Building A Credit Union Brand From The Inside Out

After partnering with City and County Credit Union, I led marketing transformation, developing multi-channel member acquisition strategies, an internal culture campaign, and an external branding campaign that dramatically increased brand awareness, engagement, and revenue. Grew annual billing by 570% within 12 months through targeted campaigns and measurable performance strategies.

By leading the creation of the "Think Pink" brand campaign, I created a readon "Why" to bank with City and County Credit Union that was simple, elegant, and allowed for a multi-facted brand story to take shape that would appeal to a wide variety of personas.

These Numbers Don't Lie:
• 257% Increase in mortgage inquiries from 2023 to 2024
• 190% Boost in credit card inquiries from 2023 to 2024
• 76% Jump in auto loan inquiries from 2023 to 2024
• 37% Growth in marketing leads turned customers from 2023 to 2024
• 2,040 New members in 2024 alone
• 228% Increase in Google Ads conversions from Q1 2025 to Q3 2025

Coming into 2025, CCCU has some key leadership transitions planned. I worked with them to design and facilitate their executive leadership stakeholder meeting to plan and prepare for 2026, and set a new direction for their organization. To prepare, I created internal employee surveys, extrapolated themes, and used that information to seed the conversation in creating new 3 year strategic organization pillars.

The culmination of this work came together in their newly refreshed strategic plan, as well as designing an internal employee rally day where the new vision, mission, core values, and strategic pillars were rolled out across the organization. Their "Think Pink" day consisted of a hype presentation and vision casting, activities that brought the core values to life, and breakout sessions.