Brad Douglas will be the new CEO of the newly-formed Heartland Credit Union Association, its board of directors announced Wednesday.

Although Douglas has served on the board of directors for the $2.1 billion CommunityAmerica Credit Union in Lenexa, Kan., he holds no professional credit union experience. He served as board chair from 2011 to 2015 and is now the board's vice chair.

In addition to his business development background, Douglas also spent years working for state and federal governments. He served as budget committee counsel for the late U.S Senator Paul Simon of Illinois and was director for the state of Missouri office in Washington. He also worked in congressional and administrative positions for the U.S. Small Business Administration.

His most recent position was vice president of business development and retirement plan consultant for the Alliance Benefit Group of Kansas City, which he joined in 2007. He was responsible for overseeing national sales, marketing and business development.

He launched his career in 1987 at the Home Builders Institute, the non-profit arm of the National Association of Home Builders in Washington, where he rose to the position of director of corporate affairs. In this role, he was responsible for coordinating HBI's congressional relations and lobbying activities.

“We are fortunate to have found Brad, who brings incredible depth and breadth of experience to the Heartland Credit Union Association,” Judy Hadsall, HCUA board chair and president/CEO of the $99.7 million CU Community Credit Union in Springfield, Mo., said in a prepared statement. “Not only is he well-versed in leading teams and growing organizations, he has key connections with legislators and leaders throughout the Midwest and in Washington, D.C., which will help us to advance our advocacy efforts. I am confident that Brad's keen insight into public affairs and his strategic vision for the association will create an environment where credit unions can thrive.”

The Heartland association officially launched on Jan. 1, after credit union members approved the consolidation of the Kansas Credit Union Association and the Missouri Credit Union Association last year.

The trade group, which employs 45 and operates five locations throughout Kansas and Missouri, represents 214 credit unions and more than 2.1 million members. 

Marla Marsh, president/CEO of the Kansas association, and Don Cohenour, president/CEO of the Missouri association, will retire March 31. Since Jan. 1, Cohenour and Marsh have been serving as co-presidents of the Heartland association.

“I am excited and pleased to become part of the Heartland Credit Union Association and its community at this unique moment in the history of the organization,” Douglas said. “I look forward to going to work every day in an industry I'm passionate about and believe that our association can help credit unions thrive while positively impacting credit union members' lives.”

The Heartland association also unveiled its new brand image this week.

Heartland's logo is a collection of dots of varying sizes that symbolize the individual credit unions and the collaboration of the credit union industry. The blue variation signifies trust, loyalty and strength, while the green indicates stability, innovation and growth, according to a Heartland association prepared statement.

The trade group's new tagline is, “Making It Happen. Together.”

“The variations of blue and green gives Heartland a contemporary look, with bright and fresh colors,” Marsh said. “Making it happen, together, speaks volumes to the way credit unions operate in partnership with their members, our trade association, their community and the credit union industry as a whole.”