Senior Vice President, Marketing and Planning
Bobby Dhillon has been with G&F since 2013 and has worked in various capacities within the credit union industry for over 15 years.
Bobby holds a Masters of Business Administration from the Beedie School of Business at Simon Fraser University and a Bachelors of Business Administration from the University of the Fraser Valley.
Prior to joining G&F, Bobby held marketing/communications positions at Aldergrove Financial Group, Central 1 Credit Union, and Envision Financial.
At G&F, Bobby is responsible for setting the strategic direction of G&F’s brand, marketing, communications, community investment and research initiatives. She leads the development of marketing strategies to increase member engagement, retention and conversion rates. She works closely with other leaders at G&F, determining strategy and direction for the organization and provides leadership to the project management office to execute on strategic initiatives Bobby firmly believes that collaboration is the key to G&F’s success. She notes G&F’s constructive competitiveness as an asset—the credit union is willing to share their ideas and challenges with fellow credit unions.
Bobby encourages her staff to serve with passion, commitment and enthusiasm, drawing on her belief that “to lead is to serve”. As a strong people manager, Bobby is known for supporting, investing in, and empowering her staff to achieve their best work.