A CMO's Tested Blueprint For Marketing Excellence In Mission-Driven Finance
by Marcella Dalmau
What you'll discover
when watching Marcella's story
- In marketing, prioritize exposure and engagement, especially in a community-focused approach.
- Hyper-targeting strategies, such as geotargeting, can be effective in reaching specific, underserved markets.
- For startups, balance theoretical knowledge with practical experience and combine fresh insights with existing expertise.
- Problem-solving skills are crucial in navigating the challenges of real-world marketing projects.
- In financial services, emphasizing accessibility and community involvement helps build trust with customers.
- AI may not fully capture the nuanced customer interactions required in finance and marketing.
- Successful marketing leadership involves hiring individuals aligned with the company's mission and values.
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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