Greenwich & Bexley Credit Union

Greenwich & Bexley Credit Union

Role: Marketing Officer

Brief

Greenwich & Bexley Credit Union is a non-profit member-owned financial co-operative with objectives spanning member acquisition, engagement, and brand visibility in the local community.

As a marketing officer, it was job to address the following issues:

• Membership applications declining

• Low member engagement

• Declining loan book growth

• Low brand visibility - little to no presence on social media

Objectives

• Increase brand awareness and community engagement

• Drive member acquisition and product uptake

• Strengthen digital presence across social media, email, and web

• Support leadership with clear, data-driven marketing insights

My Solutions/Actions

All the marketing objectives related back to one major thing - membership. The ultimate goal was how to acquire more members and increase particpation from the current ones.

The first thing to do was understanding what research had been done members prior. GBCU's marketing had mainly been through word of mouth and members mainly joined the Credit Union for the affordable loan products. The main point of communication with members seems to be via email, and to acquire new members, I realised that the marketing needed to be on the field rather than digital.

This would then determine what the marketing strategy looked like. Here were my solutions:

• Mainatining digital presence as a support to the field marketign startegy. Digital channels were mainly used to speak to existing members or dispense financial education to the general public. This would better position the brand and boost visibility.

• Creating Facebook group that would lead to increased engagement and interaction, also allowing the Credit Union to attract new members.

• Building and automating targeted email marketing workflows to support loans, savings, and member retention

• Coordinating PR activity with senior leadership and external agencies to increase thought leadership output

• Delivering multi-channel field marketing initiatives, including on-site activations, partner promotions, and branded collateral

• Cultivating partnerships with payroll providers and corporate organisations to drive member acquisition

• Producing executive dashboards and reports for Board and Marketing Committee stakeholders

Results & Impact

• Increased loan application volume through targeted email marketing automation

• Improved member retention and seasonal savings account acquisition

• Achieved consistent growth in social media reach and engagement through data-led content planning

• Expanded membership awareness through successful partner-led marketing programmes

Key Skills Demonstrated

• Integrated marketing strategy

• Social media and content marketing

• Email marketing and CRM

• Partnership development

• PR and communications

• Analytics, reporting, and stakeholder management

• Project management and adaptability