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!

During live sessions, attendees will have the opportunity to network with their credit union peers and industry experts on the cutting-edge CU Learning TRAXX digital platform. All registration options include access to live sessions and on-demand 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.

Register Now On-Demand Recording Available Now**

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.

Register Now On-Demand Recording Available Now**

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.

Register Now ***We are offering one CPE Credit for this session.

4. How to Best Use Data and Enrich the Member Experience***
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. 

Registration Coming Soon. ***We are offering one CPE Credit for this session.

5. Mapping the Credit Union’s DEI Journey Part 2: Charting Your Course
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. 

Registration Coming Soon.

6. New Workforce Thinking: Developing, Leading, and Coaching High-Functioning Teams in a Changing World
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. 

Registration Coming Soon.

** 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.

Upcoming Session Dates and Times

Mark your calendar – dates, times, and information is now available for all sessions in the Culture Defines Experience Track!

CU Learning TRAXX — Wednesday, September 23
12:00 - 1:00 p.m. PDTCulture Defines Experience Session 3: The Future of CU Sales & Service: Meeting your Members Where they Are
CU Learning TRAXX — Wednesday, October 7
11:00 a.m. - 12:00 p.m. PDTCulture Defines Experience Session 4: How to Best Use Data and Enrich the Member Experience
CU Learning TRAXX — Tuesday, October 13
2:00 - 3:00 p.m. PDTCulture Defines Experience Session 5: Mapping the Credit Union's DEI Journey Part 2: Charting Your Course
CU Learning TRAXX — Tuesday, November 17
2:30 - 3:30 p.m. PSTCulture Defines Experience Session 6: New Workforce Thinking: Developing, Leading, and Coaching High-Functioning Teams in a Changing World

Have a scheduling conflict? No worries! You can access recorded sessions anytime.

CAN'T MAKE A SESSION? ON-DEMAND RECORDINGS Available now!

Culture Defines Experience Sessions — Now Available On-Demand
Recorded From the August 26 Session
Elevating Employee Culture for the FutureThis 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 JourneyIn 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**
** 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.

Speakers

Jahmad Canley
President /CEO, Potential Unleashed Consulting

Jahmad Canley has an 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 story teller. Canley 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, USA Swimming and many more.

Getting his start in Organizational Development and Change Management over 15 years ago, Canley has assisted numerous organizations accomplish and exceed their goals. Now as the President and CEO of Potential Unleashed Consulting, organizations around the world utilize his unique experiences and ability to transfer Cognitive Science and Culture Transformation processes to improve success rates and remove barriers to success at the root cause. Canley’s diverse client database spans markets, industries, environments, and 5 continents. He continues to serve corporations, educational institutions, non-profit & faith based organizations, professional and amateur athletic teams, law enforcement and justice systems. His training and consulting services have resulted in higher productivity, retention, and a myriad of positive results for each partnering organization. Canley also works with organizations to begin or continue their work on creating diverse, inclusive, and equitable cultures and environments.

No matter the audience, Canley’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. Whether it is a keynote, workshop, or coaching session, Canley’s dynamic style keeps audiences engaged and walking away enriched. 

In addition to his work, Canley 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. Canley 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 it’s 5th year in partnership with Tacoma Public Schools. 

Ronda Conger 
Owner, Better Human and VP of CBH Homes 

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.  

Marc McKellar 
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. 

Susan Salgado
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.

Tansley Sterns
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. 

Lecia Roundtree
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. 

Mike Valentine
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. 

Max Villaronga
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.

CPE Credit Offering

NASBA CPERegistry logoNorthwest Credit Union Association is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.NASBARegistry.org. 

For more information regarding our administrative  policies such  as a complaint and refund please contact our offices at 800.995.9064 x 220  

As our programming develops, and is approved by the National Registry, we will add sessions that qualify for CPE Credits.  

Currently we are offering CPE Credits for the following:  

Credit Union Sales and Service: Meeting Your Members Where They Are
September 23, 2020 
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. 

After this session Participants will:    

  • Be able to identify key changes in sales and services with both an inside and outside industry perspective   
  • Be able to translate the importance of a positive work culture into meaningful and innovative sales approaches    
  • Reflect on partners within the industry that can help innovate credit union business lines to meet member’s future needs   

CPE Credit Offered: One 
Field of Study – Communications and Marketing – Non-Technical 
Delivery Method – Group Live – Online Delivery Due to COVID-19 
Previous work experience and background knowledge is recommended. 

Participants must attend the event on the session day, stay for the duration of the session, and engage in event surveys and event polls to qualify. 

How to Best Use Data and Enrich the Member Experience
October 7, 2020  

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.     

After this session Participants will:     

  • Know how to mine data for the purpose of identifying underserved communities within your membership 
  • Know how to use data to develop strategies on how best to serve underserved communities
  • Be knowledgeable about innovative technological tools available in data sourcing 

CPE Credit Offered: One 
Field of Study – Information Technology -Technical 
Delivery Method – Group Live – Online Delivery Due to COVID-19 
Previous work experience and background knowledge is recommended. 

Participants must attend the event on the session day, stay for the duration of the session, and engage in event surveys and event polls to qualify. 

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 access to the live sessions and on-demand access to post-session recordings, so you can learn at your own pace and at a time that’s convenient for you!

During live sessions you’ll also have the opportunity to network with credit union peers and interact with industry experts.

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
Register Now
Session 1: Elevating Employee Culture for the Future Individual SessionRegular Price: $249Register Now
Session 2: Future of Credit Union Sales & Service Individual SessionRegular Price: $249Register Now
Session 3: The DEI Journey Individual SessionRegular Price: $249Register Now
Session 4: How to Best Use Data and Enrich the Member Experience Individual SessionRegular Price: $249Registration Coming Soon.
Session 5: Mapping the Credit Union's DEI Journey Part 2: Charting Your Course Individual SessionRegular Price: $249Registration Coming Soon.
Session 6: New Workforce Thinking: Developing, Leading, and Coaching High-Functioning Teams in a Changing World Individual SessionRegular Price: $249Registration Coming Soon.
*Small Credit Union = $100 million or less in assets

Scholarship Opportunities

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. If credit unions need financial support to purchase an All Access Pass or Session Bundles, CEOs can apply for their entire 2020 scholarship award to go toward CU Learning TRAXX. Please reach out to Maija Noll for any questions on scholarship eligibility.

Cancellation Policy

Registrations may be canceled and refunded up to 30 days in advance of a session. Alternately, registrations may be transferred to another user up to one day in advance of the meeting. Please reach out to [email protected] for assistance with canceling or adjusting your registration.

Questions or Concerns

For assistance with registration, please email [email protected]. A member of our team will be in touch shortly.

For questions about the programming offered in the Culture Defines Experience track, please contact Jordan Beyer, Manager, Grassroots Advocacy.