Miller Devenny spends his days figuring out how to engage millennials. A millennial himself, he holds the title of SEO and digital marketing strategist at Founders Federal Credit Union ($2.1B, Lancaster, SC), filling a new role charged with creating, building, and retaining relationships with a large demographic at South Carolina’s largest credit union.
From its roots in the South Carolina textile mill communities just south of Charlotte, NC, Founders has grown to serve 10 counties in the Palmetto State and North Carolina’s Mecklenburg County. It has recently secured prominent sponsorships and a physical presence at the state’s two largest schools Clemson University and the University of South Carolina.
Devenny is now responsible for bolstering the credit union’s digital presence. Founders hired Devenny as a research analyst in July 2016 and made him SEO and digital marketing strategist in October 2017. A 2013 graduate of Furman University in Greenville, SC, Devenny gained experience in digital marketing first as a legislative fellow working in constituent outreach campaigns in Washington, DC, and then with a private firm that connects people and businesses with investigators nationwide.
The functions and responsibilities at Founders married nicely with my experience and skill set, Devenny says.
Here, he explains what an SEO and digital marketing strategist at Founders FCU does.
Why did Founders create this role?
Miller Devenny: Our CEO, Bruce Brumfield, asked how the credit union could better engage millennial members. Our millennial demographic is the largest portion of our membership, and the board and executive management team recognize the importance of engaging millennials and our broader membership in a more personalized way. The credit union challenged employees to create a plan to better engage millennials, and this position was born out of that challenge.
What made you a great fit for the job?
MD:I have a somewhat varied background but have picked up bits and pieces along the way such that the whole is greater than the sum of its parts.
My professional background is in research, analytics, and PR. But my being a digital native is key.
The internet is an amazing tool but presents distinct challenges. Being attuned to those challenges and flexible enough to adjust while maintaining strong baselines is important. But most importantly, I have the support and trust of my boss and the executive management team to go out and learn what I don’t know. I have gotten a number of qualifications, like Google Analytics IQ, Facebook Blueprint, and Hubspot’s Content Marketing certifications.
What are your areas of responsibility?
MD:I maintain Founders’ digital vendor relationships; monitor, post, and respond on social media; conduct market research; and improve our digital customer experience.
My official job description says: [Role] is responsible for researching and employing optimal digital channels to most effectively reach current and potential generations including behavioral segmentation, direct response marketing (landing pages and conversion funnels), and search engine optimization (SEO) best practices.
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In a nutshell, what’s your daily routine?
MD:I check Google Analytics and Search Console. I check ad performance. I trawl the social channels to see what’s trending. I develop and proof new ad creatives. I generate content. And, I attend meetings.
How do you track success?
MD: The great thing about the digital arena is that everything is attributable, trackable, and measurable. As such, we have a number of metrics by which we measure success, including social engagement rate, page depth, and various Google Analytics conversion goals.
Who do you report to and work with the most?
MD: I report to our chief marketing officer, Nicki Nash. I have no direct reports although I do work closely with our Creative Services team and our Community Relations team.
How do you stay current with topics that fall under your role?
MD: The digital field is constantly changing. It’s important to stay on top of things, and there are a lot of great resources out there. I stay engaged with Google’s Air Academy digital seminars. I also read a number of blogs like Kissmetrics and Moz and keep tabs on what other credit unions are doing by reading CreditUnions.com. In the coming months, I’m on the lookout for some conferences to attend.
Do you know of anyone else with your title at other credit unions?
MD: I’m not aware of anyone else in my immediate vicinity nor in the credit union industry. If you’re out there, I’d love to connect!
There are lots of similar roles across other non-credit union organizations. Growth-hacking is a term with which folks in the tech industry are familiar. They have been at the forefront of developing and growing these types of roles.
This interview has been edited and condensed.