Capitola, CA – December 30, 2024 – Bay Federal Credit Union is proud to announce the promotion of Michael Atkinson to Assistant Vice President of Marketing. In this role, Mr. Atkinson will lead initiatives to attract new members, strengthen existing relationships, and expand product offerings, while ensuring the Credit Union’s marketing strategies align with its mission and goals.

 

With over 20 years of experience in the financial industry, Mr. Atkinson is known for implementing innovative, data-driven marketing strategies that achieve measurable results. His expertise encompasses campaign development, graphic design, copywriting, email marketing, social media, online and mobile banking, website content and search engine optimization (SEO), digital signage, and paid media campaigns.

 

In addition to his technical skills, Mr. Atkinson will oversee creative production across digital, social, and traditional channels to maintain brand consistency and deliver high-quality results. Collaborating closely with senior leadership and cross-functional teams, he aims to enhance member engagement and advance marketing initiatives that support Bay Federal’s strategic vision.

 

“I’m thrilled to step into the role of Assistant Vice President of Marketing at Bay Federal Credit Union, an organization I’ve been proud to serve for nearly half my life,” said Mr. Atkinson. “I feel incredibly fortunate to be part of a member-owned cooperative and grateful for the opportunity to deepen our connection with the community while supporting our members alongside an exceptional team.”

 

Mr. Atkinson holds a Bachelor of Arts in Film and Digital Media from the University of California, Santa Cruz—where he first became a Bay Federal member. He began his career at the Credit Union as a Member Service Representative and has since served in roles including Assistant Site Services Manager, Senior Marketing and Graphic Design Specialist, and Digital Marketing Manager.

 

Outside of work, Mr. Atkinson enjoys exploring both urban and natural settings, attending live music, watching movies, photography, and spending time with his family and their husky mix.

Bay Federal Credit Union is a full-service, not-for-profit financial institution that serves over 88,000 members and 2,700 local businesses 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.