To be a difference-maker as a marketing and branding executive, one must be agile, forward-thinking and continually strive for excellence. Cheryl Hayes, senior vice president of marketing at PrimeLending, a PlainsCapital company, embodies these qualities through her dynamic, customer-centric strategies that not only resonate with today’s diverse homebuyers, but empower the company’s loan officers to compete in the local market and grow their businesses.

As a leader, Hayes sets an incredibly high bar for herself and her team. She always has her finger on the pulse of the latest marketing trends both inside and outside of the mortgage industry. Never content to rest on her laurels, Hayes challenges herself and the whole team to continually strive to be better, faster more impactful. That includes leading the team to be early adopters of new tools and emerging technologies as a means to drive results, such as deploying digital marketing solutions for automated, customized branding, lead generation, conversion and retention — systematically leveraging digital tools to capture actionable data to develop and optimize content strategies and prioritizing data capture and analysis.

As a result, PrimeLending has never been better positioned to respond quickly to changing consumer preferences or market conditions. When rates change, new products are introduced or regional trends emerge, the team is ready to equip the field with tools within hours and maintain trusted advisor positions in the community. Hayes’s approach has kept the company’s marketing programs flexible and relevant in a very volatile industry, so that loan officers feel equipped and confident to lead conversations with customers and business partners. Hayes’s commitment to respect and professionalism puts PrimeLending’s core values into action.

Name:

Cheryl Hayes

Title:

Senior Vice President, Marketing

Company Name:

PrimeLending