ValleyStar Credit Union proudly announces Susan Chapman as its new Chief Marketing Officer (CMO), effective December 1, 2023. With an illustrious career spanning over three decades in the credit union industry, Susan brings an extensive breadth of experience and innovative leadership to the ValleyStar team.

Susan’s journey in the credit union industry has cultivated over 30 years of profound expertise across various domains including branch operations, accounting, training, sales and service, marketing, and data/business intelligence. Throughout her career, Susan has exhibited exemplary leadership skills across a spectrum of responsibilities encompassing market research, public relations, corporate communication, strategic partnerships, strategic planning, and budgeting.

Recognized for her outstanding contributions, Susan and her teams have received prestigious accolades such as the Texas Credit Union League Marketing and Business Development Professional of the Year, Credit Union Best Practices Award for Sales and Service Incentive Program, and multiple CUES Golden Mirror and American Marketing Association Awards.

Notable among her achievements is Susan’s leadership in spearheading organizational initiatives, including the successful implementation of a sales and service culture and the development of a data-driven marketing strategy, resulting in an impressive 1700% Return on Marketing Investment (ROMI). Her adeptness in securing major sponsorship partnerships, notably with the Houston Zoo and Sugar Land Skeeters Baseball Team, and securing naming rights to The Smart Financial Centre, stands as a testament to her strategic prowess.

“ValleyStar is thrilled to welcome Susan Chapman to this role,” said Mike Warrell, ValleyStar CEO. “Her extensive experience and innovative approach to marketing and strategic partnerships align perfectly with our vision for growth and community engagement.”

Susan holds a Bachelor of Science in Information Technology from the University of Phoenix and a Strategic MBA with a concentration in Marketing from the University of Houston – Victoria. Susan is also a distinguished graduate of the Southwest CUNA Management School and the CUES Strategic School of Marketing.