Episode 62: Bridging the Creativity and Compliance Gap with Ryan Bowling at OMB Bank
Creativity and compliance don’t have to be at odds. In fact, they can—and should—work together from the start. In this episode, I sit down with Ryan Bowling, Vice President and Director of Marketing at OMB Bank, to explore how marketing teams can push creative boundaries while staying compliant.
With a unique background in journalism and a successful transition into the banking sector, Ryan shares how he’s built a marketing powerhouse that not only drives engagement but also meets strict compliance standards.
We discuss:
- Why involving compliance from the start of a marketing campaign prevents roadblocks and last-minute rewrites
- How ongoing education for both marketing and compliance teams builds trust and streamlines approvals
- How technology like PerformLine automates compliance reviews and reduces manual work to keep campaigns moving
- How bank marketing can be exciting, even in a highly regulated industry—and how OMB Bank is “the bank that backs the pickle” with its unique branded pickleball campaign
Show Notes:
- Be a guest on the COMPLY Podcast: https://comply.performline.com/comply-content-speaker-interest
- Connect with Ryan: https://www.linkedin.com/in/bowlingryan/
- Connect with Rhonda: https://www.linkedin.com/in/rhonda-mcgill/
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About COMPLY: The Marketing Compliance Podcast
The state of marketing compliance and regulation is evolving faster than ever, especially for those in the consumer finance space. On the COMPLY Podcast, we sit down with the biggest names in marketing, compliance, regulations, and innovation as they share their playbooks to help you take your compliance practice to the next level.
Episode Transcript:
Rhonda:
Hey there COMPLY Podcast listeners and welcome to this week’s episode. In this episode, I chat with Ryan Bowling, Vice President and Director of Marketing at OMB Bank, about how creativity and compliance can work hand in hand. From early collaboration with compliance teams to OMB Bank’s unique pickleball marketing campaign, Ryan shares his unique insights on how to make bank marketing both engaging and compliant. Thanks for listening, and enjoy.
Rhonda:
Greetings, COMPLY Podcast listeners! It is such an honor for me to be here today as part of what we call our Compliance Superhero series. Today, we have with us Ryan Bowling, who is the Vice President and Director of Marketing for OMB Bank.
Ryan has over 18 years of experience in marketing and communications, and he’s been at OMB Bank for a few years now. I’m going to let him tell you a little bit about himself, I think he has such a great background. I’m so excited for our listeners to hear a bit about how you came to OMB Bank, as well as your experience in marketing and compliance. So, I’ll turn it over to you to introduce yourself, Ryan.
Ryan:
Great! Thank you so much. Very excited to be here. Yes, my name is Ryan, and I am, like you said, the Marketing Director at OMB Bank. It is a $1.9 billion community bank based out of Springfield, Missouri. We’ve got nine locations and recently expanded into the Kansas City market. So, that’s very exciting for us—especially in the last couple of years, as OMB Bank has experienced significant growth.
Yes, my background is a bit interesting because, although I’ve been at OMB Bank for the past three years, I started in bank marketing over a decade ago. Initially, I focused on digital marketing, but my role grew as I advanced in my career. Now, I lead the marketing efforts at OMB Bank, particularly in terms of both creative strategies and compliance.
Before that, I spent 10 years as a community newspaper journalist. That’s what my college degrees are in—I have dual degrees in journalism and writing. My foundation in communication really developed through journalism. I worked for a community newspaper outside of Springfield for about a decade, honing my ability to communicate ideas and stories. That experience laid a strong foundation for marketing.
I’ve always had a creative side, but my real strength is storytelling. Sometimes that means writing long-form articles, but in marketing, it can mean crafting a message for a billboard that has to catch someone’s attention in under six seconds. How do you tell a compelling story in such a short span? Journalism really helped me develop that skill as I transitioned into a marketing career.
I really enjoyed my time as a journalist. In fact, the Missouri Press Association named me Young Journalist of the Year.
Rhonda:
I saw that!
Ryan:
Yeah, that was a long time ago, but it was exciting! At the time, I thought I would be in journalism for my entire career—until, like many others in the industry, I saw the impact of social media and the decline of traditional journalism. That shift made me question the future of newspapers, and I started considering other paths.
Luckily, I had this creative side, and someone recognized that. They saw that I had the communication skills and creativity needed for marketing and said, We can teach him banking. So, that’s how I ended up here.
Rhonda:
Interesting!
Ryan:
Yeah. Someone taught me banking, and I learned that along the way. But there are some things you just can’t teach—like storytelling and communication—and I think those strengths have carried me to where I am today. My background is a little different from most people in my field.
