The numbers moved at a $10B credit union. A decade-plus in finance is why.
Four campaign seasons of product marketing at a $10B credit union: go-to-market strategy for credit and savings products, launches across five channels, and a reporting model that turned 326+ tactic-level KPIs into dashboards the executives trusted.
- Role
- Stack
- Years
- Status
Name the target before the campaign
Credit and deposit product performance, owned end to end: go-to-market strategy, channel execution, and the reporting that says whether it worked.
Launch across every channel the member actually uses
Multichannel launches for new credit and savings products, including a competitive high-yield account, across digital, direct mail, email, in-branch, and experiential channels.
Tie every tactic to a number the room believes
A reporting model that consolidates 326+ tactic-level KPIs into executive dashboards focused on NPS, funnel conversion, and marketing ROI. End-to-end attribution, built in-house.
Retire the vendor reporting
Vendor and agency contracts for media, creative, and analytics managed directly, and third-party reporting replaced with in-house Power BI dashboards.
Hire the people who make it repeatable
Four new marketing roles developed and hired, with junior staff mentored into strategic contributors in performance, automation, and analytics.
The result: growth the executives could trust
A 16% year-over-year increase in membership, supported by the high-yield launch, and reporting that could show which tactics had moved it.