Synergent’s mission is to ‘help credit unions succeed and improve the financial lives of their members.’ In our monthly Employee Spotlight series, we feature one of our dedicated staff members to help you get to know the people who are working as an extension of your credit union team.
Shannan Heacock
For over two decades, Shannan Heacock, Senior Client Success Manager – Marketing, has been an integral part of Synergent, helping credit unions connect with their members in meaningful ways. In her role, Heacock is at the forefront of developing tailored marketing strategies and solutions that drive member engagement and growth for credit unions.
“Every day is different, which I enjoy,” shared Heacock. “I could be drafting proposals one minute and writing copy for an upcoming campaign the next. My role as a Marketing Client Success Manager focuses on working with credit unions on effective marketing strategies and campaigns to connect with members. I work closely with the sales team, data mining specialists and creative designers to develop these strategies and targeted campaigns to ensure we’re reaching the right audience at the right time. By leveraging data and market insights, I help craft messages that resonate and build strong relationships with credit unions and their members, ultimately driving growth and business success.”
Heacock’s journey at Synergent has been one of growth and transformation. When she first joined Synergent, the marketing team as we know it today didn’t exist. Instead, she spent her days fulfilling orders for credit unions and even stepping into the pressroom when needed.
“When I first started, we were primarily a print and supply division, and my role was focused on placing orders for credit unions,” shared Heacock. “When it was slow, I would help out by going into the pressroom to run the envelope press or help with statements.”
From learning the ins and outs of print production to becoming a trusted marketing expert, Heacock has experienced remarkable growth at Synergent. Having witnessed the evolution of marketing in the credit union industry, she has played a key role in adapting Synergent’s strategies to meet changing needs. No two days are ever the same for her—and that’s just the way she likes it.
“I have a passion for helping people,” explained Heacock. “I feel like my purpose aligns with the credit union movement.”
Heacock’s responsiveness and expertise have made her a trusted partner to the credit unions she has worked with, helping them complete successful marketing campaigns. She believes that the best marketing strategies come from truly understanding a credit union’s mission and goals, and she takes pride in helping credit unions craft messages that resonate with their members.
In addition to her expertise, building meaningful relationships has been an important part of Heacock’s role. Her ability to form strong, long-term relationships with both colleagues and clients has been a cornerstone of her success. Not only a marketer but also a mentor, she provides guidance and insight to newer team members eager to learn from her experience.
“The relationships I have built over the years with fellow employees and credit union staff are my favorite part of the job,” reflected Heacock. “I am a people person and not only need that interaction in my life, but also enjoy it.”
When asked about her favorite type of project, Heacock doesn’t point to a single example, but instead, a focus area. Onboarding campaigns are launched during the 90-day period after a new member joins a credit union. Using a combination of phone calls, emails, direct mail, and social media, points of contact are used to welcome new members while informing and educating them on products and services that best meet their needs.
“I love working on onboarding campaigns as they are very unique and detailed and give me the opportunity to work closely with the designers to develop a highly targeted and personalized campaign,” reflected Heacock. “These highly targeted, personalized efforts help new credit union members feel welcomed and supported during their first days of membership, ensuring they understand the products and services available to them.”
Heacock’s dedication, credit union knowledge, and personal touch make her a valued member of the Synergent team. She is a lifelong learner, always looking for ways to expand her expertise, whether in marketing, business, or her hobbies. Beyond her professional life at Synergent, Heacock has a passion for wine that she has turned into a part-time business.
“I have a love for fine wine, presenting wine tastings, and traveling the world,” enthused Heacock.
Originally from Delaware, Heacock has called Maine home for the past 21 years, where she lives with her husband of over three decades. She’s also a proud mom to her 24-year-old son, Jake, and 22-year-old daughter, Riley.