Draheim (far left) and Fox Communities Chief Lending Officer Adam Landsberg (second from left) cup members of the credit card and loan processing team for Team Member Appreciation Day on March 1st. Deliver the cake. On this day, the credit union's senior team visited all branches to distribute sweets. To all team members. (Credit/Fox Communities CU)
Credit union: Fox Communities Credit Union ($2.9 billion, Appleton, Wis.)
title: chief marketing officer
Years of service with current credit union: less than 1 year
Educational background: Graduated with honors from the University of Wisconsin-Stevens Point with a Bachelor's degree in Communication Arts
CU Times: What are your main responsibilities in your current role?
Melanie Draheim
Draheim: I am 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 promotions, incentives, community events and sponsorships. You will also work with management to develop strategic plans and activities to drive growth and engagement.
CU Times: What drew you to the credit union industry?
Draheim: Overwhelmingly, I was drawn to the culture and values of the credit union industry. 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 it's something I highly value.
CU Times: What unique skills, experience and attributes do you bring to your role?
Draheim: Over the past 15 years, I have been fortunate to lead enterprise-wide marketing, communications, strategic planning, sales, and product teams in the healthcare industry. This includes everything from high-level vision and strategy to brand storytelling, digital marketing, lead generation, and marketing execution. I value integrity and authenticity, and I also feel these are some of the most powerful attributes for winning brands.
CU Times: Who do you think has helped and supported you throughout your career?
Draheim: In my current role at Fox, I am fortunate to be surrounded by a president and CEO (Chris Allen), executive team, and marketing team with extensive experience in the financial industry. They were amazing in teaching me the ins and outs of the industry. Additionally, my previous leader (Penny Ransom) had known me for almost my entire career. As my leader and mentor, I credit her for always pushing me out of my comfort zone. This led to my dramatic growth as a professional and as a business leader.
CU Times: What is the biggest difference between your current executive-level role and your previous non-executive-level role?
Draheim: At the C-suite level, forward-looking leadership and strategy must be a daily focus.
CU Times: How would you describe your current leadership style?
Draheim: First and foremost, I see my job as a leader as being the team's biggest cheerleader and supporter. My job is to be their biggest fan, empower them, and remove barriers so they can do their best work. No matter your role, we are always a team and strive to build a culture of collaboration, learning and excellence across our team where everyone has a voice and where everyone can learn and grow together.
CU Times: What's next for your executive career? Are there any specific career goals you're working towards?
Draheim: As I am new to the credit union world, I look forward to learning more every day and enjoy making new connections with others in the industry and all the community organizations that Fox supports. Masu. As I continue to familiarize myself with the environment, I will look for ways to further offer my marketing expertise through writing, podcasting, volunteering, and executive opportunities.
CU Times: What significant impact do you hope to have, not only within your credit union, but on your members and community?
Draheim: For 87 years, Fox has built incredible brand equity and supported thousands of people in our community. It's no surprise that local school children know and sing the Fox jingle. I am excited to lead Fox as we continue to build on our brand, help our members grow and live their lives, and find creative ways to truly partner with communities and nonprofits. I feel honored.
CU Times: What career advice would you give your younger self?
Draheim: When you feel uncomfortable because you're doing something you've never done before, remember that it's growth.
Do you or someone you know want to share their journey to becoming a credit union leader? Contact Natasha Chilingerian. [email protected]. To qualify, an individual must be a member of a credit union's management or executive leadership team and have a compelling story of progression to their current leadership role.
