Corona, California, United States
I’m a marketing and retail banking executive with over 15 years of experience helping credit unions and consumer brands grow, transform, and connect with the people they serve. As Chief Marketing Officer at America’s Christian Credit Union (ACCU), I’ve had the privilege of leading the organization’s digital transformation — guiding our evolution from a one-branch, regionally centered credit union into a national brand. By aligning brand strategy with retail banking, product development, and digital experience, we’ve built scalable growth systems that directly strengthened member relationships. Some highlights of my recent work: Retail Banking Growth – Partnered with Retail and Operations to design product, pricing, and member experience strategies that achieved 14% direct membership growth in 2024. Digital & Brand Transformation – Led a corporate rebrand, built a modern CMS-driven website, integrated CRM-enabled sales tools, and streamlined the digital member journey. Storytelling & Market Visibility – Delivered campaigns and partnerships that secured national visibility and built stronger emotional connections with members. I’m passionate about building strategies that don’t just drive numbers, but create lasting member impact, trust, and loyalty. My leadership philosophy is simple: align brand, technology, and retail banking around one purpose — making financial services more personal, more accessible, and more meaningful.
I lead the marketing, retail banking strategy, and digital transformation initiatives that have repositioned ACCU from a single-branch, locally centered credit union to a nationally recognized financial institution. Partnering with Retail Banking, Operations, and Technology, I oversee brand strategy, product and pricing development, digital experience design, and membership acquisition programs that drive measurable growth and scale. Key Contributions & Results: Executive Leadership in Retail Strategy – Chaired an executive taskforce focused on retail banking strategic initiatives, aligning product development, pricing models, and member experience upgrades with organizational growth objectives. Partnered cross-functionally with Retail Banking, Operations, and Technology leadership to design scalable programs that strengthened member acquisition, retention, and engagement. Membership Growth Leadership – Achieved 14% direct membership growth in 2024 and a ~50% increase in overall consumer membership in the past 12 months through strategic partnerships, SEG acquisition programs, CUSO initiatives, and core banking enhancements. Digital Transformation – Directed a corporate rebrand, developed a modern CMS-driven website, and implemented CRM-enabled sales enablement tools and analytics platforms to streamline the member journey. Executive Strategy & Governance – Partnered with the CEO and Board of Directors to align retail banking growth, digital transformation, and brand strategy with long-term business objectives.
Partner with the executive leadership team to devise and execute short and long-range marketing and branding strategies. Oversee and develop annual marketing budgets, define key performance indicators (KPI), and oversee return on investment (ROI) for initiatives. Direct multiple cross-functional teams in Marketing, Product Design, Freelance Talent, and Agency Activities. Drive new product launch initiatives, go-to-market (GTM) strategies, and advertising campaigns. Key Achievements: Established the Marketing Department; reduced marketing expenses by aligning sales, promotion, and branding to maximize sales and improve the overall impact of the brand voice. Founded Product Development Department; implemented agile product development processes which increased new product release cycles from 3 to 14 per year. Led collaborative co-op campaigns with home improvement industry peers including: Wolf, Sub-Zero, Delta, Moen, American Standard Brands, Pella Windows, Whirlpool Brands, Anderson Windows, Master Brands, and Bostik. Achieved multiple product features on: HGTV, DIY Network, and key influencer blogs and social properties through execution of contra-based advertising, and celebrity ‘white label’ product agreements. Increased brand share voice via SEO, SEM, and inbound marketing strategies; organically built social media fan base from 0 to 63K in less than 2 years yielding 2.9M impressions in 2017 and a 15% conversion rate to company-owned and affiliate websites. Established YouTube-based Learning tool for the Trade Division generating 850K views and 1.5M minutes of viewing time in less than 2 years making it the most watched niche miniseries within the industry; increased dealer/distributor product knowledge and reduced product training expenses. Served in an Art Director capacity; led visual merchandising, catalogs, packaging, trade shows, and advertising.
Oversaw all marketing and product development projects to completion. Conducted market research to develop go-to-market strategies and teamed with sales staff to tailor messaging and creative direction based on the changes in the marketplace. Crafted proposal documents and vendor RFP briefings. Monitored marketing activities relative to key performance indicators (KPIs). Provided final approvals for production or distribution of: collateral, branded materials, social content, and advertising.
Provided guidance in creative development and coordinated the delivery of artwork and digital assets. Coordinated agency and vendor activities to ensure deliverables met deadlines and budget constraints. Maintained positive vendor relationships and ensure effective media buying practices. Scheduled press runs and performed press checks on printed collateral. Wrote press releases, white papers and case studies. Coordinated filing of trademarks and copyrights.
Transitioned marketing and design efforts from external advertising agency activities to an in-house design department. Designed and maintained corporate branding/style guides. Led the production of collateral and marketing promotions. Key Achievements: Successfully developed and implemented strategic e-marketing and social media plans. Established the ‘creative arm’ of the Marketing Department and drove Graphic Design, Copywriting, and Digital Asset Management functions.
Produced photography, layouts and copy for various segments of Southern California based off-road motorcycle racing magazine published bi-monthly. Features included: product testing, race coverage and annual motorcycle model comparisons.
Led the creative planning process in marketing campaigns, branding, advertising campaigns, and marketing messages. Ensured project content quality by reviewing and approving art and copy materials. Managed design team to ensure that creative ideas were properly presented. Key Achievements: Improved the company’s image by developing multi-platform advertising initiatives. Consistently achieved marketing and organizational goals by executing strategic plans. Successfully designed marketing collateral and booth designs for industry trade shows.