The Listening Leader's Playbook: How New Marketing Executives Can Respect Legacy While Driving Innovation

How do you honor 87 years of organizational legacy while positioning your brand for future growth?

That was the question Melanie Draheim faced when stepping into the Chief Marketing Officer role at Fox Communities Credit Union just over a year ago.

Her approach offers a masterclass in strategic leadership transition: one that prioritizes listening over lecturing, evolution over revolution, and relationships over rapid change.

The Foundation Phase: Learning Before Leading

For most new executives, the pressure to make immediate impact can be overwhelming. But Draheim chose a different path entirely.

"Fox has been around a long time; this is their 88th anniversary. So much history and so much legacy," she explains. "My approach, I think, was not so much, 'Ooh, let's change everything,' but let's respect the past with an eye for the future."

This philosophy guided her initial months—a period she describes as centered around "lots of listening."

The cultural foundation she discovered made this approach even more valuable. "It's been amazing in a big reason, just the culture at Fox... that's something that's really important to me, the culture and the people, it's amazing, and that makes the environment so much easier to learn and get to know folks."

But listening went beyond internal stakeholders. Coming from the health insurance industry, Draheim recognized her outsider perspective as both a challenge and an advantage.

"I think actually coming not from the industry gives me an edge... I’m constantly talking with members or talking with people in the community. It’s important to have that perspective."

This external focus prevented her from falling into the industry echo chamber, a trap she quickly identified as she observed the competitive landscape.

The Strategic Assessment: Finding Opportunity in Observation

Draheim's listening revealed a significant market opportunity that insiders might have missed. After months of observation, she noticed something striking about the financial services industry: "Everyone is saying the same thing. They're talking about rates, products, accounts, loans, and that's it."

This revelation led to a crucial insight about customer behavior: 'No one wakes up in the morning and says, 'You know what I need?' I need a HELOC.' Nobody is doing that. But financials advertise HELOC."

The disconnect was clear: financial institutions focused on products, customers were focused on life experiences. Her solution? Connect financial products to human moments: "You may not be thinking about a savings account, but you want your kids to see the ocean, or you want to walk your daughter down the aisle."

Meanwhile, she was conducting an equally important assessment internally, learning her team's dynamics and working styles. "Everything is new, so you're kind of learning personalities and styles and who likes an email, versus who likes a team's message, versus who do I need to just go talk to."

This personal approach to team building centered on mutual support: "How do we work together? Let's discuss how we can assist each other. What are your goals? How do I help you meet those?"

The Evolution Strategy: Change Through Connection

Rather than implementing sweeping changes, Draheim focused on strategic evolution. Her approach acknowledged a fundamental business truth: "The only thing that is always constant is change. So we have to always be evolving and learning along the way."

The key was connecting Fox's established values to contemporary execution. Instead of advertising financial products, they began focusing on life progress: "You don't have to be an expert in the financial space. Tell us what you need, how you're trying to make progress, and we can help you get there."

This shift required translating abstract concepts into relatable experiences. Draheim uses a personal example: "We have two dogs, and it's mud season right now, but a year ago... we're sick of wiping up muddy dog feet, so we needed new wood floors. Like it's just those life things that you need."

The message transformation was subtle but significant, from "We offer home equity lines of credit" to "We help you create the home your family deserves."

Building Toward a Relationship-Focused Future

As Draheim looks ahead, she's positioning Fox for a marketplace that's becoming increasingly digital while maintaining human connection. "Something I've been thinking about a lot lately is just how fast things are changing and evolving (with regards to AI)."

Her vision addresses a growing paradox: "Where I see the brand growing is really focused on relationships. Because I think even though we're more connected today probably than we ever have been... real human interaction is incredibly scarce."

The solution isn't about choosing between digital efficiency and personal service, but rather about strategically combining both. Banking transactions can be automated, but financial guidance requires human expertise and empathy.

Sustainable Leadership Lessons

Perhaps the most valuable insight from Draheim's approach is her commitment to continuous learning. "For me, it's about continuing to learn," she says, acknowledging that "that's what we do as leaders. We don't know it all."

This humility extends to her advice for other professionals considering industry transitions: "Don't be afraid to put yourself out there and do things you're not comfortable with and make connections... like reaching out to people for coffee...and then having a conversation and learning something."

Her year-over-year perspective reveals the compound effect of patient leadership. By respecting Fox's legacy while gradually introducing strategic innovations, she's created sustainable change that builds on existing strengths rather than replacing them.

The Compound Effect of Respectful Innovation

Draheim's approach demonstrates that transformation doesn't require disruption. By "respecting the past with an eye for the future," she's built bridges between Fox's 87-year legacy and its next chapter of growth.

The result is a brand strategy that honors institutional wisdom while addressing contemporary market needs—connecting human experiences to financial solutions in ways that create genuine differentiation.

For marketing leaders joining established organizations, her playbook offers a proven path:

• Listen more than you speak
• Understand before you innovate
• And remember that the strongest changes often come from evolution, not revolution

In an industry obsessed with digital transformation, Draheim's focus on relationships and human connection may prove to be the most innovative strategy of all.

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This article is based on insights from The Sponge Show, BConnected's podcast, which features community leaders sharing their strategies for growth and impact.

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