Henderson orchestrates the marketing and public relations strategy for the 80,000 members of Greater Texas and its subsidiary, Aggieland Credit Union. She oversees the branding initiatives for both entities and is responsible for driving growth of the credit union’s products and services. That includes building and strengthening the credit union’s strategic relationships with Texas A&M University and Texas State University.
“Greater Texas | Aggieland is becoming a technology powerhouse, with advanced digital tools and data analytics for better insight into the needs of our members,” said Henderson. “We want to be sure they turn to us first when it comes to saving, spending, borrowing, and managing their money.”
In her previous role at another credit union, Henderson leveraged business intelligence and external psychographic data to develop strategic marketing initiatives that increased cross-selling opportunities to members, as well as effectively targeted prospective audiences with tailored offers. She also led the communications effort for the pandemic response team that contributed to record loan growth, return on assets, and income.
“Sidney has already energized our marketing in a short time since joining us,” said Howard N. Baker, President and CEO of Greater Texas Credit Union. “The campaigns she has initiated are strengthening relationships with members and positioning us as a top-tier financial institution. These are keys to achieving our strategic goals.”
Henderson began her credit union career at PenFed in Killeen, Texas and has held senior level marketing positions at Texas Trust Credit Union in Arlington, Texas and Chocolate Bayou Credit Union in Alvin, Texas. She has overseen the execution of numerous campaigns garnering Pinnacle and Diamond industry awards, led communication strategies for credit union mergers and several crisis situations, and leveraged innovative technologies to optimize marketing programs.
About Greater Texas
Greater Texas Credit Union, founded in 1952, is a financial cooperative that provides an array of personal financial products and services. Together with its subsidiary, Aggieland Credit Union – which serves the Brazos Valley – it offers a wide variety of consumer oriented banking services to its 80,000 members across the state of Texas. Greater Texas has locations in Austin, Houston, San Antonio, Bryan-College Station, Edinburg, and the DFW market with assets of nearly $1 billion.
Greater Texas Credit Union
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