Culture Defines Experience: Weaving Culture and Brand Through Your Organization
Culture Defines Experience Track Overview
Member experience begins within!
Offered as part of the CU Learning TRAXX program, the six 60- to 90-minute sessions in this track focus on helping you build a strong credit union identity that is woven throughout your entire organization — including your remote workforce, employee culture, and member experience.
Marketing, human resources, business development, and retail professionals will find exceptional value in the six sessions offered in this track. Programming will focus on diversity, equity, and inclusion; elevating employee culture; member experience; effectively sharing the Credit Union Difference; attracting and retaining top talent; and more, including just-in-time content to ensure you’re staying ahead of the curve!
All registration options include access to post-session recordings, so you can learn at your own pace and at a time that’s convenient for you!
While the sessions in this track are designed with a specific audience in mind, credit union professionals of every level and discipline will find them valuable.
Sessions and Details
Consisting of six 60- to 90-minute sessions, the Culture Defines Experience: Weaving Culture and Brand Through Your Organization track focuses on building a strong credit union identity across your entire organization, for both member and employee experience.
1. Elevating Employee Culture for the Future
Speakers: Susan Salgado, Tansley Sterns
This session explores employee engagement across three areas: wellness, belonging, and maintaining a cultural identity throughout workforces that may be dispersed. As credit unions increase remote work settings, employee engagement is more critical than ever. Engaged employees generate value and positively impact a credit union’s brand.
2. Mapping the Credit Union’s DEI Journey
Speakers: Jahmad Canley, Mike Valentine, Lecia Roundtree, Max Villaronga
In this session, credit unions across the country share their experiences around implementing DEI initiatives throughout their organization and how it positively changed the way they serve members. Hear first-hand experiences in how to start this conversation in your credit union and engage your employees around topics of diversity, equity, and inclusion. You’ll walk away with best practices or tools to create your own plan.
3. Credit Union Sales and Service: Meeting Your Members Where They Are
Speakers: Ronda Conger, Mark McKellar
In a competitive market, how do credit unions use sales and service models to illuminate the Credit Union Difference, meet business objectives, and attract new members? This session examines how diverse perspectives within an organization help cultivate new ideas to better meet member needs.
4. How to Best Use Data and Enrich the Member Experience
Speaker: Emily Engstrom
In today’s market, data is vital to organizational success. How can credit unions use data to identify underserved markets in their communities and recognize opportunities to further serve their members’ needs? This session explores the cutting-edge ways credit unions can use data to drive innovation, expand their membership, and better meet the needs of their members today and tomorrow.
5. Mapping the Credit Union’s DEI Journey Part 2: Charting Your Course
Speakers: Jahmad Canley
Following up on the themes discussed in the DEI Journey previous session, we focus on how to start charting your own credit union’s DEI plan. Learn about common misconceptions and pitfalls credit unions should avoid in implementing their own DEI strategies.
6. New Workforce Thinking: Developing, Leading, and Coaching High-Functioning Teams in a Changing World
Speakers: Deedee Myers, Darlene Dumont
As credit union offices and branches re-open, key workforce questions remain. Together, we explore: What makes a successful long-term remote or hybrid worker? What best practices should be implemented for rotating workers? What elements should embody DEI in new workforce dynamics? What leadership behaviors are needed to manage a diverse workforce in multiple locations? What is the most critical concern of the new workforce? What needs rethinking in processes, roles, responsibilities, employee engagement, and culture? Hear ideas on how to best leverage a strategic workforce in this new way of doing business. Myers and Dumont share a practical application of assessing, designing, creating, and integrating a strategic workforce while staying true to your vision, mission, values, and strategic priorities.
** Access to On-Demand Recordings is reliant on the Pass or Track that your Credit Union has purchased. If you would like access to CU Learning TRAXX On-Demand Recordings please view pricing and registration or reach out to a member of the team.
ALL ON-DEMAND RECORDINGS Available now!
