When it comes to bank marketing, Texas native Randi Mitchell is all about measuring results. With more than 22 years of experience, this brand expert uses creativity to increase exposure and aims to weave the narrative into all aspects of her marketing strategy.
Today, Mitchell serves as the vice president and marketing director of Legend Bank in Decatur. She is responsible for bank branding, marketing, advertising and customer and employee communication, just to name a few.
A career in bank marketing
Originally from Benbrook, Mitchell is a graduate of Tarleton State University. She received her Bachelor of Business Administration in marketing in 1998 and quickly set her sights on the banking industry.
In 1999, Mitchell accepted the position of marketing support at Omni-American Bank in Fort Worth. Through her 15-year career, she learned the ins and outs of bank marketing and how to stand out in the crowd.
From assistant vice president of advertising to director of special projects, vice president of marketing to senior vice president of marketing, Mitchell fell in love with the field of finance and the role banks play in the lives of their customers and the community.
Nearly six years ago, she joined the Legend Bank team and reunited with several former co-workers including her boss and chief retail operations officer, Toni Lucky.
“I’ve always heard that banking is a ‘small world’ and that’s so true,” Mitchell said.
As vice president and marketing director, Mitchell plans and executes all aspects of Legend Bank’s internal and external marketing campaigns including the creative development of product and service promotions, special events and more. In addition, she also monitors and manages the bank’s brand through public relations, social media and the website.
“I love working in bank marketing,” said Mitchell. “The brand of the bank is woven into all that we do, so working in marketing allows me the opportunity to be involved in so many creative and fun projects while connecting with bankers from all positions and locations at the bank.”
Banking in North Texas
Founded in Bowie in 1890, Legend Bank has 13 locations throughout North Texas with total assets of over $929 million.
The 130-year-old community bank serves the people and businesses in and around Sherman, Whitesboro, Bonham, Cooper, Whitewright, Fort Worth, North Richland Hills, Bowie, Alvord, Decatur, Henrietta, Wichita Falls and Nocona and is one of the largest cattle lenders in North Texas.
“While our roots are deep in these small towns and the agriculture industry, as we have grown, we are expanding into larger cities and serving customers in new ways,” said Mitchell. “We are unique in that we maintain our legacy of being a small-town, hometown bank while also serving new communities and helping business grow in larger, more metropolitan areas.”
Legend Bank was developed to serve its local communities and small businesses and has always adhered to the philosophy that banking is, first and foremost, about the people you serve and that serving others is a privilege.
“We are a small-town bank with big-time convenience,” Mitchell added.
The community bank prides itself on its steadfast approach and through historical, economic and technological changes has built a service tradition that stands the test of time.
In fact, Legend Bank was founded before eight states in the United States were established. Today, the institution offers a robust line of amenities including digital banking products and services that are important to its customers.
“Our bankers are neighbors and friends in the community. Customers see them in the community, at local sporting events, school functions and church,” said Mitchell. “We are ‘more than just bankers’ to our customers and our work to remain connected to our legacy, to our customers and our communities makes us unique.”
Serving the community
Legend Bank often supports its community through various cooking events. These one-of-a-kind cooking occasions are not only delicious but a way to show the bank’s dedication and commitment to its customers and the communities in which they serve.
“I enjoy being a part of our community involvement efforts and seeing our employees serve others in our community,” Mitchell added.
The bank’s secret ingredient — ribs! Legend Bank can cook up to 44 slabs of ribs and feed up to 200 people. Most recently, the bank also developed a recipe for steak fingers that has also become a fan favorite.
“It’s so inspiring to see how very involved our bankers are in community events, community support initiatives and helping others,” said Mitchell. “I have seen this consistently throughout our industry and it seems to be even more elevated here at Legend Bank.”
Past cooking events include local health fairs, community give-back events, teacher appreciation lunches, cancer benefit support, school sports team fundraisers, assisted living prom dinners, customer appreciation dinners and more.
A true family-inspired affair, the events are hosted by Legend Bank bankers, lenders and branch presidents as well as the CEO, president and board members.
Outside of the bank
Mitchell is active in the community. She has been involved with Camp Fire First Texas, a youth organization that helps children find their spark and lift their voice to discover who they are, for over six years. There, she has served as a board member, executive committee board member, event committee member and event chair as well as a Marketing Task Force member.
In addition, she aids as a small-group leader and volunteer for her local church student ministry and previously served on the Texas Bankers Foundation’s Board of Directors.
Mitchell and her husband, Matt, have been happily married for 22 years and have two daughters, Maitlynn and Mayden. During her spare time, she often enjoys shopping, crafting and baking as well as cheering on her daughters during their various sporting events.