We are thrilled to welcome Melanie Moore to our team as our new Vice President of Marketing Strategy & Solutions! In this newly created role, Melanie will bring together our Corporate Marketing and Marketing Solutions teams, helping us provide credit unions with more comprehensive marketing support, expand our digital marketing capabilities, and offer even more resources to help credit union marketers.
Melanie brings over a decade of experience in marketing, digital operations, and team leadership across both financial services and marketing agency environments. Her background includes driving marketing initiatives, improving processes and performance, using data to inform decisions, and leading teams. Since joining Synergent, she has already become known for pairing big-picture thinking with practical execution. She has a strong interest in helping people and teams grow through mentoring and collaboration.
Outside of work, Melanie is a mom of two, enjoys tackling DIY home projects, has two dogs, and is an avid audiobook listener.
Through this Q&A, Melanie shares what drew her back to credit union marketing, what she hopes to bring to Synergent’s credit union partners, and a few fun facts about herself.
What attracted you to Synergent specifically and the Vice President of Marketing Strategy & Solutions role?
After stepping away from financial marketing for a couple of years, it’s been clear that I needed to get back to it, as it’s where my passion lies. I love working with community financial institutions, helping to guide and collaborate with internal marketing teams, and making an impact on communities across the country. This role at Synergent is exactly what I wanted to get back to what I love doing, with an industry I know well.
Out of the gate, what are your goals for the Marketing Strategy & Solutions team and what excites you most about these opportunities?
Right out of the gate, I intend to immediately expand our digital marketing capabilities and build out a suite of resources for our credit union marketers. Credit unions of all sizes come with varying degrees of digital marketing implementation, and we need to be ready to meet those who are dipping their toes in for the first time, as well as strategizing with those ready for a full digital omnichannel approach encompassing programmatic, social, in-app, email, and more. I love the challenge of this full spectrum; knowing I have the opportunity to help educate, as well as being pushed to think beyond the bounds of what we do today, it all really excites me.
In this role, what are you most looking forward to about working with and supporting Synergent’s credit union partners?
I’m most looking forward to helping our credit union partners with expanding membership and establishing comprehensive nurturing efforts. So many of our partners have a wealth of tools across the core—and digital banking—that can work seamlessly together to bolster efforts, but unraveling those and defining that infrastructure can be daunting if you’re not sure where to go first. The opportunities for this are endless, and I can’t wait to dive in.
You’ve worked in both financial services (including specifically with credit unions) and marketing agency environments. What perspectives from those experiences do you think will be especially valuable in your new role?
My experience in financial services specifically, both as a teller and a marketer, has given me a healthy respect for community, compliance, and budget. I take regulations seriously and understand the incredible weight placed on many credit union marketing teams to do more with less. This is where my marketing agency experience really kicks in. In agencies, efficiency is the name of the game—you’ve got to stay one (or two) steps ahead, while keeping the ball rolling and taking on more. I’m excited to find efficiency and new opportunities while remaining compliant.
Is there a marketing tool, strategy, or approach you’ve found particularly valuable?
A strong digital foundation is revolutionary—in my experience, this is leveraging Google Tag Manager, Google Analytics (GA4), and Google Ads to their fullest extent. These tools can help inform how non-advertising efforts are performing as well, including online application completion rates. Once you have these properly built out, you will get so much information to ensure your next steps are data-informed, which will maximize marketing impact.
How would you describe your leadership style?
I am definitely a “lead by example” person. I don’t expect anyone to do anything that I would not do, and I do my best to empower those around me to try new things and innovate.
What do you enjoy most about developing and leading a team?
For much of my life, I was an athlete—playing soccer through college. I love being part of a team, knowing we’re stronger when everyone is supported and understands how they make a difference for our clients and for the team.
We know you love audiobooks. 😊 What are you listening to right now? Who are your favorite authors (or genre(s))?
Currently, I am obsessed with the Dungeon Crawler Carl series as I’m nearing the end of book 7. I also love any and all fantasy series, and naturally everything by Sarah J. Maas.
As a mom, are you Team SUV or Team Minivan?
Team Minivan!! I love my Honda Odyssey and will tell anyone who will listen all about the amazing features. 😀
Is there anything else you’d like to add?
I am just so happy to be here and can’t wait to see all that we can accomplish together!
