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Since joining CUES in March 2013, Pembroke has played a leadership role in developing and launching a new direction in CUES’ strategy, branding and culture.  Under his guidance, CUES has revamped its membership structure, launched new institutes, and introduced Elite Access™ Virtual Classroom, an innovative blended learning offering. Additionally, CUES has expanded its market further into Canada and the Caribbean.  


Pembroke’s experience includes over 25 years in financial services, marketing and e-commerce. He served as chief marketing officer at PSCU Financial Services, St. Petersburg, Fla., one of the largest Credit Union Service Organizations in the U.S. There, he was responsible for marketing, product development and product management. 


Prior to PSCU Financial Services, Pembroke held leadership roles at Cox Enterprises, 

Kellogg, Kraft Foods, and Procter & Gamble. He has worked on some of the world’s most popular brands. 


Pembroke holds a B.S. in Economics from the Wharton School of Business of the University of Pennsylvania and a M.B.A. in Marketing and Policy Studies from the Booth School of Business of the University of Chicago. 


Pembroke serves on the board of directors of the CU DEI Collective.  The CU DEI Collective believes, diversity, equity, and inclusion are fundamental to a vibrant, relevant and growing Credit Union Movement, and is good business.  

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