Number of years at current credit union: Nine months 

Educational background: Bachelor of Arts in Communications from the University of Northern Iowa in Cedar Falls; Master of Science in Digital Marketing from Temple University in Philadelphia, Pa.

CU Times: What are your key responsibilities in your current role? 

CU Times: What drew you to the credit union industry? 

Kies: I spent much of my career in higher education and knew I always wanted to work in a sector or industry with the same strong sense of public service. Finding this opportunity to grow as a professional in an organization and industry that prioritizes people over profit inspired me to take the leap. 

CU Times: What unique skills, experience and attributes do you bring to your role? 

Kies: My professional experience is a balance of brand awareness and promotional marketing. Keeping our brand consistently present and engaging builds trust and familiarity, which makes our promotional efforts even more effective. I’ve always been a naturally curious person, eager to learn and troubleshoot. That’s helped me adapt quickly to new opportunities and challenges. 

CU Times: Which person (or people) do you credit the most for helping and supporting you along your career journey? 

Kies: I’ve been fortunate to be surrounded by support in both my personal and professional life, so it’s hard to pinpoint one person, or even one group. My friends and family have always encouraged me to take bold steps in my career. And in the last nine months, I’ve learned so much from my team at Veridian. They bring incredible experience and perspective, and I’m grateful for how open they’ve been to embracing new ideas.  

CU Times: What are some of the biggest differences between working in your current executive level role and your previous, non-executive roles? 

Kies: I’ve always been a hands-on learner, teaching myself the ropes out of a passion for marketing and design, so stepping back from the day-to-day tasks to focus on the broader strategy has been a shift. Now it’s about guiding, supporting and trusting my team to execute while I focus on the bigger picture and long-term vision.  

CU Times: What’s a challenge you faced when you first joined your executive team, and how did you overcome it? 

Kies: As an organization, Veridian is filled with smart, talented and long-tenured leaders. As a newbie, it can be intimidating to speak up and share ideas in those rooms. I had to get out of my own head about that. I was hired to this position because my perspective adds value, and it’s important to my team and to the credit union that I share it. 

CU Times: How would you describe your current leadership style? 

Kies: My leadership style is most defined by giving my team the support they need to be successful and trusting them as the skilled professionals they’ve proven themselves to be. I’ve spent my career working in many of the roles our team fills. I want to use that experience to help where I’m needed and stay out of the way where I’m not. 

CU Times: What are some lessons you've learned over your career concerning how to communicate well with others? And, do you approach communication differently depending on the generation of the recipient (boomer, Gen X, millennial and Gen Z)? 

Kies: Good communication starts with understanding your audience and meeting them where they are. Active listening is a vital first step. You can’t craft a meaningful message without taking the time to understand what people need to hear or what they care about.

I adapt my approach to the generation I’m communicating with. For example, boomers tend to value more personal, detailed communication. Gen X appreciates a to-the-point, efficient approach. Millennials and Gen Z respond best to authenticity and visually engaging, digital-first messaging. With so much data and tools at our fingertips, there’s no excuse not to tailor communication to connect with people in a way that resonates with them. 

CU Times: What are some ways in which you achieve work/life balance, set boundaries and/or avoid burnout at work? 

Kies: I’m intentional with my time and setting priorities. That helps me say no when I need to, focus on what matters most and unplug after hours. I’m also fortunate to work with a great team of smart, creative and capable professionals. Knowing I can lean on them is a big part of avoiding burnout. 

CU Times: What’s next for you on your executive career journey? Do you have any specific career goals you’re working toward? 

Kies: ‘Life happens when you’re making other plans.’ I’m going to enjoy every bit of this journey rather than plan for the next. 

CU Times: What big-picture impact do you hope to make within your credit union, as well as for your members and community? 

Kies: I hope my work helps lay the foundation for using technology to create intentional, personalized marketing that truly enhances the member experience. With marketing technology, we can communicate more efficiently and offer solutions tailored to each member’s unique needs and life stage. It’s about making members feel understood and valued while connecting them with the financial tools they need to build a successful future. 

CU Times: What career advice would you give your younger self? 

Kies: I’d tell my younger self to stop trying to have all the answers and focus more on asking the right questions. It’s not about knowing everything – it’s about being curious, listening and learning from others. Also, don’t be afraid to speak up in the meeting – you’re at the table for a reason. 

Would you or someone you know like to share your journey to credit union leadership? Please reach out to Natasha Chilingerian at [email protected]. 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.