While many professionals strive to maintain a laser-sharpfocus on their work, Mia Perez is a big fan of widening her lensand even allowing it to become blurry.

“I know it sounds a bit unconventional, but taking a step backfrom the credit union industry to explore what's happening in theworld around you in other disciplines and industries, examininghuman psychology and consumer purchase patterns, and even gainingrandom insights can make us better marketers,” the latest Women toWatch honoree said. “Sometimes we get so in the weeds we can't seewhat's coming next.”

In her role as chief administrative officer at the $193 millionLouisiana Federal Credit Union in La Place, La., maintaining asight line of what's on the horizon has helped her oversee thecredit union's marketing, business development, training and HRfunctions. When she joined the credit union some 10 years ago, shebegan the process of a complete brand overhaul that better alignedwith Louisiana FCU's core values and cultural drivers.

Perez refused to “throw a party if the house was dirty,” so thecredit union did not roll out any new campaigns until everythingfrom the low-hanging fruit of aesthetics (such as modernizing thelook and feel of every member access point), to developing acomprehensive, cohesive, strategic branding plan was complete. Shealso developed a business development measurement matrix andestablished annual goals with status check-ins every two weeks.

Today, the credit union's business development officers have aclear understanding of the loan-to-share ratio for every selectemployer group and how their goals and objectives tie into astrategic plan. Louisiana FCU also launched a cross-departmentalsocial media task force comprised of tellers, loan officers, branchsupervisors and back-office staffers, who helped build engagementand followers online.

As a believer in transparency and accountability, Perez joked,“No one gets a pass, but everyone gets support.”

“I encourage everyone to do the work that's worthy of putting onthe top third of their resume,” she said. “Be better than you wereyesterday with the key word being you. It's human nature to look toyour right or left at others' progress or advancement but that'snot healthy. Set and meet challenges for yourself. What mattersmost when measuring your accomplishments against what you didbefore is that you've improved.”

What's meant the most to Perez throughout her career has beenthe opportunity to make meaningful contributions that helps othersfind success. She volunteers her time and expertise, including asvice chair of the CUNA Marketing & Business Development Councilexecutive committee and chair of the council's member resourcescommittee. She also speaks at national conferences and leagueevents, and is a member of the Louisiana Credit Union League'sYoung Professional Network.

“For me, it's about paying it forward,” she said. “Early in mycredit union career, decades ago, I had folks who were so tactfulwhile I made some lousy decisions, and they didn't say, 'Go find adifferent industry.' They were patient with me, and let me learnand grow from my mistakes, so it's only right for me to help mentorand champion others' personal and professional development.”

At Louisiana FCU, success has stretched beyond the marketingdepartment – the credit union has surpassed national industryaverages in loan and membership growth year over year.

According to the September 2015 quarterly NCUA FinancialPerformance Report Ratio Analysis, Louisiana experienced a networth growth of 12.71, market share growth of 5.78, loan growth of10.08 and membership growth of 6.62, compared to the peer averagesof 6.29, 4.71, 8.30 and 2.26, respectively. In addition, its ROAwas 1.27 compared to the peer average of .58.

Perez credited the organization's success to staffers anddepartments working together as one driving force to deliverresults. That ability to speak in a single, cohesive voice issomething she'd like to see more of in the industry as a whole, shesaid.

“We need to do a better job of differentiating ourselves andstory selling,” she said. “Talking about checking accounts or otherproducts is not sexy and people have already fallen asleep. We needto tell people credit unions are the ones that helped that singlemom of two kids into her first house so she has a sense of easewhen she goes to bed every night. Rates need to be posted, but thatcan't drive our business.”

She said credit unions can't afford to be afraid of beingunconventional – they must step outside of what most banks andcredit unions are doing. Noting there is no pride in being “the8-track tape,” she advised credit unions to scrutinize theirproducts and services through the lens of relevance for bothexisting and future members, and be willing to discard what nolonger works. As consumer behaviors change, credit unions mustevolve as well, she said.

“Our competition is the industry disruptor who creates theplatform that allows consumers to do in one touch of a button whatwe require them to do in a few clicks, wiping out key pieces of ourindustry and blindsiding us,” Perez said. “I guarantee you Garmindidn't think smartphone apps would disrupt its business the way itdid. That's why we've got to expand our scope and pay attention towhat's going on in design, music, psychology, science, technology,and other fields and industries outside of banking.”

She added that to be taken more seriously, get consumers onboard with ideas and meet strategic goals, marketing professionalsmust be well-versed in what's going on in payments, operations,emerging technologies and digital channels outside the bankingindustry.