In a move to propel the credit union’s growth plans, Texas Trust Credit Union has appointed Ron Smith to the new role of Chief Growth Officer.
Smith, a 13-year employee of the credit union and graduate of the University of North Texas, now oversees the credit union’s growth strategy in a role that brings a centralized focus on growing membership through data intelligence. Smith will develop and execute data-driven strategies to guide Texas Trust’s decision process related to marketing, its retail and online services delivery, new product and service development, and how to enhance all members’ opportunities to build brighter financial futures.
Smith has already played an instrumental role in growing the credit union’s branch operations, business development and membership. During his tenure, Texas Trust has grown from 6 branches to the current 20 and from 56,000 members to more than 120,000. Smith also spearheaded the integration of retail operations from three separate mergers, ensuring a smooth transition process and member experience during each conversion.
As Chief Growth Officer, Smith will work alongside all credit union departments and operations to identify and implement the most effective strategies, services, and tools to engage members. His mission is to make Texas Trust the financial institution of choice in all of the markets it serves.
A graduate of the Cardwell 306/2 Credit Union Executive Leadership Program and the CUES School of Applied Strategic Management, Smith’s credit union expertise and industry accomplishments will be leveraged to not only advance Texas Trust’s growth, but to enhance the credit union movement.
“We can no longer rely on word of mouth or guerrilla marketing to grow,” said Jim Minge, CEO of Texas Trust Credit Union. “With data we are able to learn so much more about the consumer market. Having someone who will be dedicated to growth and leveraging data will help us refine how we develop products, how we go to market, and the type of consumers we target.”
Minge added that “Ron Smith has been tasked with ensuring that we attract and retain loyal members who are using the credit union to build brighter financial futures.”
Smith will also remain active in the community, serving on the Board of Texas Live, the Arlington Black Chamber, and as an ambassador for Toys for Tots in Mansfield.
A high resolution image of Smith can be downloaded here.
Ron Smith