Experience

Solarity Credit Union

• United States
• Financial Services
• 1 - 100 Employee

• Chief Experience Officer

  • May 2020 - Present

  Yakima, Washington, United States Responsible for the following business units: - Branch Experience - Marketing - Member Experience (CX) - Digital Experience (DX) - User Experience (UX) With former oversight on: - Business Intelligence (BI) - Project Management (PMO) - Facilities



Rivermark Community Credit Union

• United States
• Banking
• 100 - 200 Employee

• Director: Marketing & Digital Experience

  • Feb 2016 - May 2020

  Beaverton, Oregon I lead a six-person marketing, communications, and digital experience team at Rivermark, a growing, technology-forward credit union based in Beaverton, Oregon. Manage marketing budget of over $1.5 million. ● Implemented automated multi-channel trigger marketing program targeting existing members who apply for a mortgage or home equity loan at competitor FIs. Achieved 7.00% take-rate in the first year for a total of $36 million in new loan volume and Return on Marketing Investment (ROMI)… Show more I lead a six-person marketing, communications, and digital experience team at Rivermark, a growing, technology-forward credit union based in Beaverton, Oregon. Manage marketing budget of over $1.5 million. ● Implemented automated multi-channel trigger marketing program targeting existing members who apply for a mortgage or home equity loan at competitor FIs. Achieved 7.00% take-rate in the first year for a total of $36 million in new loan volume and Return on Marketing Investment (ROMI) of 2525%. ● Led evaluation and selection of Marketo for marketing automation platform. Deployed four-channel solution for email automation, website personalization, direct mail automation, and call center integration. Achieved 18% improvement in cross sales ratio after 18 months. ● Led design, development and implementation of 100% digital Refer-A-Friend acquisition program. Within first two years, opened 9,759 new accounts totaling $15.1 million in balances for a Return on Marketing Investment (ROMI) of 502%. Achieved a 36% response rate. ● Achieved a 36% reduction in single-service households over a three-month period using marketing automation. Integrated data, offer, and analytics to track performance and compare to control group. Achieved open rates as high as 70%; click-through rates averaging 35%-40%; and conversion rates as high as 50% of CTR. ● Executed grand opening celebrations for new branches in expansion market utilizing innovative gamified digital marketing to drive increased foot traffic into the physical branch. Mobile-friendly microsite powered consumer contest to generate over 1,000 in-branch visits during the first two weeks of opening. ● Used unique mobile marketing platform to target smartphone owners with in-app offers. CTR and conversion rates outperformed PPC-equivalent campaigns at one-seventh the cost. Show less



Bank of the Cascades (now First Interstate Bank)

• Senior Vice President / Marketing

  • Feb 2014 - Oct 2015

  Bend, Oregon Led strategic marketing, communications and product development teams through a series of community bank mergers and acquisitions as member of the senior management team for $3+ billion commercial bank with 52 branches in a three-state region (OR, ID, WA). ● Served as President of the Board of Directors for the Bank of the Cascades Foundation. Oversaw distribution of over $1.1 million in charitable grants to non-profit organizations throughout a three-state region. ● Created… Show more Led strategic marketing, communications and product development teams through a series of community bank mergers and acquisitions as member of the senior management team for $3+ billion commercial bank with 52 branches in a three-state region (OR, ID, WA). ● Served as President of the Board of Directors for the Bank of the Cascades Foundation. Oversaw distribution of over $1.1 million in charitable grants to non-profit organizations throughout a three-state region. ● Created outbound small business credits prospecting system in association with Jack Hubbard of St. Meyer & Hubbard consulting. Increased client appointment efficacy by 340% from 5% prior to implementation to over 22% within the first six months ● Led Marketing strategy to support nine divisions for full-service banking product lines. Managed multiple agency relationships: advertising, communications, and web development. ● Implemented automated daily credit monitoring to identify mortgage loan prospects. Used personalized direct marketing to maximize leads for sales team. ● Led internal United Way campaign across three states. Created custom intranet auction that resulted in 57% increase in donations to over $168,000.

• SVP / Marketing & Product Development

  • Jul 2010 - Feb 2014

  Nampa, Idaho Retained as only member of senior management team from LibertyBank acquisition, I joined Home Federal Bank (now Bank of the Cascades) to lead all Marketing, Communications, and Product Development teams. ● Developed new Business and Retail Banking deposit product lines, including cash management services comprising $750,000,000. ● Created custom client loyalty survey solution. Utilized Net Promoter Score (NPS) as key metric allowing comparison across business units. ●… Show more Retained as only member of senior management team from LibertyBank acquisition, I joined Home Federal Bank (now Bank of the Cascades) to lead all Marketing, Communications, and Product Development teams. ● Developed new Business and Retail Banking deposit product lines, including cash management services comprising $750,000,000. ● Created custom client loyalty survey solution. Utilized Net Promoter Score (NPS) as key metric allowing comparison across business units. ● Created social media Facebook campaign that catapulted fanbase 265% in two months to be within the top 100 largest Facebook fanbases for banks nationwide.

• SVP / Marketing & Product Development

  • Feb 2007 - Jul 2010

  Eugene, Oregon Area Joined senior management team of LibertyBank as leader of Marketing & Product Development. ● Created new reward-style checking account. Acquired 1,325 new accounts, $41 million in deposits, with a cost of funds 33% below posted rate; achieved a 75% lift in debit card use. ● Developed Center of Influence B2B program named "Oregon Banking". Integrated product lines, trained staff and led company launch of sales initiative. ● Managed in-house direct mail acquisition program… Show more Joined senior management team of LibertyBank as leader of Marketing & Product Development. ● Created new reward-style checking account. Acquired 1,325 new accounts, $41 million in deposits, with a cost of funds 33% below posted rate; achieved a 75% lift in debit card use. ● Developed Center of Influence B2B program named "Oregon Banking". Integrated product lines, trained staff and led company launch of sales initiative. ● Managed in-house direct mail acquisition program utilizing high-end premiums. Coordinated monthly mailings in excess of 70,000 recipients. ● Served as company spokesperson and media manager during FDIC-imposed MOU and later, closure of bank. Retained as only senior manager by the acquiring bank (Home Federal).



Peoples Bank

• United States
• Banking
• 300 - 400 Employee

• Vice President / Marketing

  • Feb 2001 - Feb 2007