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Nathan Schmidt, executive vice president of marketing andbusiness development at San Diego County Credit Union, has alwayshad a knack for not only seeing the big picture but taking othersalong to anchor and deliver on those ideas.

“I just try to do the right thing. Almost everything in life isa decision, from what time we wake up, what we will endure to whatand how we will fail and, of course, succeed,” said Schmidt. “Iwould like to think with each decision. I do the right thing. Iwill fail at times, but that's how we learn to make betterdecisions going forward. I really feel so fortunate to be here,having the opportunity to work alongside just the most amazingleaders in industry and live in beautiful San Diego. I'm gratefuland determined to do my best.”

When he was younger, Schmidt dreamt of being an astronaut. Whenthose plans didn't work out, the Trailblazer 40 Below made adifferent choice and first got involved with credit unions incollege for the benefits, tuition reimbursement specifically. Hewas hired as a mailroom specialist at the age of 19 and has beenworking his way up in the credit union industry ever since.

 “I see the ultimate goal, no matter if it's at SDCCUor if it's a goal in my personal life. I have a good way ofcommunicating to others the simplicity of choice, and I think thatthe people around me (employees, friends, family) respect myopinion and want me to genuinely tell them what I think. Sometimesthe truth is hard, but I never approach others in a judgmental way,so I think it's easy for others to easily share their ideas,” saidSchmidt. “To me innovation is constant improvement. It's not justproducts, it's delivering on how people search, interact andcommunicate with you. Who thought we'd take pictures of checks anddeposits on smartphones six to 10 years ago?”

He added that it's important to foster an environment wherebrainstorming is encouraged and every employee feels empowered toshare, so what happens is the organization becomes geared towardbeing an idea shop of sorts.

“It starts with trusting others and their talents. I canhonestly say that your team must have a clear picture of whereyou're headed. It is only then when it becomes easier for the teamto create and ask what if we take this idea in this direction. Wedon't necessarily implement every idea, but we do have a bank ofthem that we can go back to,” said Schmidt. “I have a house thatwas built in 1904. I can think of many things that I tried to fixwhen I knew deep down I should have paid the expense of hiring aprofessional from the beginning. Lesson learned. When in doubt,consult the professional first. You can't possibly do everythingyourself. It takes courage to reach out and ask for help, but it'swell worth it in the end.”

When it comes to marketing, Schmidt believes communication iskey.

“I'm very direct, and I know that I have high expectations butit's because I believe in what we're doing. We as marketers need torethink our communication strategies, specifically when and how wetalk to each member,” said Schmidt. “The world has changed withcommunication etiquettes, credit unions should change, too. We'vegot to be better connected with our members and consumers overall.There are so many distractions and I think they truly know theyshould make a change but they don't because of complacency.”

The team at the nearly $6 billion SDCCU has launched a slew oflifestyle products and services including SDCCU Mobile Live Chat.Members who carry iPhone or Android smartphones can connect inreal-time through seamless integration with a live SDCCU customerservice representative for an enhanced member experience. Inaddition, SMS text banking, alerts and e-notices provide updatesand notices on member accounts to help make it easier to bettermanage their dollars. The credit union was also first-to-market inSan Diego with the SDCCU mobile deposit app. 

“While we're all proud of the grassroots beginnings of most ofour credit unions, we must better understand the world today,” saidSchmidt. “Every day is an opportunity to look at our businessmodel, dust it and ask the tough questions. Is your credit unionstill relevant to the original field of membership? I think thatmany credit unions get overwhelmed and focus solely on servicingthe member in front of them, but how do you do that in a mannerthat will also move the credit union, and the credit union movementforward?”

Never underestimate the power of the member experience as amajor component of branding. 

“We've got a great team here and they recognize their role inthe community. SDCCU has a positive brand in the community that hasbeen built upon for the past 75 years. Everyone in San Diego knowsSDCCU is active in the community. I'm the lucky one that gets topromote the heck out of it,” said Schmidt. “We have a motto atSDCCU 'Feel the Teal.' Feel the Teal is about fostering positiveand exceptional member service. I'm just one out of 650 employeesthat provide wow service to our members, each and every day. Keymessaging, goals and expectations must be defined by theorganization to cultivate the organization's overallbrand.” 

In 2012, SDCCU strengthened its corporate value proposition toreflect a more accurate market position in the communities itserves. The message: provide breakthrough banking products thatmeet the demands of today's lifestyle and deliver banking servicesthat save members money. That has helped SDCCU successfullydifferentiate itself.

Looking ahead, it's technology that has him both concerned andexcited about the possibilities.

“Fortunately, at SDCCU, we have some of the most breakthroughand cutting edge online and mobile services,” said Schmidt. “Whilethis is very exciting, I'm also concerned with the way in whichconsumers will access and interact with us in the future.”