Marketing Transformation for Large Regional Credit Union
What We Did
The CEO of a large regional credit union engaged Marks & Young to transform and optimize the marketing function during a critical period of organizational growth.
Working across Marketing, Product, Finance, Operations, and Sales, we identified structural and process gaps, uncovered opportunities to accelerate execution, and established stronger strategic alignment and accountability across teams.
With a planned geographic growth, ambitious member acquisition targets, and a major product promotion on the horizon, the credit union needed a marketing organization capable of delivering greater value, scale, and efficiency.
Marks & Young partnered closely with leadership to design a future-ready marketing model—one that could meet today’s demands while positioning the credit union for sustained success in a more competitive marketplace.
How We Did It
Although the credit union was experiencing strong deposit growth and high member retention, new account openings were falling short of expectations. The Marketing team’s legacy processes and organizational structure were not equipped to support increasing acquisition goals or the daily demands of a rapidly evolving business. At the same time, the team lacked the operational capabilities needed to fully leverage upcoming MarTech investments.
Recent leadership transitions and organizational changes also blurred ownership across Marketing, Product, and Sales/Distribution. With heightened expectations for speed, efficiency, and measurable impact, it became essential to establish clarity, alignment, and new ways of working across teams.
Following a comprehensive discovery process, Marks & Young implemented a series of pilots and capability assessments that reshaped the Marketing function around accountability, outcomes, and cross-functional collaboration.
Our work included:
- Piloting new collaboration routines and workflow enhancements to streamline processes, accelerate approvals, and improve operational efficiency.
- Facilitating executive-level cross-functional journey workshops to clarify roles, responsibilities, and actions tied to key customer moments and business outcomes.
- Building a campaign management function designed to provide strategic direction, strengthen accountability, and improve alignment across teams—from ideation through execution and measurement.
