What’s in a name: Chief of Financial Empowerment, Marketing, and Outreach

Diane Sandoval-Griego coordinates diverse efforts to improve financial wellbeing for a multicultural membership

In 1948, Father Edward J. McCarthy founded Guadalupe Credit Union ($217.7M, Santa Fe, NM) to serve the parishioners of Our Lady of Guadalupe Church in Santa Fe, NM. In its nearly 75-year existence, the credit union has grown organically as well as by merger and now serves approximately 23,000 members of “all faiths, professions, ages, and backgrounds” through seven branches in communities across northern New Mexico.

The cooperative became a Community Development Financial Institution in 2010 and earned the Juntos Avanzamos designation in 2015 for its financial products and services specifically tailored to serve Hispanic and immigrant communities.

Financial wellbeing and wellness are primary missions for the credit union, and the cooperative’s efforts in this area require marketing outreach combined with personal outreach and coaching. At GCU, one person coordinates it all.

GCU created the position of chief of financial empowerment, marketing, and outreach one year ago and named Diane Sandoval-Griego to the role. Sandoval-Griego joined the credit union in 2006 and had spent eight years overseeing financial coaching and outreach at the Santa Fe cooperative.


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