Derek Knowlton

EVP / Chief Marketing Officer University Credit Union

Derek Knowlton is the Chief Marketing Officer at University Credit Union in Los Angeles, California. With over 22 years of experience in the Credit Union industry, Derek specializes in marketing, product management, and strategic planning and is known for developing innovative and creative solutions to complex problems. Over the past two decades, Derek has engineered marketing analytics processes and developed award-winning marketing campaigns at multiple credit unions. He is recognized for his leadership in digital marketing, driving online presence and engagement through data-driven decision-making to maximize marketing results.

Derek graduated from the University of Utah with a bachelor’s degree in Architecture and an MBA with certifications in Marketing and Product Development. He lives with his family in Utah and enjoys skiing and hiking.

Day 1: Implementing Structural Change To Accelerate Digital Evolution

12:50 PM KEYNOTE PANEL DISCUSSION: Omnichannel ROI: Maximizing Marketing Investments Through Smarter Channel Strategies

Today’s marketing leaders are under pressure to do more with less—balancing efficiency with innovation in a rapidly shifting digital landscape. As emerging technologies like AI-powered search and evolving social platforms reshape consumer behavior, marketers must continuously reassess where and how they invest.

This panel will explore how to prioritize marketing spend across channels to maximize engagement, retention, and customer lifetime value. Among the topics discussed:

Investing in data driven insights and analytics to better segment customer profiles.
Creating effective attribution models to measure the most effective marketing channels.
Setting reputation models for content marketing to evaluate engagement of blogs, social, and branded channels.
Working back from marketing goals to create actionable KPI.

Check out the incredible speaker line-up to see who will be joining Derek.

Download The Latest Agenda