Member Spotlight: Lauren Cuervo

CUNA Councils
October 18, 2006

Lauren Cuervo was raised in central New Jersey and attended York College of Pennsylvania. After graduating with a BA in communications and a public relations minor, she moved back to central New Jersey to pursue a career in marketing.

Lauren worked as brand manager for Warner Home Videos, business development specialist for MARA Physical Therapy, and corporate marketing writer/specialist for GMAC prior to joining the credit union industry.

In 2000 she accepted the position of marketing director of E53 Federal Credit Union in Linden, New Jersey, where she still works today. Lauren lives in Middlesex County with her husband Brian and their two dogs, Arnold and Pippy.

Biggest challenge for 2006

Right now we're focused on bringing more loans into the credit union, but membership is always a challenge. It seems that new banks are opening every day, which makes the competition very tough. We're working hard to promote our credit union as a benefit to all our potential members.

Best advice

Constantly stay on top of what the competition is doing! I frequently stop in banks to check out their promotions, product offerings, marketing materials, etc. Even when you're "off the clock” it’s important to keep your eyes and ears open!

Greatest benefit of Council membership

The Marketing Council is a great resource for ALL things related to credit unions! Whenever I have a question, I run it by the marketing council FIRST on Listserv. Within 24 hours I usually have a ton of great responses. I've come to rely on the Council as part of my own, personal marketing team. It’s so helpful that credit union marketers are very willing to share both successes and failures relating to promotion attempts. It helps when you can follow a successful model for a promotion or campaign.

Best part of my job

I have a lot of creative freedom and a comfortable working environment. I still hate getting up in the morning, but that’s not because I hate my job!

Hardest part of my job

Like most credit union marketers, I wear lots of hats. I switch between marketing director, webmaster, home banking manager, bill pay customer service rep, and business development rep in the course of an eight-hour day. It gets confusing if I don't stay organized.

Success story

Communication (or miscommunication) has always been a problem in our credit union. In April 2005 I started a daily, internal newsletter called “The Voice.” “The Voice” keeps all staff members informed about our promotions, product changes, and factors influencing the credit union industry. I now feel confident that our staff is communicating

accurate information to our members!

Hobbies and interests

Reading, writing, camping, traveling, wine-tasting, cooking, and spending time with the people I love.

People would be surprised to learn that . . .

I’m very laid back in my personal life (in contrast to how focused and driven I am at work).

Recent book

Emily Post’s The Etiquette Advantage in Business:Personal Skills for Professional Success

Life goal not yet accomplished

To see as much of the world as possible.

Something that always makes me laugh

The UK version of the television show The Office.

If I had an extra hour in the day . . .

I’d probably wind up wasting it by sleeping in or watching more TV.