Rhonda:
I think you’re the first journalist we’ve had on our podcast! And if you’re not, they didn’t tell us. That’s really intriguing because, as I was reading up on you, one thing that stood out in multiple articles was that you’re recognized as a strong storyteller. I think that’s such an important skill in compliance—to be able to tell the story because you’re sitting with regulators, you’re sitting with different lines of business, and so many other stakeholders. I’m sure you use your storytelling skills a lot when it comes to explaining the OMB Bank story, as well as the compliance story—really helping to drive home how you all stay compliant, how you market, and how you do it in a compliant way.
I think your path into marketing compliance is one of the most unique we’ve heard, and I’m really excited that you were able to share that with our listeners. Can you tell me a little bit more about what you love most about your work at OMB Bank? What really gets you up in the morning and excited about what you do every day?
Ryan:
Yeah, for me, it’s about fostering a sense of creativity within my team. I’m fortunate to lead a four-person marketing team, which, for a community bank, is pretty rare. A lot of community banks have just one or two marketing professionals—sometimes even just one person handling everything. Having a robust marketing team at a $2 billion bank is a real advantage in our marketplace.
What excites me is knowing that I can handle the compliance side of things while allowing my team to remain creative. They have the freedom to explore ideas, and my job is to find a way to make those ideas compliant.
I love that we’re not putting anyone in a box. I have a fantastic graphic designer who excels at ad layouts and billboards, and we also dabble in video content for social media. I have a content marketer who writes engaging blog pieces that are well-read on our website. And we have a project manager who keeps everything moving forward efficiently.
One of the best decisions I made for my career was earning my Certified Financial Marketing Professional (CFMP) designation from the American Bankers Association. It’s a tough exam—about three hours long—and a third of it focuses on compliance and regulations. That certification really changed the trajectory of my career in bank marketing. It gave me the confidence to handle compliance issues while allowing my team to stay focused on their creative work.
Rhonda:
And you also sit on the Missouri Bankers Association’s Communications Committee, so you’re always staying in the know about what’s happening in the banking space. Would you say that getting involved in organizations like the ABA or MBA is something you’d recommend to someone just starting out in community banking or compliance?
Ryan:
Oh, absolutely. Getting plugged in early is essential—not just for networking and meeting peers, but for learning how other institutions handle processes. Seeing how others connect compliance and marketing is invaluable because those two departments have to collaborate from the start on everything. So yes, I always recommend getting involved and making those connections.
Rhonda:
That’s great. Every time there’s a change in administration, there’s a period of uncertainty where everyone in the industry is trying to figure things out. Some people say the biggest challenge in compliance isn’t even new regulations—it’s the existing ones that can drive you crazy! What would you say is the most challenging part of working in compliance?
Ryan:
The biggest challenge is ensuring that disclaimers and disclosures are appropriate for the products and services you’re marketing.
For the most part, compliance regulations don’t change often. Occasionally, we see new requirements—like the FDIC’s new digital signage rules—but generally, we know what needs to be included when advertising a rate or loan. The key is staying on top of those details.
One challenge is helping creative teams understand why certain compliance elements are necessary. For example, they might design a beautiful ad and then get frustrated when they have to include a disclaimer in fine print at the bottom. I totally get it—it feels like it cramps the design.
But I try to emphasize that those disclaimers build consumer trust. Even if an ad isn’t directly about trust, that small legal disclosure signals transparency. When the creative team understands that, they’re more likely to embrace compliance rather than seeing it as just another hurdle. That’s an ongoing challenge, but it’s an important part of what we do.
Rhonda:
Yeah, and I know that’s always a frustration in compliance—explaining to the business why disclaimers are so important and why they have to be there. So having a good storyteller like yourself is probably a major asset.
Ryan:
I agree.
Rhonda:
OMB Bank is lucky to have you! What advice would you give to a team that’s working on building a successful compliance program? Earlier, you mentioned that having a marketing team of your size in a community bank is pretty rare. So, for those who may have a small team—or for those who are in a fortunate situation like yours—what advice would you give them for staying focused and building a strong compliance program?
Ryan:
Absolutely. I think there are three or four key things that make a substantial difference—at least, they really have for us, and I think they could help anyone, regardless of their situation.
First, make compliance a collaborative effort. Get compliance and marketing together at the very beginning of any project—whether it’s just a simple ad copy or a full-year campaign. If compliance is involved early on, they’re much more likely to say yes at the end, rather than coming in later and having to reject or heavily revise something that’s already been created. When both teams collaborate throughout the process, compliance can help shape things along the way, making it a smoother and more efficient process overall.
