Josh Redel of Central Bank: The Introvert’s Guide to Marketing Leadership

How do you stay at one company for your entire career and help it double in size while being named a Forbes Best Bank 18 years in a row?

In this episode of CMO Weekly, host Hayley Clover sits down with Josh Redel, Senior Vice President and Director of Corporate Marketing at Central Bank. Josh shares his journey from an advertising copywriter to leading brand strategy for a multi-state financial institution that recently went public on the NASDAQ.

We dive deep into the "secret sauce" behind Central Bank’s legendary consistency, their unique approach to community-based marketing, and a fascinating "unintentional case study" on why brand awareness is the ultimate driver of growth. Whether you are a marketing professional or a business leader, Josh’s insights on modernization, strategic partnerships (like the St. Louis Cardinals), and the importance of public speaking are not to be missed.

Key Takeaways from This Episode

Breaking the "Bank" Mold: Why Central Bank focuses on being "different" through wild creative testing and financial education rather than traditional sales-focused mailers.

The Power of Consistency: The three-pillar philosophy that has kept Central Bank on the Forbes Best Banks list for nearly two decades.

A Brand Awareness Case Study: A raw look at what happens when one market leans into a brand rollout while another pulls back—and how those results look 11 years later.

Going Public: How Central Bank transitioned to a publicly traded company on the NASDAQ without losing its 120-year-old core values.

Advice for Modern Marketers: Josh discusses why young marketers must embrace AI, take risks, and master the art of public speaking.

Episode Timestamps

0:00 – Intro: Welcome to CMO Weekly

1:17 – Meet Josh Redel: A career built at Central Bank

2:41 – The early days: Managing 13 brands and websites

5:51 – The secret to 18 years as a Forbes "Best Bank"

8:51 – Standing out in a competitive, "sea of sameness" landscape

14:01 – Modernizing a brand that started in 1902

15:33 – Being a "fast follower" in social media (TikTok & more)

20:17 – Case Study: The massive impact of brand awareness (KC vs. St. Louis)

23:31 – Strategic partnerships with the St. Louis Cardinals

26:11 – The "Closing Pitch": Josh's go-to baseball strategy

27:15 – Going Public: Central Bank on the NASDAQ

29:44 – Career Advice: Risks, AI, and the power of public speaking

About Our Guest

Josh Redel is the SVP and Director of Corporate Marketing at Central Bank. Having spent his entire career within the organization, he has been a driving force behind the bank’s digital evolution, analytics strategy, and overall brand growth. Central Bank is an 18-time Forbes Best Bank, now publicly traded on the NASDAQ.

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