AUSTIN, TX (May 8, 2025) |
Greater Texas|Aggieland Credit Union has announced the promotion of Sidney Henderson to Senior Vice President of Marketing, recognizing her transformative leadership and strategic vision that has reshaped the credit union’s brand, reach, and impact.
Since joining the credit union three years ago, Henderson has led a strategic overhaul of marketing, aligning brand, digital, data, community, and experience with the credit union’s broader business goals. She has repositioned marketing as a core strategic partner, helping to lay the groundwork for long-term growth, member engagement, and innovation.
Henderson built a modern marketing organization from the ground up, expanding the team by five roles, including two AVP positions, to fuel key areas like member experience, brand, and data-driven growth. Her leadership has nurtured internal talent and created new career pathways, all while fostering a high-performing, collaborative culture.
Under her guidance, Greater Texas|Aggieland Credit Union underwent a full-scale digital rebrand, including a complete website overhaul and the creation of distinct onboarding journeys for each brand, ensuring members of both Greater Texas and Aggieland receive tailored, intuitive experiences from their first interaction. She also led the marketing strategy for the credit union’s enterprise-wide core conversion, delivering clear communication during a high-impact organizational shift. In addition, Henderson has deepened strategic partnerships with Texas A&M University, Texas State University, and others to strengthen community ties and expand local visibility.
“Sidney’s leadership is defined by her ability to connect big-picture strategy with actionable ideas,” said Howard N. Baker, President and CEO. “She’s not just a marketing leader, she’s a business partner who challenges convention, builds trust across departments, and ensures that every initiative moves us closer to our vision.”
During her tenure, the marketing team has earned more than 35 industry awards, including national and regional recognition from America’s Credit Unions, Marketing Association of Credit Unions, and the Cornerstone Credit Union League for excellence in brand storytelling, digital experience, and community engagement. These accolades reflect the creative vision, strategic alignment, and member-first mindset Henderson has brought to the organization.
Henderson is a Credit Union Certified Marketing Executive and serves on the Cornerstone League Executive Marketing Committee as well as the America’s Credit Unions Diamond Awards and Member Resource Committees.
