Marketing Strategist

Position Summary: The Marketing Strategist is equal parts strategist and storyteller. You will be responsible for working with up to 10 forward-thinking credit unions across the country. It takes someone who is smart, resourceful, proactive and passionate to develop and maintain strong client relationships. This includes leading in the planning, management and execution of projects related to our clients’ marketing plans. Overall, we seek someone who can foster positive client communication and best-in-class marketing that generates greater loans and members for our credit union clients.   Role Expectations: Essential Skills and Experience:

3 Hispanic Marketing Trends for Credit Unions in 2022

sprout beginning to grow

As we approach 2022, credit union marketing plans must hone in on information and details of your ideal members’ lives to engage with them most effectively. Marketers need to focus on having the right approach and knowing the current and upcoming trends to reach your ideal members. This is particularly true when serving the Hispanic community, so here are three must-follow trends based on my research and experience credit union leaders for 2022: 1. Hispanic population growth is one of the top reasons the United States is becoming more diverse. Hispanics are the fastest-growing segment in the U.S. and have been steadily increasing for the last decade. Hispanic people are projected to be the largest minority group in the U.S. by 2050. Compared with the general population, Latinos are approximately 14-15 years younger in average age, adding to the growth in consumer categories like Fashion, Health & Beauty, and more. Identify how your credit union can use information like this to target this community’s needs and aspirations. 2. Hispanics are the key to growth in many financial market segments. The Hispanic market has $1.3 trillion in purchasing power, a much higher dollar figure than any other minority group in the U.S. Plus, approximately 50% of Latinos own their homes, compared to 45% in 2014. One study predicts Hispanic home buyers will account for 70% of homeownership growth by 2040. Also, 93% of home improvement growth in Hispanics has come from entrepreneurs. This growth will continue as Latinos drive the growth in homeownership. How can your credit union assist with their burgeoning housing and wealth-building needs? 3. Hispanic people are the fastest-growing demographic online. Online shopping has become more popular among Hispanics than non-Hispanics. On average, Latinos spend 57 minutes on social media every day, compared to 48 minutes for all Americans. They use Facebook and Twitter more than any other demographic, which shows this is the best way to market them. Consider how your credit union can meet them where they are with the products and services they need, and the credit union touch you can provide. Getting ahead of these three trends will help your credit union’s success to serve the growing Hispanic population in the U.S. in 2022. Your Marketing Co. has the cultural and tactical expertise your credit union needs to develop and execute on your Hispanic marketing strategy needs. If you’re ready, let’s talk!

Hispanic Marketing Pillars

hispanic friends at a table with computers and coffee

After a very tough year dealing with post-pandemic problems, credit unions are starting to see the silver lining. Credit unions continue to figure out the best way to help members and the surrounding communities. Now that credit union strategic planning sessions are taking place, it’s a great time to assess what was accomplished in 2021 and explore the opportunities for 2022 and beyond. Serving the Hispanic market in your area can serve as a pillar toward success for your credit union in upcoming years. The Hispanic market is rapidly growing, and many credit unions across the country have found their niche serving the underserved Hispanic people in their communities. Big banks such as Bank of America, Wells Fargo, Capital One, and others have begun to create marketing materials, including radio and TV ads to reach this market; don’t let your chance to get out in front of these monoliths pass your credit union by. These data show the opportunity for growth that serving the Hispanic market can bring to those credit unions that are willing to market to this community right now. Many first-generation and others need an introduction to the U.S. financial services marketplace that is welcoming and provides useful information. It’s also important to remember that serving the Hispanic community requires a deep understanding of their intricacies and their culture. Connecting and partnering with other organizations that serve Hispanic people will help your credit union better understand their diversity and provide financial inclusion. Ready to take the step to serve the Hispanic people in your credit union’s community? Your Marketing Co. can help with the expertise you require and your members deserve. Contact us today to learn more about how YMC’s experts can help your credit union’s Hispanic marketing efforts!

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Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
 
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
 
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche

Copywriter

Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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