Becky Freemal, VP of Brand
ValleyStar Credit Union announces first-ever chief experience officer
Martinsville, Virginia (March 3, 2021) – ValleyStar Credit Union announces Karen DeSalvo as its first chief experience officer (CXO) to further the Credit Union’s vision “to improve the quality of life and the financial well-being of our members, community and employees.” Karen will directly oversee the leadership of the financial centers, contact center, digital services and marketing functions. She has over 20 years of financial executive management experience working at several large credit unions and banks, and has spearheaded strategies to create strong brands, improve consumer experience and drive organizational growth. She has also led teams to integrate data and technology to further enhance consumer experiences while increasing product adoption.
Karen previously served on the Executive Committee for the Women’s Council for Novant Health Forsyth Medical Center Foundation, NCR Corporation’s Solution Advisory Board, Carolina Credit Union Services board of directors, the American Heart Association Heart & Stroke Walk Executive Leadership Team, the Women’s Fund, and served as the Communications Chairwoman and Officer for the United Way of Trumbull County, Ohio. She also served on the Consumer Protection Subcommittee for the Credit Union National Association in 2017.
Karen was a 2018 recipient of the Triad Business Journal Women in Business Award and was a past ATHENA nominee for the Youngstown-Warren, Ohio, Chamber. She has also received several awards for website development and marketing strategies.
Karen received her Bachelor of Science degree in Business Administration in Advertising and Public Relations from Youngstown State University in Ohio and is a nationally Certified Financial Marketing Professional, CFMP. Additionally, she is a graduate of the American Bankers Association School of Bank Marketing and Management and has completed The Wharton School executive education for Digital Marketing Strategies for the Digital Economy.
We speak your language. Since 1953, the ValleyStar team has guided, educated and stood by its members to make banking and managing your finances as easy and convenient as possible. The credit union is over $550 million in assets, serving cities and counties in Virginia and North Carolina. ValleyStar is a full-service financial institution that offers consumer and commercial products and services. Headquartered in Martinsville, Virginia, ValleyStar operates digital banking services and seven physical branch locations in Collinsville, Danville, Martinsville, Richmond, Roanoke, Rocky Mount, and Waynesboro, Va. and a loan center in Fishersville, Va. For more information, visit valleystar.org. We’d love to speak with you.