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Michael Daum, SVP and Chief Marketing Officer at Golden 1 Credit Union, will be a key speaker at The Financial Brand Forum 2026. His session will delve into how financial marketers can secure their position within senior management by consistently delivering on deposits, loans, and vital member relationships. This discussion is particularly relevant as Daum navigates the evolving landscape of AI in marketing, striving to integrate technology without sacrificing Golden 1’s core commitment to authenticity.
The Foundation of Authenticity in Marketing
Golden 1 Credit Union recently undertook an extensive branding campaign for its second-quarter rollout. This involved a film crew capturing genuine scenes across California—from downtown Los Angeles to the scenic Pacific Coast Highway. Such a significant investment in time and resources might lead some to question why generic stock footage, perhaps enhanced by AI, wasn’t sufficient.
For Daum, the answer lies in authenticity. “We like to take these opportunities to tell California stories, and it’s really important to us that we actually film them in California, featuring Californians and shooting with California-based crews,” he asserts. This commitment underscores the $21 billion-asset credit union’s dedication to real representation.
Balancing AI with Human Creativity
Since joining Golden 1 in 2024, Daum has championed the adoption of marketing technology, including artificial intelligence. However, he advocates for a measured and thoughtful integration of AI.
“We’re doing more and more with AI on the creative side, but so far it’s typically for the purpose of condensing a timeline or simplifying a process,” Daum explains. He emphasizes that the creative process itself remains fundamentally human and true to the Golden 1 brand. This conscientious approach ensures AI serves as a tool for efficiency rather than a replacement for genuine creative expression.
The Future Landscape of AI in Financial Marketing
Despite the cautious approach, Daum is keenly aware of AI’s expanding role in financial marketing. He plans to scale its use as applications mature and improve. Following the recent campaign shoot, he organized a collaborative summit involving Golden 1’s creative, public relations agencies, and internal marketing teams. The goal is to explore how each partner is currently leveraging AI, what tools they find effective, and emerging technologies on the horizon, fostering “symbiotic connections” and shared learning.
AI applications focused on personalization will be a central theme in Daum’s discussion at The Financial Brand Forum 2026. He and host Eric Fulwiler will explore how AI can cultivate deeper personal connections, enhance relevance for consumers, accelerate problem-solving, and yield insights for greater efficiency and scalability.
Leveraging Martech and AI for Hyper-Personalization
Over the past few years, Golden 1 has strategically implemented advanced martech tools. Combined with machine learning and other AI capabilities, these are revolutionizing personalized marketing efforts.
Traditionally, customer onboarding and cross-selling were time-bound, with product offers typically extended at three and six-month intervals. After that, the assumption was a long waiting period before a customer might acquire another product.
Today, AI-driven capabilities enable a far more sophisticated and real-time approach. By analyzing a blend of demographics and behavior, Golden 1 can identify opportunities to offer relevant products at precisely the right moments. For instance, the credit union’s recently refreshed website and mobile app will integrate improved personalization tools. This allows for dynamic adjustments to content, imagery, and financial wellness articles presented to each member upon login, based on their known interactions and current interests.
Bridging the Divide: CMO and CFO Collaboration
A recurring challenge in corporate environments is the disconnect between CMOs and CFOs. Daum plans to address this critical alignment during his Forum session, stressing that marketers must always remember their core mission: to positively influence the bottom line. “If you go into a kind of cocoon, if you don’t listen, if you become tunnel-focused, that can be a challenge in terms of alignment with management,” he cautions.
Daum exemplifies this principle through his own experience at Golden 1. Rather than operating in isolation, he initiated a meeting with CFO Allyson Hill upon his arrival. His aim was to understand the budget landscape, investment opportunities, and Golden 1’s balance sheet strategies and growth objectives. Hill’s willingness to unpack the strategic plan provided Daum with crucial orientation. This collaborative spirit continues, with Daum regularly attending asset-liability management committee meetings. While he emphasizes that his role isn’t to make pricing decisions, he provides invaluable market timing feedback and support for product and pricing strategies.
Staying Grounded: The Importance of Member-Centricity
As a credit union, Golden 1’s ethos is inherently member-centric. This means staying rooted in providing financial services that genuinely enhance members’ lives. Daum highlights their commitment to serving “many folks in challenged communities that are underbanked,” providing essential help and advice.
While digital assistance is expanding, Golden 1 maintains a strong community presence. They have opened two financial resource centers—one in Sacramento’s Del Paso Heights in 2024 and another in Madera in 2025. These centers offer extensive financial counseling and education, including bilingual support through one-on-one sessions and live workshops on vital financial topics, with more centers planned for the future. This unwavering focus on service is paramount, as Daum states, “We just want to continue making progress at all levels, to give more reasons for people in California to say yes to Golden 1.”
Source: TheFinancialBrand.com