In the CU Professionals Spotlight
by Shawn Marie Brummer
Director of Communications

Joey Rotert grew up in the small town of Salem, South Dakota, located about 40 miles west of Sioux Falls. He was the youngest of three boys, whose parents, Bill and Teresa Rotert taught about respect and integrity, starting at a very young age. “The importance of both of these core values would play in my life,” stated Rotert.

The family lived in town, and Joey spent many hours playing baseball, basketball, football, and golf. When he was old enough, he spent summers working at Salem Lumber Company and McCook Country Club. On weekends, he often spent time on a family farm located nearby, helping out with chores, and hunting.

After graduating from high school, he first attended the Southeast Technical Institute in Sioux Falls. During these college years, he also worked as a wedding singer, performing at wedding services and dances. Soon after receiving his Associate’s Degree in Business Marketing in 2004, Joey began working at Wells Fargo Bank in Sioux Falls. His first position was as a business development analyst, where he dealt primarily with internal policies and personnel. Shortly after that, he was promoted to business specialist, where he was responsible for working with external customers and sales.

When an opportunity arose in 2008 for new job with The First National Bank in Sioux Falls, Joey applied and was hired as the business development manager. During this time, he also returned to school, taking classes at Bellevue University, a private, non-profit university that provides adult education and educational outreach. In 2010, he earned his Bachelor’s Degree in Business Administration.

During his tenure with The First National Bank, Joey was the business development officer for Advantage, managing relationships with other financial institutions and selling their debit card and ATM network products. Part of his job involved calling on and serving credit unions within the states of South Dakota, North Dakota, and Minnesota. Soon he was spending time and establishing relationships with credit union professionals, which opened his eyes to the credit union industry. At first intrigued, he soon fell in love with the entire mission and philosophy of credit unions.

One of the contacts he had made in his work with credit unions was Fran Sommerfeld, CEO of Sioux Falls Federal Credit Union. “It was clear that serving members was my calling, and I was very fortunate that Mr. Sommerfeld and the senior management team saw potential and took a chance, offering me an opportunity to serve with Sioux Falls FCU,” stated Rotert.

In 2012, he was hired as the new Marketing & Business Development Manager. Since then, over the past six years, he has been helping to develop marketing and public relations strategic plans for the credit union, as well as developing relationships with business and consumer clients. In addition, he acts as the liaison to various SEGS and is the primary contact for public relations. It seems he has found his calling.

“The credit union business model is definitely unique and appealing,” says Rotert. “It was the whole philosophy of ‘People Helping People’ that first drew me. Sioux Falls Federal Credit Union doesn’t just talk about this philosophy; it is something they walk every day in regards to our relationships with our members, employees, business partners, vendors as well as the community in which we live and serve. I take absolute pleasure in establishing, as well as, continuing to embrace this philosophy every day.”   

His wholehearted dedication to credit union philosophy is evident in his involvement, at many levels. Rotert was instrumental in creating and implementing the credit union’s “Perky Coffee” fundraiser, where sales proceeds are donated to local charities. He has also been involved with the Southeast 605 Chapter of Credit Unions, serving as Vice President for the past four years, and serving on the committee for their annual golf tournament that raises funds for various charities in the community. In addition, he has been a member of the Government Affairs Committee (GAC) since 2013, and was involved with the “Don’t Tax My Credit Union” awareness campaign. Still, he finds time to focus on his marketing responsibilities, and was pleased to receive the CUNA Diamond Award in both 2016 and 2018.

Outside of the credit union industry, Joey is also quick to volunteer. He has been a McCook County Pro Pheasants Board Member for the past six years, a Sioux Falls Chamber of Commerce Ambassador for the past four years, a Junior Achievement Board Member for three years, and a Garretson Booster Club Member since 2017.

As a community ambassador, one of the challenges Rotert has recognized is the fact that credit unions are stereotyped, often with a misunderstood “stigma” attached to the business model. “We are a full-service financial institution, and I work every day at breaking down those barriers and sharing our cooperative model with members and potential members,” he concluded.

On a personal note, Joey has been married to his wife, Jackie, for nearly 13 years. Jackie works as a Nuclear Medicine Technician with Avera Health. They have two daughters: Maci (10); and Haylee (7). As a family, the Roterts enjoy spending time in the Black Hills, trekking through trails on the Ranger and enjoying all that the communities around Rapid City have to offer. When he is not working, you are likely to find him on the golf course, a sport that he says has taught him humility. He also has a passion for hunting, and he travels all around South Dakota pursuing pheasants, deer, and elk with friends and family.  


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