Second, invest in education. Encourage your creative team to attend compliance seminars and your compliance team to attend marketing seminars. It’s so important for both sides to have a high-level understanding of each other’s work. Marketing needs to understand the basics of compliance, and compliance should have a grasp of what marketing is trying to achieve. Of course, ongoing education for each team in their own field is essential too—compliance professionals are used to staying informed about regulations, but it’s just as important for marketing teams to continuously develop their skills and knowledge.
Third, use the right technology. We’re fortunate to have a partnership with PerformLine, and that technology has significantly streamlined our processes. Having a system that allows us to upload creatives, automatically check for compliance, and give compliance a clear view of what needs to be reviewed saves so much time. For example, if our CFO decides we need to launch a CD rate special tomorrow, we need to move fast. If all of our processes were manual, that would be nearly impossible. But the right technology makes it happen efficiently.
And lastly, communicate early and often. My background is in communication, so I preach this all the time, but it truly solves so many headaches before they even start. Clear, open communication between marketing and compliance is key to a successful program.
Rhonda:
I love it—collaborate, educate, communicate! That’s perfect.
Ryan:
Exactly! You got it.
Rhonda:
And having the right technology is so important. That’s actually one of the questions I always like to ask—what are the most essential tools for your work? You mentioned PerformLine, and of course, we’re so grateful to have you as a valued customer and a Compliance Superhero. We’re really excited about our partnership with you and OMB Bank, and we look forward to growing together in the years to come.
As we wrap up, we always like to ask our guests: What is your superpower? Everyone has one, and I think you probably have a few! But I’ll let you tell us—what do you consider your superpower?
Ryan:
That’s an interesting question! As a so-called geriatric millennial, I grew up with the MCU, Marvel movies, Batman, Superman—you name it. But if I had to pick a superpower, especially in the world of compliance and marketing, I’d say it’s vision.
I feel like my superpower is bridging the gap between creativity and compliance, and having the ability to see how the two can work together seamlessly. It’s about looking ahead and envisioning how we can bring compliance and marketing into alignment so that we can create something impactful without sacrificing one or the other.
Rhonda:
That’s a rare skill! Most people are usually either one or the other. The ability to bridge that gap really speaks to your background, experiences, and the great work you’ve done. I’ve seen some of the incredible things that have happened at OMB Bank under your leadership and the growth you’ve achieved, so I’d say your superpower has definitely played a role in that success.
Ryan:
Thank you so much! It’s been really exciting to see the growth we’ve experienced. One of the biggest areas of momentum for us recently has been online account opening, which has been a game-changer. And we’ve always been known locally for some of the creative ads we put out—they don’t always look like your typical bank ads.
Rhonda:
Didn’t I read that you did something with pickleball?
Ryan:
Yes, we are strategically the bank that backs the pickle.One of our business development officers is big into the local pickleball scene, and we’ve embraced it as part of our brand. We have OMB Bank-branded pickleball paddles that are actually in high demand. We’ve also built a brand ambassador program where we sponsor competitive pickleball players—some of whom are nationally ranked—so that when they’re up on the podium, they’re representing OMB Bank.
Rhonda:
That’s amazing.
Ryan:
Yeah, we like to think outside the box. And we couldn’t do that if we didn’t have compliance on board from the very beginning.
Rhonda:
Phenomenal.
Ryan:
Bank marketing can be exciting, even in a highly regulated industry. In my 10+ years in this field, I’ve never found compliance to be a barrier to creativity. Instead, when you work together, compliance helps you accomplish what you want to achieve.
Rhonda:
Absolutely. I always say compliance is a partner for business growth. And it sounds like you’ve really had an impact on OMB Bank’s growth.
With that said, unless you have anything else to add, I just want to personally thank you for taking time out of your busy schedule to join us today. Congratulations on being named this month’s Compliance Superhero! We’re excited to continue working with you and watching OMB Bank’s growth in the years ahead. If there’s anything we can do, don’t hesitate to reach out. But most of all, thank you for being here!
Ryan:
Absolutely, it has been a pleasure to talk to you.
Rhonda:
Thank you so much, Ryan.
Ryan:
Thank you!
Rhonda:
Thanks for listening to this week’s episode of the COMPLY Podcast! As always for the latest content on all things marketing compliance you can head to performline.com/resources. And for the most up-to-date pieces of industry news, events, and content be sure to follow PerformLine on LinkedIn. Thanks again for listening and we’ll see you next time!
