Capitola, CA – March 5, 2025 - Bay Federal Credit Union is pleased to announce the hiring of Mark Ely as its new Senior Vice President and Chief Marketing Officer (SVP & CMO). Mr. Ely will drive the Credit Union’s growth, enhance brand recognition, and expand community impact through data-driven marketing while fostering team development and aligning initiatives with organizational values.

“We are thrilled to welcome Mark as our new Senior Vice President & Chief Marketing Officer, a leader whose expertise and vision align perfectly with our commitment to innovation, growth, and service,” said Cameron Haste, Executive Vice President and Chief Operating Officer of Bay Federal Credit Union. “Mark’s strategic approach to data-driven marketing and deep understanding of community engagement will play a vital role in expanding our reach and enhancing our ability to serve our members."

Mr. Ely brings nearly 20 years of credit union and financial services marketing leadership to his new role. In his most recent position as Vice President, Digital Engagement & Research at Members 1st Federal Credit Union, he spearheaded innovative digital marketing and growth initiatives that significantly enhanced member engagement and streamlined marketing operations. With proven expertise in strategic planning, digital transformation, and cross-functional leadership, Mr. Ely is well-equipped to elevate Bay Federal’s brand and expand its community impact.

“I am honored to join Bay Federal Credit Union, an organization deeply rooted in community, collaboration, and member service. Bay Federal has a long-standing reputation for innovation and excellence, and I am excited to lead marketing initiatives that further our mission of empowering members and fostering financial success,” said Mr. Ely. “By leveraging data-driven insights, creative storytelling, and digital engagement, we will continue to expand our impact and deliver exceptional value to our members.” 

Mr. Ely holds a Master of Business Administration and a Bachelor of Science in Business Administration and Marketing from Lebanon Valley College. Outside of work, he enjoys spending time with his wife and two kids and finds happiness in simple moments, like summer evenings enjoyed in the backyard.

Bay Federal Credit Union is a full-service, not-for-profit financial institution that serves over 90,000 members and 2,700 local businesses and non-profit organizations throughout Santa Cruz, San Benito, and Monterey counties. With more than $1.6 billion in assets, Bay Federal is the largest member-owned financial institution in the region. The organization has been proudly serving its members and the community since 1957. Bay Federal is a certified Community Development Financial Institution, with a primary mission of promoting community development alongside their financial activities. Bay Federal has an award-winning employee volunteer program in which employees have given their own money and volunteer for numerous local schools, nonprofit organizations, and community events each year.