Gentile to depart CCUA for credit union position
The Cooperative Credit Union Association (CCUA) has announced that President/CEO Paul Gentile will be leaving his post to assume the same role at the Merck Employees FCU in Rahway, New Jersey.
Gentile has served as CCUA’s president/CEO for roughly five years. During his tenure, the association completed two mergers. In 2014 the Massachusetts Credit Union League, the New Hampshire Credit Union League and the Credit Unions of Rhode Island merged to create the Cooperative Credit Union Association.
In 2016, the Delaware Credit Union League merged into the Association. The Association’s hallmark is on-the-ground local advocacy and local branding in each of its four states, where the credit unions decide their advocacy direction. Each of the state’s in the Association have their own brand to ensure a strong local identity with lawmakers, consumers and regulators.
“Our model stays true to the ‘local control’ tenet of cooperatives,” Gentile said. “While we have the power and scale that comes from having four states aggregated under one umbrella, in each of our states the credit unions are branded under their own state banner and drive the agenda for advocacy and charitable giving on the local level. It ensures that all credit unions have a strong voice and it helps guide our engagement efforts in the individual states,” said Gentile.
Under Gentile’s leadership, the CCUA launched the powerful “Better Values. Better Banking.” consumer awareness campaign. Gentile stressed that BVBB is more than just an awareness campaign, it is an all-encompassing brand for all the good work that credit unions do in their communities.