Citadel Credit Selects Trish Wethman as Director of Member Growth & Retention
June 2026 — As part of its continued investment in member experience and long-term growth, Citadel Credit Union retained Smith & Wilkinson to lead the search for its newly created Director of Member Growth & Retention role.
Founded in 1937 and headquartered in Exton, Pennsylvania, Citadel Credit Union is one of the largest credit unions in the Greater Philadelphia region, serving more than 260,000 members with approximately $6.6 billion in assets. Following its recent charter expansion and continued organizational growth, Citadel created this strategic leadership position to define and execute an enterprise-wide member lifecycle strategy focused on increasing engagement, product adoption, retention, and strengthening primary financial institution (PFI) relationships.
Citadel Credit Union appointed Trish Wethman as Director of Member Growth & Retention. Trish will lead the development of Citadel’s member lifecycle strategy while partnering across marketing, product, analytics, and digital teams to identify opportunities that deepen member relationships and drive long-term growth.
Trish joins Citadel from Pontem Tech Partners, where she most recently served as Chief Experience Officer, advising clients on customer experience, digital transformation, and engagement strategy. Prior to Pontem, she held senior customer experience leadership positions at Best Egg and previously served as Director of Member Experience at Citadel Credit Union, giving her a unique understanding of the organization, its culture, and its members. Throughout her career, Trish has built a reputation for combining customer insights, data-driven decision making, and cross-functional leadership to deliver measurable improvements in customer engagement, loyalty, and business performance.
Widely recognized as a collaborative, strategic, and relationship-oriented leader, Trish brings a unique combination of financial services experience, lifecycle strategy expertise, and customer experience leadership. Her ability to influence across organizations, build scalable engagement strategies, and translate customer insights into business results made her an exceptional fit for Citadel’s vision for this newly created role.
This search engagement was led by Moriah Callahan, Director of Recruiting, Financial Services, and Jake Strong, Associate Recruiter, Financial Services, at Smith & Wilkinson.
About Citadel Federal Credit Union
Citadel Credit Union is a not-for-profit, member-owned financial institution providing banking, investment, and insurance services to more than 285,000 members. With approximately $6.6 billion in assets and 25 branches, Citadel is one of the Greater Philadelphia region’s largest credit unions, serving individuals, families, and businesses in southeastern Pennsylvania and under a Federal Multiple Common Bond charter that allows membership eligibility throughout Pennsylvania and neighboring states, including Delaware, New Jersey, New York, Maryland, Ohio, and West Virginia.
About Smith & Wilkinson
With over two decades of experience, our Financial Services team has successfully led hundreds of placements across various sectors, including Community Banks, Credit Unions, FinTech, and more. We specialize in sourcing a wide range of financial services positions that cater to different aspects of the industry, ensuring we can connect you with the best talent.
Our search assignments cover all seniority levels and functional areas within the financial services ecosystem, providing our clients and candidates with maximum visibility into the talent market.
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