Marketing Sessions from 2021

Workshop Name

Marketing Sessions from 2021 Summit

About the Workshop

About this Course

In this on-demand course go through the marketing focused sessions from the 6th Annual CULytics Summit where some of the best industry speakers share their wisdom and knowledge around topics like, member-product innovation, Member and Product Onboarding, strategic success etc.

What you will Learn

What you will learn

  • Learn the ways to serve members better, during these unusual and challenging times.
  • Learn to drive messaging for member and product onboarding.
  • Learn to build a digital transformation roadmap with insights and strategies directly from a CEO.
  • Understand how your credit union can become more comfortable making strategic tradeoffs.

Workshop Content

PART1

Data insights that drive member-product innovation

Sound Credit Union was not interested in the status quo; they wanted to find a better way to serve their members during these unusual and challenging times. By delving into its data history, Sound CU achieved a better view of members’ account behaviors, created new products, eliminated unused products, and better positioned the most appropriate products.

Ryan Zilker

CMO, Sound Credit Union

Ryan Zilker joined Sound Credit Union in 2019 and currently serves as the Senior Vice President / Chief Marketing Officer where he oversees all areas of marketing, public relations, community development, and third-party remarketing relationships. Ryan began his credit union career working as a teller while in college and has worked in marketing and operations for more than 25 years.

Ryan is a data-driven marketing leader, focused on strategic execution that drives value for his members and measurable, impactful business results.

A native to southern California, Ryan graduated from the University of California, Irvine with a B.S. in applied ecology. He also holds a master’s degree in business administration from the California State University, Fullerton. Ryan and his family moved to the Pacific Northwest in early 2019. In his spare time, he enjoys traveling, cooking, learning new languages, and hot yoga.

Jason McDougal

VP, Business Intelligence, Sound Credit Union

Jason McDougal joined Sound Credit Union in 1997 and currently serves as the Vice President of Business Intelligence where he oversees all prioritization and management of strategic and operational work to bring data and analytics to all areas of the credit union, reporting, visualizations, data warehouse enhancement, and leveraging predictive modeling to increase and optimize member experiences, revenue generation and other business outcomes. Jason graduated from Whitworth University with a B.S. in Mathematics. In his spare time, he enjoys softball, coaching baseball, and hiking.

Jon Deutsch

VP and Head of Financial Services, ibi, a TIBCO company

Jon leads the effort to develop industry-leading enterprise data and analytics solutions for global financial services, with a strong focus on Credit Unions. Working with many of the world’s marquee financial institutions to map strategic business objectives to innovative financial technology, Jon has started-up and led several innovative technology organizations, products and services in Financial Services, and led multiple technology consortia uniting vendors and technology professionals to deliver commercial interoperability standards.

PART2

Insights Driven Messaging for New Member and Product Onboarding

In this session, learn how Partners Federal Credit Union accelerated their journey to “right message, right time, right place” through delivery of insights driven messaging to new member and new product onboarding.

Shira Spector

SVP, Chief Data and Analytics Officer, Partners Federal Credit Union

Shira Spector is the SVP and Chief Data and Analytics Officer at Partners Federal Credit Union and leads the development and execution of the data and analytics strategy. This includes all the activities related to business intelligence, reporting and insights, data governance, and advanced analytics.

Royce Ngiam

Vice President, Marketing and Business Development, Partners Federal Credit Union

The young Spaniard (Marc Marquez) also said that when he began in MotoGP (Highest Level of Professional Motorcycle Racing) he was riding as hard as he could. Every lap like a qualifying lap, with no margin of safety. “I had only the two possibilities—to win or to crash.” - from Cycle World

When Royce isn’t winning or crashing, his current responsibilities include driving creative development and strategies that embrace multiple platforms to engage and activate the credit union’s TWDC Cast Member, Employee, and Imagineer audience through innovative solutions that are quantifiable, repeatable, and sustainable across all channels, over a dynamic and evolving consumer landscape. His time with TWDC has reinforced his passion for marketing and his desire to be a thought leader while advancing his craft within his industry of 20 years – banking/credit unions.

Treat everything you do with passion and you blur the lines between work and fun, between life and living. As an award winning graphic designer who has generated billions of dollars in deposits, billions of dollars in loans, and 100,000's of new members and customers, Royce has successfully demonstrated the ability to balance creative aesthetics with functional business objectives to reinforce and build a brand promise. Royce considers himself privileged to work with the best and the brightest at the largest entertainment company in the world.

With 20 years of experience in banking/credit unions and an MBA with an emphasis in Marketing (although a closer look at his transcript would suggest an emphasis in Finance) from the University of California, Riverside in 2001, Royce has a desire to combine his proven business track record along with his passion for learning by working with likeminded credit union professionals. His responsibilities include driving creative development and strategies that embrace multiple platforms to engage and activate the credit union’s TWDC Cast Member, Employee, and Imagineer audience through innovative solutions that are quantifiable, repeatable, and sustainable across all channels, over a dynamic and evolving consumer landscape.

PART3

Digital Transformation Lessons Through the Eyes of a CEO

The rapid pace of technological change is disrupting the status quo and threatening to make many credit unions irrelevant in their marketplace. But how can community-oriented credit unions compete with the massive technology spending by the large national banks and respond to new fintech competitors? Every leadership team must have a concrete plan to improve its competitive position in an increasingly digital-first world. This is your opportunity to build a digital transformation roadmap with insights and strategies directly from a CEO with first-hand experience tackling these challenges.

Joe Mirachi

CEO, Launch Credit Union

As CEO of Launch Credit Union, Joe leads the transform of his organization from what they are today - to what they aspire to become. In order to facilitate this journey, he ensures that they have a viable strategy, the right people are in the right roles and a culture of continuous learning.

PART4

Less Is More: The Necessity of Focus for Strategic Success

Whether it's over-committing to too many projects or attempting to serve every market segment known to humankind, credit unions often find it impossible to utter one of the most powerful words in the English language: No. Not only does this lack of focus frustrate your staff, but it puts your strategic success in jeopardy. Andrew will share insights on how your credit union can become more comfortable making strategic tradeoffs and examples of the powerful outcomes that come from discipline.

Andrew Downin

Chief Marketing and Digital Officer, Vantage West Credit Union

Andrew is passionate about uncovering insights into the minds of consumers and helping credit unions meet consumer needs through effective product design and promotion. His perspectives on consumer finance have been featured in publications including The New York Times, Credit Union Magazine, and Credit Union Times.

Andrew received his undergraduate degree in accounting from the University of Arizona and his MBA from Pepperdine University where he graduated first in his class. He is also a certified public accountant.

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