|Culture Defines Experience Sessions — Now Available On-Demand|
|Recorded From the August 26 Session|
|Elevating Employee Culture for the Future||This session explores employee engagement across three areas: wellness, belonging, and maintaining a cultural identity throughout workforces that may be dispersed.||Access Now**|
|Recorded From the September 9 Session|
|Mapping the Credit Union's DEI Journey||In this session, credit unions across the country share their experiences around implementing DEI initiatives throughout their organization and how it positively changed the way they serve members.||Access Now**|
|Recorded From the September 23 Session|
|The Future of Sales & Service: Meeting your Members Where They Are||This session examines how diverse perspectives within an organization help cultivate new ideas to better meet member needs.||Access Now**|
|Recorded From the October 7 Session|
|The State of the Northwest Economy||This session explores the cutting-edge ways credit unions can use data to drive innovation, expand their membership, and better meet the needs of their members today and tomorrow.||Access Now**|
|Recorded From the October 13 Session|
|Mapping Your Credit Union Journey, Part 2: Charting Your Course||This session follows up on the themes discussed in the DEI Journey previous session, we focus on how to start charting your own credit union's DEI plan. Learn about common misconceptions and pitfalls credit unions should avoid in implementing their own DEI strategies.||Access Now**|
|Recorded From the November 17 Session|
|New Workforce Thinking: Developing, Leading, and Coaching High-Functioning Teams in a Changing World||In this session hear ideas on how to best leverage a strategic workforce in this new way of doing business. Myers and Dumont share a practical application of assessing, designing, creating, and integrating a strategic workforce while staying true to your vision, mission, values, and strategic priorities.||Access Now**|
|** Access to On-Demand Recordings is reliant on the Pass or Track that your Credit Union has purchased. If you would like access to CU Learning TRAXX On-Demand Recordings please view pricing and registration or reach out to a member of the team.|
President /CEO, Potential Unleashed Consulting
Jahmad Canley has endless dedication to empowerment and education for all people. He is internationally known as a top-level culture transformation consultant, peak performance coach, author, and masterful storyteller. Jahmad focuses on helping people and organizations accomplish their goals and fulfill their potential in their personal, professional, and organizational lives. His passion for helping others unleash their potential has provided him the privilege of working with top organizations such as Microsoft, Amazon, Western Union, LA Phil Harmonic Symphony, USA Swimming, and many more.
Getting his start in organization development over 16 years ago, Jahmad has assisted numerous organizations across multiple industries in their quest to create better and more effective cultures. Jahmad’s passion for Diversity, Equity, and Inclusion work started when he entered Washington State University through the Future Teachers of Color Program and continued when he helped create several equity programs for the College Success Foundation including the HERO Program (designed to assist High School aged African American, Latino, and Indigenous males gain access to higher education). Now private and public organizations around the world utilize Jahmad’s unique experiences and ability to transfer Cognitive Science and Culture Transformation processes to improve success rates and remove barriers to inclusive productive cultures.
Jahmad currently works in the United States, Canada, The Bahamas, Guatemala, Mexico, Costa Rica, Kenya, South Africa, and Japan. In addition to working with non-profits and corporations, Jahmad currently leads diversity, equity, and inclusion work in several school districts around the country and is looked to as a trusted consultant for even more individual schools on the topic.
Jahmad’s ability to combine his energy and passion with a sense of humor and innate sincerity enables him to connect with a wide range of audiences and empower them to achieve the growth and change they earnestly desire. So, whether it’s a group of executives, non-profit board, staff, or faculty, transformation is the result.
“I have learned that most people all over the world want the same thing…a better world for themselves, their families, and their communities. What keeps us trapped is often the lack of knowledge or the lack of a process. I believe that to truly serve others, we must provide them with both a process and knowledge. The hour is late, the time is short, the task is great and we have a lot of work to do.” – Jahmad Canley
In addition to his work, Jahmad is a dedicated family man and community member. In fact, you’ll often find his wife, two daughters, and son traveling alongside him in support at various events. Jahmad is a dividend of Tacoma Public Schools and in addition to currently being a parent, he is also the founder of the Tacoma Gents program. Tacoma Gents works with young men of color in the 3rd to 5th grades teaching L.I.F.E. (leadership, image/integrity, financial literacy, and etiquette) skills. The program is now in its 5th year in partnership with Tacoma Public Schools.
Some say she was raised by wolves, others claim truckers. No matter what her upbringing, this superwoman has flourished in a male dominated industry for 27 years. As Vice President of CBH Homes, Idaho’s largest homebuilder, Conger leads the CBH troops daily, and has overseen all areas of the company for the past 17 years. As a business woman, professional speaker, and author, Conger is on a mission to spread a movement with her three books: Better Human, Better Thinking, and her newest book, You Go First: Become the Leader Your Team Needs. It’s been rumored her high energy and passion come from shotgunning red bulls daily, but she’ll tell you it comes from her incredibly hot husband, Jim Conger (just ask her) and two sons. She thanks the heavens each day for this incredible journey and is so very grateful for the opportunity to serve and love all those that she comes in contact with.
Organization Change and Continuous Improvement Consultant, DDJ Myers
Dr. Darlene Dumont is a champion of culture transformation using empowering and engaging action-research with her clients. Dr. Dumont has over 30 years of diverse business experience with demonstrated results in organizational transformation, executive coaching, systems-thinking using Lean scientific problem-solving, strategy deployment, strategic workforce design, curriculum design, project management change management, innovation, and organizational design.
Dr. Dumont is a retired officer of the Air Force/Air National Guard, a Lean sensei, and was a public accountant. She completed her Doctorate of BA, is a member of the DDJ Myers team and a faculty member of the Lean Enterprise Institute.
