Redefining Experience: It’s Not Just Digital
“Experience” gets tossed around a lot these days — often tied to tech, UX, and interfaces. But for Angie, it’s broader than that. It’s how a member feels when they walk into a branch. It’s whether a campaign lands with intention. And it’s whether your grandma would feel confident reading the fine print.
At LECU, she oversees both marketing and branch operations, so she sees firsthand how words and service work together. Her team’s goal? To create moments that matter, whether it’s a helpful email or a friendly face behind the counter.
Personalization as a Trust-Building Tool
One thing Angie doesn’t believe in: cookie-cutter messaging. Whether someone’s buying their first car or weighing a home purchase, her team aims to meet them where they are, emotionally and financially.
That means campaigns that actually feel like they were made for the person receiving them. It’s not about overcomplicating; it’s about understanding. As she puts it, if a piece of content doesn’t feel relevant to her own life, why should it feel relevant to anyone else’s?
Marketing Meets Financial Education
Personalization doesn’t stop at messaging; it extends to education. Angie’s team places a strong emphasis on financial literacy, not just through content on their website, but also by engaging with schools, meeting with community groups, and helping members understand what their credit score truly means.
Whether you’re researching at 1 a.m. or sitting across from a loan officer, that kind of support — when done right — builds confidence and long-term loyalty.
Creative Ambition Meets Compliance Realities
Working in financial services comes with its own set of rules and regulations. Every message, image, or digital flow has to be carefully reviewed and aligned with compliance standards. But that doesn’t stop Angie from pushing the envelope when it makes sense. She collaborates closely with compliance, always checking her ideas against a simple (and surprisingly effective) test: Would I feel good about sending this to my grandma?
That gut-check helps her keep empathy at the forefront, even when navigating regulatory hurdles.
Curiosity About AI, Caution in Application
Like many marketers, Angie is intrigued by the possibilities that AI offers. She sees its value in helping teams work faster and smarter, but she’s also aware of the risks. In an industry where trust is everything, there’s no room for shortcuts.
Angie’s approach? Embrace the technology, but ensure you’ve human oversight. At the end of the day, automation can support, but it shouldn’t replace the relationships credit unions are built on.
Leading with People, Not Just Data
Angie’s path into financial services wasn’t a straight line. From selling food to helping farms thrive to navigating international business, her journey has always centered on one thing: people.
That focus shows up in how she leads her team, builds campaigns, and supports members through all the big and small moments that make up their financial lives.
With a growing marketing team and new digital initiatives underway, she’s excited about what’s next. More than anything, she’s looking forward to building on what they’ve already created: a brand that feels local, personal, and truly connected to the communities it serves.
This conversation is just one of many we’re having with marketing leaders who are shaping strategy through real-life experience and big-picture thinking. If you’re navigating similar challenges or just want a better way to produce content that connects, you’ll want to keep an eye on the full CV MIC series. More conversations, more perspectives, more ideas to steal.
And if you’re ready to explore how ClearVoice can support your content production efforts, connect with a content specialist today.
