Committee Chair Spotlight: Get to Know WBA’s 2025–2026 Marketing Committee Chair Kathy Rolfs

Kathy Rolfs, VP/Chief Marketing & Communications Officer with PremierBank, is the newly appointed chair of the Wisconsin Bankers Association (WBA) Marketing Committee.

As steps into her new role, WBA asked her a few questions to help members learn more about her.

Can you share a bit about your experience in banking?

My path into banking was a bit unconventional. After graduating from UW–Madison, I began my career at an ad agency. One of my clients was a successful, fast-growing De Novo bank, and I had the opportunity to work directly with its CEO who became a mentor and great friend! As a young college grad without a finance background, in the beginning, I asked a lot of questions to be successful in the public relations and marketing efforts I was hired to do. Fortunately, he was a kind and patient mentor who appreciated my storytelling skills and valued that I wasn’t afraid to challenge traditional marketing strategies and often pitched public relations-focused ideas and marketing initiatives that worked! Eventually, he created a new position and offered me a role at his bank, and I became their first Director of Marketing. About ten years later, we were acquired by an out-of-state regional bank. That experience gave me firsthand insight into the merger process, knowledge that proved valuable when the next community bank I worked for also merged with a larger institution.

I’m now with PremierBank, one of Wisconsin’s first federally chartered banks, founded in the 1860s. It’s been interesting to serve both ends of the spectrum, from being part of a De Novo team of all new employees, to joining a bank that has been around almost as long as the town it was formed in, serving generations of families, with many legacy employees who have served in their roles for decades. Each has its own strengths, and I count myself lucky to experience both types of institutions.

Despite the unexpected twists and economic ups and downs along the way, I’ve found my banking career path to be incredibly rewarding. It’s deeply satisfying to see the real impact our work has in helping people achieve their goals and dreams. And, the constantly changing duties that fall under a bank’s marketing realm keeps the job both challenging and interesting.

What you are looking forward to most during the year ahead as chair of the WBA Marketing Committee?

We have a strong committee made up of both experienced bank marketers and those new to the industry. It’s always a treat to gather in person at the WBA office and build community; I look forward to each quarterly meeting where we share insights, exchange ideas about vendors, and learn from one another about a myriad of topics that impact each of us. This year, it’s especially exciting to have a diverse range of bank sizes represented. I am committed to keeping the strong momentum established by the talented chairs who came before me.

Your favorite quote?

“Don’t count the people that you reach, reach the people who count.” – David Ogilvy

Your favorite podcast or binge-worthy series?

I’ve been listening to “Here’s Where it Gets Interesting” lately after reading the recent NYT bestseller, The Small and the Mighty. The author/podcaster is super interesting (at least to me)!

“When I am not at work, you can find me…”

Hanging out with my family; reading or at a book club; walking out in nature; or baking sourdough bread (my newest hobby).