Hilary Kissell.

Clackamas Federal Credit Union has changed its name to Embold Credit Union, effective Feb. 1, 2023, as it expands into Marion, Multnomah, Polk, Washington, and Yamhill counties.

The local credit union is also building up its leadership team to ensure that the financial services provided will continue to be exceptional as it welcomes more new members.

“After a robust strategic process, our leadership team and board of directors came to the decision to undergo a rebrand and add to our leadership team to serve more members in new communities,” Embold Credit Union’s CEO Aaron Goff said. “By reducing confusion about eligibility of who can join, this new name will give us the opportunity to help more Oregonians reach their financial goals.”

The credit union worked closely with Strum, a strategic branding and marketing agency, to develop and trademark the new Embold Credit Union name and brand.

Strum President and CEO Mark Weber said, “The new name reflects the credit union’s deep roots in the community, as well as their passion and commitment to helping members make bold choices to make their financial goals a reality.”

Goff said the move was made with an eye to the future.

“Looking to the future, we are excited to welcome everyone in our neighboring counties; they will strengthen our organization as new members,” he said. “Our passion to help each of our members has always been at the heart of who we are, and while our name is changing, that mission is not. We want to ensure that every member feels heard, valued, and emboldened to take their own next steps in reaching their financial goals.

“We are thrilled to bring these four outstanding executives on board as part of our strategic plan to position the credit union for future growth and success,” added Goff. “Each of them will help us to continue providing exceptional financial services in local communities as we navigate the credit union through growth and into the next exciting chapter.”

Heather Friend, Chief Operations Officer – As Chief Operations Officer, Friend will lead branch and call center operations, ensuring the credit union exceeds member expectations and develops deep connections in the communities it serves.

Douglas (DJ) Haines, Chief Information Officer – As Chief Information Officer, Haines will manage the credit union’s information systems and technology operations while developing and implementing the organization’s long-range strategic plans to address the evolving information processing needs as it expands into new counties.

Theresa Hansen, SHRM-SCP, Chief People Officer – As Chief People Officer, Hansen will provide strategic leadership for the people side of the credit union as it expands into diverse communities, with a focus on human resources, employee training & development, DEI, and organizational culture.

Hilary Kissell, Director of Marketing and Community Development – As Director of Marketing and Community Development, Kissell will lead the credit union’s marketing team in developing and executing its marketing strategy and rebrand, as well as implementing community development strategies that help increase brand awareness and member engagement through programs and events that enrich the communities the credit union serves.

“Our new name is only the beginning of our transformation. Our members will soon see exciting changes in our branches, digital banking, and innovative products – all designed to provide outstanding financial services today and into the future,” said Goff.