Tahir’s newly established role leads credit union’s efforts to drive transformation, growth
LANSING, Mich. — LAFCU is pleased to announce the promotion of Umar Tahir to vice president of marketing, enterprise innovation and digital assets of the Michigan credit union.
In his new role, Tahir oversees LAFCU’s digital platforms while guiding the credit union’s innovative and transformative efforts in alignment with LAFCU’s strategic plan.
"Umar's extensive background in transformational leadership, his adeptness at identifying and implementing process enhancements for streamlined operations, and his prior oversight of LAFCU’s Contact Center make him ideally suited for this newly established role," said Kelli Ellsworth Etchison, LAFCU chief marketing officer and chief diversity officer. “His appointment is pivotal, particularly in advancing our digital and marketing initiatives as we embrace technology-driven growth and innovation.”
Tahir brings nearly 20 years of leadership experience to this newly established role for the Michigan credit union, with 13 years specifically in the financial services industry. He joined LAFCU in 2021 as branch manager of the Contact Center, overseeing phone services and member interactions through interactive teller machines at branch drive-thrus and other locations in the community.
“It is my dream to innovate LAFCU and its services on a scale that meets our members' day-to-day needs,” said Tahir. “Additionally, we aim to set quality standards for the next 10 years of service delivery."
A resident of DeWitt, Mich., Tahir holds a Bachelor of Business Administration (BBA) and Master of Business Administration (MBA) from the Preston Institute of Management Services & Technology Sciences, Pakistan. He is also a certified ScrumMasterÒ (CSM), a methodology that helps teams work together to deliver high-value products.
About LAFCU
Founded in 1936, LAFCU (pronounced laugh-cue) is a not-for-profit, member-owned credit union open to all who live, work, worship or attend school in Michigan, and to Michigan businesses. LAFCU serves more than 74,000 members and holds over $1 billion in assets. With a particular focus on serving people of modest means, LAFCU is committed to enhancing its members' financial well-being and creating long-lasting positive change across generations. Awarded the prestigious Dora Maxwell Social Responsibility Community Service Award, LAFCU is known for its people-helping-people mission, which has led to award-winning financial literacy programs for all ages. Honored as a national ‘Best Credit Union to Work For’ and recognized globally for its diversity, equity, and inclusion initiatives, LAFCU stands out for its commitment to creating an inclusive workplace. Learn more at www.lafcu.com.
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