Robin Tooms, CMO, Firstmark Credit Union

By Sam Boykin

Robin Tooms began her career as a graphic designer, developing advertising, print, and digital projects. Along the way, she discovered that her curiosity extended beyond the creative work itself and into the strategic decisions that shape it. Early in her career, she envisioned becoming a creative director, but the more time she spent thinking about ways to help companies grow, the more her path began to shift in a different direction.

Robin Tooms began her career as a graphic designer, developing advertising, print, and digital projects. Along the way, she discovered that her curiosity extended beyond the creative work itself and into the strategic decisions that shape it. Early in her career, she envisioned becoming a creative director, but the more time she spent thinking about ways to help companies grow, the more her path began to shift in a different direction.

“I found that many of the strategic decisions were happening before a project ever reached the designers,” she said. “Designers bring tremendous value to the process and deserve a voice at the table. Seeing how those early decisions shaped everything that followed made me realize I wanted to help guide those strategies and bring a unique lens because of my design background as well.”

To make that transition, Tooms returned to school. Already holding a degree in graphic communications, she earned an MBA with a concentration in marketing from Rice University. The degree helped propel her career at the Houston-based brand and marketing firm Savage Brands, where she held several senior roles. She later joined Members Choice Credit Union, serving as chief marketing officer (CMO) for nearly seven years.

Today, Tooms serves as CMO at Firstmark Credit Union in San Antonio, a role she began last year. Founded in 1932, Firstmark is the city’s oldest state-chartered credit union, with more than $1 billion in assets and nearly 100,000 members.

In her role, Tooms works with a talented team to guide the strategic direction, development, and execution of the organization’s marketing, brand, and member engagement initiatives. She also drives the credit union’s efforts to grow membership and strengthen its visibility in the community.

Tooms explained that when Wendy Cleveland became Firstmark’s president and CEO in early 2025, one of her priorities was to hire the right person to fill the newly created CMO position at the growth-focused credit union.

“I was grateful for the opportunity to join the team and help support the next phase of growth for the credit union,” Tooms said. “It required us to move from Houston to San Antonio, but it wasn’t a hard sell. While we’re still getting settled and learning the city, we truly love it here.”

As she explores her new home, Tooms has been visiting some of San Antonio’s most iconic destinations, including the Alamo, the River Walk, and the Witte Museum. She’s also getting to know the city by connecting with AMA–San Antonio.

Tooms has a long history with the American Marketing Association. She previously served on the board of the Houston chapter and on the Professional Chapters Council. She currently serves as chair of the AMA National Board of Directors and is now also a member of the San Antonio chapter.

“The great thing about the AMA is that everyone gets something a little different out of it,” she said. “I first joined when I was transitioning from a designer to a marketer. I learned a lot, and it gave my career an important jump-start early on. But I also met amazing people. AMA members are volunteers who are active in their communities. They’re good people to work with and to have in your network. Now that I’ve moved to a new city, having those connections really gives you a boost.”

Tooms believes being involved with the AMA can help marketers strengthen both their technical and leadership skills — something that can be especially valuable for young professionals stepping into leadership roles.

“You can learn how to exercise influence and manage people and projects,” she said. “I’ve really benefited from that, and now I spend most of my time thinking about how to give back and help lift up the next generation of marketers. San Antonio is a vibrant city, and I want to be part of helping it grow.”