Health Care Marketing Leader & 'Humanitarian at Heart' Lands in CU Industry
"The passion for helping people really resonated with me as something I value highly," Melanie Draheim says.
Name: Melanie Draheim
Credit union: Fox Communities Credit Union ($2.9 billion, Appleton, Wis.)
Title: Chief Marketing Officer
Age: 40
Number of years at current credit union: Less than one year
Educational background: Cum laude graduate from the University of Wisconsin – Stevens Point with a Bachelor of Arts in Communication
CU Times: What are your key responsibilities in your current role?
Draheim: I’m responsible for leading and developing the Fox brand, marketing, communications, community engagement and public relations. I oversee the execution of Fox’s brand strategy, marketing campaigns, advertising, media relations, product promotion, incentives, and community events and sponsorships. I also partner with the executive team to create strategic plans and activities to drive growth and engagement.
CU Times: What drew you to the credit union industry?
Draheim: Overwhelmingly, the culture and values of the credit union industry drew me to it. I’m a humanitarian at heart and the credit union industry is all about people helping people in the communities we live in. The passion for helping people really resonated with me as something I value highly.
CU Times: What unique skills, experience and attributes do you bring to your role?
Draheim: For the past 15-plus years, I’ve been fortunate to lead enterprise-wide marketing, communications, strategic planning, sales and product teams in the health care industry. This included everything from high-level visioning and strategy to brand storytelling, digital marketing, lead generation and marketing operations execution. I value integrity and authenticity and I also feel these are some of the strongest attributes for winning brands.
CU Times: Which person (or people) do you credit the most for helping and supporting you along your career journey?
Draheim: In my current role at Fox, I’m lucky to be surrounded by a President/CEO (Chris Allen), executive team and marketing team with extensive experience in financial industry. They’ve been amazing at teaching me the ins and outs of the industry. In addition, my previous leader (Penny Ransom) has known me for nearly my entire career. As my leader and mentor, I credit her for consistently pushing me out of my comfort zone, which exponentially led to my growth as a professional and executive leader.
CU Times: What are some of the biggest differences between working in your current executive level role and your previous, non-executive roles?
Draheim: Forward-looking leadership and strategy has to be a daily focus at the executive level.
CU Times: How would you describe your current leadership style?
Draheim: First and foremost, I see my job as a leader to be the biggest cheerleader and supporter for my team. My job is to be their biggest fan, to empower them and to remove barriers so they can do their best work. We are always a team, no matter our titles, and I strive to create a culture of collaboration, learning and excellence among teams where everyone has a voice and can learn and grow together.
CU Times: What’s next for you on your executive career journey? Do you have any specific career goals you’re working toward?
Draheim: Being new to the credit union world, I’m looking forward to learning more and more each day and I’ve enjoyed making new connections with others in the industry and with all the community organizations that Fox supports. As I continue to get acclimated, I’ll be looking for ways I can further provide my marketing expertise through writing, podcasts, volunteering and board opportunities.
CU Times: What big-picture impact do you hope to make within your credit union, as well as for your members and community?
Draheim: Fox has built incredible brand equity and supported thousands in our communities over the course of 87 years. It’s no surprise that kids in our local schools know and sing the Fox jingle. I’m honored to lead Fox in further elevating our brand, growing and helping our members make life happen and finding creative ways to truly partner with communities and nonprofit organizations.
CU Times: What career advice would you give your younger self?
Draheim: Remember that when you’re uncomfortable because you’re doing something you’ve never done before, that’s growth.
Would you or someone you know like to share your journey to credit union leadership? Please reach out to Natasha Chilingerian at nchilingerian@cutimes.com. To qualify, the individual must be a part of a credit union’s leadership team or C-suite, and have a compelling story to share about their rise to their current leadership role.