What’s in a name: Creative writer

A revived role takes on traditional duties and new opportunities at United Federal Credit Union.

What’s old is new again at United Federal Credit Union ($3.7B, St. Joseph, MI). The Michigan credit union has revived the role of creative writer several years after the cooperative retired the role and morphed its functions into other jobs.

The new title holder, Diana Wake, is an experienced broadcast journalist who joined United in August 2020. She’s now enjoying a new career helping colleagues — including United’s chatbot — communicate account information and brand identity alike to members, the public, and internal stakeholders in six states.

Here, Wake describes what she does for the big Michigan cooperative.


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