The official title assigned to Audra Wilder is vice president marketing and strategic analytics for GE Credit Union.
But she might be better described as a “data diva,” owner of 17 pairs of cowboy boots, and a budding stand-up comedian—an experience she was tempted to try while in Las Vegas speaking on data automation integration at the 2017 DocuMatix User Conference.
Winner of the Credit Union League of Connecticut Marketing Excellence Award six years in a row, Wilder came to the $213 million asset credit union in Milford, Conn., from the recycling industry, when the demands of doing 22 trade shows per year and a long commute conflicted with the arrival of a new baby. A part-time job at the credit union evolved into her current position.
“I do what I love and I have freedom to do it,” Wilder says. As a one-person marketing shop (with a little help from the outside), she notes the toughest parts of the job are juggling priorities and reining in her vision, understanding the credit union’s resources “are what they are.”
“I put three goals for the week on a white board, and it’s a good week if I get two of the three accomplished,” she says. Wilder views part of her work as stepping stones to achieving a vision that might be five to 10 years out.
She admits to being obsessed with data and logic, and constantly looks for ways to automate. “I can’t stand inefficiencies,” she says.
Wilder implemented an automated multimedia marketing effort to increase communication frequency with members and boost product utilization and penetration. These time-sensitive messages, specific to a member’s product holdings, involve credit card application and use, home equity and loan protection service, as well as a new-member onboarding series.
And she developed a targeted multimedia marketing effort that increased member enrollment in e-statements by 54% in one year, bringing 37% of members onto e-statements, and saving the credit union more than $20,000 annually. She created an automated email marketing campaign targeting home loans that brought in $1 million in the first six weeks from click-throughs.
Wilder also managed the communications surrounding the opening of four branches in Puerto Rico, including facilitating the creation of a bilingual member communication system.