A CMO's Tested Blueprint For Marketing Excellence In Mission-Driven Finance

by Marcella Dalmau

River City Federal Credit Union Logo

What you'll discover
when watching Marcella's story

Meet Marcella Dalmau from River City Federal Credit Union

Meet Marcella Dalmau – Chief Marketing Officer @ River City Federal Credit Union

Marcella Dalmau is the Chief Marketing Officer at River City Federal Credit Union. She is in charge of the marketing efforts of the credit union that offers financial solutions to diverse communities in San Antonio, Texas. 

Marcela’s career demonstrates her adaptability and skillfulness in navigating challenging marketing landscapes. However, her passion for understanding the “why” of a business is what led her to marketing.

At River City FCU, Marcela focuses on connecting the company to the local community through a hyper-targeted marketing approach.

Her role remains pivotal in conveying the credit union’s mission of providing affordable financial solutions and creating a positive impact on members’ lives.

Check out Marcella's thoughts on content marketing

When it comes to creating engagement using marketing, Marcella name shares:

"This is at the epicentre of marketing. There is no cookie cutter way to create engagement, it is trial and error. Great marketers fail a lot. We A/B test even the greatest campaign because it can be the smallest thing that drives that extra 1%."

She also shares about how to keep your brand fresh over time:

"Be relevant to the consumer at all times. If you understand what the consumer needs you'll always appear fresh. When you communicate a message that is targeted and relevant you'll get an engaged consumer that identifies with your brand."

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