Organization Change and Continuous Improvement Consultant, DDJ Myers
As the leader of the Client Success team, Engstrom provides the critical last piece of the data puzzle for AdvantEdge Analytics clients. Whether credit unions want to use data to better engage with their members, grow wallet share, uncover trends in fraud, better manage lending risk or optimize their marketing channels, they count on Engstrom and her team to develop an exceptional data strategy that deploys their resources efficiently and effectively. Before joining AdvantEdge Analytics, Engstrom held a variety of roles with CUNA Mutual Group. She started her career with one of the Midwest’s premier credit unions: $2 billion Summit Credit Union. There she honed her skills in lending, operations, retail branches and underwriting.
Regional Sales Manager, Auto Financial Group
Marc McKellar is a Regional Sales Manager for Auto Financial Group a residual based financing solution provider. Being a 30-year veteran of the financial services industry, he brings a unique perspective to using residual based financing to increase credit union auto loan volume and ROI, while also serving the needs of members. His focus is member retention and new membership growth through education and sales. His experience in the roles of credit union business development director, credit union league representative, Michigan Credit Union League board member, and regional sales manager for AFG allows him to see the changing landscape of sales within the credit union space. Mr. McKellar has a BBA in Business Management and Banking & Finance from Northwood University.
Founder & CEO, DDJ Myers
Deedee Myers is known for being a thought and practice leader in the field of transformative change and organizational evolution for people and organizations. Her work with boards, executive teams, and staff inspire organizations to adopt evolutionary yet pragmatic communication and behavioral practices that add sustainable and intrinsic value. Myers is widely known for evolutionary strategic planning, deep-seated succession planning from the emerging leader through the board level, generative board practices, and advancing leadership presence and execution so that individuals, teams, and organizations can access untapped potential.
Founder, Grason Consulting
Susan Salgado is a consultant, speaker, and thought leader whose expertise lies at the intersection of leadership, organizational culture, and customer experience. Having partnered for nearly 20 years with famed restaurateur, Danny Meyer of Union Square Hospitality Group, Salgado’s passion lies in creating remarkable workplaces where people will thrive – and therefore, will deliver outstanding results. Drawing on both her academic and professional experience in organizational behavior, Salgado speaks, consults, and advises leaders and speaks with companies across more than 20 industries including Delta Airlines, Hyatt Hotels, Goldman Sachs, Chanel, Cedars Sinai Hospital System, Sotheby’s, Condé Nast, and Coca Cola.
Salgado holds a Ph.D. from NYU, Stern School of Business, as well as a BS and an MBA from Lehigh University. She is a co-founder of the NYC Chapter of Conscious Capitalism, has recorded a TEDx talk, has been a contributor to Inc. magazine, and was named one of Fast Company’s 100 Most Creative People in Business for her application of hospitality principles across industries. Her passion and her purpose: To make the world a better place, one workplace at a time.
Chief People & Strategy Officer, Canvas
Tansley Sterns is a dynamic force of nature, fiercely crusading on behalf of all credit unions while tirelessly driving forward the brand image and family spirit of Canvas. She joined us in April 2018 and has spent every moment since amplifying the credit union’s ability to transform lives with her innovative marketing, brand, communications, and strategy efforts. Sterns leads the people of Canvas with a bright fire and desire for greatness that is passed down with every interaction with our team.
Sterns brings with her more than 20 years of credit union leadership experience, including roles in research, sales, service, and government relations to Canvas. Just prior to coming on board, Sterns served as Chief Impact Officer at Filene Research Institute where she played a pivotal role in building bridges between credit unions, academia, and Silicon Valley. Her work has ensured that even more institutions engage with Filene’s credit union-focused, action-ready research. Sterns has been a pivotal addition in every community she serves, activating the credit union movement with grace, and as always, a smile.
Prior to her tenure at Filene, Sterns served as AVP of Corporate Strategy & Government Relations at Bethpage Federal Credit Union in NY, helping to shape and execute strategy in an ever-changing legislative landscape. She was VP of Sales & Service at both Connex Credit Union and BestSource Credit Union for a combined 13 years where she honed her ability to lead marketing, sales, and business development initiatives along all frontline, member-facing channels.
Vice President of HR & Organizational Development, PremierOne Credit Union
Lecia Roundtree has over 20 years of executive level experience managing Human Resource functions, including Staff Development, Recruitment, Compensation and Employee Relations. Roundtree is a certified public speaker and has presented information on a variety of topics both locally and internationally related to the disciplines within Human Resources. She has scripted a series of manuals on professional development, leadership and service skills. To support online learning, Roundtree produced several training videos on an assortment of topics for a variety of management levels.
Other personal accomplishments include a Master’s Degree in Human Resource Management, as well as several certifications, including Recruitment, Staff Development and Leadership Development.
