Heartland Credit Union is proud to announce the addition of Trace Hughes as VP of Brand and Marketing. With a strong background in creative strategy and brand development, Hughes will lead efforts to grow the HCU brand, deepen member engagement, and drive innovative marketing initiatives.
In this role, Hughes will oversee both digital and traditional marketing efforts, guide new member onboarding and retention strategies, maintain brand strategy and standards, and lead the marketing team in delivering impactful content creation, public relations, and meaningful community engagement initiatives. He will also play a key role in cultivating a workplace culture that is both empowering and collaborative.
"I’m beyond honored to join Heartland with its rich legacy of service, trust, and community, and I’m excited to help carry that story into the future,” said Trace. “Together with our talented team, I look forward to deepening our connection with members, expanding our reach, and building a brand that reflects the heart of Kansas and the communities we serve—authentic, innovative, and people-first.”
Before joining Heartland, Hughes held senior creative roles at leading organizations, including Deloitte, Idea Ranch, VML, and BarkleyOKRP—helping national and regional brands build stronger connections with their audiences. A veteran of the U.S. Air Force, Hughes served as a Staff Sergeant in Air Battle Management Operations, deploying overseas once in support of Operation Enduring Freedom. He earned a Bachelor of Arts in Communication with a concentration in integrated marketing from Wichita State University.
“Trace brings a rare combination of strategic thinking and creative talent to our team,” said Chief Culture Officer Michelle Waln. “His leadership will help us share our story in meaningful ways and strengthen our brand at every member touchpoint.”
