Heather

VP of Marketing

Aug 2023 - Dec 2025 • 2 yrs 4 mos

• Leadership: Led the marketing team to drive growth in loans, deposits, and engaged membership for a national credit union. • Strategy: Directed integrated marketing across digital, paid, earned, and owned channels, strengthening brand awareness and member acquisition. • Analytics: Contributed to building a data-driven culture, implementing KPIs and weekly reviews to improve performance, accountability, and decision-making. • Innovation: Helped improve the new member experience by analyzing account data, identifying key breakdowns, and leading process changes across departments. • Partnerships: Redesigned employer partner engagement and established a community engagement strategy, deepening relationships between partners and local branches. • Change Management: Fostered an inclusive, results-focused leadership style, guiding teams through organizational change while optimizing workflows and vendor partnerships. • Governance: Served on the Community Reinvestment Act Committee and The Hope Group, CAFCU’s nonprofit foundation.

Marketing Manager

Sep 2021 - Jul 2023 • 1 yr 10 mos

• Content Marketing: Grew email and content marketing efforts while increasing digital banking adoption. • Recognition: Spearheaded digital campaigns that helped CAFCU earn Forbes recognition as one of “America’s Best Credit Unions.” • Collaboration: Built cross-departmental initiatives, including “Ask Me Anything” sessions and recurring collaboration meetings, to improve internal communication. • Creative Strategy: Developed new print collateral and strategic promotions to engage staff and partner companies, driving product awareness and adoption.