Your Next Growth Partner

I'm a pragmatic marketing executive specializing in driving enterprise-wide strategy, brand transformation, and membership growth in the financial services sector. Most recently, as Vice President of Marketing at Wescom Financial, I spearheaded credit union marketing initiatives that enhanced brand impact, expanded market share, deepened member engagement, and supported a robust growth strategy.

Strategic Growth & ROI Optimization: 

• Managed a $6M advertising budget across the Southern California DMA, generating a third of new membership performance and significantly enhancing brand impact. 
• Reduced acquisition costs nearly 3x below the industry standard as part of an effective growth strategy. 
• Increased membership by 10% while driving deposits up 20% in FY2024. 

Brand Development & Campaign Leadership: 

• Directed a full credit union rebranding in under 1 year through market research, training, traditional and digital updates, and signage improvements, as well as multi-channel campaigns that bolstered credit union marketing efforts.
• Launched UCLA affinity credit cards, boosting user households by 30%. 
• Designed the marketing strategy supporting the Knott’s Berry Farm partnership, which increased online new membership applications by 40%.
• Created a referral program that onboarded members 40% faster than non-referral-based entry points, contributing 33% to YOY membership growth. 
• Built a loyalty program with a 68% participation rate. 

Digital Transformation & Innovation: 

• Pioneered a machine learning campaign to predict attrition, effectively reducing the closure rate by 8% in the first quarter. 
• Transitioned marketing automation platforms to connect with a CRM tool and launched high-touch nurture streams, enabling a 61% growth in new member onboarding for those opening their accounts online—a traditionally underperforming area.

Partnerships & Community Engagement: 

• Strengthened brand awareness by 30% through the UCLA Athletics partnership, enhancing overall brand impact. 
• Generated over 48M impressions via NIL deals with 13 student athletes. 
• Directed 95+ community events annually, securing 16 record-breaking best-of awards. 
• Secured a Rose Parade float and stadium signage at the Rose Bowl and Pauley Pavilion.

New Market Entry & Crisis Management: 

• Led the marketing strategy for the merger with Central Coast Federal Credit Union, integrating 15,000 members while holding attrition to 7%. 
• Proactively devised crisis communication playbooks, enabling 48-hour responses to security breaches. 
• Saved $200K by consolidating vendors and modernizing communication channels.

Throughout my career, I’ve built high-performing, low-churn teams that enhance our brand impact. My focus is to create a culture of success through open communication, mutual respect, integrity, and teamwork. My commitment to employee wellness, DE&I, and continuous learning and development shapes my growth strategy and professional journey.

Strategic Marketing | Brand Development | Marketing Analytics | Member Experience Strategy | Marketing Communications | Marketing Operations | Public Relations | Digital Marketing| NIL Strategy | Sponsorships & Strategic Partnerships | Social Media Strategy | Influencer Strategy| Product Development | GenZ Marketing Growth | Sales Transformation | Community Engagement Strategy | Crisis Management

Bachelor of Science in Business Administration with a concentration in Marketing and Economics from California State University, Los Angeles. 

AI Business Strategy Certification from Johns Hopkins University

I am open to discussing my career goals and how I can contribute to your team’s growth strategy and brand impact. For a copy of my resume, please email tamarmarkets@gmail.com.