2022 Marketing Leader: Rich Smith


Since Rich Smith, chief marketing officer home loans, joined PenFed, the home loans marketing team has continued to grow, learn and be inspired with fresh ideas and strategy all while servicing the needs of their members and helping PenFed become one of the largest mortgage originators in the county. In his new role, Smith has moved swiftly across multiple marketing channels to increase strategic marketing tactics that enhance growth. 

PenFed’s growth in 2021 came through all distribution channels; however, it was in the direct-to-consumer channel where Smith’s impact was most immediately felt. This channel grew by over 100% last year as a result of expanded digital marketing, increased SEO and unique use of first party and third party data sources to target personalized offers to consumers across all communications channels. This strategy not only grew the overall channel, but resulted in a 90% increase in mortgage product penetration among PenFed members and a mortgage recapture rate of over 60%.


Rich Smith


Chief Marketing Officer Home Loans

Company Name:

PenFed Credit Union

3d rendering of a row of luxury townhouses along a street

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