“We bought the Ferrari, now we’ve got to figure out how to drive it.” When 20-year marketing, communication, and digital media veteran Richard Dedor joined Premier America Credit Union as Marketing VP last year, the organization was still in the process of making sense of its recent CRM investment. This week, Dedor joins former colleagues Elliott and JP to talk about how Salesforce FSC and Marketing Cloud have been instrumental in improving membership engagement and card activation, the work it took to make it happen, and where Salesforce should and shouldn’t be bent for an organization’s needs.        

⁠Elliott Spence⁠ is a Principal Consultant at Silverline with eight years of experience designing and implementing Salesforce Solutions. Prior to Silverline, Elliott was a Senior Digital Product manager with First Financial Bank, where he grew the Salesforce practice to over 1,600 users and led the Salesforce implementations to Marketing, Customer Service, Retail Bank, and Mortgage.

⁠JP Owens⁠ is the Managing Director of Banking and Lending at Silverline. JP partners with banks and credit unions to help them identify new ways to leverage technology solutions that drive transformation, growth, and measurable ROI. JP formerly served as the Director of Digital Product Experience at First Financial Bank, where he led multiple functional teams within the Digital organization and was responsible for vision, delivery, and execution across Digital channels.

Richard Dedor is the VP of Marketing at Premier America Credit Union. Richard has been with Premier America Credit Union for almost a year and has worked in marketing, communications, and digital media for nearly 20 years. Richard has also had extensive experience on the Salesforce platform with Financial Services Cloud and Marketing Cloud.