SAN JOSE, Calif. – Meriwest Credit Union has named Tony Cortez vice president of marketing. Cortez is responsible for directing the development of Meriwest's marketing strategy, including strategic planning, new product development, marketing through CRM and Web site channels, customer needs analysis and benchmarking. "Tony brings with him a significant brand development expertise" said Meriwest CU Executive Vice President/Chief Operating Officer Julie Kirsch. "I am confident that his creative and marketing development skills will contribute to the growth of member satisfaction and the Meriwest brand experience." Prior to joining Meriwest, Cortez was owner of Cortez Media in Dallas, Texas where he provided strategic product and brand marketing solutions to a variety of businesses. Before that, he was vice president of marketing for Bag `n Baggage in Dallas, a national specialty retailer, where he planned creative retail solutions and product development to meet corporate marketing plans. His background includes roles as a creative director with advertising agencies as well as working for Fossil Watches. Cortez has a bachelor's degree in Advertising from Sam Houston State University and has participated and chaired multiple design and marketing conferences.