ValleyStar Credit Union announces new chief marketing and communication officer

MARTINSVILLE, VA (January 27, 2022) — ValleyStar Credit Union announces Becky Freemal as its chief marketing and communication officer to join the executive team and work alongside colleagues to build bold innovation and inspire communication and culture.

Becky joined the ValleyStar team in 2020 as VP of Brand. During her tenure with the credit union, she brought together and led a data-driven, creative brand team to build tight alignment between brand and business strategy; resulting in a new brand voice, website launch, paid media strategy, business development, financial education and community outreach. She also serves as president of the ValleyStar RISE Foundation.

“Becky’s experience as a broadcast journalist, in research science and in higher ed brings a unique and innovative perspective to the credit union industry,” said Mike Warrell, ValleyStar CEO. “Her analytical thought-process, combined with her intuition and ability to connect with people, will be a driving force for our marketing efforts and the ValleyStar mission, Employees First. Members Benefit.”

Giving back is essential for Becky. She brought her philanthropic philosophy to Roanoke when she moved to the area in 2008. She played a driving role in raising hundreds of thousands of dollars for charitable causes, including Children’s Miracle Network and the American Heart Association. She is the current board chairwoman for The Advancement Foundation and sits on Coastal Connections, Inc.’s board.

Becky’s previous journalism work brought her a National Edward R. Murrow and regional Edward R. Murrow awards, a Regional Emmy, and recognition from the Wisconsin Broadcasters Association and as a U.S. Congressional Coalition on Adoption Institute Angels in Adoption Honoree.

Becky holds a Bachelor of Science in Communication from Ohio University and a Master of Business Administration (MBA) from Virginia Tech.

About ValleyStar Credit Union

We speak your language. Since 1953, the ValleyStar team has guided, educated and stood by its members to make banking and managing your finances as easy and convenient as possible. The Credit Union is more than $500 million in assets, serving cities and counties in Virginia and North Carolina. ValleyStar is a full-service financial institution that offers consumer and commercial products and services. Headquartered in Martinsville, Virginia, ValleyStar operates digital banking services and seven physical branch locations in Collinsville, Danville, Martinsville, Richmond, Roanoke, Rocky Mount and Waynesboro, Va. and a loan center in Fishersville, Va. For more information, visit We’d love to speak with you.


Becky Freemal, CMCO
Phone: 540.483.0018 x3201

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