Every director brings a unique perspective to the board. Alejandra “Ale” Spray is no different.

As marketing director for a construction firm, Spray offers the Bellco Credit Union board 20 years of expertise in marketing and business development—welcome qualities in any organization seeking growth.

This expertise allows her to bring strategic ideas—and a different perspective—to the board of the $4.7 billion asset credit union in Greenwood Village, Colo.

“I’m able to offer fresh approaches that perhaps haven’t been tried in the credit union world,” Spray says. “I appreciate the fact that the Bellco board is open to exploring new strategies and tactics when it comes to marketing and business development.”

Spray says credit unions face many of the same challenges other businesses face today. “It’s a crowded, noisy marketplace, and they must find a way to rise above that noise and stand apart from their competitors—be they large banks, other credit unions, or even businesses in other industries that provide exceptional experiences that members measure them against,” Spray says.

Building relationships often comes down to face-to-face interactions, Spray says, but technology is crucial to building trust and loyalty.

Spray says Bellco’s strategic priorities focus on people first and foremost. “Bellco places a strong emphasis on its members and how to meet their evolving needs,” she says. “This includes constantly improving technology and information security, and being financially sound.

“Bellco aims to have strong employee engagement: satisfied employees will provide best-in-class service to members,” Spray adds. “Bellco also prioritizes advocacy both in the local communities and the credit union industry as a whole. It supports a variety of nonprofit organizations that improve the quality of life for many in the Denver metropolitan area.”

This article initially appeared in Credit Union Directors Newsletter, which provides strategic insights for policymakers. Subscribe now to the print or PDF version.