WASHINGTON – CUNA has turned to a surprising choice to lead its credit union awareness campaign–a 20-year veteran of a bank trade group.
CUNA said it has hired Chris Lorence as its new Chief Credit Union Awareness Officer, with primary responsibility for leading CUNA’s A"Open Your Eyes to a Credit Union" campaign, the $100-million, three-year effort designed to raise consumer consideration of credit unions as a financial option. Earlier this year, CUNA announced it has raised more than a quarter of the funds for its overall goal. The campaign has already been launched by several state leagues, including the Minnesota Credit Union Network, the Carolinas CU League and Michigan Credit union League.
“CUNA is thrilled to welcome Chris Lorence to our team,” said Jim Nussle, CUNA president and CEO, in a statement. “Chris is a talented and thoughtful leader and his passion for credit unions began very early on in his career. The Open Your Eyes to a Credit Union campaign has an even brighter future with him on board.”
For the past 20 years Lorence has been with the Independent Community Bankers of America, a trade group that is a frequent critic of credit unions and an a frequent opponent on Capitol Hill. Lorence most recently served as executive vice president of engagement and strategy/chief marketing officer.
“I am incredibly excited to join the team of professionals at CUNA," said Lorence in a statement. "As a marketer and storyteller, the opportunity to lead a powerful research-based national campaign for our nation’s credit unions aligns perfectly with my experience, values and passion. There is tremendous opportunity for membership growth and relationship development by elevating consumer consideration and connecting to those seeking a true financial partnership."