Tara serves as the Senior Vice President of Marketing and Business Development at Hiway Federal Credit Union, a $1.2B, St. Paul-based organization. Tara has a deep love for and more than fifteen years of professional experience in marketing and public relations, where her vocation and avocation are one and the same. In previous lives, Tara has served as Vice President of Marketing and Business Development for Royal Credit Union, a $2B, 25-branch Wisconsin-based credit union, where she oversaw a complete business unit restructure, a rebranding and a website overhaul, the latter of which prompted her to attain a User Experience (UX) certification in 2015.
Prior to her time at Royal, Tara led all marketing and public relations functions for SPIRE Credit Union in Minneapolis-St.Paul. In all of her credit union management positions, she was (and is) responsible for marketing planning, budgeting, advertising across media, new product launches, member communications, executive messaging & speechwriting, internal communications, event planning and more.
Writing is Tara’s first love, and she was fortunate to have worked for five years as a copywriter and broadcast producer at H.T. Klatzky & Associates (HTK; now Hailey Sault), where she developed specialties in financial services, tourism and political marketing communications. The agency served a variety of clients with diverse brand voices, from stodgy to young and edgy. At HTK, Tara learned to nimbly adapt, creatively and effectively communicating in each style, finding the right message that speaks to the right people at the right time.
Tara is a participant in the Credit Union Executive Society CEO Institute, with the Wharton School’s Session I and Cornell University’s Session II under her belt. She holds a B.A. in communication and psychology from the University of Minnesota-Duluth, an M.A. in management from The College of St. Scholastica (CSS), and an MBA, also earned from CSS in 2013.
When the workday is done, Tara pursues a second deeply held passion: health and fitness. She is an American Council on Exercise-certified group fitness instructor and a competitive runner, skier and paddler; most importantly, though, she is a Mom to 7-year-old Nate.