What’s in a name: Chief Branding Officer

Mike Patterson integrates HR, marketing, and mission at Pennsylvania’s Horizon Federal Credit Union.

A consulting gig brought Mike Patterson to Horizon Federal Credit Union ($135.4M, Williamsport, PA); the opportunity to put his experience and ideas into action kept him there.

Patterson became the Keystone State cooperative’s chief branding officer in July 2019. The position combines traditional marketing, branding, human resources, and training.

According to Patterson, a credit union sells trust and service, and employees are the most important element in delivering on both. Here, Patterson describes how they do that.

 

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