Affinity Plus Federal Credit Union recently welcomed its new Vice President of Marketing. Joel Swanson brings 25 years of marketing, communications and agency experience to this role at Affinity Plus, having spent the bulk of his career focused on public relations and healthcare marketing.
Most recently, Swanson was a director of strategic marketing at UnitedHealth Group for two years, and before that spent nine years doing public relations and marketing strategy leading Risdall Public Relations. Swanson has also taught a variety of college courses in mass communications as an adjunct professor at St. Cloud State University.
“As our industry and our organization evolve, we are excited to have Joel on board as we move marketing forward into this new future,” said Brian Volkmann, Affinity Plus Executive Vice President and Chief Financial Officer. “Using the information we know about our members will allow us be more proactive – delivering messages that our members need at the time they need it – and will result in even greater loyalty.”
As Vice President of Marketing, Swanson will develop the strategic roadmap for marketing at Affinity Plus, shifting the department to be more progressive, digitally-focused and future-oriented. Swanson will work closely with the credit union’s digital services and business intelligence teams to advance in marketing automation and use of data.
“Both banking and marketing are in times of fast-paced change right now, and Affinity Plus’ culture and passionate membership have put it in a position to excel,” said Swanson. “I’m excited to lead the evolution of the marketing and communications function as we support new ways of delighting members with financial services and expertise.”
Swanson has bachelor’s degrees in business management and mass communications from St. Cloud State University and a master’s of arts degree from Bethel University. Over the last 10 years, he has served the community in a variety of capacities, providing strategic planning insight for local health non-profit ClearWay Minnesota; as a Board member at Ronald McDonald House Charities; and as a leader in local Boy Scouts of America and youth athletics.
Joel Swanson