Ask a Marketing Executive: Cynthia McAree of Apple Federal Credit Union

For the latest edition of our Ask a Marketing Executive series, we had a great conversation with Cynthia McAree, the CMO of Apple Federal Credit Union, a member-focused financial institution offering comprehensive banking services for Northern Virginia families. Her emphasis on “dot-connecting” and community engagement were strong themes.

How did you get your start in marketing?

I started my career in banking when I was in college as a bank teller. At the time, my course work leaned heavily into psychology and advertising, both foundational for marketing. Post-graduation, I was recruited to work at a credit union, starting as a teller before transferring to the Marketing department.  At first, I thought I would do a short stint there, then move to San Diego. But then, through my newfound passion for credit unions and networking, I moved to Apple Federal Credit Union, and I’ve been here ever since – for 31 years!

Serving first as a teller was a great way to work on the front lines, understand banking fundamentals, and get a real sense of the member experience. This experience has served me well during my time at Apple.

What about the organization keeps you there?

My phone rang one day when I was working at my first credit union. Someone I knew in the Marketing department at Apple told me that they were leaving the organization. At that time, Apple was a much smaller organization, so the opportunity to build something from the ground up was very appealing. At the beginning of my Apple journey, I was the only person in Marketing. Since then, I’ve shaped and grown my team to where it is today. This is something that I’m particularly proud of.

I see that being a part of a smaller organization allowed me to impact change and forge new paths. I never shied away from rolling up my sleeves, learning and digging deep into anything new.  Believe it or not, I worked with our IT guy to create our first website in the mid-1990s. We were the second credit union in the U.S. to have “home banking” which involved a floppy disk that you inserted into your personal computer. My, how far we’ve come since then.

One of my favorite, most unique accomplishments and firsts was working with a business teacher and Apple’s Finance guy to establish Virginia’s first high school student-run credit union in 1995. It was an idea conceived by Apple board members who thought it would be beneficial to have a credit union in local high schools. The business model scaled to where we ultimately maintained branches in more than 30 high schools throughout Northern Virginia. Concurrent with Apple’s growth and evolution, I had the privilege of leading two successful corporate rebranding efforts. Most recently, I co-led the launch of Apple’s Emerging Professionals Network (EPN), an initiative that supports Apple’s 35 and under employees.

Being a part of an organization that embraces change is what keeps me engaged and my passion fueled.

What are you doing to attract and retain members?

Attracting and retaining members requires a multi-pronged approach, which enables us to effectively address the diverse needs of our membership.

• Community Engagement. As a purpose-driven organization, giving back is deeply ingrained in Apple’s DNA. We actively partner with and support numerous community organizations and non-profits. This commitment translates into tangible action, participating in over 120 community events and financial workshops annually. Furthermore, our active social media presence showcases the inspiring stories of our members, building trust and credibility with the younger generation.
• Focus on Education and Financial Wellness. We recognize that our members, especially educators and parents, are looking for more than just financial products; they want guidance and support in managing their finances. That’s why we offer financial wellness resources, such as our Education Center and our blog, Making Your Money Make $ense, which recently featured an article on how to build credit with your tax return. We believe that by investing in our members’ financial well-being, we’re building stronger relationships and fostering long-term loyalty.
• Digital Innovation. We’re committed to providing our members with convenient and accessible services. Our robust online banking portal and mobile app offer a wide range of features. For simpler inquiries, we launched Ava, a user-friendly virtual assistant providing 24/7 assistance. And for more complex transactions, like mortgage applications or financial consultations, we offer Video Banking, allowing members to connect with us from the comfort of their own homes. The blend of technology and personal connection is important to us.

What is the one skill you want everyone on your team to have?

Dot-connecting. What I mean by this is taking pieces of fragmented information and synthesizing them into a key insight or a new program. For example, when our team wears Apple-logoed apparel in the community, members often say something about loving Apple. Our team took these one-off moments, connected the dots, and developed a campaign we launched last year called “Why I Apple,” featuring members.

[Editor’s Note: During our last executive interview, Stacy Brooks Whatley, the CCMO of the American Counseling Association, also highlighted the ability to connect the dots as a key career skill for marketing and communications professionals looking to advance their careers.]

When you’re hiring, what is your go-to interview question?

Incredibly, I haven’t had to hire anyone on my team in six years! When I’m involved in the interview process with a candidate for another department, I focus my questions on problem-solving and innovation. I don’t try to trick people – I want the candidate to feel comfortable. When I’m on an interview panel, I ask people how they overcame their biggest obstacle. Their answer reflects their problem-solving skills and resilience. I also ask people to describe themselves in one word.

What are you currently streaming, podcasting, or reading?

I am a thriller junkie. I loved Charlie’s Angels growing up and thought I could be a great investigator. I just finished a thriller series on Netflix called Missing You.

From a book perspective, I recently read The Heart of the Business by Hubert Joly, the former CEO of Best Buy.

What would you do if you weren’t a marketing leader?

I absolutely love my job and marketing and feel this is the perfect fit for me and my skillset. I love to travel, so if I were not a marketer, perhaps I’d be a travel blogger, combining both to tell stories. Separately, I have a great appreciation for creative companies, such as OPI with their nail-polish naming conventions. Secretly… I would love to name nail polish colors or craft beers for a local, micro-brewery.

 

Our thanks to Cynthia for sharing her leadership insights with us. And for those who’ve been around long enough to have watched Charlie’s Angels, we thank you for reminding us of a series that was the ultimate mix of action, intrigue, and iconic hair flips.