Advisory Board Member Profile
Michelle Shelton
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SCE Federal Credit Union
Chief Experience Officer 
Area of Expertise:
Your Customers - Their Journey, Empathy & Storytelling, Ideation & Innovation, To Market - The New Business Plan |
Michelle Shelton joined SCE FCU in July 2016 as the Chief Marketing Officer, overseeing Marketing, Member Experience, Business & Community Development and our 501c3, the CFE. In the summer of 2017, the responsibilities increased to include oversight for the branches and contact center. At this time, the title changed to Chief Experience Officer (CXO).
Prior to joining SCE FCU, Michelle led the marketing and brand initiatives at Georgia United Credit Union. In both roles, there was a large component of strategic planning, product development and building community partnerships for the credit union. Before moving to the credit union industry, Michelle had a 20+ year career with Royal Bank of Canada (RBC), where she held various leadership positions. Starting in the branch network and working her way throughout the organization, her last five years were spent at RBC Headquarters where she was responsible for leveraging local markets to build brand and increase customer awareness. While at RBC, Michelle also coordinated the Olympic Torch Relay, Social Media and the “Free the Children” partnership. A native of Canada, Michelle holds a Master of Business Administration from Dalhousie University in Nova Scotia. |
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