Eight-year Texas Trust leader to oversee marketing, public relations, analytics, and member retention strategies
Texas Trust Credit Union has promoted Terrilyn Hicks to senior vice president of member growth, expanding her leadership role as the organization continues its focus on sustainable growth and member engagement.
Hicks, who joined Texas Trust in 2018, most recently served as vice president of member acquisition and expansion. In her new role, she oversees the credit union’s member growth strategy, including marketing, public relations, growth analytics, and member retention initiatives. She reports to Ron Smith, executive vice president of membership growth.
“Terrilyn has consistently demonstrated the strategic vision and collaborative leadership needed to help position Texas Trust for continued success,” Smith said. “She understands that sustainable growth is achieved by keeping members at the center of every decision while using data and innovation to meet their evolving financial needs. Her ability to connect strategy with purpose makes her the ideal leader for this role.”
Hicks will lead efforts to align marketing, analytics, and cross-functional collaboration to support membership growth while advancing the credit union’s mission of helping members build brighter financial futures.
“Member growth extends far beyond traditional marketing,” Hicks said. “It’s about understanding our members, adapting to their changing needs, and ensuring we’re growing responsibly while staying true to our purpose of people helping people.”
Her priorities include strengthening member relationships through data-informed decision-making, expanding digital engagement, enhancing member retention efforts, and partnering across the organization to ensure growth initiatives support the credit union’s long-term strategic goals.
“We want every member to know we’re here to help, whether they’re buying their first car, purchasing a home, building wealth or simply navigating today’s financial challenges,” Hicks emphasized. “Our goal is to create opportunities that improve their financial well-being at every stage of life.”
During her tenure at Texas Trust, Hicks has led several strategic initiatives, including the development and launch of the credit union’s True Blue Loyalty Rewards program, which is an enterprise-wide collaborative project to strengthen member relationships and drive growth.
As Texas Trust celebrates its 90th anniversary, Hicks said the credit union remains committed to honoring its history while preparing for the future.
“We’ve spent 90 years focusing on our members and our communities,” Hicks said. “As we continue to grow, we will retain that focus as we deliver the products, services and relationships that help our members achieve brighter financial futures.”
Before joining Texas Trust, Hicks held marketing and communications leadership roles in the Dallas-Fort Worth area, building expertise in branding, digital marketing, analytics and project management. She has a degree in advertising and sociology from the University of North Texas.