The bachelor of arts degree in political science Robin McKenzie received from Chico State University plus two years of course work in mass communications at U.C. Davis launched her on what might be an expected career trajectory — working in mergers and acquisitions, an advertising agency, a political campaign coordinator and even for the Federal Communications Commission.
TELL US ABOUT YOURSELF AND YOUR COMPANY
PROFESSIONAL BACKGROUND: I’ve worked in credit union marketing for over 26 years — 22 with Redwood Credit Union. RCU had $160 million in assets when I started. Today it has $3 billion in assets and serves more than 260,000 people. I oversee marketing, public relations, communications and social media. I developed the community and business development departments and have overseen strategic planning, human resources, training and was RCU’s lobbyist for seven years.
It’s been fun to wear a lot of hats and contribute to an organization I’m passionate about. Prior to credit unions, I worked for a mergers & acquisition company, as a market research director for a cooperative advertising company, as a political campaign coordinator in San Francisco and for the A.M. Radio Branch of the Federal Communications Commission (FCC) in Washington, D.C.
EDUCATION: mass communications, U.C. Davis, two years, major phased out; B.A., political science (prelaw emphasis, paralegal certification), California State University, Chico. Minors in business and communications.
STAFF: 12 (directly reporting)
I’m honored to have spent a big portion of my career at Redwood Credit Union — an organization I believe in, and one that lives our mission of passionately serving the best interests of our Members, employees and community.
I’m grateful for my family and a rewarding career. My husband and I have three wonderful children and a great extended family and friends. I work hard, and love what I do. I enjoy tackling a strategic initiative, goal, project or issue and collaborating with people to achieve excellent results.
I learn and grow each day, and I’m fortunate to work with talented and special people who make work exciting and fun.
MAJOR ACCOMPLISHMENT IN THE PAST YEAR OR SO
I led RCU’s strategic brand project that yielded strong results and I believe will contribute to the growth and strength of RCU into the future. Another recent accomplishment was RCU’s Lake County fire relief efforts. Thanks to the generous donation of over 12,000, we raised $2.5 million in 12 weeks for the victims of the Lake County fires. It was an honor to work on this important effort, and inspiring to see so many give generously to our neighbors in need.
WHAT IS THE ACHIEVEMENT YOU ARE MOST PROUD OF?
My family is my greatest joy and source of pride, but professionally, I believe RCU helps people succeed in their lives, and I’m most proud to contribute to an organization that helps people in a real and meaningful way—helping them get into a home or car, save for their child’s education or gain financial relief, so they can achieve their dreams and have peace of mind. We help people succeed—and I love that.
WHAT IS YOUR BIGGEST CHALLENGE TODAY?
The speed of change and rapid advances in technology—while beneficial in many ways—has made it challenging to break through the noise and clutter to reach people with relevant, personal and right-time messages that are meaningful to them. We work hard to stay abreast of the changes, develop skills needed to harness new technologies and be efficient. Challenging, but exciting, too!
Senior vice president for marketing and communications
Redwood Credit Union
3033 Cleveland Ave., Santa Rosa, CA 95403
Residence: Santa Rosa
Hometown: Newcastle, Calif.