United Federal Credit Union's new Director of Regional Marketing is the first to admit that she LOVES to work. Knowing CEO Terry O'Rourke's desire to have a team filled with people like that, Coli Smith has probably already made herself an extremely valuable asset to an organization that knows a thing or two about the value of assets. Smith brings more than 14 years of experience spanning marketing, strategy, branding, product management, design, and creative consulting within the financial industry to her new role in St. Joseph.
In that new role, Smith will lead all marketing, advertising, sponsorships, events and branding campaigns that directly support UFCU’s markets in exceeding their targets and growth goals. She will create regional marketing plans that reflect the individual market, yet that are in support of overall organizational goals and mission.
Smith was previously director of marketing strategy at Andigo Credit Union in Schaumburg, Illinois where she managed effective campaign strategy, product, execution, and budgeting for integrated digital and traditional marketing channels. In addition, she developed the marketing strategies and tactics that supported Andigo’s company-wide initiatives. Her prior experience also includes director of creative strategy at O’Hern Resources in Chicago as well as director of sponsorship and program development at Futures/Modern Trader in Chicago, and chief innovations operations officer at Traders Audio in Chicago.
In addition to her corporate roles, Coli has maintained her own consulting and branding business for half a dozen years delivering integrated marketing campaigns while planning and executing digital marketing strategies and beyond.
A native of Illinois, Smith earned her Masters of Business Administration in Entrepreneurship from the University of Illinois at Chicago, and previously earned a Bachelor of Science in Psychology from Illinois State University in Normal, Illinois.
St. Joseph-based United Federal Credit Union has served its members since 1949 by helping them to build a sound financial future. UFCU consists of more than 150,000 member/owners worldwide, and manages assets in excess of $2 billion. In addition to its corporate offices and main branch in St. Joseph, the credit union has additional branches in Arkansas, Indiana, elsewhere in Michigan, as well as in North Carolina, Nevada, and Ohio.
