to simply be called “Westhaven Church.”
That said, I’m not sure from that article whether UBF is a denomination. If the churches start calling themselves by that name, well that’s marketing. On the other hand, if a pastor joins the UBF merely for informational purposes, it’s plainly not.
At present I take it that you are one who would describe evangelism or preaching the Gospel as “marketing” Jesus.