Roundtree uses the experience and information gained from her associations as past Board Chairs of the San Mateo County Workforce Investment Board and Human Resources Director’s Network of CA., to inform and influence members of management who have the greatest impact on staff fulfillment and productivity.
Roundtree currently participates as a committee member for the CUNA HR & Organizational Development Council and the Global Women’s Leadership Network (GWLN), Northern CA Sister Society. She is also an active member of the AACUC.
Roundtree is very excited to challenge the perspective of Human Resources Management as we navigate through the challenges of an ever- changing work environment.
President & CEO, Baxter CU
With 40 years of sales and service experience, Mike brings unique insight and magnetic energy to his position. His credit union career began in 1984, when he joined BCU as Manager of Lending & Collections. Over the next decade, Mike cultivated a strong sales and service culture, streamlined the lending operation, perfected service delivery and instituted a results-based employee incentive program. In 1994, Mike was appointed President/CEO. With his humble and approachable style, Mike sees himself as a coach. He believes in the development of employees and encourages his leadership team to see BCU as a learning organization. This collaborative, team-based management style has led BCU to unparalleled success – one of the fastest growing credit unions in the country with more than 260,000 members and assets just under $4 billion. Topping the list of Mike’s strategic achievements are successfully fostering relationships that have taken BCU from a single corporate sponsor to being a leading provider of financial freedom for America’s best workplaces. He has set new standards for bringing together technology and personalized service. Committed to a culture of giving back, Mike fosters an environment of volunteerism and support for countless causes, not the least of which is evidenced by BCU’s contributing 1% of net income to charitable causes each year.
In his free time, Mike enjoys spending time with his wife Ellen, their kids and three beautiful granddaughters. Any day that involves a good laugh, a golf course, or a boat (in that order) are among his favorites.
President & CEO, TFCU
Max Villaronga is the President and Chief Executive Officer of TFCU since 2014. TFCU was originated in May of 1936 and has over $730 Million assets, 9 local branches, and over 63,000 members. Villaronga has built his experience working in a variety of industries and has worked for such notable organizations as The Home Depot and the United States Marine Corps.
Villaronga is a graduate of Texas A&M University with a Bachelor in Business Administration, the University of Texas at Dallas with a Master of Business Administration in the Global Leadership Program, the Graduate School of Retail Banking at Furman University, and he is a Certified Chief Executive (CCE).
Villaronga has been married to Erin, a San Antonio native and fellow Texas A&M graduate, for 21 years. They parent two wonderful children, Sarah and Rachel, that excel in school and enjoy reading, art, music, sports and the outdoors. Villaronga currently is involved on the Board of Trustees for the El Paso Symphony Orchestra, El Paso Greater Chamber of Commerce Board of Directors, Board of the National Network of Latino Credit Union Professionals, the Advisory Board for the Boy Scouts Yucca Chapter of El Paso, and he represents Texas in the CUNA Consumer Protection Subcommittee.
Pricing and Registration
CU Learning TRAXX are offered with a variety of registration options. While each track is designed with a specific audience in mind, credit union professionals of every level and discipline will find them valuable.
Register now for the Culture Defines Experience: Weaving Culture and Brand Through Your Organization track for full access to all six sessions in this track. All registration options include on-demand access to post-session recordings, so you can learn at your own pace and at a time that’s convenient for you!
Information about additional registration options can be found here, including all access passes, session bundle options, and track bundle options.
|Full Culture Defines Experience Track|
Access all six live sessions the Culture Defines Experience track, along with on-demand access to the post-session recordings!
|Regular Price: $1,099|
Small* Credit Union Price: $989
|Session 1: Elevating Employee Culture for the Future Individual Session||Regular Price: $249||Register Now|
|Session 2: Future of Credit Union Sales & Service Individual Session||Regular Price: $249||Register Now|
|Session 3: The DEI Journey Individual Session||Regular Price: $249||Register Now|
|Session 4: How to Best Use Data and Enrich the Member Experience Individual Session||Regular Price: $249||Register Now|
|Session 5: Mapping the Credit Union's DEI Journey Part 2: Charting Your Course Individual Session||Regular Price: $249||Register Now|
|Session 6: New Workforce Thinking: Developing, Leading, and Coaching High-Functioning Teams in a Changing World Individual Session||Regular Price: $249||Register Now|
|*Small Credit Union = $100 million or less in assets|
Continued education and training of credit union employees helps keep the Credit Union Movement vibrant and competitive.
The Northwest Credit Union Foundation is providing professional development scholarships for credit union professionals interested in attending CU Learning TRAXX sessions, including scholarships for on-demand sessions. If credit unions need financial support to purchase an All Access Pass or Session Bundles, CEOs can apply for a scholarship award to go toward CU Learning TRAXX. Please reach out to Maija Noll for any questions on scholarship eligibility.
Please reach out to [email protected] for assistance with canceling or adjusting your registration.