{"id":56196,"date":"2025-07-02T06:01:14","date_gmt":"2025-07-02T13:01:14","guid":{"rendered":"https:\/\/www.clearvoice.com\/?p=56196"},"modified":"2025-07-23T15:54:28","modified_gmt":"2025-07-23T22:54:28","slug":"cv-mic-angie-hennen-leading-edge-credit-union","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/cv-mic-angie-hennen-leading-edge-credit-union\/","title":{"rendered":"CV MIC: Angie Hennen, CXO at Leading Edge Credit Union"},"content":{"rendered":"
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In this edition of CV MIC (Marketers in Conversation)<\/em>, we sit down with Angie Hennen, Chief Experience Officer (CXO) at Leading Edge Credit Union (LECU). With a background that spans food sales, international business, and now financial services, Angie brings a refreshingly human approach to member experience \u2014 grounded in empathy, driven by data, and backed by action.<\/div>\n
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Redefining Experience: It\u2019s Not Just Digital<\/h2>\n

\u201cExperience\u201d gets tossed around a lot these days \u2014 often tied to tech, UX, and interfaces. But for Angie, it\u2019s broader than that. It\u2019s how a member feels when they walk into a branch. It\u2019s whether a campaign lands with intention. And it\u2019s whether your grandma would feel confident reading the fine print.<\/p>\n

At LECU<\/a>, she oversees both marketing and branch operations, so she sees firsthand how words and service work together. Her team\u2019s goal? To create moments that matter, whether it\u2019s a helpful email or a friendly face behind the counter.<\/p>\n

Personalization as a Trust-Building Tool<\/h2>\n

One thing Angie doesn\u2019t believe in: cookie-cutter messaging. Whether someone\u2019s buying their first car or weighing a home purchase, her team aims to meet them where they are, emotionally and financially.<\/p>\n

That means campaigns that actually feel<\/em> like they were made for the person receiving them. It\u2019s not about overcomplicating; it\u2019s about understanding. As she puts it, if a piece of content doesn\u2019t feel relevant to her own life, why should it feel relevant to anyone else\u2019s?<\/p>\n

\"Angie\u2019s<\/p>\n

Marketing Meets Financial Education<\/h2>\n

Personalization doesn\u2019t stop at messaging<\/a>; it extends to education. Angie\u2019s team places a strong emphasis on financial literacy<\/a>, not just through content on their website, but also by engaging with schools, meeting with community groups, and helping members understand what their credit score truly means.<\/p>\n

Whether you\u2019re researching at 1 a.m. or sitting across from a loan officer, that kind of support \u2014 when done right \u2014 builds confidence and long-term loyalty.<\/p>\n

Creative Ambition Meets Compliance Realities<\/h2>\n

Working in financial services comes with its own set of rules and regulations. Every message, image, or digital flow has to be carefully reviewed and aligned with compliance standards<\/a>. But that doesn\u2019t stop Angie from pushing the envelope when it makes sense. She collaborates closely with compliance, always checking her ideas against a simple (and surprisingly effective) test: Would I feel good about sending this to my grandma?<\/em><\/p>\n

That gut-check helps her keep empathy at the forefront, even when navigating regulatory hurdles.<\/p>\n

Curiosity About AI, Caution in Application<\/h2>\n

Like many marketers, Angie is intrigued by the possibilities that AI offers. She sees its value in helping teams work faster and smarter, but she\u2019s also aware of the risks. In an industry where trust is everything, there\u2019s no room for shortcuts.<\/p>\n

Angie\u2019s approach? Embrace the technology, but ensure you\u2019ve human oversight. At the end of the day, automation can support, but it shouldn\u2019t replace the relationships credit unions are built on.<\/p>\n

\"That<\/p>\n

Leading with People, Not Just Data<\/h2>\n

Angie\u2019s path into financial services wasn\u2019t a straight line. From selling food to helping farms thrive to navigating international business, her journey has always centered on one thing: people.<\/p>\n

That focus shows up in how she leads her team, builds campaigns, and supports members through all the big and small moments that make up their financial lives.<\/p>\n

With a growing marketing team and new digital initiatives underway, she\u2019s excited about what\u2019s next. More than anything, she\u2019s looking forward to building on what they\u2019ve already created: a brand that feels local, personal, and truly connected to the communities it serves.<\/p>\n

This conversation is just one of many we\u2019re having with marketing leaders who are shaping strategy through real-life experience and big-picture thinking. If you\u2019re navigating similar challenges or just want a better way to produce content that connects, you\u2019ll want to keep an eye on the full CV MIC series. More conversations, more perspectives, more ideas to steal.<\/p>\n

And if you’re ready to explore how ClearVoice can support your content production efforts, connect with a content specialist<\/a> today.<\/p>\n<\/div>\n

Catch more CV MIC episodes:<\/p>\n