LIVERMORE, Calif.—UNCLE Credit Union announced that Karl Goin has joined the organization as Vice President, Marketing and Fidela Hernandez has been promoted to Vice President, Operations.
Responsible for overseeing the marketing team, Hernandez will provide strategic direction to strengthen brand awareness and member engagement, drive membership and build market opportunities through key community partnerships. In her new role, she will focus on optimizing work flow productivity and resource management, while ensuring compliance with organizational standards and promoting operational excellence.
“We’re incredibly pleased to welcome Karl and Fidela as the two newest members of our senior management team, as they bring a wealth of demonstrated expertise in their respective fields as well as strategic vision to their positions,” said UNCLE Credit Union President and CEO Harold Roundtree. “Karl is an accomplished marketing executive and award-winning creative director who effectively blends innovative branding and creative into a cohesive marketing strategy with proven results. Fidela is a highly capable and tenacious problem solver who excels at driving outstanding organizational performance. Both will have a principal role in advancing opportunities and value for our members as they steer their divisions toward our financial institution’s goals.”
Before joining UNCLE Credit Union, Goin served as Vice President of Marketing for a $3 billion credit union from 2015 to 2018. And from 2011 to 2015, he served as the organization’s Assistant Vice President (AVP) of Marketing. His background also includes working for advertising agencies such as Wayfinder Response Marketing, where he served well-recognized brands like McKesson and a Fortune 50 bank. Karl has earned multiple ADDY® and CUNA Diamond Awards for campaigns that effectively blend digital and traditional elements to craft an emotional connection, inspire action and propel the brand forward.
Prior to assuming the role of Vice President of Operations, Hernandez served as UNCLE’s Assistant Vice President (AVP) of Operations for six years. In this post, she had an integral part in the successful completion of key initiatives contributing to an enhanced member experience across all delivery channels. She also helped lead the charge to centralize operations by developing, communicating and implementing streamlined processes and procedures throughout the organization. As Vice President of Operations, she will continue to report to Gina Bloomfield, Senior Vice President and Chief Financial Officer.