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When building your credit union’s marketing team, keep these five traits in mind:
The ability to be flexible. “Priorities change daily, with fluctuation in competition, rates, mergers, and other market variables. Along with transparency and collaboration, they need to speak the stakeholder language,” says CUES member Tara Graff, VP/marketing and business development for $1.8 billion/165,000-member Royal Credit Union, Eau Claire, Wis.
Someone who can identify and solve problems. “It’s also having a thorough understanding of the CU’s products and services, branding, and recognizing the opportunities,” says Bo McDonald, CEO of CUES Supplier member Your Marketing Co. Greenville, S.C.
An interest in all functions as well as a supreme understanding of the goals and expectations of the position, says CUES member Helen Beam, COO/EVP at $87.5 million asset/9,600-member Carolina Collegiate Federal Credit Union, Columbia, S.C.
The ability to communicate extraordinarily well with all business units. “No promotion exists only in the marketing department; the entire organization has to be on board for it to be successful. A great marketer develops mutual respect with other departments," says Emily Friesen, SVP/strategic marketing for $1 billion/126,000-member Arrowhead Credit Union, San Bernardino, Calif.
Someone who understands the analytics and strategy, and the ability to innovate with the available business intelligence, say Jim Pond and Matt Maguy, partners in James & Matthew, Boston.
Stephanie Schwenn Sebring established and managed the marketing departments for three CUs and served in mentorship roles before launching her business. As owner of Fab Prose & Professional Writing, she assists CUs, industry suppliers, and any company wanting great content and a clear brand voice. Follow her on Twitter @fabprose.
