Listerhill Drew Edwards: Transforming Credit Union Marketing and Community Engagement

Listerhill Drew Edwards is the Vice President of Marketing at Listerhill Credit Union, where his strategic vision and creative campaigns have redefined how a credit union engages with its members. By combining data-driven marketing strategies, community outreach, and innovative financial education programs, Edwards has helped Listerhill Credit Union achieve record growth while reinforcing trust and loyalty among its members. His leadership has positioned the institution as a standout in the financial services industry, proving that authentic relationships and modern marketing can coexist to deliver exceptional results.

Introduction

In the competitive financial services industry, where trust and relationships often matter more than flashy products, marketing plays a crucial role in shaping public perception and driving organizational success. For credit unions, this challenge is even greater—they must compete with large banks while maintaining a personal, member-focused approach. One leader who has successfully navigated this balance is Drew Edwards, the Vice President of Marketing at Listerhill Credit Union. His approach blends innovation, community service, and strategic thinking, making Listerhill a recognized leader in both business performance and social responsibility.

Early Career and Path to Listerhill

Drew Edwards’s journey to becoming a marketing leader in the financial sector was rooted in a combination of education, creativity, and a deep understanding of human behavior. With a degree in German and Finance from Western Kentucky University, he developed both analytical and cultural perspectives—skills that would later help him connect with diverse audiences.

Before becoming Vice President of Marketing in 2023, Edwards served as Listerhill’s Director of Marketing for over a decade. During this time, he honed his skills in brand development, campaign management, and strategic communication. His consistent ability to deliver measurable results earned him the trust of leadership and the loyalty of his team.

The Role of Vice President of Marketing at Listerhill

As Vice President of Marketing, Edwards is responsible for shaping Listerhill’s brand identity, overseeing promotional campaigns, and ensuring that every marketing initiative aligns with the credit union’s mission. This role involves:

Brand Development – Ensuring the Listerhill brand reflects trust, innovation, and community focus.

Member Engagement – Creating programs that keep members connected and informed.

Campaign Strategy – Designing and executing campaigns that drive measurable business growth.

Community Relations – Building partnerships and initiatives that enhance Listerhill’s social impact.

Innovative Marketing Campaigns

Loans That Pay You Back

One of Edwards’s most impactful initiatives was the “Loans That Pay You Back” campaign. Launched during a time when deposit growth was outpacing loan growth, the campaign focused on rewarding members for borrowing. It featured eye-catching visuals, relatable messaging, and a multi-channel rollout across digital, print, and outdoor platforms. The results exceeded expectations, boosting loan applications and earning industry recognition, including multiple marketing awards.

Explorer Rewards for Kids

Recognizing the importance of financial literacy from an early age, Edwards introduced the Explorer Rewards program. This savings initiative for children combines gamification, social media engagement, and real-world rewards to make saving money exciting for young members. The program not only encouraged positive habits but also established lifelong connections between families and Listerhill Credit Union.

Championing Financial Education

Under Edwards’s leadership, financial literacy has become a cornerstone of Listerhill’s community engagement. Programs and resources are provided free of charge to local schools, small businesses, and community organizations. Interactive online tools, in-person workshops, and collaborative partnerships with educators have expanded the reach of these efforts.

By focusing on education, Edwards ensures that Listerhill is not just a place to store money—it’s a trusted partner in members’ financial journeys. This emphasis on knowledge-building helps members make better financial decisions, which in turn strengthens the institution’s reputation for trustworthiness.

Leveraging Technology for Member Experience

In a rapidly evolving digital landscape, Edwards understands the importance of convenience and accessibility. Under his guidance, Listerhill has implemented tools like Smart ATMs, AI-powered chatbots, and digital lending platforms. These innovations allow members to conduct transactions, get information, and apply for loans anytime, anywhere.

By marrying technology with personalized service, Edwards ensures that Listerhill remains competitive while staying true to its community-oriented values.

Community Engagement and Social Impact

Relay for Life Fundraising

Listerhill’s community efforts often carry a personal touch. Under Edwards’s direction, the credit union has raised significant funds for charitable causes, such as over $12,000 for the American Cancer Society’s Relay for Life. These events are more than fundraisers—they are opportunities for staff and members to connect over shared values.

Kicks for Kids

Another initiative, Kicks for Kids, provided new shoes and socks to children in need. By addressing a basic but vital need, Listerhill reinforced its role as a caring, socially responsible organization. Edwards’s involvement in such programs highlights his belief that marketing should not just promote services but also foster goodwill.

Recognition and Awards

The marketing strategies led by Edwards have not gone unnoticed. Campaigns have received multiple awards, including the prestigious CUNA Diamond Award, recognizing excellence in credit union marketing. Additionally, Listerhill Credit Union as a whole has earned the Tennessee Center for Performance Excellence Award, a testament to its organizational strength and member-focused approach.

A Leadership Style That Inspires

Colleagues often describe Edwards as both a strategic thinker and a hands-on leader. He empowers his team to bring forward fresh ideas while ensuring that every project aligns with Listerhill’s mission and brand promise. His ability to balance creativity with accountability has been a major factor in the credit union’s marketing success.

The Impact on Listerhill’s Growth

Edwards’s contributions have directly influenced Listerhill’s growth trajectory. By aligning marketing efforts with organizational goals, he has helped expand membership, increase loan volume, and deepen member relationships. This growth has not come at the expense of the credit union’s values—if anything, his work has strengthened the bond between Listerhill and its members.

Future Outlook

Looking ahead, Edwards is committed to leveraging data analytics, personalized marketing, and emerging technologies to further enhance member engagement. He also aims to expand financial education initiatives, ensuring that the next generation is well-equipped to make smart financial choices.

With the financial services industry facing constant change—from evolving regulations to shifts in consumer expectations—Edwards’s adaptable, member-first approach positions Listerhill for continued success.

Conclusion

The story of Listerhill Drew Edwards is a testament to the power of strategic marketing in the credit union industry. Through innovative campaigns, educational initiatives, technological advancements, and genuine community engagement, Edwards has helped transform Listerhill Credit Union into more than a financial institution—it has become a trusted partner and community pillar.

In an era when many financial organizations struggle to balance growth with authenticity, Drew Edwards offers a blueprint for success. His work shows that with vision, creativity, and a genuine commitment to people, marketing can do far more than sell products—it can change lives.