2018 Lifetime Achievement Award Winner

Rich Jones

Rich Jones

President/Principal
Leading2Leadership LLC
Tucson, AZ


Jones brought a greater overall marketing discipline to Elements Financial FCU, overseeing a name change, overall rebranding effort and revolutionized their marketing strategy from a primarily “print, paper and postage” tactic to a digitally focused strategy. The influence of his leadership is apparent from top to bottom in Elements Financial FCU, with changes to the leadership culture and an emphasis on brand promise, mission and values. Though he no longer works with Elements Financial FCU, he still profoundly impacts the credit union industry by serving as an industry expert and instructor at the CUNA Management School, providing his knowledge and expertise to new generations of credit union leadership and shaping their minds and disciplines to set the tone for professionalism for years to come.

 

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