Perez: To Succeed, Stray From Convention

“I know it sounds a bit unconventional, but taking a step back from the credit union industry to explore what’s happening in the world around you in other disciplines and industries, examining human psychology and consumer purchase patterns, and even gaining random insights can make us better marketers,” the latest Women to Watch honoree said. “Sometimes we get so in the weeds we can’t see what’s coming next.”

In her role as chief administrative officer at the $193 million Louisiana Federal Credit Union in La Place, La., maintaining a sight line of what’s on the horizon has helped her oversee the credit union’s marketing, business development, training and HR functions. When she joined the credit union some 10 years ago, she began the process of a complete brand overhaul that better aligned with Louisiana FCU’s core values and cultural drivers.