SAN ANTONIO–Firstmark Credit Union said Cynthia Crouch has been named its new chief experience officer, with current chief experience officer, Gregg Thorne, set to retire at the end of the year.
Crouch brings more than 20 years of leadership in the financial services industry to Firstmark, most recently with the $3-billion Sound Credit Union in Tacoma, Wash., where she’s served as vice president of payments and operations since June 2019.
With a proven track record of success in leading enterprise-wide initiatives, driving growth, and enhancing member satisfaction, her extensive, high-level experience is a welcome addition to Firstmark’s executive team, the credit union said.
“I couldn’t be more excited to start this new chapter at Firstmark Credit Union and be a part of the San Antonio community,” Crouch said in a statement. “I am truly honored to carry on the legacy left by the credit union’s founding ten teachers, the success of the leadership team throughout the years, and to work alongside our dedicated board and employees. Through a member-centric lens and trusted service, we will be committed to providing solutions that help those we serve to achieve financial wellness.”
Throughout her career, Crouch has specialized in various areas, including branch and contact center transformation, payment systems modernization, compliance, strategic partnerships, and is recognized as a team builder with a strong reputation for delivering results in highly regulated environments.
Prior to her role at Sound Credit Union, she held several leadership positions, including director of call center operations at Qualstar Credit Union ($872M, Bothell, Wash.) and director of relationship services at Woodstone Credit Union (Federal Way, Wash.), overseeing branch and contact center operations.
“We are thrilled to add Cynthia to the fold as we continue to build upon the positive momentum Firstmark has generated over the past couple years,” President and Chief Executive Officer Wendy Cleveland said in a statement. “Cynthia brings a tremendous amount of call center and branch-level experience and delivered effective strategies that have benefited the organizations she’s worked for—we’re fortunate to have her. I also would like to thank Gregg Thorne for his dedicated service throughout his time at Firstmark and wish him well in his retirement.”
