Heartland Credit Union has announced the hiring of two seasoned professionals to its executive leadership team, bringing on Kevin Hess as Chief Financial Officer and Trace Hughes as Vice President of Brand and Marketing. The additions mark a continued investment in strengthening the credit union’s operations and member-focused growth strategy.
Hess to serve as Chief Financial Officer
Hess, a longtime financial executive with more than 25 years of experience, joins Heartland Credit Union as CFO, where he will be responsible for managing all aspects of the organization’s financial operations. His oversight includes general accounting, budgeting, forecasting, investment strategy, financial reporting, and asset-liability management.
Hess is also tasked with reviewing and enhancing internal documentation and operational procedures to support efficiency and scalability as Heartland continues to expand.
“What drew me to Heartland Credit Union was the clear alignment between the organization’s values and my own,” Hess said. “Heartland’s culture stood out to me as one that values learning and shared success. It’s the kind of place where people lift each other up, and where growth isn’t just measured in numbers, but in the impact we have on each other and our members.”
A Hutchinson native and graduate of Kansas State University, Hess holds dual degrees in accounting and management. He began his career as an accountant before rising through executive roles, including time with The Kroger Company and as president of Kwik Shop. More recently, he led nonprofit financial operations as vice president and CFO at OCCK, Inc. in Salina, and previously served as president and CEO of TECH, Inc., a developmental disability support provider in Hutchinson.
“Kevin brings not only deep financial expertise, but also a clear passion for serving people and building strong communities,” said Dan Springer, president and CEO of Heartland Credit Union. “His leadership style and values reflect the culture we’re proud of at Heartland, and I’m confident he’ll make a lasting impact on our team and our members.”
Hughes to serve as VP of Brand and Marketing
Joining the leadership team alongside Hess is Trace Hughes, who takes on the role of Vice President of Brand and Marketing. Hughes brings a background in creative strategy, marketing communications, and brand development from both the private sector and military service.
In his new position, Hughes will guide Heartland’s brand identity and marketing efforts across digital and traditional platforms. His responsibilities will include member onboarding and retention campaigns, brand standards, public relations, community engagement, and leading the credit union’s internal marketing team.
“I’m beyond honored to join Heartland with its rich legacy of service, trust, and community, and I’m excited to help carry that story into the future,” Hughes said. “Together with our talented team, I look forward to deepening our connection with members, expanding our reach, and building a brand that reflects the heart of Kansas and the communities we serve—authentic, innovative, and people-first.”
Hughes has held senior creative roles at major firms including Deloitte, Idea Ranch, VML, and BarkleyOKRP, where he worked on campaigns for both national and regional brands. He is a U.S. Air Force veteran who served as a staff sergeant in Air Battle Management Operations, deploying overseas in support of Operation Enduring Freedom.
He earned a Bachelor of Arts in communication with an emphasis in integrated marketing from Wichita State University.
“Trace brings a rare combination of strategic thinking and creative talent to our team,” said Michelle Waln, chief culture officer at Heartland Credit Union. “His leadership will help us share our story in meaningful ways and strengthen our brand at every member touchpoint.”