What’s Inside?
In this energizing episode of The Eltropy Exchange, host Mike Pupil welcomes Royce Ngiam, SVP, Chief Marketing Officer at First City Credit Union, for a powerful and unconventional conversation on the future of credit union marketing. With over 25 years in the industry, and a career that includes time at The Walt Disney Company, Royce shares how data, creativity, and purpose can align to drive real transformation.
Royce discusses his accidental entry into marketing, the influence of a single professor who shifted his path, and why he believes marketing is far more about business fluency than eye-catching design. He challenges common industry thinking around digital transformation, arguing that most institutions simply replicate outdated processes in new formats, missing the true opportunity for change.
The conversation flows from analytics tools like Snowflake and ROI skepticism to what credit unions can learn from MotoGP racing and Premier League soccer. And yes, there’s even a sidebar about his dream of someday running a B&B on the Antrim Coast of Northern Ireland, raising Scottish black-faced sheep.
Whether you’re a marketer, credit union executive, or just curious about what it takes to stay relevant in a rapidly evolving industry, this episode delivers bold insights with heart, humor, and horsepower.
- AI in collections, Collections Management, Credit Union Collections, Eltropy Exchange, Leadership in Collections, Member Engagement, Proactive Collections, Service-Oriented Approach, Technology in Collections
Royce Ngiam
Royce Ngiam is the SVP, Chief Marketing Officer at First City Credit Union. With 25+ years in banking and credit unions and an MBA in Marketing from UC Riverside, Royce specializes in driving creative marketing strategies, data-driven insights, and impactful partnerships within the credit union industry. He has led innovative, measurable campaigns that engage members across multiple platforms and has emceed America’s Credit Unions MBD Conference. His expertise includes leveraging data to optimize media strategies, building sponsor group relationships, and developing sustainable marketing solutions in an evolving financial landscape. Passionate about advancing the credit union movement, he thrives on collaboration and innovation. When he’s not shaping marketing strategies, he dreams of motorcycles and black-faced sheep on the Antrim Coast in Northern Ireland.
