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John DeCelle, the new chief marketing officer at SEFCU, expects to use all marketing channels to promote the credit union in the Capital Region's highly competitive banking environment.Marketing a credit union, or any other service, requires a good understanding of what the needs and behaviors of your customers are, DeCelle says.

"It's part creative and it's part science.

It involves both halves of the brain."DeCelle oversees a staff of 21.

In addition to sales and marketing, online banking and e-commerce strategy, he is responsible for business-to-business relationships, member group development segment strategy, community relationships, and research and development.SEFCU, ranked as the No.

1 credit union by membership in the Capital Region in The Business Review Book of Lists, has 175,000 members, more than $1.7 billion in assets and 36 branches in the Capital Region, Binghamton, Syracuse and Buffalo.DeCelle has been with SEFCU for four years, most recently as vice president of sales and marketing.Earlier, he worked for Mountain One in the Berkshires and Media Logic, a Colonie marketing communications firm.DeCelle grew up in Clifton Park and graduated from Shenendehowa High School in 1984.He attended The College of Saint Rose in Albany and finished his bachelor's degree, in business administration, at Nyack College in Colonie.Involvement in the community, both professionally and personally, is key to DeCelle.

"We're very committed to the community, trying to make the Capital Region a better place," he said.In addition to shepherding SEFCU's community outreach, he is on the board of associates of The College of Saint Rose and the boards of the Arbor Hill Community Center and Trinity Homer Perkins Institute.DeCelle also is an adviser to the Albany High School-UAlbany Alliance for Young Talent, a group that helps promising high school students prepare for college.DeCelle and his partner live in East Greenbush.

DeCelle enjoys caring for the couple's three dogs, boating and golf, describing himself as a "beginning" golfer.
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