LAKE JACKSON, Texas--TDECU has named Alex de la Cruz Senior Vice President, Chief Growth, Strategy and Marketing Officer.
De la Cruz comes to TDECU with a wealth of experience spanning the financial services industry including Channel Delivery, Product Management, and Member Experience among a host of functional leadership roles. Prior to joining TDECU, de la Cruz most recently served as SVP, Head of Retail Delivery and Deposit Products for $12 Billion First Tech Federal Credit Union headquartered in San Jose, Calif., the CU said.
In his new position at TDECU, de la Cruz will lead the overall strategic planning and growth trajectory of the organization. By providing tactical guidance for optimal growth while enhancing product and channel delivery strategies, de la Cruz’s efforts will focus on enriching the overall Member Experience. He’ll also play a vital role in helping to steer the marketing and business development efforts of the credit union, the CU said.
“We’re excited to have Alex join us here at TDECU,” said Stephanie Sherrodd, TDECU’s President and Chief Executive Officer. “We are confident that with his depth of experience and expertise, Alex will help us re-imagine the experience of our members, evolve how we empower our employees, and accelerate the growth of our organization.”
“I am humbled to have this amazing opportunity with such a progressive organization,” de la Cruz said.
De la Cruz earned his Bachelor of Business Administration from Heritage University in Washington State.