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My path to credit union leadership was a nontraditional one. I graduated with a journalism degree and developed a marketing background early in my career; not your typical path to the CEO’s office. However, the atypical starting point provided me with a unique perspective on our business.

My career began in the early stages of deregulation in the 1980s, which spawned drastic changes and fierce competition in our industry. Since that time, many trends have come and gone; lately it’s big data, mobile optimization and predictive banking. But successful marketing-driven fundamentals never change. Whether your institution is large or small, there are five marketing fundamentals you should never lose sight of among the latest marketing trends and day-to-day noise.

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