Eight years ago, Ascentra Credit Union in Bettendorf, Iowa, wanted to bring an outside perspective to the marketing department for fresh and new ideas.
Jennifer Naeve, an experienced marketer, eagerly responded.
“I already knew of Ascentra and its good reputation,” says Naeve, now senior vice president and chief marketing officer at the $487 million asset credit union. “I loved credit union philosophy and was already a member. I also knew some of the staff, so the position was attractive.”
Although Naeve quickly realized the credit union had many “beautiful stories,” a strong history, and a unique culture, she knew it was not effectively telling its whole story.
“We were not comprehensively sharing our unique company culture with members,” Naeve says. “I wanted them and our community to know and see we’re good stewards of their money and are dedicated to making an impact in meaningful ways.”
In response, Naeve developed a team and a plan to expand the credit union’s marketing efforts through additional avenues, including the increased use of social media.
Through this approach, Naeve reached new markets, including multiple generations and locations in her targeted communities.
Along with leading this strategy, Naeve oversees the marketing, employee training, and business development teams.
Although she’s had many successes in her tenure, Naeve is especially proud of creating a culture committee whose mission is to inspire a fun and engaging work environment for staff.
She sums up the culture as “listening, caring, and doing what’s right.”
“This statement empowers our employees to listen to our members and partners, understand their needs, and determine solutions that ft the needs of both the member and credit union,” she says, “It’s what sets us apart from other financial institutions.”
Ascentra President/CEO Dale Owen lauds Naeve’s attention to detail and passion for helping others. “She embodies our focus of listening, caring, and doing what’s right. Her ability to instill these values into our culture is a direct reﬂection of our past success.”
Naeve’s strategy for success: “Don’t settle for average. Be super proud of what you’ve done and never settle for less.”